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3 Types of Must-Have Sales Enablement Content

Here is a list of must have sales enablement content to get you help turn your sales team into superheroes.

Persona Documents

In order to fully convey the value of your company’s offerings, you have to fully understand your personas – specifically your buyers and users. Your sales team should understand your buyers’ top pains, challenges, motivations and responsibilities. Persona related content can come in many formats, from presentations to one-pagers. Ardath Albee of Marketing Interactions, Adele Revella of Buyer Persona Institute and Tony Zambito are all great resources to turn to for better understanding your personas.

Product Content

Ultimately your sales team should know as much information about your products as your product team experts. Various types of product specific content can help you get there, including demos, overviews, videos, solution architectures, product pages and presentations. It is also useful to have content that helps compare your solution to other competitive solutions in the marketplace. Pamela Vaughn at Hubspot has pulled together a solid list of key sales enablement content to offer more guidance on product-related content.

Customer Success Content

Any content that shows the value of your offerings and highlights the success of your customers is an important, credible asset for your sales team. This type of content can appear in many formats from testimonial quotes, to written case studies, to customer videos. You may also find it helpful to calculate ROIs for your customers to help further clarify the value of your offerings for both your sales team and customers. Here is some advice from KISSmetrics on creating case studies.

If you are looking for more information about sales enablement, here are some additional resources: Sales Enablement Resources from Brainshark Sales Enablement in Action from SAVO Sales Enablement Best Practices from Eloqua

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Written by

Amanda Maksymiw
May 14, 2014