24 Sales Enablement Examples (Content, Assets & Materials To Boost Sales)
Get 24 actionable sales enablement examples, including content, assets, and materials, designed to help boost your sales performance.
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Sales enablement boosts the productivity of sales teams by equipping them with the resources they need to close more deals. Sales intelligence tools help sales teams identify, access, and analyze these resources to optimize performance. For instance, when a sales rep receives a new lead, they can use sales intelligence tools to pinpoint the exact information they need to personalize their outreach and improve their chances of making a sale. If you were to listen in on a sales call between this rep and the lead, you’d likely hear the rep referencing a document or a recorded conversation that they found using sales intelligence rather than starting from scratch. The more sales enablement content a sales rep can access to improve their performance with a new lead, the better.
This blog will illustrate the impact of sales enablement with real examples that can help you tell a story about your sales process. Aomni’s sales intelligence software can help you uncover and organize sales enablement content so your team can find and use it to improve performance.
What Is Sales Enablement?
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Sales Enablement Examples
Sales enablement ensures that sales reps are equipped with the latest information about products and services, which helps them match the right solutions to their customers’ needs. This approach provides access to:
- Training
- Playbooks
- Market reports
- Competitive analysis
- Customer insights
This information helps sales teams to be more productive, effective, and impactful in their work.
Why Sales Enablement Matters
Sales enablement is an essential tool for aligning sales and marketing departments. Through this, marketing teams create content that salespeople use to communicate information about their products and services to their customers. This way, marketing teams produce marketing materials aligned with the customer’s needs, which helps sales teams deliver better and more effective sales pitches.
How Technology Improves Sales Enablement
With technological advancements, sales enablement has become more accessible and efficient. Tools like CRMs, sales automation software, and specialized sales enablement platforms empower sales reps to work effectively. These tools provide insights and analytics that sales reps can use to improve their sales strategy continuously.
What Sales Enablement Isn't
While sales enablement definitions may vary depending on specific roles and organizations, it’s essential to understand that sales enablement is not the same as sales operations or sales training.
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What Is Sales Enablement Content?
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Sales Enablement Examples
Sales enablement content refers to the materials that sales teams use to engage with potential customers throughout the sales process, helping them to close deals more effectively. These resources can include:
- Product brochures
- Case studies
- Whitepapers
- Pricing guides
- Sales scripts and more
A Key Statistic Highlights its Impact
Sales enablement content can increase sales by up to 20%, empowering sales reps to meet their targets and improve win rates and customer retention. As Gartner explains, the core of a sales enablement strategy is providing salespeople with the content and tools they need to engage buyers at every stage of the buying process. This enables sales reps to:
- Communicate the value of products or services more effectively
- Address customer concerns
- Accelerate the decision-making process
Centralizing Sales Enablement Content for Easy Accessibility
Sales enablement content is not just about arming the sales team with information but making that content easily accessible and organized. By centralizing these materials, companies ensure that marketing, customer service, and sales teams are aligned, allowing for seamless collaboration and content updates that reflect evolving customer needs.
Sales enablement content empowers sales teams, helping them build stronger relationships with prospects and close deals faster.
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Why Is Sales Enablement Content Important?
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Sales Enablement Examples
Sales enablement content is essential because it provides the foundation for customer engagement and sales team effectiveness. Without it, you're relying on customers to trust your claims without proof, and you're asking your sales reps to improvise during interactions, which can lead to inconsistent messaging and missed opportunities.
Well-crafted sales enablement materials help build credibility by demonstrating that your product or service can solve specific customer pain points. The following resources show customers that you understand their challenges and have the right solution:
- Case studies
- Product guides
- Testimonials
Empowering Sales Teams with Effective Content
For internal teams, sales enablement content offers guidance on communicating value, answering objections, and closing deals more effectively. It equips reps with the knowledge and confidence they need to engage prospects meaningfully at every stage of the sales process.
Sales enablement content is crucial in aligning sales efforts with customer needs, reinforcing trust, and helping teams deliver value-driven conversations.
2 Types of Sales Enablement Content
Sales Enablement Examples
1. Internal Sales Enablement Content: The Basics
Internal Sales Enablement Content is designed to help sales teams learn, train, and collaborate. It improves team knowledge, enables practical training, and promotes internal communication and alignment.
Examples include:
- Internal playbooks
- Training manuals
- Sales process documents
- Sales script
- Sales email template
2. External Sales Enablement Content: The Basics
External Sales Enablement Content is intended to help prospects and clients through the buyer's journey. It helps establish:
- Brand authority
- Educate prospects
- Help the sales team engage and convert leads
Examples include:
- Case studies
- Product brochures
- Demo videos
- Whitepapers
- Client testimonials
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24 Sales Enablement Examples: Content, Assets & Materials To Boost Sales
Sales Enablement Examples
1. Sales Onboarding and Training
Sales enablement starts on day one with your organization. Your sales onboarding and training should incorporate the best internal sales enablement content your organization has, and it should be updated regularly as new best practices are discovered and vetted.
2. Buyer Personas
A buyer persona describes your ideal customer so that your sales reps know who to focus on
during prospecting. It’s based on the patterns you discover while researching your most profitable customers. The persona also describes the ideal customer’s pain points so your reps can target the sales conversation, share the right sales assets, and maximize their chance of closing a deal.
3. Talk Tracks
A talk track is an abbreviated sales script that allows experienced sales reps to stay on track during a conversation without sounding:
- Robotic
Rehearsed
- Memorized
It can be a helpful cheat sheet for sales reps who encounter complex objections or need to discuss product details confidently.
4. Sales Scripts
A sales script gives newer sales reps a fully fleshed-out dialogue that allows them to share all relevant information about how your solution helps the lead with their most pressing problems. However, sales reps must practice sounding natural when using scripts—leads may not take them seriously if the conversation feels unnatural. Sales scripts are also helpful for leaving voicemails so the reps don’t forget any vital information.
5. Sales Playbooks
A sales playbook is a guide that gives reps information about how to handle different situations based on best practices the company has developed over time. The playbook makes it easier for reps to personalize the call without spending tons of time looking for sales assets and pricing sheets. A sales playbook also ensures every lead has a consistent experience with your organization, which can make a big difference in customer satisfaction.
6. Competitor Research
Understanding your competitors can help sales reps know how to position your solution appropriately. Competitor research can educate reps on competitors’ key talking points; core benefits you address that others don’t, and more. When reps find out a lead has talked to another company, they can use competitor research to tailor the conversation accordingly.
7. Battlecards
Battlecards are a concise way to package competitor research alongside:
- Key product information
- Targeted pain points
- Your organization’s value proposition
As a result, battle cards can be used as a talk track, built into a sales playbook, or as a standalone resource. They can also be used for effective pitching, staying ahead of competitors the lead is talking to, and practicing for specific sales situations.
8. Product Demo Script or Flowchart
When a sales rep walks a lead through a demo, it’s important to sound:
- Confident
- Knowledgeable
- On top of every detail
That’s where a product demo script or flowchart comes in. Knowing exactly what to say and having key information at hand lowers the stress reps feel and helps them listen more effectively to the customer rather than trying to remember the next steps of the demo. Demo scripts also help improve consistency and increase demonstration efficiency.
9. Win/Loss Stories
These stories are testimonials, but instead of featuring customers, they feature sales reps talking about how they won or lost specific deals. Capturing this information, ideally on video, gives your team valuable insight and allows you to leverage peer-to-peer learning.
10. Competitor Comparison and Analysis
If you’re not the only company in your field, your prospects are likely talking with your competition. Your sales reps need to know your key differentiating benefits and how you compare to your competitors. To make this resource as valuable as possible, summarize the essential information into a handful of bullet points as a “battle card” and make sure they are always easily accessible to your sales team.
11. Email Templates
Most sales organizations use email as their primary communication channel with potential customers. Email templates are a valuable investment for repeatable interactions that will pay off big time. Examples include:
- Initial outreach
- Check-ins
- Follow-ups after multiple emails
- Lead-generating drip campaigns
- Checklists
Empower Sales Teams
Once again, ask your sales team for feedback. Why guess what works when you have direct access to learn what generates the best results and what isn’t helpful? Analytics tools can take things a step further by tracking email open rates, and click-through rates and tell which emails led to a conversion.
Following those methods, you can constantly improve your valuable sales enablement content. When gathering insights, nothing beats qualitative feedback backed by quantitative data.
12. Pricing Guidelines
A Pricing guideline is a document containing up-to-date pricing information for each product. By creating product guidelines, sales teams can ensure that sales reps have a single reference and are always aware of all price changes. To make the perfect pricing guideline, you must research competitors' prices to offer your customers a competitive price. You must also ensure the document can be easily updated for future price changes.
13. Solution Briefs
A solution brief describes how your product or service solves a specific customer challenge to help sellers explain the value of your offering.
14. Explainer Videos
A short (under 2 minutes) video that describes your product or service and positions it as a solution to buyer challenges. These are great tools for your company site and sellers to reach out to new prospects.
15. White Papers / eBooks
Long-form assets such as white papers and eBooks are top-of-the-funnel content that promotes your company’s thought leadership on an essential topic to your industry. They can present:
- Proprietary research
Industry trends or predictions
- An in-depth explanation of an issue or challenge
These great engagement tools enable sellers to offer value to a prospect in a helpful, relevant, and valuable way.
16. Case Studies
Case studies present the situation, challenge, solution, and results of an engagement with your company. They are helpful for prospects in the consideration phase because they provide a third-party endorsement of your solution.
17. Customer Success Stories
These present real-world use cases and results to help sellers prove product performance to prospective customers.
18. Testimonials
Written or video testimonials offer first-hand endorsements of your product or service. These help build trust and credibility among late-stage buyers. Work with customer-facing teams to identify customers for testimonials, success stories, and case studies.
19. Webinars
A webinar is an online event hosted by your organization and broadcast to a select group of invited attendees. Webinars are a great way to highlight the expertise of your:
- Internal SMEs
- Customers
- Partners
Recording the sales webinar creates an asset that can be repurposed for blog post recaps and snippets to share with prospects. You can also add them to your site for on-demand lead generation and use them internally for sales training.
20. Presentation Decks
Now that 80% of selling is virtual, it’s essential to have a well-crafted slide deck to convey your offering. The length can depend on the complexity of your solution. Still, it should tell the story of the challenges you help buyers overcome engagingly and logically, reinforcing your positioning. Your deck will typically include every scenario, enabling reps to choose the slides that fit a particular prospect.
21. Product One-Pagers
A one-pager provides a high-level overview of a product or service. This helps sellers present the features and benefits of their solution to the buyer and address general pain points and challenges.
22. Product Sheets / Data Sheets
A product sheet describes your product or service's technical features and specifications for buyers and serves as a reference point for sellers if they’re asked to explain them.
23. eBooks
An eBook is a short digital book, usually 3,000 words or so. It can be used as a lead magnet to encourage leads to join your email list, as a freebie for ideal customers, or as part of a sales rep's informational packet with a pitch for the product or service. eBooks are an excellent resource for sales reps and can also be used to address specific questions or answer FAQs.
24. Blog Posts
A blog post is marketing content, but it can also be sales content when reps use it to answer questions, build trust, and educate leads about how your solution can help them. At the same time, blogs build brand awareness and help generate demand for your product or service.
How Do You Create Sales Enablement Content?
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Sales Enablement Examples
Start with Your Ideal Customer Profile (ICP)
Sales enablement content should always start with deeply understanding your ideal customer profile. This includes identifying your target audience's pain points and creating content that addresses their specific challenges.
Building detailed buyer personas will help you focus on potential customers' needs, motivations, and obstacles. Ask yourself: Where do they work, and what’s their role? What problems are they facing that your product solves? What are their goals and priorities?
Decide What Will Influence Your Prospects
Once you have your buyer personas, identify the content that will resonate most with them. For example, a wellness company might respond well to case studies showcasing how your product has benefited similar companies or an ROI calculator highlighting the savings or efficiency gains they can expect. Common sales enablement content types include:
- Case studies
- Product comparisons
- Sales scripts
- Demos
- Pricing guides
- FAQ sheets
Collaborate with Sales Reps
Sales reps are your eyes and ears on the front lines. Talk to them about the common objections they hear, the questions prospects ask, and the information they wish they had. They can guide you in developing content that’s both relevant and practical.
Map Content to the Customer Journey
Make sure your enablement content aligns with different stages of the customer journey. Not all content will be relevant at every point. For instance, product overviews or demos might spark interest early in the process. During the consideration phase, battle cards comparing your product to competitors may be useful. In decision-making, ROI calculators or customer testimonials can help seal the deal.
Develop a Sales Enablement Strategy
Your sales enablement strategy is your blueprint for delivering the right content to your reps and tracking its effectiveness. The strategy should include specific goals and KPIs, such as the number of meetings booked or closed deals. A dedicated sales enablement team trains reps on using content effectively, tools like CRM systems or data tracking software to monitor performance and conversion rates.
Provide the Right Tools
Equip your team with tools that help them:
- Track
- Measure
- Close deals more efficiently
Essential Tools for Sales Enablement
Some helpful tools include:
- Customer Relationship Management (CRM) tools to manage customer interactions.
- Learning Management Systems (LMS) for ongoing training.
- Sales prospecting tools to identify and engage with potential customers.
- Sale intelligence tools like Aomni for gathering sales intelligence on prospects
Track, Adapt, and Optimize
Measure the success of your sales enablement content by analyzing conversion rates, customer feedback, and overall sales performance. Continuously refining your strategy ensures that your reps always have the most up-to-date, practical materials to close more deals.
Empowering Sales Teams with Effective Content
Sales enablement content empowers your sales team with relevant, well-timed resources. A strategic approach tailored to your ICP and customer journey will give your reps the confidence and knowledge they need to:
- Engage with prospects
- Address their concerns
- Drive revenue growth
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How Do You Organize Sales Enablement Content For Easy Access?
Sales Enablement Examples
The best way to organize your sales enablement content depends on your company and creating a solution that equips reps with the content they need when they need it based on where a prospect is in the sales process.
According to Forrester, reps have an average of 1,400 sales assets to choose from. Still, the taxonomy of available assets has widened, often leading to a disconnect among:
- Content producers
- Managers
- Users
Creating effective sales enablement content is only half the battle; you must also organize it to make it easily accessible for your reps.
Keep Materials in a Database or Wiki: Create an Easy-to-Access Repository for Sales Content
Storing your sales enablement content in a centralized place helps mitigate the issue of reps having too many sales assets to choose from. Organizing your sales content in a database or Wiki creates an easy-to-access repository where reps can access sales content on demand.
Use a Sales Content Management System: Organize Sales Content for Easy Retrieval
A sales content management system is a specialized tool that helps businesses create, organize, and analyze sales enablement content. With a sales CMS, you can manage assets so reps can find and use the appropriate resources. They can even receive content recommendations based on their current situation or the prospects they interact with to improve sales productivity further.
Use a Learning Management System (LMS) to Organize Sales Training Content
An LMS can serve as a unified platform for all of your training materials where you can create and plan learning programs and track learner progress. When sales reps need to brush up on their knowledge of specific topics or improve their skills to close a deal, they can easily access the organized content within your LMS to get up to speed quickly.
Create a Content Map: Visually Outline Your Sales Enablement Content
A map serves as a visual outline to show reps what types of content are available and which assets are appropriate for various situations or use cases. Creating a content map for your sales enablement materials helps improve organization and boosts sales rep confidence. With a content map, reps can easily understand what sales enablement materials exist and how they can apply them to their current challenges.
What's the Role of Sales Enablement?
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Sales Enablement Examples
Sales is a complex and challenging process. Reps often start each deal with more questions than answers:
- Who are the key stakeholders?
- What strategy will work best?
- How do they guide the conversation toward a solution that matters?
Navigating these challenges can feel like shooting in the dark without the right guidance, and missed opportunities can quickly translate to lost revenue.
This is where sales enablement comes into play. It's not just about providing tools or information; it's about empowering your sales team with:
- Education
- Insights
- Strategies they need to move prospects smoothly through the sales pipeline.
With it, even the best salespeople can close deals efficiently.
One key challenge is that sellers are now expected to be experts. According to a June 2022 Salesforce survey, 74% of sellers noted that their roles are becoming more consultative, requiring them to understand deeply:
- Products
- Customers
- The market
They’re no longer just selling a product—they’re guiding clients through complex decisions, making product expertise and market knowledge essential for success.
Navigating the Challenges of Virtual Selling
The rise of virtual selling has added another layer of difficulty. The same Salesforce survey found that 58% of sellers find selling virtually more challenging than in-person, yet only 29% have received adequate training on being effective in remote environments. The digital shift requires new skills, and with enablement, sellers may be able to engage prospects as effectively online as they would face-to-face.
Maximizing Effectiveness in a Challenging Economic Landscape
There must be more room for error in today's uncertain economic landscape. Sales teams are being asked to do more with less. It’s not just about growth anymore; it's about maximizing effectiveness. Every interaction counts, and enablement provides the resources to help sellers sharpen their:
- Approach
Streamline processes
- Close deals faster
Effective sales enablement isn’t just a nice to have. As the Harvard Business Review noted, "Enablement in leading organizations is tasked with true capability building—not simply relegated to onboarding and training."
Building Long-Term Sales Competence
It’s about building long-term sales competence, ensuring that teams are always equipped to excel in a rapidly evolving market. With a solid enablement strategy, your sales team is better prepared to navigate challenges and meet the demands of today’s buyers, leading to more closed deals and sustained revenue growth.
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