Writing Content That Supports Sales Enablement

I’ve spent the past maybe 5-6 months 🤔 talking to salespeople and listening to them get on calls. And I think we on the marketing side see things differently than they do, which often causes this ‘misalignment’ between both parties. The reason is that sales feel marketing doesn’t support them. In fact, many think they sabotage them, based on the resources marketing provides. And when you break it down, they’re sadly right. For the average marketing lead, they ‘think’ they support sales by providing ‘assets’ (i.e., case studies, battlecards, and blog posts). But sales never use this asset because half the time, they’re bloatware, and never relevant at the moment of objection. Here’s how it typically goes: 🔸 Assets are created in isolation. No rep was asked where their deals stall. No input was taken on which objections actually kill momentum. 🔸 Resources live & d*e* in Notion. Content gets published, but never packaged for sales. Reps don’t know where it is, what to use it for, or how it helps them win. 🔸 Content is written like marketing geeks having lunch. Long intros. Polished brand voice. No direct handling of objections, pricing, or alternatives. ⚠️ Since Sales don’t like this, they end up avoiding it entirely... or worse, build their own, inconsistent, off-brand versions that never go through enablement review. So what’s a fix? 👀 💡Simple: You build sales enablement based on a system of trust. 🚀 Kustomer is my favorite for this. Instead of standard battlecards, Kustomer built a case study series using real stories from former Intercom, Zendesk, and Front users. They’re simple, repeatable, and speak directly to the objection reps hear in deals: “We’ve been using [X] for years, why change?” And the rep can whip up a case study for that exact scenario. 🚀 Another interesting example is Gong’s use case in marketing. Gong pushes for testing and tracking which messages resonate in real calls. >> Reps feed back key objections. >> Content team listens to how top closers answer them. >> Then they turn those patterns into objection-handling one-pagers, talk tracks, and landing pages. So, what should your sales enablement content look like? Here are some I’ve seen work: ✅ Objection-handling templates → “We’re happy with [Competitor]”: Show a real customer quote for those who switched, and explain what triggered it. ✅ Pricing guidance playbooks → Reps need language for when prospects push back on cost. Give them nuance, not just numbers. ✅ ROI-focused micro-case studies → 2-paragraph stories. Name, use case, result. Built for mid-call drop-ins (please stop gating case studies... it makes no sense and defeats the purpose 🫤) ✅ Internal sell-through decks → Short slides reps can send after a great call, to help the buyer convince their boss. Making the process smoother for your sales team is not that hard.

They had their best traffic month ever. And the worst sales month in 2 quarters. So they called me. “We started creating a lot of inspiration content, and then obviously traffic peaked, but that doesn't translate into demand gen or lead gen.” This is what happens when content teams get measured by sessions instead of pipeline. And then the same team that demands traffic turns around and reprimands them for it not turning into sales fast enough. And it’s never about talent. Their content team is awesome. But here’s 3 subtleties that crush even a good content strategy: 1️⃣ Problem 1. Content was built for curiosity, not conversion Inspiration content is fun. It ranks. It gets shared. But it attracts the wrong people. If you want demand gen, you need to speak to: - The pain they’re in right now - The friction in their current process - The switching moment that makes them open to change I do this by writing about: + Symptoms: show them what’s actually broken + Solutions: give them clarity, not just your product's features + Switching Moments: build content for the moment they’re ready to act (I'm even using this in this very post (how meta) 2️⃣ Problem 2 : No handoff from traffic to sales They were doing all this work to get people to the blog… But there was nothing else for people to do other than sign up. That’s why I introduced the Waterfall Strategy — again. Because when you create content once, and reuse it across newsletters, LinkedIn, outbound, enablement? Now it moves. What I would recommend: + Retire the “inspo” blog posts (or reframed them with clearer use cases) + Replace with outcome-driven pieces: “How [persona] does [job] [faster/easier/better]” content or in B2B, "How [company] gets [outcome]" + Rewrite CTAs to start relationship-building, not just demo requests + Tied every single piece of content to an objection sales kept hearing ⚡ Almost every company I audit is seeing a traffic drop right now, so if you're one of the few still gaining traffic (but don't see any impact), try the above and let me know how it goes.

Only 30% of sales pros say sales + marketing are strongly aligned at their company. Yet when sales and marketing teams are aligned, sales pros are 103% more likely to perform better than their goals. Source: https://bit.ly/3LEqK6F Sales and marketing means better sales enablement content, higher quality leads, and more deals won. Here’s how you can align them: Marketing content should: - Talk to a particular persona/role, e.g., CRO, CMO, CEO, VP, Director - Understand and speak to *their* biggest Business Issues and Objectives - Talk about the problems they face in trying to achieve/resolve the above - Use examples of when you've been there and done it for other clients Remember, content should be about the problems you solve. Not your solutions & benefits. Focus on who to target, Objectives, challenges, and how you solve them. At Visualize, we use “Battle Cards” that include: 1. Who’s the title/role? 2. What are their biggest Business Issues/goals? 3. What are the Problems they face? 4. What are the questions you can ask to uncover those Problems? 5. How do you solve them? 6. What’s the Value you’ve solved with other clients? 7. What other titles will they require in the decision process? 8. What steps do they typically need to go through to be convinced? 9. Levers to move buyers to respond - AIM (Anxiety, Influence, Motivation). Ensure your content simplifies the Value Proposition for target buyers. Make marketing content that actually helps your sellers. When the two are aligned, you’ll get more success. P.S.: Follow me for more content like this.

Hey Marketing, this is the reason why your content is 𝗻𝗼𝘁 𝘀𝗵𝗼𝘄𝗶𝗻𝗴 𝗥𝗢𝗜. If your content isn’t driving sales conversations and closing deals, it’s likely because it is collecting dust (vanity metrics) and you are not helping your sales team to use your content effectively. Let’s fix that. Here’s what you can do: ✅ Align content with sales conversations Work with your sales team to uncover common objections and decision-making moments. If customers hesitate because of a specific concern, create content to address it. If a certain insight helps close deals, make it a part of your messaging. ✅ Make content easily accessible If your sales reps can’t find it, they won’t use it. Store sales-focused content in your CRM, sales engagement platform, or a dedicated content library. And don’t just assume they’ll know where to look - remind them regularly. ✅ Encourage personalized video outreach A short, authentic video message via LinkedIn or email builds trust faster than a generic email. Help your sales team get comfortable using video for outreach. ✅ Turn high-performing content into sales assets Repurpose top-performing blog posts, webinars, and case studies into sales decks, battle cards, and explainer content that directly supports the sales process. ✅ Track the impact on sales Look beyond clicks. Reverse engineer closed deals to see what content your buyers engaged with. AI and CRM data can help identify patterns that reveal what content truly drives revenue. Sales and marketing need to work together to turn content into a revenue driver - not just a branding tool. Is your content actively helping your sales team? Let’s talk about it.