Sales Enablement

---
name: sales-enablement
description: "When the user wants sales collateral — 'pitch deck,' 'one-pager,' 'objection handling,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' 'buyer persona card,' 'help my sales team' — any asset that helps reps close deals. For comparison pages and battle cards, see competitor-alternatives; website copy, copywriting; prospecting, cold-email."
category: marketing
tier: on-demand
---

# Sales Enablement

Create B2B sales collateral reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.

## Before Starting

**Product context:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it first and tailor output to it; only ask for what it doesn't cover.

Gather this context (ask if not provided):

1. **Value Proposition & Differentiators** — What do you sell and who is it for? What makes you different from the next best alternative? What outcomes can you prove?
2. **Sales Motion** — How do you sell (self-serve, inside sales, field sales, hybrid)? Average deal size and cycle length? Key personas in the buying decision?
3. **Collateral Needs** — What specific assets, for what funnel stage, used by whom (AE, SDR, champion, prospect)?
4. **Current State** — What materials exist, what's working and what's not, what do reps ask for most?

---

## Core Principles

### Sales Uses What Sales Trusts
Involve reps in creation and use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with top performers first.

### Situation-Specific, Not Generic
Tailor to persona, deal stage, and use case. A CTO deck differs from a VP of Sales deck; a post-meeting one-pager differs from a trade show handout.

### Scannable Over Comprehensive
Reps need information in 3 seconds, not 30 — bold headers, short bullets, visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.

### Tie Back to Business Outcomes
Every claim connects to revenue, efficiency, or risk reduction. Replace "AI-powered analytics" with "cut reporting time by 80%."

---

## Sales Deck / Pitch Deck

### 10-12 Slide Framework

1. **Current World Problem** — The pain your buyer lives with today
2. **Cost of the Problem** — What inaction costs (time, money, risk)
3. **The Shift Happening** — Market or technology change creating urgency
4. **Your Approach** — How you solve it differently
5. **Product Walkthrough** — 3-4 key workflows, not a feature tour
6. **Proof Points** — Metrics, logos, analyst recognition
7. **Case Study** — One customer story told well
8. **Implementation / Timeline** — How they get from here to live
9. **ROI / Value** — Expected return and payback period
10. **Pricing Overview** — Transparent, tiered if applicable
11. **Next Steps / CTA** — Clear action with timeline

### Deck Principles

- **Story arc, not feature tour.** The world has a problem, there's a better way, here's proof, here's how to get there.
- **One idea per slide.** Two points = two slides.
- **Design for presenting, not reading.** Slides support the conversation, not replace it — minimal text, strong visuals.

### Customization by Buyer Type

| Buyer | Emphasize | De-emphasize |
|-------|-----------|--------------|
| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |
| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |
| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |

**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)

---

## One-Pagers / Leave-Behinds

### When to Use

- **Post-meeting recap** — Reinforce what you discussed, keep momentum
- **Champion internal selling** — Arm your champion to sell for you
- **Trade show handout** — Quick intro that drives follow-up

### Structure

1. **Problem statement** — The pain in one sentence
2. **Your solution** — What you do and how
3. **3 differentiators** — Why you vs. alternatives
4. **Proof point** — One strong metric or customer quote
5. **CTA** — Clear next step with contact info

### Design Principles

- One page, literally. Front only, or front and back maximum.
- Scannable in 30 seconds: bold headers, short bullets, whitespace.
- Include your logo, website, and a specific contact (not info@).
- Match your brand but keep it clean — a sales tool, not a brand piece.

**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)

---

## Objection Handling Docs

### Objection Categories

| Category | Examples |
|----------|----------|
| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |
| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |
| Competition | "We already use X," "What makes you different?" |
| Authority | "I need to check with my boss," "The committee decides" |
| Status quo | "What we have works fine," "Not broken, don't fix it" |
| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |

### Response Framework

For each objection, document:

1. **Objection statement** — Exactly how reps hear it
2. **Why they say it** — The real concern behind the words
3. **Response approach** — How to acknowledge and redirect
4. **Proof point** — Specific evidence that addresses the concern
5. **Follow-up question** — Keep the conversation moving forward

### Two Formats

- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen.
- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios.

**For the full objection library**: See [references/objection-library.md](references/objection-library.md)

---

## ROI Calculators & Value Props

### Calculator Design

**Inputs** (current-state metrics from the prospect): time spent on manual processes, current tool costs, error rates or inefficiency metrics, team size.

**Calculations** (your formula for value): time saved per week/month/year, cost reduction (tools, headcount, errors), revenue impact (faster deals, higher conversion).

**Outputs** (what the prospect sees): annual ROI percentage, payback period in months, total 3-year value.

### Value Prop by Persona

| Persona | Cares About | Lead With |
|---------|-------------|-----------|
| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |
| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |
| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |
| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |

### Implementation Options

- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales.
- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high.
- **Slide-based** — ROI story embedded in the deck. Good for executive presentations.

---

## Demo Scripts & Talk Tracks

### Script Structure

1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call
2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities
3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain
4. **Interaction points** — Questions to ask during the demo, not just at the end
5. **Close** (5 min) — Summarize value, propose next steps with timeline

### Talk Track Types

| Type | Duration | Focus |
|------|----------|-------|
| Discovery call | 30 min | Qualify, understand pain, map buying process |
| First demo | 30-45 min | Show 3-4 workflows tied to their pain |
| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |
| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |

### Key Principles

- **Demo after discovery, not before.** Without their pain, you're guessing which features matter.
- **Customize to their use case.** Their terminology, their data (if possible), their workflow.
- **Leave time for questions.** A demo where the prospect doesn't talk doesn't close.

**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)

---

## Case Study Briefs (Sales Format)

Marketing case studies tell a story; sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.

### Structure

1. **Customer profile** — Industry, company size, buyer role
2. **Challenge** — What they were struggling with (2-3 sentences)
3. **Solution** — What they implemented (1-2 sentences)
4. **Results** — 3 specific metrics (before/after)
5. **Pull quote** — One sentence from the customer
6. **Tags** — Industry, use case, company size, persona

### Organization

Organize so reps find the right one instantly:
- **By industry** — "Show me a case study for healthcare"
- **By use case** — "Show me someone who used us for X"
- **By company size** — "Show me an enterprise example"

---

## Proposal Templates

### Structure

1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max)
2. **Proposed solution** — What you'll deliver, mapped to their requirements
3. **Implementation plan** — Timeline, milestones, responsibilities
4. **Investment** — Pricing, payment terms, what's included
5. **Next steps** — How to move forward, decision timeline

### Customization Guidance

- Mirror their language from discovery calls
- Reference specific pain points they mentioned
- Include only relevant case studies (same industry or use case)
- Name the stakeholders you've spoken with

### Common Mistakes

- **Too long** — Over 10 pages won't get read. Aim for 5-7.
- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum.
- **Burying the price** — Don't make them hunt for it. Be transparent and confident.

---

## Sales Playbooks

### What Goes in a Playbook

- **Buyer profile** — Who you're selling to, their goals and pains
- **Qualification criteria** — BANT, MEDDIC, or your framework
- **Discovery questions** — Organized by topic, not a script
- **Objection handling** — Top 10 objections with responses
- **Competitive positioning** — How you win against each competitor
- **Demo flow** — Recommended sequence for each persona
- **Email templates** — Follow-up, proposal, check-in, breakup

### When to Build

- **New product launch** — Reps need a single source of truth
- **New market segment** — Different buyers need different approaches
- **New hire ramp** — Playbooks cut ramp time significantly

### Keeping It Living

Playbooks die when not updated. Review quarterly, get input from top reps, remove anything outdated, and assign an owner — unowned playbooks rot.

---

## Buyer Persona Cards

### Card Structure

| Field | Description |
|-------|-------------|
| Role / title | Common titles and reporting structure |
| Goals | What success looks like for them |
| Pains | What frustrates them daily |
| Top objections | The 3-5 objections you'll hear from this role |
| Evaluation criteria | How they judge solutions |
| Buying process | Their role in the decision, who they influence |
| Messaging angle | The one sentence that resonates most |

### Persona Types

- **Economic buyer** — Signs the check. Cares about ROI and risk.
- **Technical buyer** — Evaluates the product. Cares about capabilities and integration.
- **End user** — Uses it daily. Cares about ease and workflow fit.
- **Champion** — Advocates internally. Needs ammunition to sell for you.
- **Blocker** — Opposes the purchase. Understand their concern to neutralize it.

---

## Output Format

| Asset | Deliverable |
|-------|-------------|
| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |
| One-pager | Full copy with layout guidance (visual hierarchy, sections) |
| Objection doc | Table format: objection, response, proof point, follow-up |
| Demo script | Scene-by-scene with timing, talk track, and interaction points |
| ROI calculator | Input fields, formulas, output display with sample data |
| Playbook | Structured document with table of contents and sections |
| Persona card | One-page card format per persona |
| Proposal | Section-by-section copy with customization notes |

---

## Task-Specific Questions

If context is missing, ask:

1. What collateral do you need? (deck, one-pager, objection doc, etc.)
2. Who will use it? (AE, SDR, champion, prospect)
3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)
4. Who is the target persona? (title, seniority, department)
5. What are the top 3 objections you hear most?

---

## Related Skills

- **competitor-alternatives**: For public-facing comparison and alternative pages
- **copywriting**: For marketing website copy
- **cold-email**: For outbound prospecting emails
- **revops**: For lead lifecycle, scoring, routing, and pipeline management
- **pricing-strategy**: For pricing decisions and packaging
- **product-marketing-context**: For foundational positioning and messaging