A Practical Guide to Sales Enablement Content
Material produced for sales teams to use in conversations, such as one-pagers, decks and objection guides.
Samir Haddad
The key figures
- Usage
- most sales content is never used
- Findability
- content must be where sellers work
- Accuracy
- claims in sales material carry the same obligations as advertising
- Feedback
- sellers know which materials work
Why this is worth getting right
Sales teams build their own materials when marketing does not supply usable ones, and consistency disappears.
Do this, not that
Do
- Build content from real sales conversations
- Keep materials where sellers already work
- Review claims like any published advertising
- Track what gets used
- Retire unused material
Don’t
- Content libraries nobody opens
- Sellers building unreviewed decks
- Claims that differ from marketing
- Materials never updated after launch
When to bring in help
Our advice Bring in help when sales teams build their own materials.
Where this comes from
- Federal Trade Commission — Advertising FAQs: A guide for small business
- Microsoft Learn — Microsoft Writing Style Guide
The figures and practices above come from the sources listed.
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Where to go next
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