Sales enablement
Collateral that reps actually use: decks, one-pagers, objection docs, demo scripts and playbooks that help close deals. Everything here comes from coreyhaines31/marketingskills, skill sales-enablement v2.4.0 (MIT, Corey Haines), copied with its wording kept and tagged [coreyhaines31/marketingskills, sales-enablement], plus the FTC and FCC pages cited where a rule touches the law. Public, SEO-facing comparison pages are a different job (comparison-pages SKILL.md); so are buyer interviews and churn research (customer-research SKILL.md), website copy (anti-slop-copy SKILL.md), cold emails (cold-outreach SKILL.md), the offer itself (bonuses, guarantees, pricing structure: offer-design SKILL.md) and lead stages, scoring and routing (revops SKILL.md).
Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]
| The job |
Read |
| The 11-slide deck, the Situation, Complication, Resolution arc, per-slide include, avoid and copy prompts, technical, economic and champion variants, deck anti-patterns |
SALES-DECKS.md |
| One-pager structure and the four templates (product overview, use case, post-meeting leave-behind, champion enablement), print layout and file formats |
ONE-PAGERS.md |
| Objection categories, the response framework, answering one objection from a live deal, the quick-reference table and the detailed objection library |
OBJECTION-HANDLING.md |
| A one-competitor battle card: when to ask which competitor, the eight sections, keeping it current |
BATTLE-CARDS.md |
| Win-loss analysis: sources and their bias, the coding scheme, interview questions, reading results with counts, the report and which asset each finding updates |
WIN-LOSS-ANALYSIS.md |
| Discovery, first demo, technical deep-dive and executive scripts scene by scene, interaction points, questions not to ask, "can you show me X?" |
DEMO-SCRIPTS.md |
| The first 30 seconds of a cold call, openers to avoid, first-minute pushback, voicemail, gatekeepers, reviewing calls, and the Do Not Call and AI-voice rules it must keep |
COLD-CALLS.md |
| ROI calculators, value props by persona, buyer persona cards, sales case-study briefs and the FTC results rule, proposals, playbooks |
SALES-ASSETS.md |
Before starting
The source reads .agents/product-marketing.md (or .claude/product-marketing.md, or the older product-marketing-context.md). In this repo the file is .agents/product-context.md, defined in anti-slop-copy CONTEXT.md; read it first and ask only for what it doesn't cover. [coreyhaines31/marketingskills, sales-enablement]
Gather (ask if not provided):
- Value proposition and differentiators: what you sell and who it is for; what makes you different from the next best alternative; what outcomes you can prove.
- Sales motion: self-serve, inside sales, field sales or hybrid; average deal size and sales cycle length; the personas in the buying decision.
- Collateral needs: which assets, for which funnel stage, used by whom (AE, SDR, champion, prospect).
- Current state: what exists today, what works and what doesn't, what reps ask for most.
If context is still missing, ask: which collateral; who will use it; which sales stage (prospecting, discovery, demo, negotiation, close); the target persona (title, seniority, department); the top 3 objections heard most.
The rules
- Sales uses what sales trusts. Involve reps in creation and 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. [coreyhaines31/marketingskills, sales-enablement]
- Situation-specific, not generic. Tailor to persona, deal stage and use case: a deck for a CTO looks different from one for a VP of Sales; a post-meeting one-pager serves a different purpose than a trade-show one. [coreyhaines31/marketingskills, sales-enablement]
- Scannable over comprehensive. "Reps need information in 3 seconds, not 30." Bold headers, short bullets, visual hierarchy. "If a rep can't find the answer mid-call, the doc has failed." [coreyhaines31/marketingskills, sales-enablement]
- Tie every claim to revenue, efficiency or risk reduction. Features mean nothing without the "so what": replace "AI-powered analytics" with the outcome ("cut reporting time by [real measured %]"). The source's example figure is 80%; the number you write must be one you have, per the repo rule "Never invent a number" (anti-slop SKILL.md). [coreyhaines31/marketingskills, sales-enablement]
- Claims reps can defend. "Reps repeat what you write to buyers who can check it. Anything a buyer can disprove in a minute costs more than it gains." [coreyhaines31/marketingskills, sales-enablement]
- "Why we win" needs evidence: win/loss interviews, call recordings, customer quotes, or CRM reasons backed by one of those (WIN-LOSS-ANALYSIS.md). Without it, write advantages as hypotheses for reps to test, and say what evidence would confirm them.
- Competitor claims are dated and sourced, say "not listed on their site" rather than "they don't have it", and never state a competitor's motives as fact. Reps can reason about why a competitor did something, labelled as a guess.
- Include where you lose. A competitive doc that admits when the competitor is the better fit is one reps will trust in front of a buyer.
- Proof is real or absent. A certification slot ("[SOC 2 Type II / ISO 27001 / etc.] certified") is filled only with one the company holds, matching the repo ban on invented certifications (anti-slop-ui SKILL.md). A results claim in a case study or deck follows the FTC typical-results rule (SALES-ASSETS.md).
- Ask which competitor before a battle card. A polished card about the wrong competitor looks finished, so nobody questions it (BATTLE-CARDS.md). [coreyhaines31/marketingskills, sales-enablement]
- Answer the live deal, not with a generic doc, when a rep brings one objection with a call coming up (OBJECTION-HANDLING.md). [coreyhaines31/marketingskills, sales-enablement]
- Cold calls stay inside the law and honest: no pretending you've met, a removal request is honoured, and the Do Not Call and AI-voice rules apply (COLD-CALLS.md).
Output format
[coreyhaines31/marketingskills, sales-enablement]
| Asset |
Deliverable |
| Sales deck |
Slide-by-slide outline with headline, body copy and speaker notes |
| One-pager |
Full copy with layout guidance (visual hierarchy, sections) |
| Objection doc |
Table format: objection, response, proof point, follow-up |
| Live objection |
Likely concern, one response the rep can say as written, proof, follow-up question |
| Battle card |
The eight sections on one page, every competitor fact with its source and date |
| Win-loss report |
Scope, findings with counts and quotes, by-competitor breakdown, asset updates |
| Demo script |
Scene-by-scene with timing, talk track and interaction points |
| ROI calculator |
Input fields, formulas, output display with sample data |
| Playbook |
Structured document with table of contents and sections |
| Persona card |
One-page card format per persona |
| Proposal |
Section-by-section copy with customization notes |
Prove it
From the source's evals: a request for a public "us vs two named competitors" page is routed to comparison-pages SKILL.md, not written as a battle card; a battle-card request that names no competitor gets one short question and no draft; a "why we win" line with no evidence is written as a hypothesis with the evidence that would confirm it; a live objection gets the likely concern, one sayable response, one defensible proof point and a question, without repeating the buyer's competitor claim as fact; a win-loss report states n on every finding and calls a slice under about 5 deals a signal; a cold call opener names the caller, gives a reason specific to the prospect, asks permission and ends on a question. Every number, logo, quote and certification in the output traces to the user's material or is a visible placeholder.
1---2name: sales-enablement3description: "Writes the internal collateral a B2B sales team uses to close deals: sales decks with persona variants, one-pagers and leave-behinds, objection libraries and answers for one live deal, battle cards, win-loss analysis, demo scripts and talk tracks, cold call openers and voicemails within the telemarketing rules, ROI calculators, persona cards, sales case-study briefs, proposals and playbooks. Use when making a pitch deck, one-pager, objection doc, battle card, demo script, cold call script or sales playbook, answering an objection a prospect just raised, or finding out why deals are won and lost."4metadata:5 source: https://skillmd.com/skills/quegenx/sales-enablement6---78# Sales enablement910Collateral that reps actually use: decks, one-pagers, objection docs, demo scripts and playbooks that help close deals. Everything here comes from coreyhaines31/marketingskills, skill `sales-enablement` v2.4.0 (MIT, Corey Haines), copied with its wording kept and tagged `[coreyhaines31/marketingskills, sales-enablement]`, plus the FTC and FCC pages cited where a rule touches the law. Public, SEO-facing comparison pages are a different job ([comparison-pages SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/comparison-pages/SKILL.md)); so are buyer interviews and churn research ([customer-research SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/customer-research/SKILL.md)), website copy ([anti-slop-copy SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/anti-ai-slop/anti-slop-copy/SKILL.md)), cold emails ([cold-outreach SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/cold-outreach/SKILL.md)), the offer itself (bonuses, guarantees, pricing structure: [offer-design SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/offer-design/SKILL.md)) and lead stages, scoring and routing ([revops SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/revops/SKILL.md)).1112Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]1314| The job | Read |15|---|---|16| The 11-slide deck, the Situation, Complication, Resolution arc, per-slide include, avoid and copy prompts, technical, economic and champion variants, deck anti-patterns | [SALES-DECKS.md](SALES-DECKS.md) |17| One-pager structure and the four templates (product overview, use case, post-meeting leave-behind, champion enablement), print layout and file formats | [ONE-PAGERS.md](ONE-PAGERS.md) |18| Objection categories, the response framework, answering one objection from a live deal, the quick-reference table and the detailed objection library | [OBJECTION-HANDLING.md](OBJECTION-HANDLING.md) |19| A one-competitor battle card: when to ask which competitor, the eight sections, keeping it current | [BATTLE-CARDS.md](BATTLE-CARDS.md) |20| Win-loss analysis: sources and their bias, the coding scheme, interview questions, reading results with counts, the report and which asset each finding updates | [WIN-LOSS-ANALYSIS.md](WIN-LOSS-ANALYSIS.md) |21| Discovery, first demo, technical deep-dive and executive scripts scene by scene, interaction points, questions not to ask, "can you show me X?" | [DEMO-SCRIPTS.md](DEMO-SCRIPTS.md) |22| The first 30 seconds of a cold call, openers to avoid, first-minute pushback, voicemail, gatekeepers, reviewing calls, and the Do Not Call and AI-voice rules it must keep | [COLD-CALLS.md](COLD-CALLS.md) |23| ROI calculators, value props by persona, buyer persona cards, sales case-study briefs and the FTC results rule, proposals, playbooks | [SALES-ASSETS.md](SALES-ASSETS.md) |2425## Before starting2627The source reads `.agents/product-marketing.md` (or `.claude/product-marketing.md`, or the older `product-marketing-context.md`). In this repo the file is `.agents/product-context.md`, defined in [anti-slop-copy CONTEXT.md](https://github.com/Quegenx/agent-skills/blob/main/skills/anti-ai-slop/anti-slop-copy/CONTEXT.md); read it first and ask only for what it doesn't cover. [coreyhaines31/marketingskills, sales-enablement]2829Gather (ask if not provided):30311. **Value proposition and differentiators:** what you sell and who it is for; what makes you different from the next best alternative; what outcomes you can prove.322. **Sales motion:** self-serve, inside sales, field sales or hybrid; average deal size and sales cycle length; the personas in the buying decision.333. **Collateral needs:** which assets, for which funnel stage, used by whom (AE, SDR, champion, prospect).344. **Current state:** what exists today, what works and what doesn't, what reps ask for most.3536If context is still missing, ask: which collateral; who will use it; which sales stage (prospecting, discovery, demo, negotiation, close); the target persona (title, seniority, department); the top 3 objections heard most.3738## The rules39401. **Sales uses what sales trusts.** Involve reps in creation and 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. [coreyhaines31/marketingskills, sales-enablement]412. **Situation-specific, not generic.** Tailor to persona, deal stage and use case: a deck for a CTO looks different from one for a VP of Sales; a post-meeting one-pager serves a different purpose than a trade-show one. [coreyhaines31/marketingskills, sales-enablement]423. **Scannable over comprehensive.** "Reps need information in 3 seconds, not 30." Bold headers, short bullets, visual hierarchy. "If a rep can't find the answer mid-call, the doc has failed." [coreyhaines31/marketingskills, sales-enablement]434. **Tie every claim to revenue, efficiency or risk reduction.** Features mean nothing without the "so what": replace "AI-powered analytics" with the outcome ("cut reporting time by [real measured %]"). The source's example figure is 80%; the number you write must be one you have, per the repo rule "Never invent a number" ([anti-slop SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/anti-ai-slop/anti-slop/SKILL.md)). [coreyhaines31/marketingskills, sales-enablement]445. **Claims reps can defend.** "Reps repeat what you write to buyers who can check it. Anything a buyer can disprove in a minute costs more than it gains." [coreyhaines31/marketingskills, sales-enablement]45 - "Why we win" needs evidence: win/loss interviews, call recordings, customer quotes, or CRM reasons backed by one of those ([WIN-LOSS-ANALYSIS.md](WIN-LOSS-ANALYSIS.md)). Without it, write advantages as hypotheses for reps to test, and say what evidence would confirm them.46 - Competitor claims are dated and sourced, say "not listed on their site" rather than "they don't have it", and never state a competitor's motives as fact. Reps can reason about why a competitor did something, labelled as a guess.47 - Include where you lose. A competitive doc that admits when the competitor is the better fit is one reps will trust in front of a buyer.486. **Proof is real or absent.** A certification slot ("[SOC 2 Type II / ISO 27001 / etc.] certified") is filled only with one the company holds, matching the repo ban on invented certifications ([anti-slop-ui SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/anti-ai-slop/anti-slop-ui/SKILL.md)). A results claim in a case study or deck follows the FTC typical-results rule ([SALES-ASSETS.md](SALES-ASSETS.md#case-study-briefs-sales-format)).497. **Ask which competitor before a battle card.** A polished card about the wrong competitor looks finished, so nobody questions it ([BATTLE-CARDS.md](BATTLE-CARDS.md)). [coreyhaines31/marketingskills, sales-enablement]508. **Answer the live deal, not with a generic doc,** when a rep brings one objection with a call coming up ([OBJECTION-HANDLING.md](OBJECTION-HANDLING.md#live-deal-objection)). [coreyhaines31/marketingskills, sales-enablement]519. **Cold calls stay inside the law and honest:** no pretending you've met, a removal request is honoured, and the Do Not Call and AI-voice rules apply ([COLD-CALLS.md](COLD-CALLS.md)).5253## Output format5455[coreyhaines31/marketingskills, sales-enablement]5657| Asset | Deliverable |58|---|---|59| Sales deck | Slide-by-slide outline with headline, body copy and speaker notes |60| One-pager | Full copy with layout guidance (visual hierarchy, sections) |61| Objection doc | Table format: objection, response, proof point, follow-up |62| Live objection | Likely concern, one response the rep can say as written, proof, follow-up question |63| Battle card | The eight sections on one page, every competitor fact with its source and date |64| Win-loss report | Scope, findings with counts and quotes, by-competitor breakdown, asset updates |65| Demo script | Scene-by-scene with timing, talk track and interaction points |66| ROI calculator | Input fields, formulas, output display with sample data |67| Playbook | Structured document with table of contents and sections |68| Persona card | One-page card format per persona |69| Proposal | Section-by-section copy with customization notes |7071## Prove it7273From the source's evals: a request for a public "us vs two named competitors" page is routed to [comparison-pages SKILL.md](https://github.com/Quegenx/agent-skills/blob/main/skills/marketing/comparison-pages/SKILL.md), not written as a battle card; a battle-card request that names no competitor gets one short question and no draft; a "why we win" line with no evidence is written as a hypothesis with the evidence that would confirm it; a live objection gets the likely concern, one sayable response, one defensible proof point and a question, without repeating the buyer's competitor claim as fact; a win-loss report states n on every finding and calls a slice under about 5 deals a signal; a cold call opener names the caller, gives a reason specific to the prospect, asks permission and ends on a question. Every number, logo, quote and certification in the output traces to the user's material or is a visible placeholder.
