Sales Enablement Collective

Content-driven sales enablement: Crafting messaging that closes deals In today’s competitive B2B SaaS market, sales success depends on delivering the right message to the right audience at the right moment. This session will explore how to build a go-to-market content strategy that empowers your sales teams to excel. Learn how to create content that aligns with buyer personas, sales stages, and key pain points, ensuring your team has the tools they need to close deals. We’ll share real-world examples of high-impact content and actionable frameworks for structuring assets that drive meaningful sales conversations. Discover how to turn your content into a powerful tool that accelerates conversions and fuels revenue growth.

Looking to transform your sales enablement skills? Join live training with sales enablement expert Dina Berger, Ph.D. Sales Learning and Development Leader in Chicago on April 22 and equip yourself with the tools to: 📈 Create a scalable enablement strategy, 🤝 Bridge the gap between sales and marketing, and 📊 Use data to measure and optimize sales performance. Real-time feedback and guidance make all the difference in your professional growth. This in-person, interactive certification lets you connect and collaborate with your peers on the same journey. Learning alongside others fosters development that goes beyond solo study. You’ll build connections, share experiences, and gain actionable strategies that impact your day-to-day work. Master sales enablement in real time: https://lnkd.in/dJjEWvn5

Who's been there? 😉 It's a tale as old as time. Felt stuck in this finger pointing game? It happens with Marketing VS Sales. And Marketing VS Enablement. So. How do you fix it? Enter Jenn Glabicky. She's solved this mannny times having 1) Led revenue enablement & marketing teams 2) Built GTM & enablement programs from scratch 3) Driven multiple sales content transformations Now she's sharing her exact playbook. On how you can drive alignment. Let's dive in 👇 1️⃣ Fix your content chaos first Jenn's team was drowning in collateral - Marketing creating daily content - Sales making their own versions - No one knew what existed - Everyone blamed each other Sound familiar? Here's her exact solution. 🧵 Start a weekly Collateral Governance Committee - 2 leaders (1 marketing, 1 enablement) - Build a content inventory spreadsheet - Audit everything in your first 90 days - Map each piece to buyer journey stages - Tag with clear owner + last update date Pro tip: Don't try to fix everything at once. Focus on your top 3 sales plays first. 2️⃣ Now create your content battle plan Jenn's team mapped every piece to: - Specific sales stages - Buyer journey moments - Customer pain points - Clear use cases Then made it dead simple to find: - Built a visual content map - Created clear naming conventions - Added search friendly tags - Marked "approved" vs "archive" Document exactly where + when to use each piece. 3️⃣ Get your data flowing Jenn's team tracked - Which pieces sales actually opened - Most downloaded assets - Social sharing metrics - Customer engagement rates - Win/loss content correlation 📈 with this monthly reporting cadence: - Week 1: Pull usage data - Week 2: Review with committee - Week 3: Share insights with teams - Week 4: Update content map 4️⃣ Build your enablement charter Define EXACT ownership for ALL these - Sales training materials - Product launch content - Competitive battle cards - Customer case studies - Email sequences - Process documentation Have a clear "tie breaker" process btw. Someone needs final call authority. 5️⃣ Create feedback loops your people will follow (AKA make them easy to do well) Jenn's exact process: - Monthly enablement office hours - Bi-weekly content usage reviews - Quarterly win/loss analysis - Content scoring framework (1-5 scale) - Regular sales ride-alongs 📌 If you only remember ONE thing, its this "Start with a small pilot program. Prove it works with data. Then scale what's working." Jenn fixed 10,000+ pieces of content. Started with just one sales play. Built trust through quick wins. Scaled from there. You can do the same. Ty for the great breakdown Jenn! -- 👋 P.S. Have you felt this before? Let us know below ;)

The stats don't lie. Those who have taken a course or certification earn, on average, $5,646 more than those who havn't. Our latest salary survey revealed some shocking stats, including how less than half (48%) of enablement professionals are happy with their current salary. The solution? Earn yourself the credentials that set you apart, boost your earning potential, and open doors to new opportunities. Our online sales enablement certification, created in collaboration with seasoned experts, is designed to do just that. Learn more: https://lnkd.in/denHGTVC

A recap of what's happening in Denver, April 1 & 2... 🧐🇺🇸 Learn how you can deliver with high effectiveness while strengthening internal relationships as a domain expert with Mike Demmert, Head of Organization Development at Signifyd. 🤝 Discover how to uncover hidden talent, secure the resources you need, and align cross-functional teams with Lenora Brown, Senior Director of GTM Enablement at Fleetworthy. 🤩 Explore the critical part enablement has to play in supporting front-line sales leaders with Chris Re, Director of Sales Enablement at Quantum Metric. 💪 See what else is on the agenda 👉 https://lnkd.in/efUjxDkc. Learn more 👉 https://lnkd.in/eWxea6Bn. #SalesEnablementDenver

A recap of what's happening in Denver, April 1 & 2... 🧐🇺🇸 Learn how you can deliver with high effectiveness while strengthening internal relationships as a domain expert with Mike Demmert, Head of Organization Development at Signifyd. 🤝 Discover how to uncover hidden talent, secure the resources you need, and align cross-functional teams with Lenora Brown, Senior Director of GTM Enablement at Fleetworthy. 🤩 Explore the critical part enablement has to play in supporting front-line sales leaders with Chris Re, Director of Sales Enablement at Quantum Metric. 💪 See what else is on the agenda 👉 https://lnkd.in/efUjxDkc. Learn more 👉 https://lnkd.in/eWxea6Bn. #SalesEnablementDenver

A huge thank you to our amazing meetup leads, Craig Mullen, Assoc CIPD (Sales Enablement Business Partner @ Square) and Rosie Clancy (Director, Product Enablement at Salesforce), for their leadership in making the Dublin meetup such a success! 👏 Key themes from our discussions included: 🔹 Data-Driven Strategies – Harnessing analytics to make smarter decisions and drive impact. 🔹 Enhancing Enablement Programs – Building robust, high-performing initiatives. 🔹 Proactive Approaches – Staying ahead of industry trends and anticipating future needs. And this is just the beginning! Our quarterly meetups will continue to deliver even greater value. Connect with us here in our Slack community to learn about upcoming events: https://lnkd.in/eShG_DwF Let’s collaborate, innovate, and grow together in 2025 and beyond! ✨ #SalesEnablementCollective #Dublin #ProfessionalGrowth

Last week, we had a room full of #enablement pros brainstorming solutions for the year ahead... And we'll be in New York on March 13 & 14! 🗽 👩💼👨💼 150+ enablement pros onsite 🧠🗣️ 30+ industry leaders speaking 😍💡 20+ sessions across 2 packed days Learn more ➡️ https://lnkd.in/e4CHeex5. #SalesEnablementNewYork

📣 ICYMI Jenn Glabicky shared the secrets of working seamlessly with your marketing counterparts. It’s a bit like tennis… 🎾 Fast-paced,  Players always on their toes,  Switching between offense and defense,  All while managing the pressure… But with Jenn’s four steps, you can move towards creating a strategic game plan and generating revenue growth. It all comes down to: 🤝 Establishing & building rapport 🏊 Defining swim lanes ⚙️ Creating fluid processes 🔁 Re-visiting processes often #SalesEnablement #Marketing #RevenueEnablement

GREAT POV from Gal Aga on Enablement 👇 "Last year, I spoke to the CRO of a $120M ARR SaaS who KILLED their Sales Enablement tech budget and moved back to Google Drive. Here's what went wrong (and why he called SE a "big lie"): CONVO RECAP: CRO: The entire concept of Sales Enablement is a big lie. Me: Ok, you got my attention… elaborate? CRO: Look at the tools and the ways people fill this role. I need my AEs to multithread, run better calls, build champions better, etc. But we’re paying [Top 3 enablement vendor] for sooo many bells and whistles, and what we end up with is basically a glorified Google Drive. Me: What do you think went wrong? CRO: These tools are solving for the wrong problem. Content Management isn't Enablement. It is a marketing/sales alignment problem, not a sales effectiveness one. Many of the Enablement folks are more L&D experts and marketers, so the enablement tech giants focus on them instead of the core problems in sales. Me: So, what is Sales Enablement in your mind? CRO: Solving for better deal execution, a better workflow with our buyers, and insights about deals (not just how content is being used). And sales experts should run this. Our team ends up downloading and emailing content to clients, ignoring the tech. I don’t need to pay $70,000 for what is essentially GDrive. MY THOUGHTS: Yes, this is a spicy take, but I think there's a lot of truth in it... We’re not enabling Sales if we’re not improving their actual process with buyers. We’re not enabling Sales if we’re not enabling Buyers. Years of ‘Growth At All Costs’ made us lose sight of what matters. Enablement should NOT be about: - how well the enabler knows how to train people - how many case studies and ebooks we build - how well we organize information internally - how fast our team can find this information Enablement SHOULD be about: - how well the enabler understands the seller & buyer’s world - how many critical buying supporting assets we build - how well reps deliver relevant, digestible information to buyers - how effectively our team can help buyers make decisions We could get away with it when sales were the source of knowledge. When we lived in a ZIRP, hire fast and just get reps out there, era. When buyers weren't a group of 11 confused stakeholders, each using ChatGPT to form their own opinions, navigating 100 vendors, facing CFOs in every deal. But it’s a different world now… 69% of sales teams MISSED 2024. And if you think sales is complex, you’re missing the point—Buying is. Sales is hard because buyers are failing. Because buyers are confused and stuck in indecision. And sellers who don’t help get ghosted. Sales Enablement should FIX THAT. Content Management and L&D are not enough. We should solve the actual buyer-facing process. The enablement profession and sales deserve better." -- 👋 P.S. Thoughts enablement leaders? Make sure you give Gal a follow btw!