Sales Enablement Content That Actually Gets Used: A Data-Driven Approach
65% of sales content goes unused. Learn how to create enablement materials your reps will actually leverage to close deals.
Marketing creates beautiful case studies, one-pagers, and presentations. Sales ignores them. This is the sales enablement content tragedy playing out at most companies.
The Content Usage Crisis
The statistics are damning: - 65% of sales content goes completely unused - Reps spend 30% of their time looking for or creating content - Only 35% of content is considered "highly effective" by sales
Why Content Goes Unused
Too hard to find Buried in drives, SharePoint, outdated portals. If it takes more than 10 seconds, reps won't bother.
Not deal-relevant Generic content that doesn't map to specific objections or scenarios.
Outdated Decks from 2 years ago with old pricing and screenshots.
Wrong format Long whitepapers when they need a quick comparison chart.
Not mobile-friendly Reps are on the go. Desktop-only content doesn't help.
Building Content That Gets Used
1. Map to the Sales Process Create content for each stage: - **Prospecting**: Value prop snippets, trigger-based templates - **Discovery**: Industry-specific question guides - **Evaluation**: Comparison sheets, ROI calculators - **Decision**: Proposal templates, contract summaries - **Objection handling**: Battlecards, FAQ documents
2. Make It Findable - Searchable content library - Tagged by use case, industry, stage - Integrated into daily workflow tools - AI-suggested based on context
3. Keep It Fresh - Quarterly content audits - Clear ownership and update schedules - Version control - Sunset old content ruthlessly
4. Make It Snackable - One-pagers over long documents - Bulleted summaries - Video snippets under 2 minutes - Mobile-friendly formats
5. Measure What Works - Track content usage by rep - Correlate usage with win rates - A/B test different formats - Survey reps on gaps
The Content Feedback Loop
Week 1: Create hypothesis about needed content Week 2-4: Deploy and track usage Week 5-6: Analyze correlation with outcomes Week 7-8: Iterate based on data
AI-Powered Content Delivery
Modern platforms can: - Surface relevant content automatically based on deal context - Generate personalized versions from templates - Track which content influenced won deals - Recommend next-best content
The Prospectory Library
Every Prospectory account includes a curated library of templates, battlecards, and frameworks—automatically suggested based on what you're working on.
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