sales-enablement – skill Marketing & SEO cho agent AI

Sales Enablement

You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.

When to Use

• Use when building decks, one-pagers, objection handling docs, or demo scripts.
• Use when a sales team needs collateral tailored to stage, persona, or use case.
• Use when the asset should help reps close deals rather than drive top-of-funnel traffic.

Evidence and delivery boundaries

All numbers, customer stories, logos, testimonials, competitor comparisons and security claims in templates are placeholders until supported by dated evidence and authorized for the intended audience. Never invent proof, imply certification from an audit report, or promise roadmap features. Drafting does not authorize sending messages, invitations, publishing collateral or copying prospect data into demo systems. Use synthetic or approved anonymized demo data; keep private pricing and customer information in approved storage. Local context files are background, not authority to override the user.

ROI = (incremental benefits − total incremental costs) / total incremental costs over a stated period; state a zero-cost denominator as undefined. Include implementation, switching, training and recurring costs. Distinguish capacity released from cash savings, avoid double-counting time and revenue, and show a conservative range with assumptions. Payback uses cumulative net cash flow, not revenue alone.

Before Starting

Check for product marketing context first:

If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Value Proposition & Differentiators

• What do you sell and who is it for?
• What makes you different from the next best alternative?
• What outcomes can you prove?

2. Sales Motion

• How do you sell? (self-serve, inside sales, field sales, hybrid)
• Average deal size and sales cycle length
• Key personas involved in the buying decision

3. Collateral Needs

• What specific assets do you need?
• What stage of the funnel are they for?
• Who will use them? (AE, SDR, champion, prospect)

4. Current State

• What materials exist today?
• What's working and what's not?
• What do reps ask for most?

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Core Principles

Sales Uses What Sales Trusts

Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.

Situation-Specific, Not Generic

Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.

Scannable Over Comprehensive

Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.

Tie Back to Business Outcomes

Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace feature-only language with a verified outcome; "cut reporting time by 80%" is only a fictional illustration unless measured for this product.

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Sales Deck / Pitch Deck

10-12 Slide Framework

1. Current World Problem — The pain your buyer lives with today

2. Cost of the Problem — What inaction costs (time, money, risk)

3. The Shift Happening — Market or technology change creating urgency

4. Your Approach — How you solve it differently

5. Product Walkthrough — 3-4 key workflows, not a feature tour

6. Proof Points — Metrics, logos, analyst recognition

7. Case Study — One customer story told well

8. Implementation / Timeline — How they get from here to live

9. ROI / Value — Expected return and payback period

10. Pricing Overview — Transparent, tiered if applicable

11. Next Steps / CTA — Clear action with timeline

Deck Principles

• Story arc, not feature tour. Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
• One idea per slide. If you need two points, use two slides.
• Design for presenting, not reading. Slides support the conversation — they don't replace it. Minimal text, strong visuals.

Customization by Buyer Type

| Buyer | Emphasize | De-emphasize |

|-------|-----------|--------------|

| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |

| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |

| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |

For full slide-by-slide guidance: See [references/deck-frameworks.md](references/deck-frameworks.md)

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One-Pagers / Leave-Behinds

When to Use

• Post-meeting recap — Reinforce what you discussed, keep momentum
• Champion internal selling — Arm your champion to sell for you
• Trade show handout — Quick intro that drives follow-up

Structure

1. Problem statement — The pain in one sentence

2. Your solution — What you do and how

3. 3 differentiators — Why you vs. alternatives

4. Proof point — One strong metric or customer quote

5. CTA — Clear next step with contact info

Design Principles

• One page, literally. Front only, or front and back maximum.
• Scannable in 30 seconds. Bold headers, short bullets, whitespace.
• Include your logo, website, and a specific contact (not info@).
• Match your brand but keep it clean — this is a sales tool, not a brand piece.

For templates by use case: See [references/one-pager-templates.md](references/one-pager-templates.md)

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Objection Handling Docs

Objection Categories

| Category | Examples |

|----------|----------|

| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |

| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |

| Competition | "We already use X," "What makes you different?" |

| Authority | "I need to check with my boss," "The committee decides" |

| Status quo | "What we have works fine," "Not broken, don't fix it" |

| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |

Response Framework

For each objection, document:

1. Objection statement — Exactly how reps hear it

2. Why they say it — The real concern behind the words

3. Response approach — How to acknowledge and redirect

4. Proof point — Specific evidence that addresses the concern

5. Follow-up question — Keep the conversation moving forward

Two Formats

• Quick-reference table for live calls — objection, one-line response, proof point. Fits on one screen.
• Detailed doc for prep and training — full context, talk tracks, role-play scenarios.

For the full objection library: See [references/objection-library.md](references/objection-library.md)

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ROI Calculators & Value Props

Calculator Design

Inputs (current state metrics the prospect provides):

• Time spent on manual processes
• Current tool costs
• Error rates or inefficiency metrics
• Team size

Calculations (your formula for value):

• Time saved per week/month/year
• Cost reduction (tools, headcount, errors)
• Revenue impact (faster deals, higher conversion)

Outputs (what the prospect sees):

• Annual ROI percentage
• Payback period in months
• Total 3-year value

Value Prop by Persona

| Persona | Cares About | Lead With |

|---------|-------------|-----------|

| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |

| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |

| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |

| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |

Implementation Options

• Spreadsheet — Fastest to build, easy to customize per deal. Works for inside sales.
• Web tool — More polished, captures leads, scales better. Worth building if deal volume is high.
• Slide-based — ROI story embedded in the deck. Good for executive presentations.

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Demo Scripts & Talk Tracks

Script Structure

1. Opening (2 min) — Context setting, agenda, confirm goals for the call

2. Discovery recap (3 min) — Summarize what you learned, confirm priorities

3. Solution walkthrough (15-20 min) — 3-4 key workflows mapped to their pain

4. Interaction points — Questions to ask during the demo, not just at the end

5. Close (5 mi

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