sales-enablement-creator

# 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:**

| Persona | Pain Language | Value Language | Metrics |
|---------|---------------|----------------|---------|
| **CFO** | Cost, risk, compliance | ROI, payback, efficiency | $ saved, % reduced |
| **CTO** | Technical debt, integration | Scalability, security | Uptime, API calls |
| **VP Sales** | Pipeline, quota, forecast | Revenue, win rate | $ pipeline, % close |
| **VP Marketing** | Attribution, ROI, scale | Conversion, engagement | Leads, CAC |
| **End User** | Manual work, errors, time | Automation, accuracy | Hours saved |

#### 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:**

| Section | Generic | Healthcare-Specific |
|---------|---------|---------------------|
| Challenge | "Manual processes slow you down" | "Prior auth delays impact patient care" |
| Capability | "Automates workflows" | "Automates eligibility verification" |
| Compliance | "Enterprise security" | "HIPAA compliant, BAA included" |
| Metric | "Saves 10 hours/week" | "Reduces denial rate by 40%" |
| Proof | "Fortune 500 customer" | "Used by 200+ medical practices" |

---

### 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

| Don't | Do Instead |
|-------|------------|
| Show every feature | Focus on their priorities |
| Read from slides | Tell stories |
| Monologue for 30 minutes | Check in every 5-7 minutes |
| Show admin/setup screens | Show user experience |
| React to bugs with panic | "Let me show you another way" |

---

### 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:**

| Benefit Category | Formula | Example |
|------------------|---------|---------|
| **Time Savings** | Hours saved × Hourly cost | 10 hrs/week × $50 × 52 = $26K |
| **Error Reduction** | Errors avoided × Cost per error | 50 errors × $200 = $10K |
| **Productivity** | Output increase × Value per unit | 20% more × $100K = $20K |
| **Revenue** | Conversion lift × Pipeline value | 5% × $500K = $25K |

**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:

| Assumption | Source | Conservative? |
|------------|--------|---------------|
| Hourly cost: $50 | Industry average | Yes |
| Hours saved: 10/week | Customer estimate | Stated |
| Error rate reduction: 50% | Case study data | Yes |

---

### 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

| Principle | Application |
|-----------|-------------|
| **One idea per slide** | Don't cram multiple concepts |
| **More visual, less text** | Use diagrams, screenshots |
| **Customer-centric** | "You" not "We" |
| **Proof over claims** | Logos, numbers, quotes |
| **Consistent branding** | Use templates |

---

## 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

| Content Type | Review Frequency |
|--------------|------------------|
| Battle cards | Monthly |
| One-pagers | Quarterly |
| Demo scripts | Quarterly |
| ROI calculators | Bi-annually |
| Sales decks | Monthly |

### 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