Ultimate Sales & Marketing Templates Guide

Ultimate Sales & Marketing Templates Guide

Great marketing is all about finding the right balance between unique, compelling messaging and creating a consistent brand.

Constantly striving to deliver both unique messaging that will resonate with your target audience and also a repeatable, adaptable framework from which to build those messages is tough.

That’s where the best marketing templates and sales templates can be a game changer.

But you can’t just use any template.

Creating templates for messages that you plan to send to every prospect may save you time, but if they never even open your message, your time is wasted.

Sales Enablement, and marketing in general, is about giving your prospects the right content at the right time.

At Content Camel, we’re researching all of the time the best ways to give your team all the tools they need to craft and deliver winning content.

We want to help you create content with both the key features that your audience is looking for as well as tested and proven copy that will make your job that much easier (and help Sales close deals).

One of the best ways to do this is with proven sales and marketing templates for every stage in your marketing and sales funnel.

These will range from email templates meant to make a good first impression with new prospects to webinar templates for presentations meant to be viewed by thousands.

Sales and Marketing Templates included in this guide

Templates by funnel stage
Which funnel stage are you focused on?

Marketing/Sales Planning Templates

Marketing and sales templates help to make an impact with prospects, but they also offer a great chance at company introspection.

To craft a successful marketing campaign, extensive research is required to determine all of your company’s and product’s strengths and weaknesses. Further, you’ll have to compare all those factors against competitors in your industry.

To get the most out of your sales and marketing templates, a robust repository of information must be assembled and made available to sellers, marketers, and content creators.

The most important templates for planning are:

These will help you craft the ideal messaging and how you will deliver it at scale to your audience.

Positioning/Messaging Template

messaging template
Buyer template to focus on your ICP

One of the most critical pieces of content your team will create is the positioning template. This is a crucial piece of any sales stack as it dictates so much of your strategy.

A positioning template is all about how you present yourself and your product to prospects. The messaging you use to engage with people will communicate a great deal more than just what you write in an email.

Brand identity and culture must shine through clearly, as this will establish your company as a respectable, professional brand right away, and you know what they say about first impressions.

That same culture needs to be apparent company-wide, so providing your sellers and marketers with templates that already keep things like branding in mind will benefit them greatly.

There are 6 key considerations when crafting your positioning template;

  1. Context
  2. Value Drivers, Differentiators, Social Proof
  3. Path to Purchase
  4. Features and Benefits
  5. Competitors
  6. Product Positioning and Messaging

Download Content Camel's Free Product Messaging Template

Discover a product messaging template for repeatable product messaging

New SDR Team Checklist

Assembling a new SDR (sales development representative) team should be done with great care, as these are the people who will be contacting your prospects, analyzing your content, and working to reach your goals with you.

It can be easy to assume that SDRs are all about sales, but that undersells and oversimplifies their responsibilities.

Your SDRs aren’t just making cold calls and firing off emails, there is a considerable amount of internal effort needed to facilitate successful campaigns. It can be a very high pressure role depending on the industry, so you want to make sure you pick the right people for the job.

You’ll also need to choose software tools to support your team. To learn more about how to prepare your SDRs and make the best choice in sales enablement tools, check out our blog, New SDR Checklist.

SDR Team Checklist Templates

Here’s a collection of templates you can use as SDR Team Checklist

Director of Marketing First 90 Days checklist

New directors of marketing can face severely uphill battles as they step into their role. Every company and product is different, and so your techniques and strategy will need to adapt as well.

Whether you’re working in an industry that’s totally new or so familiar you know it like the back of your hand, there are certain key steps to take when beginning your role as the director of marketing.

One of the best pieces of advice is to map out your first 90 days. This will include what you plan to accomplish and how you plan to do it, but it can also be far more granular as it deals with your day to day routines and responsibilities.

Internal Sales Templates

Not every seller arrives with the exact same expertise on how to sell products. You have to equip them with the right tools and resources which will enable them with the best selling practices in the SaaS world.

Templates are an ideal way to get started. Internal sales templates include:

Your internal sales templates should be rooted in your company’s culture and values, and clearly reflect your brand identity. These should also help you better align with your target demographic’s culture and values, to better appeal to them.

Your internal sales templates will also need to be flexible enough to accommodate for variances between your products and products in general. While templates should be comprehensive, they should never be overwhelming.

Templates are meant to lighten the load, not leave anyone scratching their head. Remember, you are trying to get your sellers up to speed, not scare them away.

Your internal sales templates should have clear standards for training. This makes sure that everyone gets the information that they need in order to qualify for their position.

It’s also important to note that your internal sales templates should always be a work in progress, not a one-time, start and stop resource. This ensures a level of excellence and uniqueness for every new prospect and engagement. It also helps with meeting new market demands over time.

So what are these templates? And why do you need them? Let’s get into it.


A sales battlecard is a summary of your product, your market, your customers, and your competition. This will help sales reps have answers to the most important questions and concerns that potential customers could have.

Why do sellers need a Sales Battlecard?

A sales battlecard will assist your sellers in convincing prospects to choose you over the competition. They do this by providing your salespeople with the data they need to combat buyer objections and, distinguish themselves from the competition.

Why do you need a Sales Battlecard template?

Having a sales battlecard template will help create consistency among your sales team so that they all deliver accurate information to potential buyers.

It also helps to align brand and messaging across sellers, so your company is a united front as they engage with prospects.

What does a Sales Battlecard include?

A sales battlecard includes statistics, figures, and information that can be referenced during the sales process. It provides a comparison of your company’s product, service, features, and/or pricing to one or many competitors.

Battle Card Templates

Here’s a collection of templates you can use for battle cards:

Sales Sequences

Having great content and a top notch team are essential parts of a successful sales strategy, but if you’re really doing a good job, you’re going to notice your schedule quickly filling up.

As your business grows and takes on more clients, it can become difficult to track who asked for what and when deadlines fall. That’s why you need to establish a clear sales sequence so that your production doesn’t hit snags or miss projects altogether.

Some of the best ways to optimize your sequence is to utilize shared calendars and have clear internal deadlines ahead of your client deadlines. This will ensure your work is ready to go when it needs to be, and that any needed adjustments are made before it reaches the client.

In general, keeping a tight schedule can help to speed up your processes. Many companies lose precious minutes and even hours on monotonous meetings and drafting emails.

Carving out the appropriate time to both prepare for and attend a meeting will lead to higher engagement of the participants as well as maximizing your time.

Automation and templates can be used to take some of the load off of your human workers, either by guiding them or doing the work themselves. Tools can be set to send follow-up emails, reminders, and other content directly to your prospects. These automated messages can be further optimized to send at the ideal time after an engagement.

Even if your sales sequence has served you well for years, you should always be looking for ways to tighten up and stay current. As your teams, clients, and market change, so too will the processes and tools you need to stay on top.

Sales Sequence Templates

Here’s a collection of templates you can use for Sales Sequences:

Sales Playbook

A Sales Playbook is, at its simplest, a list of resources that reps can turn to when they need information during the sales process. What makes it a “playbook” is that you can expect them to be able to run through this list quickly and efficiently to pick up exactly what they need to engage with the prospect.

Why do sellers need a Sales Playbook?

Having a plan is great, but sometimes you have to call an audible.

With a sales playbook in place, you can ensure that your sales team is more aware of the entire sales process and leaves no room for any inconsistencies. A sales playbook is critical to increasing and scaling your sales efforts in order to maintain that competitive edge.

What does a Sales Playbook include?

There are a number of components involved in creating a sales playbook. Here is what it might include:

  • Customer profiles
  • Common objections (with respectful rebuttals)
  • Sales messaging and positioning statements.
  • Competitive information (including competitors' weaknesses, strengths, and strategies)
  • Upsells and cross-sell opportunities that may be relevant to specific customers or segments
  • Benefits of your product/service offering (and specific use cases for those benefits)
  • Case studies/testimonials
  • Average deal size range per customer type/segment
  • Your agreement on pricing, contracting, and other financial terms with the customer’s decision-maker(s).

Sales Playbook Templates

Here’s a collection of templates you can use for Sales Playbooks:

Top of Funnel Templates

The content you use to draw in prospects and customers needs to be handled carefully. Like your product messaging template, this is meant to enable your team to make the best possible first impression when a prospect comes across your material.

Top of funnel content is intended for those who have noticed a problem or gap in their process, and have started looking for solutions.

As this research is in its infancy, it’s important not to come off too strongly for the risk of scaring them away, the more organic your initial interaction is, the better. At the same time, you need impactful content that leaves a lasting and positive impression.

Pushy sales tactics are no good here, instead focus more on creating educational content that a prospect would encounter as they searched out their own pain points and solutions.

This organic interaction is meant to feel like a miracle to the prospect, who has had their most pressing questions answered and is now seeking further information about your product.

But what are these materials and their corresponding templates?

Top of funnel templates include:


Ebooks are digital publications that contain useful information about a specific topic. Sellers can position it as a part of their product catalog or offer it completely free of charge as an added value for their customers.

Why do sellers need an eBook?

eBooks provide sellers with another opportunity to make their products stand out from the crowd, encouraging customers by offering additional resources that are perfectly suited for them. That way, you can drive interested parties even further into your product catalogue or marketing funnel, maximizing your chances of converting them into loyal clients!

Why do you need an eBook Template?

Ebooks require a lot of upfront work and time to produce. With a proper eBook template, you can save tons of time by using pre-designed layouts, saving yourself hours of unnecessary designing and formatting.

With a professionally designed eBook template at your disposal you don’t need to bother with any additional design and development costs – just plug the content in and Voila your ebook is ready.

What does an eBook Template include?

For sellers, ebook templates essentially includes:

  • An editable pre-designed layout using Google Docs.
  • Fully customizable template that could be editable with Microsoft Office.
  • User-friendly presentation pages and cover designed in PowerPoint
  • Comprehensive guide on how to use each of those templates with examples

eBook Templates

Here’s a collection of templates you can use for eBooks:

White Papers

A White Paper is a persuasive essay that highlights the benefits of using a product, service or solution. They exist because they have a potential to convince readers, normally prospects or investors who are not familiar with your product or service, of the benefits it offers over competitors' solutions.

Why do sellers need White Papers?

If your business has a product, service, or solution that the market needs to know about then creating and using white papers could be an essential part of your sales process. It helps you get that sharp competitive edge over your peers.

Why do you need a White Paper Template?

Whitepaper templates save both time and money by allowing you to just copy and paste the content into the template like you would do with an ebook template. You may customize it to suit your specific target audience, such as if you’re using this in front of investors rather than potential customers.

What does a White Paper Template include?

A white paper template includes several cover pages and different kinds of papers divided into section (e.g., problem/need analysis, market overviews, etc.) which aim at creating an easy way out on writing these kinds of business documents.

White Paper Templates

Here’s a collection of templates you can use for White Papers:

Middle of Funnel Templates

Websites are made to make money, and to make money, you need leads coming in at the top of your sales funnel.

But then what?

Once visitors arrive, they need to be given the info they need to consider and then select your offering as the best choice. This is considered the middle of the sales funnel.

Here, you are targeting already qualified leads who have some knowledge about your services/products but still need to learn more before they can make a qualified decision on their own.

Middle of the funnel templates include:

Once you know the basics of how to use them, they will allow you to create compelling content around different topics. This will get your leads interested enough to take action.

Usually, middle of funnel templates are used when you have a product or service that is complex. It can be very daunting for people who don’t know what they’re looking at exactly, which is mostly the case in SaaS buying and selling.

As a result, your sales team spends too much time trying to explain the product or service, while the prospects would be happy if they were provided with some basic educational material like sales presentations, datasheets, or one-pagers.

If you had templates for each of these materials, you could just use those to craft the desired assets easily.


Webinars are a great way for sellers to interact with their consumers in a targeted and personal way. A company generally hosts a live product demonstration over the internet with a presenter who may discuss features and answer any questions from potential customers or current clients. Webinars are an excellent approach to show how a product can benefit the audience.

Why do sellers need Webinars?

Webinars are a great way for sellers to reach a bigger audience and interact with potential and existing clients. These can be expensive, but using a template will save you time and money.

Why do you need a Webinar Template?

A webinar template provides an easy-to-use structure for the host, presenter, and participants. It can also be used to create a layout for an online presentation, use transitions, slides, and graphics.

What does a Webinar Template include?

Webinar Templates usually come in Powerpoint or Google Slides format. These include images, animation, and transition effects to make it simpler for the presenter to deliver their presentation.

Webinar Templates

Here’s a collection of templates you can use for Webinars:


A One-Pager is quite literally a one-page educational document that concisely showcases the very best of your company in an easily digestible format.

Why do sellers need One-Pagers?

Your One-Pager is a tool to quickly convey your value proposition in an engaging format. It helps your sellers to pull together compelling information about your business so investors and buyers can quickly understand what you do, why you’re great at it, and how you’ll use their investment to achieve a massive scale.

Why do you need a One-Pager Template?

​​A One-Pager template is an effective way to present information about your business in the most concise manner possible. It features visuals and compelling information that showcases your company in a professional, yet easily digestible format. Not only is it saving you time, but it also helps you tell your unique story.

What does a One-Pager Template include?

Typically, a One-Pager includes:

  • Great Design/Layout
  • Your company logo and contact information
  • A concise description of your service/product
  • The problem you’re solving for clients
  • Why your product is the best on the market for this solution
  • Who uses your product and who benefits from it most
  • What’s new and upcoming that makes your business unique
  • Links to additional material for those who want to learn more
  • A call-to-action

One-Pager Templates

Check out our detailed guide on How to Create a One-pager for Sales
Additionally, here’s some further resource templates you can use for One-Pagers:

Bottom of Funnel Templates

The bottom of your sales funnel is where you convert prospects into clients.

The primary goal here is to demonstrate the value of your product in irrefutable terms. Ideally, this is done in such a way that it even empowers your prospects to take your content and present it to win over their own internal teams.

Demos, case studies, and rollout plans are all

Bottom of the funnel templates include:

Price Lists

Price list templates are a way for companies to highlight what they offer and how much it costs, usually within the confines of a brochure or catalog. The template outlines categories and lists prices, making it easy to browse and compare products at a glance.

Why do you need a Price List Template?

When your company distributes promotional materials such as brochures, catalogs, and postcards, you’re able to show potential customers all the services and products that fit their needs. A price list template allows you to present a summarized version of your prices in one document.

What does a price list include?

Price list templates typically include a summary of what your company offers along with pricing information for each type of service or product. While it may be tempting to use a price list template in its entirety, keep in mind that each business has specific needs for its customers, so you should customize your own copy.

Price List Templates

Here’s a collection of templates you can use for Price Lists:

Sales Decks

A sales presentation is every business’s sales pitch. It is a structured communication that demonstrates the company’s products and services, with the goal of making a sale. The beauty of these sales presentations is that they can be formal or informal and could be used in-person, on the phone, or on a digital platform.

Why do sellers need Sales Presentation?

Sales presentations prove to be a valuable marketing tool. They can be used as a proactive sales pitch, an advertisement for your brand and product, and the way you represent yourself is highly visible.

Why do you need a Sales Presentation Template?

Sales presentation templates help marketers create professional-looking presentations that they can use in their pitch. Templates are usually formatted in PowerPoint, Keynote or Google Slides. They simplify the process of creating a sales presentation by providing you with the foundation of your slide’s design.

What does a Sales Presentation Template include?

A Sales Presentation Template includes ready-made slides that come with functionalities like text options, images, charts, and graphs. They are used for all types of companies, including big corporations and medium-sized businesses, who need to create presentations to highlight their products and services for prospective buyers.

Sales Presentation Templates

Here’s a collection of templates you can use for sales decks:

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The best marketing templates - just a beginning 🎉

A great template needs to be as reliable as it is adaptable, so when it’s no longer working as well, you can modify it to best effect.

Think of it like a race car; the template makes you go fast, but eventually you’ll need to hit the pit for some maintenance.

Your team swapping in and out different strategies, techniques, and data points in your templates is just like a pit crew working to get that car back on the road and running as smoothly as possible.

No matter how successful certain aspects of your templates are, nothing lasts forever and sooner or later you’ll need to innovate again.

This may all seem like a lot of work, but the alternative is far more exhausting.

Building unique, winning content for every engagement from scratch is extremely time consuming and too slow to succeed in today’s fast paced market.