What are your top 3 must-have sales enablement collateral?

Answer

5 Answers

Holly Watson

Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
1. Sales first call deck (FCD) with script
2. Competitive battle card with 1/ objection handling questions answered, 2/ private pricing options/discounts, and 3/ why customer should by now.
3. Video content like 1/ demo, 2/ polished promotional, 3/ internal sales video of a peer delivering the FCD
Keep in mind YOU don't have to be the one to make all this content, but YOU are in charge of orchestrating it's delivery.
5,936 Views
LeTisha Shaw

UserTesting Marketing & GTM Leadership | Formerly UserTesting, Evernote, Disney, Merck • 1y

Choosing just three essential sales enablement collateral pieces can be tough because the needs of each team vary based on what they're selling and their buyer personas. That said, the goal is always to provide resources that move prospects through the funnel. Some of the most effective assets include email templates for outreach, demo videos that showcase your product in action, and case studies or success stories highlighting real-world results. Other valuable tools are tailored slide decks an ...Read More

7,399 Views
Jeff Rezabek

Workyard Director of Product Marketing • 1y

If I had to pick 3 must-have sales enablement collateral, it would be the following: Detailed Personas: Having detailed personas that include the problem, solution, outcome, a few disco questions etc. will help your field pinpoint who they should be talking to and why your offering matters to them. Competitive Positioning: Creating competitive battle cards for the main categories you compete against and the top five 1st tier (the competitors you see in deals most often) competitors will help bui ...Read More

284 Views
Kuber Sharma

UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Jun 2

LeTisha Shaw nailed it on case studies. I want to build on that and share what I have seen move the needle across Microsoft, Tableau, Salesforce, and UiPath. The first is the battle card. Not a 15-page competitive analysis that lives in Confluence and gets read once. A one-page, living document that tells a rep exactly what to say when a competitor comes up in a specific deal stage. At Tableau, we updated our battle cards monthly based on field feedback. Reps started treating them like cheat she ...Read More

232 Views
Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • 1y

The top 3 must-have sales enablement collateral depend on the customer and the customer's preferred channels. In a B2B scenario, for example, whitepapers or case studies that demonstrate ROI and industry events for networking may be key. For B2C, it’s about being present where the customer is—engaging them through platforms like YouTube or social media to build brand familiarity and trust. Ultimately, sales enablement isn't just about collateral; it’s about being strategic with your presence.

1,787 Views