Sales enablement zonder dat niemand het gebruikt

Je hebt:

• 200 docs in Notion
• 50 sales presentations
• 30 case studies
• 15 battle cards
• 40 uur aan training videos

Sales rep in call met prospect. Prospect vraagt: “Hebben jullie ervaring met industry X?”

Rep denkt: “Ja, we hebben case study.” Maar weet niet waar.

Searches Notion. Kan het niet vinden. Zegt tegen prospect: “Ik kom er op terug.”

Prospect is onzeker. Deal traag.

Je hebt sales enablement content. Maar je team gebruikt het niet.

Waarom sales enablement faalt

1. Te veel content

200 documents. Sales rep zoekt naar pricing info. Zoekt “pricing”. Krijgt 23 results.

Welke is de juiste? Welke is up-to-date? Geen idee.

Rep geeft op. Improviseert.

2. Niet vindbaar

Content zit in:

• Google Drive
• Notion
• Slack (pinned messages)
• Email (ergens in inbox)
• CRM

Rep moet 5 plekken zoeken. Duurt 10 minuten. Rep heeft geen 10 minuten in live call.

3. Niet relevant

Je hebt 30 case studies. Allemaal tech industry.

Rep praat met healthcare prospect. Geen relevante case study.

Rep vraagt: “Kunnen we healthcare case study maken?”

Antwoord: “Staat op de roadmap.”

6 maanden later: nog steeds niet gemaakt. Rep improviseert nog steeds.

4. Niet up-to-date

Pricing doc uit 2023. Nieuwe pricing is per Jan 2025.

Rep gebruikt oude doc in proposal. Prospect zegt ja. Finance zegt: “Die prijzen kloppen niet.”

Deal moet heronderhandeld worden. Trust beschadigd.

5. Te complex

“Ultimate Sales Playbook” - 150 pagina’s.

Rep heeft 2 uur voor onboarding. Leest 10 pagina’s. Rest wordt genegeerd.

Rep leert door te doen, niet door 150 pagina’s te lezen.

Wat werkt: LESS is more

Principe: Rep moet in 30 seconden vinden wat ze nodig hebben.

Niet 30 docs over pricing. 1 doc. Niet 50 presentaties. 5 templates voor use cases. Niet 200 pagina’s playbook. 2 pagina’s “quick start guide”.

De 5 essentials (en niets meer)

1. One-page cheat sheet per persona

Niet: “Complete guide to selling to CTO’s” (20 pagina’s)

Wel: One-pager:

Selling to CTO's

Pain points:
- Legacy systems
- Technical debt
- Security concerns

Questions to ask:
- "What's your current tech stack?"
- "What's your biggest technical challenge?"
- "Who else is involved in technical decisions?"

Objections + responses:
- "Too technical to implement" → "Most clients are live within 2 weeks"
- "Security concerns" → "Here's our SOC2 report"

Case study to use: [Tech Inc Case Study]

Demo to show: Technical deep-dive

Printable. 1 A4. Rep heeft het naast laptop tijdens call.

2. Templates, not decks

Niet: 50 verschillende sales decks.

Wel: 3 templates:

Template A: Discovery deck (10 slides max)

• Who we are (1 slide)
• Problem we solve (2 slides)
• How it works (3 slides)
• Proof (case studies, 2 slides)
• Next steps (1 slide)

Template B: Demo deck (5 slides)

• Recap: what we discussed (1 slide)
• Demo scenarios (3 slides)
• Pricing tiers (1 slide)

Template C: Proposal (3 slides)

• What you get
• Timeline
• Investment

Rep customize per deal. Maar structure is consistent.

3. Battle cards (1 per competitor)

Format:

Competitor: [Name]

What they do well:
- Strong in enterprise
- Good brand recognition

What we do better:
- 3x faster implementation
- Better support (24/7 vs. business hours)
- Lower TCO

Win stories:
- [Customer X] switched from them to us because...

Objections:
- "They're bigger" → "We're more focused, faster to adapt"
- "They're cheaper" → "TCO is lower with us due to less services needed"

1 pager. Rep heeft stack van 5 competitors. Gebruikt in live call.

4. Objection handling doc

Format:

Objection: "It's too expensive"

Response:
1. Acknowledge: "I understand budget is a concern."
2. Context: "What are you comparing it to?"
3. Reframe: "Most clients see ROI within 3 months. Let's look at the numbers."

Proof: [Link to ROI calculator]

If still hesitant:
- Offer pilot / trial
- Show smaller package option

Niet 100 objections. Top 10. Met proven responses.

Rep leert deze uit het hoofd. Doc is voor reference.

5. Fast access tool wiki

Niet: 200 docs in random folders.

Wel: 1 Notion page (or Confluence, or wiki tool):

🚀 Quick Links

Discovery:
- [Discovery deck template]
- [Discovery question list]
- [ROI calculator]

Demo:
- [Demo environment link]
- [Demo script]
- [Demo deck template]

Pricing:
- [Current pricing sheet]
- [Discount approval process]

Case Studies:
- [Tech industry]
- [Healthcare]
- [Finance]

Competitor Intel:
- [Competitor A battle card]
- [Competitor B battle card]

Objections:
- [Top 10 objections + responses]

All links op 1 pagina. Rep bookmarkt het. 30 seconden to find anything.

Implementatie: 4 weken

Week 1: Audit + prioritize

Wat heb je nu?

List alle content. Categorize:

• Keep (relevant, up-to-date, used)
• Update (relevant maar outdated)
• Archive (not used, not relevant)

80/20 rule:

Wat zijn de 20% docs die 80% van use cases dekken?

Die 20% is je focus.

Week 2: Create essentials

Maak de 5 essentials (zie hierboven):

1. Persona cheat sheets (top 3 personas)
2. Deck templates (3 templates)
3. Battle cards (top 5 competitors)
4. Objection handling (top 10)
5. Fast access page (1 page with all links)

Gebruik bestaande content waar mogelijk. Don’t start from scratch.

Week 3: Train team

Niet: 3 uur training session.

Wel: 30 min walkthrough:

“Hier is de fast access page. Bookmark it.” “Hier is persona cheat sheet. Print het.” “Hier is hoe je templates gebruikt.”

Q&A: 15 min.

Done.

Week 4: Get feedback + iterate

After 2 weken gebruik:

Vraag reps:

• “Wat gebruik je het meest?”
• “Wat mis je nog?”
• “Wat is verwarrend?”

Improve based on feedback.

Echt voorbeeld

SaaS bedrijf, 12 AE’s

Before:

Enablement content:

• Google Drive: 180 docs (ongeorganiseerd)
• Shared Slack channel: pinned links (25+)
• CRM files: random attachments

Problems:

• Reps couldn’t find content
• Content was outdated (some docs from 2019)
• No consistency in decks (every rep made their own)

Time wasted searching: 45 min/week per rep = 12 reps × 45 min = 9 uur/week = €18k/jaar

After (4 week overhaul):

Created:

• 1 Fast Access Notion page
• 5 persona one-pagers
• 3 deck templates
• 5 battle cards (main competitors)
• 1 objection handling doc (top 10)

Archived 150 old docs. Kept 30 essentials.

Results after 2 months:

• Time spent searching: 45 min → 5 min/week
• Content usage: 23% of reps using regularly → 91%
• Deal velocity: 87 dagen → 62 dagen (consistent messaging = faster)
• Win rate: 24% → 32% (better objection handling)

ROI: €18k saved + higher win rate = €60k+ additional revenue.

Tools

Content hub:

Notion (€8/user/maand):

• Easy to organize
• Good search
• Fast

Confluence (€5/user/maand):

• Enterprise-friendly
• Integrates met Jira/Slack

Guru (€15/user/maand):

• Chrome extension (search without leaving tab)
• AI-powered search
• Built for sales enablement

For small teams: Google Doc met links werkt ook. Don’t overcomplicate.

Asset management:

Highspot (enterprise pricing):

• Advanced content management
• Usage analytics
• AI recommendations

Seismic (enterprise pricing):

• Content automation
• CRM integration

Voor most bedrijven: Notion/Confluence is genoeg.

Veelgemaakte fouten

1. Creating content nobody asked for

Marketing creates 30 page “Complete Product Guide”.

Sales never asked for it. Sales doesn’t use it.

Better: Ask sales what they need. Then create that.

2. No owner

Content is created. Nobody owns updates.

6 months later: everything is outdated.

Assign owner: “Sarah owns pricing docs. Reviews monthly.”

3. Training once, never again

New reps get onboarded. Old content shown.

New content added. Nobody tells reps.

Better: Monthly “What’s new” 10 min session.

4. Measuring wrong metrics

“We have 200 docs!” = vanity metric.

Better metrics:

• % of reps using content weekly
• Time to find content (should be <1 min)
• Content search top 10 (what do reps search most?)

Metrics to track

Weekly:

• Content searches (what are reps looking for?)
• Most accessed docs (what’s actually used?)

Monthly:

• % of reps active in content hub
• New content requests (what’s missing?)

Quarterly:

• Content audit (what’s outdated?)
• Usage by content type (decks vs. case studies vs. battle cards)

Als usage <60% van team: content is niet vindbaar or relevant.

Snelle wins deze week

Dag 1: Create fast access page

1 Notion page. Title: “Sales Quick Links”.

Add 10 most used docs. Bookmark. Share met team.

Instant win: reps vinden meteen wat ze zoeken.

Dag 2: Audit existing content

List alle docs. Sort by last accessed.

Bottom 50%: archive. Top 50%: keep.

Dag 3: Create 1 battle card

Pick #1 competitor. Make 1-pager.

Share with team. Ask: “Useful?”

If yes: maak er nog 4.

Dag 4: Ask reps what they need

Slack poll: “What content would make your job easier?”

Top 3 answers: dat is je roadmap.

Gevorderd: CRM-embedded content

Problem: Rep is in Salesforce. Needs battle card. Moet switchen naar Notion. Lost 2 min.

Solution: Embed content in CRM.

Salesforce:

• Use Salesforce Files
• Or: Embed Notion/Guru in Salesforce via iframe

HubSpot:

• Use Knowledge Base
• Or: Playbooks (built-in)

Rep stays in CRM. Content is contextual.

Example: Rep opens Opportunity. CRM shows:

• Relevant case study (based on industry)
• Competitor battle card (if competitor is listed)
• Objection handling (for deal stage)

No searching. Content comes to rep.

De realiteit

Je krijgt niet 100% content usage. Sommige reps zijn ervaren, improviseren, hebben geen cheat sheets nodig.

Dat is oké.

Target: 70%+ team uses content regularly. Dat is excellent.

En die 70% moet snel kunnen vinden wat ze zoeken. <1 minuut.

Als nieuwe rep kan binnen 5 min vinden wat ze nodig hebben: je enablement werkt.

Start hier: Ask 3 reps vandaag: “Wat zoek je vaak en kan je niet vinden?” Die 3 answers zijn je priority content gaps. Fix die deze week.