--- title: "Sales Enablement Content: Types That Move Deals" description: "Sales enablement content explained: the internal and external types that move deals at each buying stage, and how to build and govern them in HubSpot." image: https://www.finemediabw.com/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-share-1200x630-v2.png --- [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked")](https://www.finemediabw.com/) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - [Contact us](https://www.finemediabw.com/contact) - [Contact us](https://www.finemediabw.com/contact) ![Sales Enablement Content: The Types That Move Deals at Every Stage. Dark and slate type on a white ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-share-1200x630-v2.png) Nov 24, 2022, 1:09:42 AM | [Sales Enablement](https://www.finemediabw.com/blog/tag/sales-enablement) # Sales Enablement Content: The Types That Move Deals at Every Stage [Tumisang Bogwasi](https://www.finemediabw.com/blog/author/tumisang-bogwasi) Share - [mailto:?&subject=Sales%20Enablement%20Content:%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage&body=Sales%20Enablement%20Content:%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fsales-enablement-content-to-grow-sales-and-conversions)](mailto:?&subject=Sales%20Enablement%20Content:%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage&body=Sales%20Enablement%20Content:%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fsales-enablement-content-to-grow-sales-and-conversions)) - - - If you lead sales, marketing or the business, this guide shows which sales enablement content earns its place and where each piece fits in the sales process. The short answer: build a small set of content that helps reps prepare and helps buyers decide, then match each piece to a stage of the buyer's journey. You will see the main types of sales enablement content, which are internal and which are external, how they differ from content marketing, and how to govern them in HubSpot. You will also see what sales, marketing and customer success gain. Done well, it supports your wider sales enablement strategy and sales strategy.   | **Sales Enablement Content** Sales enablement content is any asset that equips sales reps to sell or helps prospective customers decide to buy, matched to a stage of the buyer's journey. | | --- | ## Sales enablement content serves the rep and the buyer at the same time A good piece of sales enablement content does two jobs. It gives sales reps something to say, send or show in a sales conversation, and it gives potential customers something to read or watch that answers a question they already have. Each asset belongs at a defined point in the sales process. That is why sales enablement content is a team effort between sales and marketing teams. Your marketing team usually writes and designs the assets, the sales team tells marketing what buyers ask and where deals stall, and customer success adds what customers value after they sign. If you want the wider discipline first, start with our guide to [what sales enablement is](https://www.finemediabw.com/blog/what-is-sales-enablement). The cost of getting this wrong is time. Salesforce's [State of Sales 2026](https://www.salesforce.com/news/stories/state-of-sales-report-announcement-2026/) survey of more than 4,000 sales professionals found that the average seller spends 40% of their time selling. Content that is hard to find or hard to use pushes that number down further. Demand for better content is real. In [HubSpot's 2025 State of Sales report](https://blog.hubspot.com/sales/sales-enablement-content-credibility), nearly 28% of salespeople named making more effective use of sales enablement content as a focus for the year ahead. ## Internal and external sales enablement content have different readers ![Two overlapping rings for internal and external sales content, each with its question, and the shared region reads shared maps.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-internal-vs-external-content-blog-1600x900.png?width=1600&height=900&name=sales-enablement-content-to-grow-sales-and-conversions-internal-vs-external-content-blog-1600x900.png) Every asset in your library has one main reader. Sorting sales enablement materials by reader tells you who needs to approve each one, where it should live and how you will know whether it works. - **Internal sales enablement content** is for your own sellers: playbooks, scripts, battlecards, training materials and onboarding checklists. - **External sales enablement content**, also called customer facing content, is for prospective customers: case studies, comparison pages, proposals, demo videos and email templates that reps send. - **Shared assets** such as buyer personas and journey maps help both sides, and reps often adapt them for a prospect. Internal content is never shared with customers or prospects. It raises the quality of every conversation. External content helps potential customers digest information independently, between conversations, when the rep is not in the room and the buyer is weighing options with colleagues. ## Sales enablement content differs from content marketing in who uses it and when The two overlap, and a blog post or ebook can serve both. The difference is the job each is built to do. Content marketing attracts people who do not know you yet, so it is built for a broad target audience. It is judged on reach, traffic and lead capture, and it sits alongside product marketing and other marketing content. Sales enablement content serves target customers already in the sales funnel and the reps working with them. It is judged on whether deals move and whether reps actually use it. Content marketing and sales content should still share a strategy. A strong article that brought a prospect in can become a sales asset when a rep sends it at the right moment. The reverse also holds: a question reps hear every week is a topic marketing should write about. ## The right sales enablement content depends on the buyer's journey ![Four journey stages compared on three rows, with the decision stage in the dark: what the buyer needs, which assets fit and what the rep does with them.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-content-by-journey-stage-blog-1600x900.png?width=1600&height=900&name=sales-enablement-content-to-grow-sales-and-conversions-content-by-journey-stage-blog-1600x900.png) Buyers do not need the same thing at every point in the buying process. Match each asset to the stage where it helps most, and your sales enablement content strategy stops being a pile of documents and becomes a path. That is how you build effective sales enablement content, and in time impactful sales enablement content that shortens the selling process. ### Awareness stage: help prospective customers understand the problem At this stage buyers are naming their pain points, not shopping for a product. Useful assets are educational: high-value blog posts, ebooks and white papers that explain the problem in depth. A white paper goes deeper than an ebook and makes its case with evidence. Reps use these assets to open a conversation without pitching. High-value content builds trust and credibility with buyers before the first meeting, and it gives reps targeted material for the pain points buyers raise. ### Consideration stage: help buyers compare their options The consideration phase begins when buyers know the problem and start comparing approaches. The best content explains how your product or service solves it and how it differs from the alternatives. - **Case studies** show a customer with a similar problem and how it was solved. Customer success stories and testimonials provide social proof that the product works. Each should say what changed. - **Product comparison pages** set out your product against the realistic alternatives, honestly and with the criteria buyers care about. - **Webinars and demo videos** show the product at work, showcase your expertise and build trust with prospects. Invite a product expert or a customer to host, and leave time for questions. - **Product sell sheets** are one-page summaries of features and benefits that a buyer can forward to a colleague. ### Decision stage: help the buyer say yes with confidence Late in the buying process, buyers want certainty and a clear way to get approval inside their own company. This is where sales assets earn their keep. - **Proposals** present your services, how you will help and what it costs, in terms the buyer's finance team can follow. - **Sales presentations and sales decks** set the tone for the final conversations. Good decks put the buyer's problem first and the design second. - **Business case templates and mutual action plans** help the champion sell internally and keep the deal moving. - **ROI calculators** help prospects quantify the financial impact of the solution in their own numbers. ### After the sale: help customers get value early Sales enablement content does not stop at signature. Onboarding guides, training videos and quick-start checklists support customer success and protect the relationship the sales team just built. They also feed renewals and referrals. ## Internal sales enablement content makes every conversation stronger Reps spend their days switching between prospects, products and objections. Internal assets reduce that load by putting the answer where the rep already works. ### Sales playbooks give reps guidance for different situations A sales playbook is a handbook of best practices for common situations: a first call, a pricing objection, a stalled deal. Sales plays within it guide reps through sales conversations step by step. In HubSpot, a [playbook](https://knowledge.hubspot.com/playbooks/use-playbooks) can appear on a record, and you can set rules so the right one shows up at the top when a record's properties match. Sales leaders should write the playbook with marketing, because each side knows something the other does not. ### Sales scripts and a product demo script keep messaging consistent A script is a blueprint for a sales conversation, not a word-for-word recital. It holds the talk tracks and talking points that keep the value proposition and consistent messaging clear across the whole team. A product demo script gives new reps a structure for showing features in the order that matters to the buyer. ### Battlecards and competitor research prepare reps for hard questions A battlecard is a one-page cheat sheet with talking points on a competitor or a common objection. It helps reps remember key product details when a buyer puts them on the spot. It rests on competitor research: what rivals claim, where they are strong and where your offer wins. Notes from lost specific deals are the best raw material. Battlecards help smaller companies compete with larger ones. Refresh them often, because a stale battlecard is worse than none. ### Buyer personas and journey maps tell reps who they are talking to A buyer persona profiles the buyer's role, goals and pain points, and a customer journey map shows the steps a buyer takes before buying. Reps who know both can open a call with the right question and send the right asset next. Customer personas that include real objections, and notes on lost specific deals, make the profile far more useful. ### Sales training and onboarding materials get new hires productive faster A new hire checklist should cover the company overview, product knowledge and objection handling before a rep makes a first call. Training videos and short quizzes turn that checklist into sales training reps can revisit, and quizzes show where the training programs are not landing. Together they form internal training content that new sales representatives can return to whenever they need it. ## Email templates and other sales materials save reps time when reps can adapt them Email templates let sales professionals reach more buyers without starting from a blank page, and they help ensure consistent messaging. Write several, for different stages and personas, and make them flexible enough for reps to edit before sending. The same logic applies to other sales materials. A one-pager, a proposal template or a sales deck should be a strong starting point, not a form to fill in. If reps rewrite an asset every time, the asset is not working. ## How to build and govern sales enablement content in HubSpot ![A ring of four stages run clockwise, own, share, track and review, around a shared library of sales content.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-content-governance-loop-blog-1600x900.png?width=1600&height=900&name=sales-enablement-content-to-grow-sales-and-conversions-content-governance-loop-blog-1600x900.png) A library nobody trusts is a library nobody opens. HubSpot is a customer relationship management platform that gives you a place to keep content, share it with tracking and see what gets used. The points below come from HubSpot's own help pages. ### Keep one shared library of sales content HubSpot's [documents tool](https://knowledge.hubspot.com/documents/use-documents) lets you build a library of content that your team can upload and share with contacts. Store the approved version of each sales asset there, so reps are not sending old copies from their desktops. Shared links are public once created, so keep confidential material out of the library. ### Share assets so you can see what buyers open When a rep shares a document by link, HubSpot applies tracking automatically, and the rep receives a notification when the contact views it. That gives the rep a reason to follow up at the right moment, and it gives you evidence about which assets prospects actually open. ### Review the sales content analytics on a regular rhythm The [sales content analytics tool](https://knowledge.hubspot.com/reports/analyze-your-sales-content-with-the-sales-content-analytics-tool) reports views, unique visitors and shares for documents. Look at it monthly with sales and marketing in the room. Retire assets nobody opens, and ask reps why before you rewrite the ones they skip. ### Give every asset an owner and a review date Every piece of content needs a named owner, a stage and a date to be checked again. Pricing, product features and competitor claims change, and a library that is accurate on launch day is wrong within a year. Regular content audits keep materials relevant and effective. ### Map what you have to the customer journey A content map shows every available asset against the stage it serves, so gaps and duplicates are easy to see. Keep the map in a database, wiki or content management system that reps can search, so streamlined sales resources are easy to reach. ### Set measurable outcomes for each asset Decide what success looks like before you publish: more replies, faster stage movement, fewer stalled deals. Measurable outcomes make it possible to judge whether a piece works, and tracking content performance over time shows where to refine your sales enablement strategy. ## What you gain when this is done properly A managed library of sales enablement content changes how each team works day to day. ### Sales spends more of the week selling Reps find what they need in one place, use words the whole team agrees on and send assets that match the buyer's stage. That can shorten sales cycles and reduce sales cycle length, and it moves more deals toward close, because the buyer gets answers without waiting for a rep to write them from scratch. ### Marketing builds content the sales team will use When reps share what buyers ask, marketing writes assets that answer those questions. Content usage data shows which pieces help in live deals, so content creation effort goes to formats that support sales success and sales objectives, and away from the ones nobody opens. ### Customer success inherits clear expectations Buyers who read honest case studies, comparison pages and onboarding material arrive knowing what they bought. Customer success starts from agreed expectations, and the onboarding assets built for the sale carry straight into the first weeks of the relationship. ## Connect your content to the pipeline before you create more of it Sales enablement professionals know that content works best when it is tied to your deal stages, not stored in a folder. If a rep cannot see which asset belongs to which stage, they will use the one they remember. Propello designs and builds connected go-to-market (GTM) systems on HubSpot, and is a [HubSpot partner](https://www.finemediabw.com/about-us). If your content library and your sales process do not line up, an audit is the place to start. Our guide to [closing more deals with sales enablement](https://www.finemediabw.com/blog/how-to-close-more-deals-with-sales-enablement) shows how the pieces work together. [Book a Propello GTM Audit](https://www.finemediabw.com/contact) ## Frequently asked questions What are examples of sales enablement content? Examples include buyer personas, customer journey maps, sales playbooks, battlecards, email templates, case studies, white papers, product sell sheets, demo videos, proposals and sales decks. Some are for reps to use internally, and others go to prospects. The best examples answer a question a buyer asks at a specific stage. What is the difference between internal and external sales enablement content? Internal sales enablement content is for your own team, such as playbooks, scripts, battlecards and training materials. External content is for prospects and customers, such as case studies, proposals, comparison pages and demo videos. Internal content improves how reps sell, and external content helps buyers decide when no rep is present. How do you create sales enablement content? Start by listing the questions buyers ask at each stage, then talk to your reps about where deals stall. Build the assets that answer those questions, get sales to review them, and store the approved versions in one library. Check usage monthly and update anything that has gone out of date. How is sales enablement content different from content marketing? Content marketing attracts people who do not know you yet and is measured on reach and leads. Sales enablement content supports reps and buyers already in the pipeline and is measured on whether deals move. Many assets serve both purposes, but each one should have a clear main job. How do you know if your sales enablement content is working? Look at whether reps use it, whether buyers open it and whether deals progress after it is shared. In HubSpot, sales content analytics shows views, unique visitors and shares for documents. Pair that data with rep feedback and with changes in conversion between stages, then retire what nobody uses. ![Tumisang Bogwasi](https://app.hubspot.com/settings/avatar/77d7e2eaad8ff71b24463dcc39a31e9e) ### Written By: Tumisang Bogwasi Tumisang Bogwasi is the founder and CEO of Propello, a HubSpot partner that designs and builds connected go-to-market systems. [mailto:tumib@finemediabw.com](mailto:tumib@finemediabw.com) ## You May Also Like ### [![How to Close More Deals with Sales Enablement. White and dark type on a slate ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Sales%20Performance/Refresh/How%20to%20Close%20More%20Deals%20with%20Sales%20Enablement/how-to-close-more-deals-with-sales-enablement-share-1200x630-v2.png) *Aug 28, 2022, 3:05:27 AM | Sales Enablement* How to Close More Deals with Sales Enablement](https://www.finemediabw.com/blog/how-to-close-more-deals-with-sales-enablement) ### [![What Is Sales Enablement? A Guide for Revenue Leaders. Dark type on a soft blue-grey ground with a large Propello mark behind it, Propello.](https://www.finemediabw.com/hubfs/Blog/Sales%20Performance/Refresh/What%20Is%20Sales%20Enablement%20-%20A%20Guide%20for%20Revenue%20Leaders/what-is-sales-enablement-share-1200x630-v2.png) *Aug 2, 2022, 5:29:12 PM | Sales Enablement* What Is Sales Enablement? A Guide for Revenue Leaders](https://www.finemediabw.com/blog/what-is-sales-enablement) ### [![What is Frictionless Sales? Dark and slate type on a light grey ground with a large Propello mark behind it, Propello.](https://www.finemediabw.com/hubfs/Blog/Sales%20Enablement/Consideration/1.%20What/What%20is%20Frictionless%20Sales/what-is-frictionless-sales-share-1200x630.png) *Jan 10, 2023, 11:24:04 PM | Sales Enablement* What is Frictionless Sales?](https://www.finemediabw.com/blog/what-is-frictionless-sales) [Learn More](https://www.example.com) [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked White BG White-1](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked%20White%20BG%20White-1.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked White BG White-1")](https://www.finemediabw.com) We help you propel growth at every stage of the customer journey with inbound marketing and Hubspot. ![provider-horizontal-white](https://www.finemediabw.com/hubfs/provider-horizontal-white.svg "provider-horizontal-white") Blogs [What is Inbound Marketing](https://www.finemediabw.com/blog/what-is-inbound-marketing) [Why work with a HubSpot Agency](https://www.finemediabw.com/blog/why-work-with-hubspot-agency) [Benefits of a Website](https://www.finemediabw.com/blog/the-power-of-website-design-a-cornerstone-of-brand-identity) [Ultimate Guide to Closing more Deals](https://www.finemediabw.com/blog/how-to-close-more-deals-with-sales-enablement) [Why Every Business Needs Customer Success](https://www.finemediabw.com/blog/why-customer-success-is-important) Services   [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) [Website Design](https://www.finemediabw.com/website-design-and-development) [Sales Enablement](https://www.finemediabw.com/sales-enablement) [Customer Success](https://www.finemediabw.com/customer-success) [HubSpot Services](https://www.finemediabw.com/hubspot-services) Quick Links   [Home](https://www.finemediabw.com/) Services [About us](https://www.finemediabw.com/about-us) [Contact](https://www.finemediabw.com/contact-us) © 2026 Fine Media (Pty) Ltd. All rights reserved. [Legal Notice](https://www.finemediabw.com/user-agreement) | [Privacy Policy](https://www.finemediabw.com/privacy-policy)  ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tumisang Bogwasi", "url" : "https://www.finemediabw.com/blog/author/tumisang-bogwasi" }, "dateModified" : "2023-06-04T15:08:17.499Z", "datePublished" : "2022-11-23T23:09:42.000Z", "headline" : "Sales Enablement Content: Types That Move Deals", "image" : [ "https://www.finemediabw.com/hubfs/Blog/Sales%20Performance/Refresh/Sales%20Enablement%20Content%20-%20The%20Types%20That%20Move%20Deals%20at%20Every%20Stage/sales-enablement-content-to-grow-sales-and-conversions-share-1200x630-v2.png" ], "mainEntityOfPage" : { "@id" : "https://www.finemediabw.com/blog/sales-enablement-content-to-grow-sales-and-conversions", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.finemediabw.com/hubfs/Fine_Media_logo_Set%20copy_HubSpot_Logo_Long_Stacked.svg" }, "name" : "Fine Media" } } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Examples include buyer personas, customer journey maps, sales playbooks, battlecards, email templates, case studies, white papers, product sell sheets, demo videos, proposals and sales decks. Some are for reps to use internally, and others go to prospects. The best examples answer a question a buyer asks at a specific stage." }, "name" : "What are examples of sales enablement content?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Internal sales enablement content is for your own team, such as playbooks, scripts, battlecards and training materials. External content is for prospects and customers, such as case studies, proposals, comparison pages and demo videos. Internal content improves how reps sell, and external content helps buyers decide when no rep is present." }, "name" : "What is the difference between internal and external sales enablement content?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Start by listing the questions buyers ask at each stage, then talk to your reps about where deals stall. Build the assets that answer those questions, get sales to review them, and store the approved versions in one library. Check usage monthly and update anything that has gone out of date." }, "name" : "How do you create sales enablement content?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Content marketing attracts people who do not know you yet and is measured on reach and leads. Sales enablement content supports reps and buyers already in the pipeline and is measured on whether deals move. Many assets serve both purposes, but each one should have a clear main job." }, "name" : "How is sales enablement content different from content marketing?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Look at whether reps use it, whether buyers open it and whether deals progress after it is shared. In HubSpot, sales content analytics shows views, unique visitors and shares for documents. Pair that data with rep feedback and with changes in conversion between stages, then retire what nobody uses." }, "name" : "How do you know if your sales enablement content is working?" } ] } ```