How to Solve for Inconsistent Sales Enablement

Sales reps struggle to keep up with evolving prospect needs. Inconsistent, untimely sales enablement materials lead to missed opportunities and lost deals. Companies invest heavily in sales teams without providing necessary resources. Standardize sales enablement through intelligent workflows powered by a GTM AI Platform.

How to Solve Inconsistent Sales Enablement

Implement two critical workflows to solve inconsistent sales enablement:

• Contact Research Workflow: Builds comprehensive profiles of key prospects to inform personalized outreach
• Campaign Brief Creation Workflow: Standardizes the creation of sales enablement materials to ensure consistency

These workflows equip sales teams with relevant talking points and content for every conversation. Sales reps access a library of standardized materials instead of creating one-off resources. This approach eliminates GTM Bloat and boosts GTM Velocity.

1. Contact Research Workflow - part of the Prospecting Cockpit

This workflow generates in-depth profiles of key prospects by analyzing their LinkedIn presence.

‍Inputs Needed: LinkedIn URL of the contact

‍What the Workflow Does:

• Step 1: Scrapes the prospect's LinkedIn profile for key information like job history, skills, interests, and recent activity
• Step 2: Uses natural language processing to infer the prospect's likely responsibilities and pain points
• Step 3: Maps those insights to relevant use cases and talk tracks that would resonate with the prospect
• Step 4: Outputs a comprehensive profile document synthesizing all the key takeaways

Sales reps gain an instant 360-degree view of their prospects without manual research. They enter every meeting or demo prepared to address that prospect's unique needs and goals.

Example in Action: An enterprise software company targets a new vertical. The sales team profiles key decision-makers at target accounts using the Contact Research workflow. Reps tailor their outreach and presentations to each prospect's priorities. Response rates and demo bookings increase significantly.

2. Campaign Brief Creation Workflow - part of the Campaign Execution package

This workflow streamlines sales enablement content creation by automatically generating asset outlines from a single brief.‍

Inputs Needed: Campaign brief with audience segmentation and value propositions

‍What the Workflow Does:

• Step 1: Ingests the campaign brief and extracts key information like target personas, pain points, and use cases
• Step 2: Matches those campaign elements to a library of best-practice templates for various assets (email, landing pages, battle cards, etc.)
• Step 3: Populates the templates with campaign-specific messaging and proof points
• Step 4: Outputs a complete set of asset outlines ready for review and refinement

Enablement teams produce a full suite of sales content faster than writing from scratch. Reps access a central repository of on-brand, on-message materials to support every stage of the sales cycle.

Example in Action: A SaaS company launches a new product. The product marketing team generates outlines for a product one-pager, email sequence, landing page, and webinar deck using the Campaign Brief Creation workflow. Minor tweaks transform these outlines into finalized assets, giving the sales team a consistent way to pitch the new offering.

Putting Them Together

The Contact Research and Campaign Brief Creation workflows create a standardized approach to sales enablement. Reps combine the latest prospect insights with relevant campaign content to deliver targeted, effective outreach at scale.

This approach ensures reps always have access to necessary information and materials. It eliminates the need to start from scratch for each prospect interaction, demonstrating how the right GTM AI strategy accelerates GTM Velocity.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT fail to standardize sales enablement across an organization. Each rep must prompt the AI individually, leading to potential inconsistencies in messaging and positioning.

Copilots cannot automatically ingest key context like prospect profiles or campaign briefs. Reps must manually input all information into their prompts, increasing time and potential for error.

Pre-built workflows within a GTM AI Platform create a unified system for prospect research and content creation. All key context is captured upfront and used to generate standardized outputs that keep everyone aligned.

Looking Ahead

Contact Research and Campaign Brief Creation workflows establish cross-functional alignment around sales enablement. Marketing, sales, and customer success unite around a shared understanding of customer needs, working from the same prospect insights and content templates.

This approach enables advanced use cases like multi-touch attribution, tracking prospect engagement across standardized campaign assets. It also allows for tighter feedback loops, with sales reps providing input on effective content to continuously optimize the enablement engine.

Solving inconsistent sales enablement creates a unified approach that aligns the entire company with its revenue goals. This demonstrates the power of a holistic GTM AI strategy.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How Companies Can Eliminate Bloat and Improve CAC with Chris Walker - Learn how to streamline your GTM strategy and boost efficiency in this insightful podcast episode.
• Unstoppable Go-to-Market Success with Sangram Vajre - Discover proven frameworks for aligning your teams and accelerating growth from the cofounder of Terminus.
• Misalignment Across GTM Teams: Causes, Consequences, and Cures - Take a deep dive into the root causes of GTM misalignment and learn practical strategies for getting everyone on the same page.

For more guidance on using AI to enable your revenue teams, book a demo to see how the Copy.ai GTM AI platform can help you eliminate GTM Bloat and accelerate GTM Velocity.