Sales Enablement Content in 2025: What Works, What’s Out, and What’s Next

Sales reps don’t have time to dig for answers. They need quick, accurate, and easy-to-access content that helps them close deals now. Yet, too often, they’re stuck hunting through cluttered file systems, outdated PDFs, or—worse—jumping through hoops just to access the material they need. And the longer they search, the more deals slip away.

Customers, on the other hand, are more informed than ever. 66% of buyers expect businesses to know exactly what they want. If your sales team isn’t prepared with the right insights at the right time, they’ll lose to the competitors who are.

So, what’s the fix? It’s all about sales enablement content that’s built for speed, clarity, and real-time access. Let’s break down exactly what your team needs in 2025—and what’s holding them back.

Sales teams need bite-sized, actionable resources that help them respond faster, handle objections on the fly, and confidently sell against competitors. 

Whether it’s a quick battle card, a sharp “why us” page, or an automated knowledge base, your sales enablement strategy should be built around speed and accessibility.

Visual aids are amazing for learning, and battle cards are the kings of visual aids when it comes to sales enablement assets. These handy doodads are short and sweet, and they get right to the point. Their primary goal is to prepare your sales reps for competitive situations. 

Basically, why should a customer choose you over a competitor? The battle card has all the answers. 

A battle card should include critical information about your: 

And how each one stacks up against competitors. 

The idea is that your sales rep can grab the card or pull it up on a screen and have a conversation with a customer in real-time. When a customer challenges the sales rep or asks for comparisons with competitors, your sales rep will be ready. 

Let’s face it: no sales rep ever beat out a competitor because they read a 3,000-word essay. Instead, they learn on the job, with quick one-liners and obvious information. That’s what a battle card does. 

It’s easy to assume that more information is better, but in reality, sales reps are already overloaded with details. If they can’t recall the key points off the top of their head, the battle card is too long.

There are several specific styles of battle cards, and each one can be beneficial, depending on the situation. But everyone, regardless of style, should be concise and focus on key intel. 

Not all battle cards look the same, but most follow a few tried-and-true formats:

A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is a straightforward, highly effective way to summarize how your company stacks up against a competitor. These are easy to create, easy to skim, and can even be shared with customers in certain cases.

This format compares key features, pricing, and differentiators between you and your competitors. It’s a simple and effective way to highlight why your product is the better choice.

This takes the “Us vs. Them” model and applies it across multiple competitors. It can get visually busy, but it’s a great way to provide a broader view of the competitive landscape.

You might be surprised by how many companies still don’t have a “why us” page, or if they do, it’s useless. That’s probably because these pages simply don’t get enough credit in sales enablement conversations. 

Think about it: your “why us” page becomes the foundation for every sales conversation your sales reps have. It will also be the primary location of your value proposition and mission and vision statements. 

You can use your “why us” page for: 

And they’re easy to create. Most “why us” pages follow a similar template: 

Don’t let your “why us” page target only your customers. It’s excellent educational content your sales reps can pull from, memorize, and repeat in various sales situations that can close the deal.

Let’s be real—case studies sell better than your marketing team ever will. And no – you don’t need dozens of them. Just a few solid case studies are all you need.

Why? Because nothing convinces a potential customer better than seeing someone else succeed with your product. 

And what makes a case study just stand out? Metrics. 

What’s so interesting is that many case studies on websites don’t even include metrics. It’s these numbers that really close the deal. Your potential client wants to see the evidence that your product or service will work for them. 

It’s simple: 

Boom. Let the numbers speak for themselves. 

And what can help make the case studies even better is a video testimonial. This will make the case studies way more authentic.

Bonus Tips:

Stop leaving security and privacy in the wheelhouse of your InfoSec team. It’s sales content. Keeping your clients’ data secure is a huge selling point, and all you have to do is tell them that. Security, compliance, and privacy content do indeed enable sales. 

This means your sales reps should be familiar with your security and privacy information. 

Here are just a few examples of security and privacy content: 

For each of these, your sales reps can pull information, show them to clients, and build trust. Transparency is the name of the game here. Your sales rep can put all the information on the table. Then, the customer relationship will be that much stronger when the customer knows they can count on your company to keep their data secure. 

When sharing privacy and security information with clients, make sure your sales reps are both transparent and clear. Ambiguous language gets lost in translation, and before you know it, you’ve lost a potential client. 

When responding to security and compliance questionnaires, your sales team should be both transparent and precise—vague answers only create confusion and slow down deals. One of the best ways to establish credibility is by providing references and links to documentation.

Most third-party risk assessments cover everything from how your product works to your internal security policies. Rather than just answering questions with short responses, back them up with real documentation.

A great security questionnaire response includes:

Adding these elements not only strengthens your response but also reduces back-and-forth requests for more details.

Need help? Download our Security Questionnaire Response Template:

Instead of spending hours manually filling out security and compliance forms, you should automate security questionnaires. This saves time, ensures consistency, and helps sales reps focus on closing deals.

If you thought battle cards are awesome, demo videos are next level. And, if you aren’t leveraging video marketing in 2025, you’re way behind since 88% of video marketers say video has helped them generate more leads and 84% saying it has directly led to more sales.

Stop waiting for marketing to create content for you, and start creating demo videos as a sales team. Have a question that comes up often from your sales reps? Make a video. 

The bonus here is that as you’re making a new demo video, your team is learning as they teach. It becomes a fully interactive experience from which everyone benefits. 

What makes a great demo video: 

You can create demo videos for every product, service, customer objection, and even every security and compliance issue. 

Content today is visual for a reason. It works. 

Bonus tip: Don’t make your videos too technical as this often backfires. You don’t want to be the next Retro Encabulator:

Speaking of customer objections, you should have sales enablement content that addresses these on hand. 

Sales objection responses should be short, sweet, and to the point. The longer the response, the more likely you are to lose the prospect. 

Of course, you should have your guidelines online in your files, but you can’t expect your sales team to turn to these files every time an objection comes up. They don’t have time to scavenge through every file for the right answer. 

This is where automation can really save you time and money and win you deals. 

Make sure your guidelines are easily accessible. The easiest way to do this is to automate answers in Slack, Google Chat, or Microsoft Teams. That way your sales reps can get answers in seconds.

Of course, you won’t use all your sales enablement content. There’s always a transition period of out with the old and in with the new. Here’s what you can pretty safely get rid of. 

Let’s face it. No one is reading these. People don’t hand out 1-pagers filled with information anymore. 

That type of content was popular and perhaps useful in the days of trade shows when leave-behind marketing materials were necessary. 

Now, they likely end up in the recycling bin. Worse, your customers might yell at you for wasting paper and destroying the planet. 

PDF briefs also have myriad problems: 

Enough said? 

Today, your content needs to be web-first and mobile-first. You can create downloadable versions of your content, but don’t prioritize PDFs. They’re not the way people consume content anymore.  

Another thing of the past? Gated content. There was a time when companies needed to gather emails, and so it became a requirement to access necessary information. But, honestly, even back in those days, people hated having to fill out those registration forms or subscription forms. 

If they want to get your emails, they’ll give you their email addresses. You don’t have to hide critical content behind a registration form. 

And you shouldn’t. 

Today, you should be giving your content away for free, and it should be web-based and mobile-optimized. It must be easy to access with a single click. 

While you’re at it, cut down your massive posts. No more 10,000-word white papers. No one wants to read through all this material. No one has time. 

Your content should be helpful, engaging, and easy to access. 

Gated content is NOT easy to access.

So, tell your marketing team to stop gating your content and start pushing it out into the world. 

At the end of the day, your sales enablement content needs to be fast, accessible, and AI-friendly. Your sales reps don’t have time to dig through files, and if your content isn’t optimized for AI-powered search, they’ll be left scrambling for answers instead of closing deals.

Most sales teams rely on AI-powered tools to surface critical information in real-time. The problem? Many sales assets aren’t built with AI in mind.

This doesn’t mean you should ditch visual elements entirely. Graphics, videos, and web-based content still matter—just ensure key insights exist in machine-readable formats, too.

Garbage in = Garbage out. AI tools are only as good as the data they pull from, so your knowledge base needs to be organized, centralized, and up-to-date.

AI-powered sales enablement isn’t a one-way street. The best sales teams train their AI tools by providing feedback.

The goal? An AI-powered system that gets smarter over time—giving your team the best answers exactly when they need them.

In 2025, sales teams that embrace AI-driven enablement will have a major competitive edge. If your reps can access the right content instantly, trust that it’s accurate, and refine AI outputs through feedback, you’re setting them up for success.

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