Sales Enablement Assets That Actually Get Used (And How to Measure It)

Most sales enablement content underperforms because it is created for reps, not with them.

1 / Gap audit & taxonomy

Catalogue existing assets; tag by buyer stage, persona, and proof type. Identify redundancy and true gaps.

2 / Co-creation sprints

Hold short workshops with top performers: map objections → required proof → ideal format.

Prioritise assets that compress high-friction stages.

3 / Instrumentation & adoption

Embed trackable links / content hubs. Pipe usage events into CRM to correlate with deal progression.

4 / Lifecycle management

Quarterly prune: archive low-usage / low-impact. Refresh high-impact with new data or design.

5 / Impact analytics

Metrics: asset usage penetration %, influenced deal value, stage velocity delta, win rate uplift.

Next: Get a sales enablement gap analysis to benchmark your library.