The only 5 sales enablement assets you actually need

Ana Rabaça
Jun 5
4 min read

Most sales teams don't need more content, they need the right content. They are already drowning in content they never use. Pitch decks for every product line, whitepapers nobody reads, and case studies that live in a shared folder no one can find.

All that effort, and still, reps are stuck customizing emails, rewriting answers to the same objections, or scrambling for something relevant to share after a first call.

The truth? Most of what gets created as "sales-ready content" doesn't actually support the sales process.

You don't need more. You need better. Specifically, you need 5 sales enablement assets that actually help close deals.

computer, monitor, tablet and phone displaying sales enablement assets by Estoria Lab

Why the right sales content matters

Buyers are more independent than ever. According to Gartner, B2B buyers spend just 17% of their buying journey meeting with suppliers, and just a fraction of that with your specific sales rep.

That means most of their decision-making happens before or after the call, often in group discussions, forwarded emails, or late-night slack threads.

When done well, sales content:

Build clarity and confidence in the buying process
Answers unspoken questions before they become objections
Keeps your solution top-of-mind when deals go quiet
Arms champions to support you internally

Let's walk through the 5 assets that deliver all that and show you how to do them right:

The one-pager (aka: what you actually do)
Every sales conversation eventually comes down to this:
What do you do, who's it for, and why should I care?

That's what the one-pager answers. Forget glossy brochures or 10-slide decks. The one-pager should be a crystal clear summary of your offer, built to be skimmed, saved, and shared. And remember, if your rep can't drop it into a follow-up email after the first call, it's not the right one-pager.

What to include?
- A simple, clear headline
- A quick "for who/by who" positioning statement
- Key pain points you solve
- A short visual overview of your solution
- 1-2 quick bullets on outcomes or proof (case study link, client logo, relevant stat)
- Call to action or next step
  
  One-pager template by Estoria Lab.
A strong case study
If you're just starting out, you don't need a full library of case studies. You need a couple of really great ones.

Most teams treat case studies as PR, we treat them as sales tools. That means focusing the less on the company story, and more on the problem-solution-result buyers can recognize themselves in.

A strong, sales ready case study includes:
- A clear headline takeaway (what was achieved and for who)
- Context: who the client was and the problem they had
- The "how" behind your solution (in plain terms that buyers can understand)
- Tangible results
- A quote that reflects real customer voice (not marketing fluff)
You can format case studies on many different ways, from website pages to highlight slides on your sales decks. Use them where and when it makes the most sense.
The objection-handling email template
If your reps keep getting the same questions or pushback, you need a ready-to-go response they can quickly personalize - not rewrite from scratch. Those are two very different things.

These email templates should be rooted in your positioning and structured for clarity. Think of them as mini-assets that double as enablement and marketing gold.

Some ideas you can include:
- "Why are you more expensive?"
- "How are you different from X competitor?"
- "What results can we expect?"
- "Do you work with companies like ours?"
You can also use these responses as a foundation for social proof content and sales enablement blogs.
The sales deck (not the pitch deck)
There's a difference between a pitch deck (used in founder intros or investor meetings) and a real sales deck (used daily by reps in discovery calls).

A sales deck should guide the conversation, not completely hijack it. It's not about walking through every single slide, but giving some structure to the narrative, a way to back up your rep's story.

An effective sales deck includes:
- The problem and its real world cost
- A vision for what's possible
- Your unique approach
- Proof and differentiation
- A clear next step
And remember, less is more. If your sales decks has endless pages and looks more like a webinar, you've already lost.
The post-call recap template
This one is a great secret weapon that nobody talks about. After a great sales call, buyers feel energized, but fast-forward 48 hours, and they're trying to remember your name while explaining your value to their team. Enter the recap.

A well structured recap email template helps your reps summarize the call, reinforce the value prop, and re-share key materials lie the one-pager or case study.

And yes, you can use your meeting notes assistant to your advantage, but at the end of the day, everything your sent out to prospects should be in your brand voice, so having a on-brand template where you can input that information is the best way to go. This is how you stay on top-of-mind without chasing.

This template should include:
- A thank-you line and short meeting summary
- Re-confirmed priorities or pain points
- A quick reminder of what your product does (in their words)
- Resources or links
- Next steps