How Do You Co-Create Enablement Content?
Coordinate PMM, Sales, CS, and Enablement to produce one library of battlecards, talk tracks, and proof—versioned, compliant, and surfaced where reps work—so content actually wins deals.
Co-creation starts with a content brief that clarifies persona, pain, proof, and call-to-action. Enablement runs the workflow—draft → review → legal/compliance → publish—while PMM owns the message, Sales supplies field truth, and CS/additional SMEs add customer evidence. Ship into a single source of truth with usage analytics and expiry rules; retire duplicates; and measure content-assisted pipeline and win rate to prioritize the next pieces.
What to Standardize for Co-Creation
The Co-Creation Playbook
A practical sequence to move from ad-hoc assets to a governed, high-impact enablement library.
Brief → Draft → Review → Approve → Publish → Activate → Learn
- Brief: Define persona, problem, proof, CTA, stage; attach clips and win-loss insights.
- Draft: PMM + Enablement create in a shared template; cite sources and competitive claims.
- Review: Sales & SMEs add talk-track details and real customer objections.
- Approve: Legal/compliance sign-off; lock core claims; set renewal/expiry date.
- Publish: Add tags (segment, stage, competitor) and owner; mark as “golden” if canonical.
- Activate: Package into play kits (emails, deck slides, call script); train via micro-learning.
- Learn: Inspect content-assisted pipeline, stage conversion, and CI snippets; iterate the brief.
Enablement Content Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Briefs & Templates | Unstructured requests | Standard briefs and reusable templates | Enablement/PMM | Time-to-First-Draft |
| Workflow & RACI | Who does what? | Documented steps, owners, SLAs | Enablement | SLA Hit Rate |
| Library Governance | Duplicates & stale files | Versioned library with expiry and golden assets | PMM/Enablement | Current Asset % |
| Delivery in Workflow | Hard to find | Surfaced in CRM/SEP with recommendations | RevOps | Findability Score |
| Evidence & Iteration | Opinions | CI clips + win-loss + usage analytics | Enablement/Sales | Win Rate Δ (Asset) |
| Compliance | After-the-fact review | In-workflow approvals and audit trail | Legal/Compliance | Approval SLA |
Client Snapshot: From Random Acts to a Reusable Kit
A growth-stage SaaS team implemented briefs, a versioned library, and CI-driven iteration. Within two quarters, content-assisted pipeline rose 27%, average time-to-first-draft dropped 40%, and the “golden” battlecard achieved a 9-point stage-2→3 lift.
Tip: set renewal dates on every asset. A monthly “expiring soon” list keeps owners accountable and your library trustworthy.
Frequently Asked Questions about Co-Creating Enablement Content
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