How to standardize sales enablement materials when there are mainly bespoke enterprise deals?

There are two approaches to consider here. First is the 80/20 rule. Create content and training material for the 80% of the deals that are standard. This can include material that is fundamental for new hires who simply need to understand what good looks like, and what you actually sell. For the other 20%, create more templated content and point to your assets like messaging, brand voice, personas, and competitive intelligence so the sellers are empowered to modify some content on their own for bespoke use cases. The second approach is to create highly modular content. This requires more rigorous training, but modular content can accommodate for sales cycles that include a higher volume of unique deals.