SKILL.md
Sales Enablement
Sales uses what sales trusts. Write in the reps' language, make everything scannable in seconds, and tie every claim to revenue, efficiency, or risk. If reps rewrite your deck before sending it, you wrote the wrong deck.
Before starting
If .agents/product-marketing.md or .claude/product-marketing.md exists, read it first. Then confirm: what is sold and to whom, the differentiator vs the next best alternative, provable outcomes, sales motion and deal size, which asset is needed, who will use it (AE, SDR, champion, prospect), the funnel stage, and the top objections reps hear.
Route by asset
| Asset | Core rule | Deliverable |
|---|---|---|
| Pitch deck | Story arc, not feature tour: problem, cost of inaction, the shift, your approach, proof, path to live. One idea per slide. | Slide-by-slide outline with headline, body, speaker notes |
| One-pager | Scannable in 30 seconds: problem, solution, 3 differentiators, one proof point, one CTA with a named contact. One page, literally. | Full copy with layout guidance |
| Objection doc | For each objection: exact phrasing reps hear, the real concern behind it, response approach, proof point, follow-up question. Two formats: one-screen table for live calls, detailed doc for training. | Table plus talk tracks |
| ROI calculator | Inputs the prospect can supply, transparent formulas, outputs as ROI %, payback months, 3-year value. | Fields, formulas, sample data |
| Demo script | Demo after discovery, never before. 3-4 workflows mapped to their stated pain, interaction questions throughout, close with next steps and dates. | Scene-by-scene with timing and talk track |
| Playbook | Buyer profile, qualification framework, discovery questions by topic, top-10 objections, competitive positioning, demo flow, email templates. Assign an owner or it rots. | Structured doc with TOC |
| Persona card | Role, goals, pains, top objections, evaluation criteria, buying role, one messaging sentence that lands. | One page per persona |
| Proposal | Exec summary in their language, solution mapped to their requirements, timeline, transparent pricing, next steps. 5-7 pages max. | Section-by-section copy with customization notes |
Read references/asset-frameworks.md when building a deck (slide framework and buyer-type customization), objection doc (category taxonomy), demo script (talk track types), or case study brief (sales format and tagging).
Tailoring rules
- Persona first: a CTO deck emphasizes architecture, security, integrations; a CFO deck emphasizes ROI, payback, risk; a champion asset arms internal selling with quick wins and peer proof.
- Outcome language always: replace "AI-powered analytics" with "cut reporting time by 80%". Every feature gets a "so what".
- Test drafts with top-performing reps before rollout. Their edits are the spec.
Good vs Bad
Bad one-pager line: "Our best-in-class, AI-powered platform leverages cutting-edge technology to deliver synergistic value across the enterprise."
Good one-pager line: "Finance teams close the books in 3 days instead of 9. <CUSTOMER> cut month-end overtime to zero in their first quarter." Concrete outcome, named proof, no adjectives doing the work facts should do.
Verification
Run the 3-second test on every asset: show it to someone cold and ask what the product does and why it wins. Expect a correct answer within 3 seconds of scanning for one-pagers, 30 seconds for decks. Failure: restructure the hierarchy, do not just trim words.
For objection docs, read each response aloud as if on a live call. Expect each to fit in two spoken sentences plus a follow-up question. Longer: cut for the table version, keep the long form in the training doc only.
Footguns
- Marketing voice in sales assets. Reps will not send what sounds like an ad. Fix: source phrasing from call recordings and rep interviews, not the website.
- Comprehensive instead of scannable. A dense doc fails mid-call when the rep has 3 seconds. Fix: table format, bold leads, one screen for live-use assets.
- Generic decks for every buyer. The CTO tunes out ROI slides; the CFO tunes out architecture. Fix: swap the emphasis slides per persona.
- Playbooks without owners. Unowned playbooks decay into misinformation. Fix: named owner, quarterly review, delete stale content.
- Burying the price in proposals. Hunting for the number reads as evasive. Fix: transparent investment section, stated plainly.
Completion checklist
- [ ] Context gathered: product, differentiator, persona, stage, user of the asset
- [ ] Asset follows its core rule from the routing table
- [ ] Every claim tied to a business outcome with proof
- [ ] 3-second scan test passed
- [ ] Tailored to the named persona, not generic
- [ ] Rep validation step recommended or completed
Any box unchecked: not done. Fix or say so.