How do you create a repository for sales enablement assets that actually gets used?

Two things: 1/ You have to align with sales leadership on the digital asset manager (DAM) the organization is going to rally behind, and 2/ You have to provide quality content.

Quality must be determined by you and your stakeholders, and expectations must be set in terms of content updates, what is/isn't provided (Do you make 1-pager overviews for your products; do you manage regional webinar content), and how you promote those artifacts. Consider treating this program as a product and seek internal sales testimonials, small rewards like profile badges or shoutouts in leadership emails, and feedback.

There are a few ways to create a repository of sales enablement assets that get used. As with most things, you can build or buy.

Some solutions that I've used in the past include Highspot and GTMbuddy. Both were good tools as they provided just-in-time resources for the rep to help them progress a deal and move the conversation forward.

When building out a repository, you have a few options, but try to make it easy to use and a one-stop shop. I've created SharePoint pages that housed all of our internal content in an easy-ish format. They also had recordings of enablement sessions and content grouped by themes, so if they were up against a competitor or specific use case, they would be able to quickly find content and talking points around it. The drawback is that it often required the salesperson to know what they were looking for first-so it took a lot of reminding and training.

To help alleviate this, I recently built out a customer GTP based on our personas and fed it all of our content to help recommend content to a rep based on the persona, sales call, etc. This will speed up the process of finding content and will also suggest follow-up questions to ask to keep the conversation moving.