Why Sales Should Be the Content Generators for Sales Enablement


There’s a ton of confusion over who creates the content for enablement. It’s usually an awkward grey area, with sales, sales engineers, marketing, enablement, and ad-hoc SMEs building stuff on demand. 

But really, sales should be the generator for enablement content. I’m going to outline exactly why, and how to make that happen without taking your reps off the floor.

1. Content Development Takes Time

If the enablement team is tasked with content creation, it will take up a sizable amount of their time and leave critical tasks unfulfilled. When enablers are focused on creating content, they are distracted from their bigger mission.

I’m certainly not arguing that enablement teams aren’t capable of producing excellent content, but this doesn’t make sense from a time management perspective. Enablers are the master librarians of sales content. If the creation process occupies them, then the other cross-functional roles are often neglected. Enablement teams are better utilized as content aggregators than creators.

2. Enablement’s Role Puts It At A Content Disadvantage

Sales teams are better positioned as content creators because they have direct contact with buyers. They know the terminology, frequently asked questions, and how customers think. They are in the middle of the action. Enablement is supporting the cause, but they aren’t in the habit of speaking to buyers day in and day out.

Neither enablement nor marketing teams--the usual suspects when it comes to content creation--have the ability to home in on a sales problem. Sales teams come face-to-face with them every day. Instead of simply asking for buy-in from the sales team, get them involved.

3. Sales Knows Your Customers

Sales teams are the department that’s closest to the customer. They talk to prospects every day, so they know the pain points, concerns, objections, and objectives of your target audience better than anyone.

That’s why they make the best content creators for other sellers. The information is already in their head, and they know what works and what doesn’t.

Content creation is an easy way to scale and distribute your best rep’s customer expertise across your wider organization, in particular bringing it to reps who are newer and less experienced.

4. The Credibility Factor

Someone in sales is opening an email right now, staring at a newly created infographic. They are looking at it and thinking it’s a nice graphic, they save it and will rarely (if ever) forward to a prospect. SiriusDecisions estimates that between 60 and 70 percent of collateral created by marketing goes unused by sales reps. Why does this happen? Because the content wasn’t created by the team using it, and thus, lacks credibility.

It’s not to say that marketing or enablement doesn’t have anything to contribute. However, there is nothing more important than making sure that sales uses the content they have, and that content is helpful in achieving revenue objectives.

Otherwise, it’s pointless.

To nip this in the bud, get sales creating the content, and watch the use rate soar.

5. Built by Sales, for Sales

The easiest way to get your staff excited about creating new content is to give them full control. It’s natural for people to feel more comfortable using tools they and their colleagues created versus something another silo drops on them.

When forces outside of sales create content for sales to consume, a communication gap opens. Instead, have your sales team record a win story themselves instead of building a use case document. You can have them write an email cadence instead of writing one from scratch. Get sales to record their own pitch then turn that into a script for new BDRs. All of these are relatively light lifts for sales, so you’re not asking them off the floor for long, but still help you build out a deep library of resources the rest of the team will use.

Getting Started

If your organization hasn’t regularly tapped into the sales for content creation, there are some steps to take that will make it a lot easier.

First, make content creation part of the existing sales workflow.

If your team is already sharing win stories, for example, just document it. Your team is likely to have already everything they need, but it might need a little bit of process to get it nailed down. Of course, there may be some trial and error along the way, but make it fun. Why not have a competition to see what ideas they come up with?

Second, streamline the content creation as much as possible. A plan to generate the content without upsetting an existing flow is ideal. Suppose your team is currently inputting notes, and someone later uses that data to make videos. Why not go ahead and make the video instead of writing a lengthy note? This process gets the raw content out of the way faster and saves a step. For content that will be consumed internally, it’s more important the core message resonates than to spend time and money on a polished, perfect product.

Finally, be sure to include the entire team. When changing the workflow, there will be some people who are naturally happier than others to help. But you can’t use only an enthusiastic few. Not only does this make for a more inclusive workspace, but the content will also be diverse.

I hope this has helped shed light on how your team can evolve and create some excellent content that sales teams get excited about! If you need some additional guidance on leading your team through changing times, check out this webinar we did.