The most common thing in a company is for the marketing team to focus on attracting and satisfying customers and leads (potential customers). However, in their daily activity, they often overlook the needs of one of their most important audiences: the sales department itself.

It often happens that marketing has created valuable content, but at the time of sale, the salesperson is not aware of it or does not have access to all of it. Ensuring good communication between departments makes it possible for corporate content to be useful in direct interaction with customers and leads.

For the sales team to benefit from Sales Enablement content that is genuinely useful to them, it is essential that there is good alignment between marketing and sales.

Now then: what type of content should marketing create for the sales team?

The content that the marketing department uses to generate leads (or potential customers) is often not used by the sales team. However, doing so is a good strategy for improving sales.

Having information about which content generates the most leads gives the sales team greater context to nurture commercial interactions with more chances of closing a sale.

The range of Sales Enablement content that can improve your sales team is very broad and can serve both to improve salespeople's capabilities and to provide the customer with a good experience.

And to make the most of all this valuable content, it is really useful to have smart sales software to digitalise all commercial communication elements, unify them and also improve the company's image.

Today we bring you eight types of
Sales Enablement content to improve your team's sales:

1 / Sales pitch scripts

It is clear that a salesperson who reads and repeats a script word for word is not ideal. However, it is interesting to be able to ensure that during the conversation the salesperson covers all the important points.

In this sense, sales pitch scripts are content that could bring value to your team. It is not about creating a piece to be read exactly, but rather about giving representatives a list of relevant points that they should mention during the sales interaction.

In this way, the sales team can benefit from accessing all the information needed to close a sale clearly, concisely and in line with the brand strategy.

2 / Catalogues and product sheets

There is one unavoidable issue in order to sell effectively: a good knowledge of the product or services offered.

In this sense, content you should take into account includes catalogues or product sheets. For salespeople, it is very useful to have on hand a list of the main products the brand offers and the specific characteristics of the more complex products.

This is content that is essential for dealing with regular customers, but it can also be the key to success in initial contacts with potential customers.

3 / Success stories

This type of material is highly valued by salespeople, as it is very useful to be able to show the customer good references during commercial interactions.

This content makes it possible to present the good results obtained with a customer and use them for future sales. It is possible to approach this content as a simple and effective way of presenting the advantages of the product to the customer. But it can also be considerably more technical and contain important information about the value that the product or service has brought to a customer, with detailed statistics.

4 / Multimedia

Multimedia content, such as short videos or photographs, can bring great value to the sales team's relationship with potential customers.

This content, which companies often use to publish on social media, is of great importance to marketing teams, because it is a tool with a high conversion rate from potential to actual customers. Creating and curating quality content to maintain an active brand presence on social media is nowadays one of the main functions of the marketers.

team. Furthermore, the ability to convey messages widely makes social media a Sales Enablement solution that can also be very useful for the sales team.

Sharing links and content that the brand posts on social media is a very effective way in which the sales team can convey the brand image to leads. Even more so if the content is tailored to the needs of the customer that the sales team has identified.

5 / Research, analysis and competitor comparison content

Content that can be of great help to the sales team is that which provides relevant information about the competition.

For salespeople to know the characteristics of the competition in depth is essential so that can convey to the customer what differentiates the brand and makes it stand out.

Marketing must ensure that this content includes clear and concise information that the sales team can easily convey to the customer to multiply the chances of success in competitive contexts.

6 / Blog posts

They say that the best topics for blog posts are found in the questions customers ask. Where can marketing find these questions? Undoubtedly, through the sales team.

It is a two-way process. Sales can tell marketing which issues are most important to customers and marketing can then generate and publish valuable content on the blog. In this way, a blog can serve both to generate leads and to educate salespeople and help them close sales.

7 / Whitepapers and ebooks

The content of whitepapers y ebooks is one of the most technical that can be offered to leads. It is an extensive format, offering very complete and detailed content on a specific topic. This type of content generates user value and conveys authority and seriousness of the brand.

If used well, this content can be a very good tool that the sales team can use as a brand reference. But for it to be truly useful, good communication between marketing and sales is essential.

If it was already important for the sales team to report on customer issues of interest to create blog posts, even more so to be able to correctly focus this type of much more elaborate content.

Thus, they can be offered to the customer whitepapers y ebooks that respond to the needs of high-value potential customers. In addition, this type of content can also provide valuable knowledge to expand the training of the sales team.

8 / Onboarding materials

Finally, it is worth taking into account the content for the Onboarding process, which is often abandoned by marketing teams.

The reality is that the materials for the training and incorporation of new professionals into the sales team are an essential Sales Enablement tool. Not only can they offer new salespeople the information they need to know about the company, they are also an effective way to ensure that they are able to convey the voice of the company from the very first moment.

The development of this type of content must also be part of your marketing strategy, as it ensures that there is a good foundation in the sales team and that a unified brand image is conveyed in all commercial interactions.