The rise in content marketing has provided sales teams with a brand new arsenal of sales-enablement tools to help move people through the buying process. eBooks, infographics, field guides, and workbooks are all incredibly valuable tools to help salespeople provide value to prospective customers and invite them to learn more about your company.

Because marketers live in the realm of content, much of the responsibility for creating these assets lies on them. Unfortunately, marketing isn’t on the “front lines” enough to know exactly what customers experience day after day. This creates a disconnect between the sales-enablement tools marketing creates and the type of content a customer would actually find valuable.

As a result, marketing spends countless amounts of time, energy, and effort creating sales-enablement tools that end up accumulating dust on the shelf.

How to Create Sales-Enablement Tools Your Team Can Actually Use

So, how can your marketing team guarantee they’re creating sales-enablement tools that a sales team will actually use? Here are three keys:

  1. Define the exact challenges and problems your customers face every day. A new study by Corporate Visions found that only 1 in 4 businesses are creating content that focuses squarely on the customers. That means that the other 75% of businesses are making it up. In order to create sales-enablement tools, your sales and marketing teams sit down and agree on the specific challenges and pain points you should speak into. This includes the actual challenge and the psychographics behind them.
  2. Anchor your sales-enablement tools around decision-making science. In a complex sales environment, where there are multiple decision-makers, it’s important to tailor content based on the specific questions each person has. For example, a CFO might want a high-level overview of the cost-benefits. A CEO might want to understand the philosophy behind your way of thinking, a manager might want a FAQs document that dives a little deeper into the nuts and bolts of your product or service. Creating a suite of sales-enablement tools that speak to each person is important for developing resources that get used.
  3. Create tools that lead to better conversations. Ultimately, your sales-enablement tools are created to help generate more fruitful conversations for your sales team. Include questions and hooks that might motivate a potential customer to reach out to your sales team. Also, make sure people know the next steps they can take.

Your marketing team might not be able to force sales to use the tools they create, however, by taking the time to apply these ideas in the assets you create will go a long way in helping ensure the time and energy you spend is actually worth it.