What are the essential pieces of sales enablement content that every company should have, and how do you measure their effectiveness?

I'm going to go a layer deeper on this answer (vs. traditional stuff like pitch decks, one pagers etc. --> which of course are all very important must have). Here we go:

• A set of data driven claims that show what has been possible in aggregate for existing customers/users of the product in question.

• A library of case studies that demonstrate HOW existing customers/users were able to achieve positive outcomes (like the ones illustrated in the claims above) by using the product in question.

• An ROI calculator tool of sorts that leverages a prospects own data inputs and business parameters that gives them a real time sense of what they could achieve with the product in question.

Combined these three things help a merchant see themselves in the numbers and paint a picture of what is possible!