The best sales content is the content reps actually use
Author
Jeremiah Simpson
Most sales content goes unused
Enablement teams are measured on output: decks produced, one-pagers shipped, the library kept full. But most of it never gets used. By most industry estimates, well over half of the sales content teams create goes untouched by reps — and the reason is rarely the quality of the information. It’s that the content wasn’t built for the moment a rep is actually in.
A rep on a live call doesn’t want a 40-slide master deck. They want the two things that matter to this buyer, in a form they can send without apologizing for how it looks. When content doesn’t meet them there, they do what’s faster: rebuild it themselves — off-brand and off-message — or skip it entirely. Either way, the work you shipped didn’t move the deal.
Design for the reach, not the library
Content gets used when it’s designed for the reach, not the library. In practice that means a few things:
It maps to the conversation — organized around the buyer’s questions, not your product taxonomy.
It’s easy to personalize without going off-brand — reps make it theirs in seconds, not hours.
It lives where reps already work — inside Seismic, Highspot, or the CRM, not one more tab.
It looks like something they’re proud to send — because presentation is part of the pitch.
That’s the difference between content that fills a library and content that closes. We design for the second kind — the piece a rep reaches for on the deal they can’t afford to lose.
Sitting on a content library your reps don’t touch?
That’s the kind of problem we like. Tell us what you’re trying to accomplish, and we’ll help you build content reps reach for. Book a call →