| name | sales-enablement |
| description | Builds what a sales team needs to sell — pitch decks, one-pagers, objection handling, competitive battlecards, demo scripts, and case studies. Use this to create or fix sales collateral, prepare for a competitive deal, build a demo flow, document objection responses, or diagnose why a pitch is not converting. |
Sales enablement
Collateral gets used when it solves a problem the seller has in a live conversation. Everything else
is filed and forgotten.
Know where deals actually stall
Before making anything, find where deals die: first call, after the demo, at pricing, at security
review, at the champion's boss. Each stall has a different remedy, and building for the wrong one
produces beautifully designed collateral nobody opens.
The core set
Pitch deck — a structure, not a script. Problem the buyer recognizes, why current approaches
fail, what you do differently, proof, commercials, next step. Ten to fifteen slides, each with a
takeaway headline.
One-pager — what the champion forwards internally to people you will never meet. It must survive
being read with no context and no presenter. This is usually the highest-leverage asset and the most
neglected.
Objection handling — the real objections, in the words prospects use, with responses that
acknowledge the legitimate part first. A response that denies the objection reads as evasion and
ends trust.
Battlecards — per competitor: where they genuinely win, where you do, the traps to avoid, and
what to say when the prospect raises them. Cards claiming you win everywhere get ignored by sellers,
who know better.
Case studies — situation, what changed, measurable result, in the buyer's language. One
verifiable number beats a page of adjectives.
Demo
Demo the outcome, not the interface. Start where the value is visible, not at login and settings.
Tailor to the problem they told you about — a feature tour of everything demonstrates that you were
not listening. Prepare for the three things that always go wrong, and know how to reach the value
moment inside five minutes when time gets cut.
Maintaining
Collateral rots. Every asset needs an owner and a review date, and anything referencing pricing,
competitors, or product capability needs checking every quarter. A battlecard describing a
competitor's old product loses deals.
Never
- Build collateral before you know where deals actually stall. Ask the reps and read the losses first.
- Ship a deck or one-pager with no owner and no review date. Unmaintained collateral is worse than none.
- Order a demo around the product's feature list instead of the order the buyer's problem unfolds in.
- Count enablement as done at delivery. It is done when reps use it in live deals.
