How Do You Co-Create Enablement Content?
Build content with Sales, Marketing, Product, and Customer Success—not for them—so every asset is accurate, adopted, and measurable in the workflow where sellers and CS teams work.
You co-create enablement content by running a repeatable production system with the teams who use it: define one business outcome per asset (pipeline stage lift, cycle time reduction, higher win rate), recruit SME pods (top reps + product/CS + marketing ops), and ship in fast iterations (draft → validate → pilot → publish → measure → refresh). The goal is speed + accuracy + adoption: content is anchored to deal stages, embedded in the CRM/workflows, and governed with clear ownership, SLAs, and version control.
What Makes Co-Created Content Work?
The Co-Creation Enablement Playbook
Use this sequence to produce fewer, better assets that teams actually use—while reducing rework and improving consistency across Sales, CS, and Marketing.
Align → Design → Draft → Validate → Pilot → Publish → Measure → Refresh
- Pick the “needle-mover”: choose one metric and one stage (e.g., discovery→demo conversion, proposal quality, renewal risk reduction). Define success thresholds.
- Form a co-creation pod: 1–2 top performers, 1 SME (product/CS), 1 marketer, 1 ops owner. Assign a single accountable owner.
- Codify inputs: pull top objections, customer language, competitive notes, and proof points; decide what must be approved (legal, product, brand).
- Draft for the workflow: deliver as a kit (talk track, one-pager, email, slides, CTA) aligned to deal stages and customer journey moments.
- Validate quickly: 30–45 minute live review with the pod using a rubric: accuracy, clarity, usability, and stage fit. Capture decisions and owners.
- Pilot with a cohort: release to a small group; add a simple enablement moment (10-minute walkthrough + “when to use” examples).
- Publish and embed: place in the content library + link from CRM objects (deal stages, playbooks, sequences). Make it easy to find in <10 seconds.
- Measure and refresh: track adoption + influence on conversion/time; schedule refresh (30/60/90 days) with clear retirement rules.
Co-Creation Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Content Intake | Random requests, unclear priorities | Stage-based backlog with scoring (impact + effort) | Enablement/Ops | Cycle Time, % On-Strategy |
| SME Collaboration | Late reviews, rework loops | Pod model with SLAs + defined approval gates | Enablement Lead | Revision Count, On-Time Publish |
| Workflow Placement | Shared folders, hard to find | Embedded in CRM stages, sequences, playbooks | RevOps/Sales Ops | Time-to-Find, Adoption Rate |
| Measurement | Anecdotes only | Usage + influence on conversion/time, cohort tests | Analytics | Stage Lift, Cycle Time Change |
| Governance | Multiple versions, mistrust | Single source of truth, versioning, retirement rules | Marketing Ops | Content Freshness, Duplicate Rate |
| Enablement Launch | “Uploaded and done” | Micro-training + “when-to-use” guidance + manager reinforcement | Enablement/Managers | Time-to-First-Use, Repeat Use |
Client Snapshot: Faster Production, Higher Adoption
By shifting from “marketing-owned assets” to a pod-based co-creation system, teams reduced content rework, improved field confidence, and increased adoption of stage-specific kits across Sales and CS. Explore results: Comcast Business · Broadridge
Co-creation scales when you standardize the operating model (intake, SLAs, governance) and embed assets into the systems sellers use—so enablement becomes a workflow, not a library.
Frequently Asked Questions about Co-Creating Enablement Content
Turn Co-Creation into a Repeatable System
We’ll help you operationalize intake, pod-based production, governance, and measurement—then embed content into the workflows your teams run every day.
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