Sales Enablement Content Creator

Overview

Transform product knowledge into sales-ready content that helps reps win deals. This skill encodes the frameworks for creating battle cards, one-pagers, demo scripts, and ROI calculators that speak the buyer's language—not product jargon.

When to Use This Skill

• Battle card creation — Competitive positioning and talk tracks
• One-pager development — Persona or vertical-specific value propositions
• Demo script writing — Discovery-based demo flows and talk tracks
• ROI calculator building — Value quantification tools for prospects
• Sales deck creation — Presentation materials for different stages
• Training content — Onboarding and ongoing enablement materials

Content Type Frameworks

Battle Cards

Structure

┌─────────────────────────────────────────────────────┐
│ BATTLE CARD: [Competitor Name]                      │
├─────────────────────────────────────────────────────┤
│ QUICK FACTS                                         │
│ • Founded: [Year] | HQ: [Location]                  │
│ • Funding: [Amount] | Employees: [Count]            │
│ • Target Market: [Description]                      │
│ • Pricing: [Model and range]                        │
├─────────────────────────────────────────────────────┤
│ THEIR POSITIONING                                   │
│ [1-2 sentences: How they describe themselves]       │
├─────────────────────────────────────────────────────┤
│ WHERE THEY WIN                                      │
│ • [Scenario 1]                                      │
│ • [Scenario 2]                                      │
├─────────────────────────────────────────────────────┤
│ WHERE WE WIN                                        │
│ • [Advantage 1 + proof point]                       │
│ • [Advantage 2 + proof point]                       │
│ • [Advantage 3 + proof point]                       │
├─────────────────────────────────────────────────────┤
│ LANDMINE QUESTIONS                                  │
│ • "Have you asked them about [weakness]?"           │
│ • "How does [competitor] handle [our strength]?"    │
├─────────────────────────────────────────────────────┤
│ OBJECTION RESPONSES                                 │
│ They say: "[Objection]"                             │
│ We say: "[Response]"                                │
│ Proof: "[Evidence]"                                 │
├─────────────────────────────────────────────────────┤
│ CUSTOMER WINS                                       │
│ "[Customer] switched from [competitor] because..."  │
└─────────────────────────────────────────────────────┘

Battle Card Best Practices

DO:

• Be honest about where they're strong
• Use specific proof points (not claims)
• Include exact talk tracks
• Update when you learn new information
• Make it scannable (reps read during calls)

DON'T:

• Trash talk (sounds desperate)
• Use claims without evidence
• Make it longer than 2 pages
• Include information reps won't use
• Let it get stale

One-Pagers

By Persona

Structure:

┌─────────────────────────────────────────────────────┐
│ [SOLUTION NAME] for [PERSONA]                       │
├─────────────────────────────────────────────────────┤
│ THE CHALLENGE                                       │
│ [2-3 sentences in their language, about their pain] │
├─────────────────────────────────────────────────────┤
│ THE SOLUTION                                        │
│ [2-3 sentences: How we solve it]                    │
├─────────────────────────────────────────────────────┤
│ KEY CAPABILITIES                                    │
│ ✓ [Capability 1]: [Benefit in their terms]          │
│ ✓ [Capability 2]: [Benefit in their terms]          │
│ ✓ [Capability 3]: [Benefit in their terms]          │
├─────────────────────────────────────────────────────┤
│ RESULTS                                             │
│ [Metric 1]  [Metric 2]  [Metric 3]                  │
│ "Quote from similar persona at customer"            │
├─────────────────────────────────────────────────────┤
│ NEXT STEP                                           │
│ [Clear CTA]                                         │
└─────────────────────────────────────────────────────┘

Persona-Specific Language:

By Use Case

Structure:

┌─────────────────────────────────────────────────────┐
│ HOW [COMPANY] HELPS WITH [USE CASE]                 │
├─────────────────────────────────────────────────────┤
│ THE SITUATION                                       │
│ [Describe the use case scenario]                    │
├─────────────────────────────────────────────────────┤
│ WITHOUT [SOLUTION]          WITH [SOLUTION]         │
│ • [Pain 1]                  • [Benefit 1]           │
│ • [Pain 2]                  • [Benefit 2]           │
│ • [Pain 3]                  • [Benefit 3]           │
├─────────────────────────────────────────────────────┤
│ HOW IT WORKS                                        │
│ Step 1: [Action] → Result                           │
│ Step 2: [Action] → Result                           │
│ Step 3: [Action] → Result                           │
├─────────────────────────────────────────────────────┤
│ CUSTOMER SUCCESS                                    │
│ "[Company] achieved [result] in [timeframe]"        │
└─────────────────────────────────────────────────────┘

By Vertical

Healthcare Example:

Demo Scripts

Discovery-Based Demo Flow

Structure:

DEMO SCRIPT: [Use Case/Persona]

OPENING (2 minutes)
─────────────────────────────────────────────────────
Talk Track:
"Based on our conversation, I understand your main priorities 
are [priority 1], [priority 2], and [priority 3]. I've 
structured today's demo around those. Does that still 
reflect what's most important?"

Show: [Starting screen/dashboard]

SECTION 1: [Priority 1] (5-7 minutes)
─────────────────────────────────────────────────────
Setup:
"You mentioned [specific pain they shared]. Let me show 
you how [product] addresses that."

Show: [Specific feature/workflow]

Talk Track:
"Notice how [specific benefit]. For [similar customer], 
this meant [specific outcome]."

Check-in Question:
"How does this compare to how you handle this today?"

SECTION 2: [Priority 2] (5-7 minutes)
─────────────────────────────────────────────────────
[Same structure]

SECTION 3: [Priority 3] (5-7 minutes)
─────────────────────────────────────────────────────
[Same structure]

CLOSING (3 minutes)
─────────────────────────────────────────────────────
Talk Track:
"You've seen how [product] addresses [priority 1, 2, 3]. 
Based on what you've seen, what questions do you have?"

[Handle questions]

"What would you need to see to move forward?"

Next Step:
[Propose specific next action]

Demo Environment Checklist

Before every demo:

• Demo environment is clean (no test data visible)
• Sample data reflects their industry/use case
• All features being shown are working
• Backup plan if something breaks
• Screen sharing tested

Demo Anti-Patterns

ROI Calculators

ROI Calculator Framework

Inputs (from customer):

Current State Inputs:
• Volume: [transactions, users, hours]
• Cost: [labor, tools, errors]
• Time: [process duration]
• Quality: [error rate, rework]

Calculations:

Output:

┌─────────────────────────────────────────────────────┐
│ ROI SUMMARY                                         │
├─────────────────────────────────────────────────────┤
│ Annual Investment: $50,000                          │
│ Annual Value:      $81,000                          │
│                                                     │
│ NET BENEFIT:       $31,000                          │
│ ROI:               62%                              │
│ PAYBACK:           7.4 months                       │
├─────────────────────────────────────────────────────┤
│ VALUE BREAKDOWN                                     │
│ • Time Savings:      $26,000 (32%)                  │
│ • Error Reduction:   $10,000 (12%)                  │
│ • Productivity:      $20,000 (25%)                  │
│ • Revenue Impact:    $25,000 (31%)                  │
└─────────────────────────────────────────────────────┘

Assumption Documentation

Always document assumptions:

Sales Decks

Stage-Appropriate Decks

First Meeting Deck (10-15 slides):

1. Agenda
2. About Us (brief)
3. The Problem We Solve
4. How We Solve It (high-level)
5. Key Capabilities (3-5)
6. Results/Proof Points
7. How We're Different
8. Customer Examples
9. Next Steps

Technical Deep-Dive Deck (15-20 slides):

1. Architecture Overview
2. Integration Approach
3. Security & Compliance
4. Implementation Process
5. Technical Specifications
6. API/Developer Experience
7. Support & SLAs
8. Technical Q&A

Executive Summary Deck (5-7 slides):

1. Business Challenge
2. Proposed Solution
3. Expected ROI
4. Why Us
5. Investment & Timeline
6. Recommendation

Slide Design Principles

Content Maintenance

Update Triggers

Update enablement content when:

• New feature launches
• Competitor makes significant move
• Pricing changes
• New customer wins (for proof points)
• Win/loss patterns emerge
• Messaging evolves

Content Audit Cadence

Feedback Loop

Collect input from sales:

• Which content gets used?
• What's missing?
• What's outdated?
• What objections aren't covered?

Resources

references/

• messaging-framework.md — Core positioning and value propositions
• persona-profiles.md — Detailed buyer persona information
• proof-point-library.md — Customer quotes, metrics, and case studies
• competitive-intel.md — Detailed competitor information

scripts/

• roi-calculator.py — Generates customized ROI calculations
• content-validator.py — Checks content against brand guidelines

assets/

• battle-card-template.pptx — Branded battle card template
• one-pager-template.docx — One-pager format
• demo-script-template.md — Demo script structure
• roi-template.xlsx — ROI calculator spreadsheet