Build and maintain a sales enablement system from competitive intel through pricing through measurement. Synthesizes Dock's PMM-Sales operating model (Positioning, Content, Intelligence, Coaching, Systems, Feedback) with deal-attributed tracking.

Core principle: enablement exists to influence deals, not to produce documents. Every asset traces backward to a real sales need and forward to measurable deal impact.

When to use

After a positioning refresh
New competitive entrant or pricing change
Win-rate decline against a Tier-1 competitor
New sales-team hires
Quarterly enablement refresh

Steps

Discovery and audit. Interview the sales team. Review CRM data. Audit existing assets against the sales cycle. 65% of marketing assets go unused because they are irrelevant or unfindable.
Competitive intelligence. Build/refresh battlecards for top 3–5 competitors. Use win/loss data, not assumptions (Battle cards become workflow primitives, not Notion pages).
ROI calculator development. Prospect-facing value models with transparent inputs, benchmarks, SDR talking points. Two variants: Demand Gen ("you don't have this") and Sales ("you're losing money").
One-pagers + decks. Persona- and partner-specific. Mapped to deal stages.
Pricing enablement. Internal training for pricing changes. Cover migration paths, grandfathering, and competitive positioning, not just the new prices.
Objection handling guide. Top objections from real calls with validated responses and proof points.
Demo scripts. Structured walkthroughs for key use cases. Before/after narrative.
Content delivery system. Tag by persona, stage, competitor, vertical. Discovery in seconds.
Training and rollout. Live + recorded enablement sessions. Content packages.
Measurement and iteration. Deal attribution. Asset usage. Win rates. Retire low-usage assets.

Frameworks

PMM-Sales operating model (Dock): 6 functions, Positioning, Content, Intelligence, Coaching, Systems, Feedback.
5-key strategy (Dock): Research → Audit → Create → Manage → Measure.
Sales vs. Buyer enablement distinction: Assets that help reps sell vs. assets that help prospects advocate internally. Build both.
Content-to-cycle mapping: Awareness → Consideration → Decision asset types.
Channel maturity (MKT1): Testing → Scaling → Core → Big Bet for prioritizing enablement investments.
Productized services: Diagnostic reports and system decks that double as both client deliverables and prospect-facing sales tools.

Quality gates

Every asset traces to a real deal need (win/loss + sales interviews).
Battlecards include specific objection responses with proof, not just feature tables.
ROI calculators have transparent formulas, prospect-editable inputs, SDR explanation columns.
One-pagers consistent structure, clear CTA, named setup steps.
Pricing enablement covers grandfathering and competitive positioning.
Assets mapped to sales-cycle stages.
Tagging taxonomy exists. Sellers find what they need in under 30 seconds.
Measured by deal influence + revenue, not assets produced.
Adoption tracked. Low-usage assets investigated or retired.

Common failure modes

Generic assets that don't map to specific deal scenarios.
Content with no discovery mechanism.
ROI calculators with hidden assumptions.
Pricing enablement with no grandfathering guidance.
One-time training sessions without recordings or follow-up.
Feature-comparison battlecards that don't address real objections.
Tracking assets produced instead of deals influenced.
Skipping the sales interview step.
Partner decks listing features without the connected workflow narrative.
Stale battlecards. Quarterly refresh is the floor.

Outputs

Battlecards for top 3–5 competitors.
ROI calculator(s) with SDR talking points.
One-pagers per persona / partner / vertical.
Pricing enablement materials.
Objection handling guide.
Demo scripts per use case.
Content delivery system with tagging taxonomy.
Enablement measurement dashboard with deal attribution.