Benefits of Sales Enablement Content in the Sales Process

As a business owner, you know that sales enablement content is key to driving conversions. But what exactly is it? Sales enablement copywriting is a specialized form of writing designed to help close deals and increase revenue.

I remember when I was first starting in sales, I didn’t understand the importance of sales enablement content. It wasn’t until I started working with a seasoned sales enablement professional that I realized just how important this type of content can be.

I learned that good sales enablement copywriting isn’t about hard selling or being pushy – it’s about providing value and helping potential customers see why your product or service is the best solution for their needs.

With this in mind, let’s take a look at some of the benefits of investing in quality sales enablement content.

What is Sales Enablement Content?

Sales enablement content is content that is created to help salespeople sell more effectively. This type of content can include sales collateral, product demos, training materials, and more.

The goal of sales enablement content is to help salespeople close more deals and increase their win rates.

Why is Sales Enablement Important in the Sales Process?

Sales and marketing alignment is integral to the success of a company, and this success can be measured by increased revenue and decreased costs.

Implementing sales enablement strategies doesn’t happen overnight, and it requires multiple team members to be on board.

You need to take a top-to-bottom approach to your sales strategy, making sure you have all the tools — a CRM system, a content management system, predictive analysis, and marketing automation — in place, as well as the correct content and sales team.

By doing this, you’ll be able to meet or surpass your annual sales goals.

Before, salespeople used spreadsheets or their messy, unorganized email inboxes to store and share sales collateral.

You had to search through a repository of documents to find the correct one.

With the right tools, you can ensure your sales team is always equipped with the best responses to any prospect’s concerns.

Internal Documentation

Salespeople often overlook one important source of sales enablement: their own company’s documents.

Your organization’s internally produced materials can be a great way to provide your prospects with insights that help them understand your organization, process, and products. Although these docs may not be as refined as marketing collateral, they can be useful in helping your prospect get a better understanding of who you are.

Make sure to include your internal documents in your sales enablement content audit.

Your bottom of the funnel may need some tweaks. Try creating some content that is more tailored to specific questions that your prospect may have.

Let Sales Reps Dictate Direction

Your sales team knows better than anyone what types of information will be most helpful to sales.

While sales reps have been trying to close deals, they’ve been wishing they had more materials they could share with their clients.

This is why having sales and marketing teams work together to create the right kind of sales material can be such a huge deal. By collaborating, you can better understand how your sales team operates, how each team member thinks, and where each salesperson’s strengths and weaknesses lie.

Sales reps are on the front lines, having conversations with customers every day. That’s why it’s so important to create content that directly addresses their pain points.

Reviewing your recorded conversations can only tell you so much. You don’t know when a rep wished they had certain content that they didn’t, and that will never show up on your recording.

Improve Content Over Time

Don’t expect sales enablement to be a one-time thing. It’s a continuous process.

Remember that your buyers are most likely larger teams than in the past. Tailor your sales enablement content for these new, more complex, and more diverse groups.

61% of buying teams include more than 5 people and 50% of buying teams span multiple countries.

As a sales rep, it’s important to be aware of the different types of stakeholders involved in each deal, as each may have its specific concerns and needs.

Having content that addresses these various perspectives can help you get buy-in from all parties involved.

It’s challenging to account for every different type of person your sales reps will have to talk to through all of their many conversations.

As your business grows, you’ll need to adapt your approach to your sales content and messaging.

Just like with your marketing, sales content and collateral should be continually updated. Needs change, and your sales team should be trained and equipped to adapt.

Create a Buyer’s Journey Map

Use what you learned during your buyer’s persona research and develop a customer journey map. Then, map out the stages in your buyers’ journey and plan your content accordingly.

Where does each marketing channel fit within the customer lifecycle?

Asking your sales team about what kind of questions and concerns are expressed by buyers at particular points in their journey will help you determine when the best times are to send certain types of content to your prospects.

As you develop your content, keep in mind how each stage of a buyer’s journey is distinct from the others. By building a library of content that caters to each phase, you can equip your sales team with the resources they need to succeed.

Make sure to have a balanced approach to your content strategy.

The bottom of the sales funnel is just as important as the top of the sales funnel.

Sales Enablement Content for Individual Sales Reps

Even when sales reps are tracking their conversations, not all of them will be able to use the same marketing materials as successfully.

And without knowing them personally, you’ll never know what type of content is best suited for them.

Segmenting your sales team into groups based on their target market, product, or sales strategy can help you create content that speaks to each segment.

As you develop your sales enablement strategy, make sure to consider the needs of your specific target accounts and industry. By customizing your messaging to these different markets, you can ensure your reps have what they need to succeed.

Sales teams, whether they’re inside or outside, require different strategies, and therefore, they require different kinds of content for sales reps.

Understanding the differences between different sales and business situations is integral for creating successful and effective sales and marketing materials.

Identify Opportunities for Visual Content

Not all sales material has to be text-based. Some information is better presented visually, especially early in the sales process.

When sharing your sales message with your audience, try including a visual element, such as a video or infographics. Doing so increases the chances that they will remember the information.

One minute of video content is the equivalent of 1.8 million words of text.

In addition to sharing content with your prospects, sales enablement includes internal documents, like product sheets and training materials such as webinars.

Consider using video, audio recordings, or other mediums to deliver training materials to your reps. This could help your sales team learn more effectively than reading text.

Track Content Analytics

When you create and share content with your prospects, do you take time to analyze how it’s being received? To get a better sense of how successful each piece of content is, make sure to track the engagement it receives.

Who exactly is reading each piece of content? And how many times are they reading it?

What parts of the article are they reading the most?

Content that receives a lot of engagement from prospects can be used as a model for future pieces of sales enablement content. By tracking and analyzing how prospects interact with the content, you can optimize future pieces to better meet the needs of your target audience.

High-performing pieces of content that you have created in the past can serve as a model for your future pieces.

Empower Your Reps to Make Requests

The sales cycle is dynamic, and your reps need to be able to adapt. By empowering them with the ability to request content from you, they can stay nimble and react to changes in the market.

Sales enablement is the practice of aligning your sales and marketing departments by providing them with the opportunity to work together on projects.

If your sales reps are demonstrating initiative, you should empower them to create their own content as well. This will help them to be more effective in their roles and contribute more to the success of the team.

By working closely with writers, and using the expertise of your subject matter expert, you can create content that speaks to your sales team’s needs.

It’s probably a good idea to provide some basic training to your sales team on how to create new content. That way, they can fill in any gaps in your library of existing materials.

Your sales reps can create internal training materials that help new salespeople learn the ropes and improve the team’s performance overall. By taking the time to create these resources, your reps can help make sure that everyone on the team can succeed.

What is a Sales Enablement Strategy?

A sales enablement strategy is a plan for how an organization will equip its sales team with the resources and knowledge they need to be successful. This can include things like training, content, technology, and processes. The goal of a sales enablement strategy is to help the sales team close more deals and reach their quotas.

A good sales enablement strategy will take into account the specific needs of the sales team and align with the overall goals of the organization. It should be constantly evolving to keep up with changes in the market and in the sales team itself.

What is Sales Enablement Copywriting?

Sales enablement copywriting is a type of writing that helps salespeople sell more effectively. It can include creating marketing materials, such as brochures and website content, that highlight the features and benefits of a product or service.

It can also involve writing training materials, such as scripts and email templates, to help salespeople learn how to sell more effectively.


If you’re looking for a way to increase sales and drive conversions, then investing in quality sales enablement content is a wise move. This type of writing can help potential customers see the value in your product or service, and it can also make it easier to close deals. If you’re not sure where to start, consider working with a professional copywriter who specializes in this area.

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