Centralized Sales Content Creation: A Comprehensive Checklist for Sales Enablers

So, you’re tasked with Sales Enablement meaning creating, maintaining, and updating sales content for your sales team.

It can be a daunting task to get started with, especially if your sellers have been the ones responsible for content creation prior to this moment.

But relax, this checklist is designed to guide you through the process of centralized sales content creation, ensuring you cover all bases and produce effective, relevant materials.

1. For which customer group and decision-making level is the content intended?

   • Tailoring content to the right audience ensures higher engagement and relevance. It's crucial to understand which specific customer segment you're addressing, whether they're regular consumers, businesses, or niche groups. Additionally, pinpointing the decision-making hierarchy can help craft messages that speak directly to decision-makers, managers, or frontline workers.
     
     

2. What is the content's goal or Call to Action (CTA)?

   • Every piece of content should have a clear purpose. Are you introducing a new service? Educating stakeholders? Upselling existing clients? Identifying the primary goal streamlines content creation and ensures your message is on point.
     
     

3. At which stage of the sales process does the content relate?

   • Different stages of the sales process require varied content approaches. Whether you're raising awareness, nurturing leads, or closing a sale, aligning content with the specific phase of the buyer's journey ensures timely and relevant delivery.
     
     

4. Who will use this content?

   • Depending on the users, content can vary significantly. It could be personalized pitches for individual salespeople, specialized materials for a specific sales team, or general content designed for the entire sales organization. Knowing your audience internally helps cater to their specific needs.
     
     

5. How is the content intended to be used?

   • Is it a visual presentation for a client meeting? An email campaign? A downloadable resource? Defining the format and delivery method helps in designing content that fits the medium and resonates with the audience.

6. How often will the content be used?

   • Some materials are evergreen, while others might be time-sensitive or event-specific. Understanding the lifespan and frequency of content usage ensures it remains relevant and gets updated as needed.
     
     

7. Have previous versions of the content been produced?

   • Building upon existing content can save time and ensure consistency. Reviewing past iterations can provide valuable insights and a foundation to refine or repurpose materials.
     
     

8. Who are the experts in the content's subject area?

   • To ensure accuracy and depth, it's beneficial to know who within the organization holds expertise on the content's subject. They can be consulted or collaborated with during the content creation process.
     
     

9. Who can, if needed, train the sales team to utilize this content?

   • For content to be effective, the sales team must know how to use it optimally. Identifying individuals or teams responsible for training ensures that materials are not just created but effectively deployed.
     
     

10. Who maintains the content and ensures its up-to-dateness?

• Regular content reviews are essential to keep materials fresh and aligned with the latest offerings, strategies, or market conditions. Assigning responsibility for updates ensures a proactive approach to content management.
  
  
  

  With this checklist in hand, the journey to centralized sales content creation becomes less overwhelming and more structured. It's a roadmap to ensure your sales materials are not only effective but also evolve with the needs of your organization and clients. Dive in, and watch your content strategy thrive!