Question 1

What exactly is sales enablement?

Accepted Answer

Everything that helps sellers sell better: content, training, tools, processes, coaching. It bridges marketing (creates content) and sales (uses it). Essential at 5+ reps, valuable earlier.

Question 2

When should I invest in sales enablement?

Accepted Answer

Start documenting playbooks at 2-3 reps. Formal enablement function at 10+ reps. But even solo founders benefit from organized content and documented processes.

Question 3

What should a sales playbook include?

Accepted Answer

ICP definition, qualification criteria, discovery questions, demo script, objection handling, competitor battle cards, pricing guidelines, case studies, email templates. Living document, not static.

Question 4

How do I create effective battle cards?

Accepted Answer

One page per competitor: their strengths, weaknesses, your differentiators, common objections, trap-setting questions, customer win stories. Update quarterly. Make easily scannable.

Question 5

What content does sales actually need?

Accepted Answer

Case studies (proof), product one-pagers (features), ROI calculators (value), competitive comparisons (differentiation), email templates (efficiency), demo decks (structure). Ask your sellers.

Question 6

How do I ensure sales uses the content?

Accepted Answer

Involve them in creation. Make content easy to find. Track usage analytics. Retire unused content. Content they help create is content they'll actually use.

Question 7

How do I onboard new sales reps faster?

Accepted Answer

Week 1: product, ICP, tools. Week 2: shadow calls. Week 3: do calls, get feedback. Week 4: own deals. Structured curriculum beats "figure it out." Certifications for key skills.

Question 8

Should I use a dedicated enablement platform?

Accepted Answer

Notion/Guru work for early stage. Dedicated platforms (Highspot, Seismic) at 20+ reps when content volume and analytics needs grow. Don't over-tool early.

Question 9

How do I handle objections consistently?

Accepted Answer

Document top 10 objections with recommended responses. Practice in role-plays. Share successful rebuttals. Consistency doesn't mean scripted—understand the principle, adapt delivery.

Question 10

How often should enablement content be updated?

Accepted Answer

Competitive intel: monthly. Case studies: add new quarterly. Playbooks: review quarterly, update as product/market changes. Kill outdated content—it's worse than no content.

Question 11

How do I measure enablement effectiveness?

Accepted Answer

Ramp time to first deal. Content usage rates. Win rates by content consumed. Certification completion. Qualitative rep feedback. Enablement should measurably improve outcomes.

Question 12

What's the relationship between enablement and marketing?

Accepted Answer

Marketing creates content with enablement input. Enablement ensures sales can use it effectively. Tight collaboration required. Disconnect here = wasted content.

Question 13

How do I create training that actually sticks?

Accepted Answer

Short modules (15 min max), practice exercises, real-world application, reinforcement over time. One-time training is forgotten. Continuous learning culture beats boot camps.

Question 14

What's a skills gap analysis?

Accepted Answer

Identify required sales competencies, assess each rep against them, create development plans for gaps. Reveals what training to prioritize. Individual coaching + group training.

Question 15

How do I share competitive intelligence with the team?

Accepted Answer

Real-time Slack/Teams channel for news. Monthly competitive roundups. Battle cards in CRM. Win/loss analysis shared. Make it easy to consume and contribute.

I need to equip my sales team with the right content and training

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Notion

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