Let's talk about Sales Enablement

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?

Here’s a frustrating reality of sales content management: the content exists, but nobody can find it. Marketing spent weeks creating a great healthcare case study. It’s in the drive. It has metrics. It tells a compelling story. And when a rep on a call with a healthcare prospect needs it, they search “healthcare case study” and get nothing; because the file is named CS_Acme_Health_Q3_Draft_Final.pdf and it’s three folders deep in a subdirectory organized by the person who left the company two years ago.

Here’s an uncomfortable truth about battlecards: most of them don’t get used. Product marketing spends weeks building beautiful competitive decks. They’re thorough, well-researched, and 15 slides long. They get presented once in a team meeting. Then they sit in a Google Drive folder that nobody opens during an actual sales call. The problem isn’t the intel. It’s the format. A rep on a live call doesn’t need 15 slides. They need one screen they can scan in 10 seconds that tells them exactly what to say when the prospect mentions a competitor.

Here’s what happened to sales email templates: they worked so well that everyone started using them. And now that every prospect gets 15 emails a week that start with “Hi {FirstName}, I noticed {Company} is…”. They don’t work anymore. Templates became anti-patterns. The prospect doesn’t read your email and think “what a relevant, personalized message.” They read it and think “I’ve seen this pattern before. This is a sequence. Delete.”

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?

Here’s a question: how does your sales team decide what content to send a prospect? I’ve asked this to hundreds of marketing leaders. The honest answer is almost always the same: they guess. Reps default to the same 3-4 “safe” assets they already know. The main deck. That one case study. Maybe a product one-pager. Regardless of the deal stage, the industry, or the buyer persona. And I get it. Your team has hundreds of assets.

I bet you already know which assets your sales team reaches for. It’s the same 3-5 “safe” picks – the main deck, that one case study, maybe a product one-pager. Regardless of the deal, the stage, or the buyer. And it’s not because those are the best assets. It’s because your reps can’t find anything else. If you’re already a Content Camel customer, you know our keyword search is fast. Instant results, powered by search with AI.

You searched for “Highspot alternative” – so I’m guessing one of these is true: You evaluated Highspot, saw the pricing, and realized it’s built for a different size company than yours You’re on Highspot and the merger with Seismic has you rethinking your options You’re building your sales enablement stack for the first time and want to understand the landscape All three are valid. And all three lead to the same core question: What do you actually need from a sales content management tool, and how much should you pay for it?

Here’s a scenario I hear about all the time: Your marketing team spent three months evaluating sales enablement platforms. You picked Seismic because it checked every box on the RFP. Then implementation started. And kept going. Four months in, you’re still configuring content workflows. Your reps haven’t touched it. Your CMO is asking why the tool that was supposed to help sales find content is itself impossible to find value in.

On February 12, 2026, Highspot and Seismic – the two biggest names in enterprise sales enablement – announced they’re merging. The combined company will operate under the Seismic brand, controlled by private equity firm Permira. If you’re a customer of either platform, or you were evaluating one of them, you probably have questions. I have opinions. And if you’re running a small or mid-size team that was already feeling the squeeze from enterprise enablement pricing, this merger changes the calculus significantly.