Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Beginners Guide to Inbound Sales

Download the Guide
Fill out the form to get your guide
Thank you! You have been subscribed.
... Inbound Sales Sales Enablement
[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales
Read the Guide
The Beginners Guide to Inbound Sales
Free Inbound Sales Guide
View The Beginners Guide to Inbound Sales
[Playbook] Inbound Sales Guide Cover

Free Guide:

See faster close rates and happier customers by shifting to inbound sales.

In this guide, you'll learn:

  • Inbound Sales vs. Outbound Seals
  • 5 Steps in the Inbound Sales Process
  • Getting Started and Troubleshooting

When We Ask for Sales Enablement Content, This Is What We Want

By Genna Lepore

Genna Lepore also recommends this free guide, The Beginners Guide to Inbound Sales.

When We Ask for Sales Enablement Content, This Is What We Want

Before I joined IMPACT, I ran sales enablement for a global health and wellness software-as-a-service (SaaS) company. But long before I supported the success of sales teams, I was a salesperson myself, and my tenure was long and vast.

I say all of this to point out that it wasn’t until I removed myself from directly selling that I understood the importance of having synergy and harmony across sales, marketing, and operations teams.

Free Guide: The Beginners Guide to Inbound Sales

For years, I kindly requested that my marketing counterparts produce content to help sales close deals, educate prospects, or speed up the sales cycle.

I would tell them what I needed. But (unfortunately), as hard as they tried, the results rarely met expectations. I couldn’t quite put my finger on why they weren’t able to take my ask and translate it into a piece of collateral that enabled me to do my job more effectively.

Then I was put in charge of sales enablement — a hybrid role that bridged the gaping hole between marketing and sales.

I realized that part of the reason that marketing was unable to hit a content home run was due to them not being on the front lines with sales. They were only taking what I was asking for and producing a product-, persona-, or problem-specific piece of content.

They didn’t really interpret content like a salesperson. Instead, they addressed each topic from the perspective of a marketer.

More specifically, I would tell marketing what I wanted and they'd produce something with the end customer in mind. But rarely did they answer it through the lens of an end customer.

For instance, I would ask for a one-pager on the common problems that plagued my prospects and how our solution solved for it.

What I would receive was a product spec sheet listing features, benefits, and a few anecdotes on how we may be able to solve for the problems the prospect was facing.

This wasn’t what I needed.

Sales wants common objections, questions, concerns addressed so they don’t have to spend their time on a sales call educating prospects.

Sales wants an educated buyer.

While there may be dozens of pieces of material would fit the bill of being truly designed for "sales enablement," I have narrowed down the list of the top three things marketing teams should produce that will help their sales team infinitely. 

The most common questions buyers are asking

It’s funny. In my past sales roles, mid-call, I catch myself repeating myself and actually losing track of who I was talking to. When you start to say the same answers over and over again, it’s hard to delineate one prospect from another.

Which is why the number one thing I want from sales enablement material is content that does this tedious part of my job for me — answering all of the generic questions all prospects have that serve as a prerequisite to more specific and situation-specific sales conversations.

Here at IMPACT, we call these topics The Big 5. They are the top five categories of content all buyers (regardless of industry) are clamoring for — more so than any other topic — when making a purchasing decision.

They include:

Personally, my favorite sales enablement content revolves around price. I’m talking about content that explicitly states what you cost, and explains factors that can drive the price up or down.

This kind of transparency does two things.

First, it disqualifies prospects that can’t afford your service or solution. Second, it builds trust, because you demonstrate you are a company that talks about price and has nothing to hide.

As a buyer, I am more apt to call a business that displays its costs outright than one that doesn’t. And I bet you are, too! 

Videos that address frequently asked questions

One thing I have learned in my tenure as a sales rep is that people learn and digest content differently. I could send a followup email with a bunch of bullets and posts to read, but sometimes prospects just want the information in a short and concise format. Call it a give it to me straight type of way.

I have found that the best solution for the "I have no time to read" prospects is video. (In fact, we're a huge fan of using video for sales here at IMPACT.)

We use Vidyard to send videos embedded in my email follow-ups to my prospects. I find that videos help me articulate what I am trying to convey through text.

But when it comes to sales enablement material, we believe that there are seven types of sales and marketing videos — which we call The Selling 7 — that will make a sales rep’s life way easier. Examples of The Selling 7 include 80% videos, claims we make videos, landing page videos, employee bio videos, and more.

Video is crucial for salespeople because it enables them to make better use of their time on a sales call, and it's been proven to shorten the sales cycle:

And if this video is on your website, it can be a really valuable asset. A video doesn’t sleep. It is a 24/7 salesperson. It also has the ability can disqualify tire-kickers before a real salesperson ever gets involved!

Can I get a hallelujah for more time on your calendar and more qualified leads?

Case studies of real world success with clients

I need to start this section by saying that I am not a huge advocate of sending case studies to prospects. Reason being, very rarely do clients find direct apples-to-apples comparisons between the case studies you share with them and their own situations.

We've found that if a prospect is asking us to share one of our case studies, they are very far along in the decision-making process — basically they are looking for validation that you can solve their problem.

That said, this article would not be complete if I failed to mention the value of case studies.

There are times and places for case studies. Often, a buyer will use the results to sell your service or solution to the person who is cutting the check. Case studies help decision-makers quickly understand the ROI they are going to receive from partnering with you.

(Which brings up another topic about spending your time selling to the wrong person, which is a whole other topic for a different day.😉)

Having real results at your fingertips is super helpful. It proves your expertise and ability to take a client from point A to point B.

Including facts and figures is important. Talking about where the customer started is also crucial. But what is most important is to structure the case studies via the lens of a customer.

In other words, remove the fluff.

Give them the facts, the how and why, because nothing else matters to a customer.

None of this is revolutionary — or is it?

While you may be reading this post and thinking, “I’m already doing all of this, tell me something I don’t know!” I encourage you to pause for a moment and ask yourself:

How involved is the sales team in marketing’s content brainstorming?

It is nearly impossible for a marketer to create solid sales enablement material without sales involvement. Sales knows what customers or prospects are asking throughout the sales cycle in a way that marketing can’t. The content needs to be written as if it were part of a natural sales dialogue.

Otherwise, sales won’t use that content. Or worse, they will include it, but it won’t be what a prospect needs to get them over the finish line to becoming a customer.

[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales
Read the Guide
[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales

See faster close rates and happier customers by shifting to inbound sales.

In this guide, you'll learn:

  • Inbound Sales vs. Outbound Seals
  • 5 Steps in the Inbound Sales Process
  • Getting Started and Troubleshooting


Sales & Marketing Alignment
Sales Enablement
Inbound Sales
Published on September 10, 2019

Recent Articles

How To Align Your Sales And Marketing Teams In 2022
January 20, 2022 • 8 min read
How To Be a Great Subject Matter Expert for Your Content Team
January 13, 2022 • 6 min read
IMPACT+ Free vs. IMPACT+ Pro: What's The Difference?
December 25, 2021 • 7 min read
Sales Enablement Checklist: 5 Questions Marketing Teams Should Regularly Ask Sales Teams
November 30, 2021 • 5 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
4 Signs Your Revenue Team Is Slowly Failing
October 23, 2021 • 9 min read
Sales and Marketing Alignment: How To Shorten Your Sales Cycle
September 17, 2021 • 8 min read
Sales and Marketing Friction is Hurting Your Bottom Line – Here’s What to Do About It
May 27, 2021 • 6 min read
How to Get Sales Enablement Content from Your Marketing Team
May 3, 2021 • 5 min read
What Does Almost Every Business Leader Get Wrong About Sales and Marketing Alignment?
April 7, 2021 • 6 min read
What is the purpose of marketing? (updated for 2021)
February 10, 2021 • 8 min read
In a Thriving They Ask, You Answer Company, What Role Should the CEO Play?
January 27, 2021 • 4 min read
Marketing and Sales Alignment When Using HubSpot and Salesforce [Infographic]
January 16, 2021 • 1 min read
Sales goals: 5 costly ways you're leaving money on the table (+ video)
November 27, 2020 • 11 min read
How do I get my old school sales reps to buy in to They Ask, You Answer?
November 18, 2020 • 5 min read
6 most common revenue team meeting problems (and how to fix them)
November 18, 2020 • 11 min read
How To Create Sales Enablement Content Your Sales Team Will Love
October 5, 2020 • 8 min read
Business leaders, you can't miss HubSpot Training Day! Here's why
September 17, 2020 • 4 min read
Why Should An Inbound Marketing Agency Work With Your Sales Team?
August 21, 2020 • 8 min read
7 common challenges companies face in  They Ask, You Answer Mastery
August 18, 2020 • 5 min read
How the Heck Does They Ask, You Answer Benefit Sales?
August 3, 2020 • 5 min read
Alignment: Why Revenue is the #1 Metric for Sales and Marketing Teams
July 28, 2020 • 7 min read
The marketer's 5-point guide to thriving in a sales environment
July 24, 2020 • 5 min read
Why the They Ask, You Answer philosophy needs to be a full company initiative
July 3, 2020 • 7 min read