Your buyer's research used to take 12 weeks. Now it takes 4 minutes. Your buyer’s research used to take twelve weeks. Now it takes four minutes (!). That was the first slide Keith Holloway and I put up in our webinar, “The AI Enabled Buyer”, and it’s the theme that we unpacked and made actionable. A CFO buying expense software in 2023 spent three months comparing eight vendors. The same CFO today opens ChatGPT, asks one good question, and gets back five names with a comparison table before the coffee’s done.
Buyer Enablement for Content Teams: The Shift That Changes What You Create I’ve been building sales enablement tools for years, so I feel qualified to say this: most “sales enablement content” is built for the wrong person. It’s built for the sales rep. Battlecards they reference before calls. Talk tracks they memorize. Internal training docs they skim during onboarding. Decks they present in demos. All useful. All necessary. All completely useless when the rep leaves the room and the buyer has to sell the deal internally.
AI-Generated Sales Content: The Quality Problem No One's Talking About I review a lot of sales content. For our customers, for prospects evaluating Content Camel, for competitive research. And over the last year, something shifted: I started being able to tell which assets were AI generated within the first paragraph. Not because I’m some detection genius. Because they all sound the same. Open any LinkedIn feed and count how many posts start with “In today’s rapidly evolving landscape…” or “Here are 7 ways to…” or “The key to success is…” That’s not content strategy.
Case Study Templates That Actually Get Made (And Convert) Let me tell you the real reason most B2B teams have fewer case studies than they need. It’s not because they can’t write. It’s not because they don’t have successful customers. It’s because the production process is broken. Here’s how it usually goes: Marketing identifies a great customer story. They ask the account manager to make an introduction. The AM says “sure, let me find the right time.” Three weeks pass.
Content Library Examples: How 5 B2B Teams Organize Their Sales Assets Every B2B team thinks their content situation is uniquely terrible. The chaotic Google Drive. The SharePoint nobody can navigate. The Notion database that one person set up and nobody else understands. The “just ask Sarah, she knows where everything is” system. You’re not unique. Everyone’s content organization is bad. The difference between teams that fix it and teams that don’t isn’t ambition. It’s having a model to follow. Want the framework?
The Sales Collateral Checklist by Funnel Stage Every piece of sales collateral exists to answer one question: “What does the prospect need to move to the next stage?" If you can’t answer that for every stage of your buyer’s journey, you have a content gap. And content gaps turn into lost deals. Prospects stall because they don’t have the information they need to build internal consensus, justify the budget, or feel confident in the decision. Want the printable version?