What % of Sales Reps Actually Use Enablement Materials?

Sales enablement materials are created to help reps sell better, faster, and smarter. But here’s the hard truth: just because content exists doesn’t mean it’s being used. Companies often spend thousands creating pitch decks, whitepapers, and case studies—yet reps still Google their own material or ask colleagues instead. This article explores 30 powerful stats that uncover the usage gap between content creation and real sales impact. If you’ve ever wondered how much of your enablement content is actually helping your reps, read on.

1. 65% of sales reps say they can’t find relevant content to send to prospects

Why the content exists but stays unused

This stat is a wake-up call. Imagine spending months creating playbooks, email templates, and pitch decks, only to hear your reps say, “I couldn’t find anything relevant, so I made my own.” That’s the reality for nearly two-thirds of sales reps.

The issue isn’t that the content doesn’t exist. It’s that it’s buried. Maybe it lives in five different folders. Maybe it’s outdated. Or maybe it’s not labeled in a way that makes sense to the sales team.

Making enablement materials actually usable

If sales teams can’t find content quickly, they won’t use it. Period. You can fix this by making three core improvements:

• Structure your content hub by sales motion: cold outreach, follow-up, objection handling, etc.
• Label assets by deal stage, persona, and industry. The more specific, the better.
• Include a search function that actually works and returns results based on keywords reps use.

You don’t need to create more content—you need to organize what you already have so it’s easy to find at the exact moment reps need it.

Train and reinforce content location in onboarding

New reps often don’t use materials because they don’t even know where to look. Fix this by showing content locations early in onboarding. Then reinforce it. Include a 10-minute segment in weekly sales meetings where you highlight a piece of content and explain where it is, how to use it, and when it works best.

2. Only 35% of organizations report that sales reps use enablement content regularly

Why most enablement content collects dust

It’s not that reps are lazy. It’s that much of the enablement content built by marketing or enablement teams doesn’t reflect what reps actually need in live calls or emails.

Sales reps are under pressure to hit quota, and they won’t slow down to hunt for documents that may or may not help. That’s why only one in three organizations can say with confidence that reps use enablement resources regularly.

Aligning content with the way reps sell

To improve usage, content needs to be timely, relevant, and easy to apply. Start by observing sales calls. What objections keep coming up? What product questions make reps pause? Use that real-world insight to shape your next round of content.

Also, make sure sales managers are reinforcing the use of materials. If managers don’t mention content in pipeline reviews, reps won’t either.

Actionable fix: audit and sunset unused assets

Run a quick audit. Identify what content hasn’t been opened or downloaded in the last 90 days. If it hasn’t been touched, either update it or remove it. There’s no point in cluttering your enablement hub with content that’s ignored. You’ll also gain trust from reps when they know everything in the hub is up to date and useful.

3. 70% of enablement content goes unused by sales teams

The staggering waste of content production

This stat is more than frustrating—it’s expensive. If 70% of content never gets used, then 70% of your budget for sales collateral is likely wasted. Reps may stick to the 20-30% that works and ignore the rest.

Why? Because a lot of that unused content was never built with their input.

Fix the feedback loop between sales and content creators

Marketing or enablement teams often operate in a silo. They build decks, templates, or battlecards based on assumptions or product knowledge—but not real conversations.

Here’s what changes that: get reps involved before content is created. Run short interviews. Ask questions like, “What would have helped you close your last deal?” or “What’s one thing you wish you had when handling pricing objections?”

Use those answers to create laser-targeted content that actually helps, not just fills up folders.

Build content based on deal stages

Another way to drive usage is to map content to the sales process. Don’t just make generic pieces. Instead, ask: What does a rep need to move a deal from awareness to evaluation? What helps secure the second call? Build with the deal flow in mind, and usage will rise.

4. Just 42% of sales reps believe enablement materials align with buyer needs

When reps don’t believe in the content

Even if your reps can find the content, they may not trust it. If only 42% believe the materials reflect what buyers care about, that’s a major credibility issue. And when trust is low, usage drops.

This stat speaks to a deeper problem: most content is built around what the company wants to say, not what buyers want to hear.

Fix this by making it buyer-led, not brand-led

Go through your top pieces of content. Ask one simple question: does this address a buyer problem or does it just talk about our product?

The best-performing content usually does one thing really well—it speaks to a buyer’s pain point in simple, human language. If you want to increase usage, shift your focus to what buyers actually ask about.

Involve customer success in content reviews

No one knows buyer questions better than your customer success team. They hear the confusion. They deal with objections. Pull them into the content review process. You’ll end up with materials that are far more aligned with real-world needs—and reps will be more willing to use them.

5. 50% of reps say they create their own content instead of using provided resources

Why reps go rogue

When half your sales force is creating their own emails, decks, and scripts, it’s usually not a sign of creativity—it’s a sign of misalignment. Reps don’t create their own materials because they want to, but because what’s available doesn’t work for them.

They need content fast, and if the official materials feel outdated or irrelevant, they’ll take matters into their own hands. That creates inconsistency and weakens the overall message your company puts in front of prospects.

What to do when reps don’t use the content

Instead of punishing reps for going off-script, find out what’s missing from your content library. Ask them to share the material they’ve created themselves. You’ll probably notice patterns. Their homemade decks and email snippets often reflect what buyers are really responding to.

Use this rep-created content as a blueprint. It’s user-tested and optimized in the field. Update your official materials to include the language and formats that are already getting traction.

Make co-creation a standard process

Reps want to feel ownership. If they help build content, they’re more likely to use it. Set up quick monthly workshops where one top-performing rep shares a successful piece of content, and then work with enablement to polish it and make it official. You’ll cut down on rogue messaging while still empowering reps.

6. Only 38% of reps access the content hub at least once a week

Why content hubs get ignored

This stat highlights a bigger problem than just content quality—it’s about habit. If less than 40% of your reps are checking the content hub weekly, they don’t see it as a core part of their workflow.

Reps don’t have time to browse. They need what works, right now. If the content hub isn’t fast, intuitive, or connected to the tools they already use, it’s going to be skipped.

Turn your content hub into a daily-use tool

The key is frictionless access. Embed the content library into your CRM. If reps spend their day in Salesforce or HubSpot, your content needs to be two clicks away in that same environment.

Make the hub searchable using natural language. “Pricing objection” should return a script or battlecard—not a bunch of random documents.

Also, keep it updated. Reps will visit the hub more often if they know it’s where the freshest and most relevant content lives.

Promote a “content of the week” culture

Build usage habits by spotlighting one piece of content each week in your team standup. Share how it’s been used successfully, who used it, and what results it drove. This creates momentum and slowly builds trust in the content hub as a valuable resource.

7. 60% of companies admit they don’t track content usage by sales teams

What you don’t track can’t be improved

More than half of companies have no idea whether their enablement materials are being used. That means they’re guessing. They’re flying blind when it comes to what’s working and what’s getting ignored.

If you can’t track usage, you can’t optimize. And if you don’t optimize, you’ll keep creating content that doesn’t move deals forward.

How to start tracking without overcomplicating

You don’t need a fancy platform to start. Basic usage tracking can begin with:

• Embedding links with UTM parameters
• Tracking downloads via internal content platforms
• Using enablement tools like Highspot, Seismic, or Showpad

These tools show who viewed what, when, and how often—and often tie back to deal outcomes.

Start by tracking a few core content pieces. Monitor which ones reps gravitate toward and which get ignored. This helps you prioritize future content production and trim the fat.

Use data to create a feedback loop

Once you see which content is used most by your top reps, dig into why. Ask follow-up questions. Does it answer a common question? Is it easy to personalize? Then replicate those traits across other content types.

Tracking turns content from a guessing game into a repeatable process. And that’s where enablement actually becomes a sales engine.

8. 28% of reps say enablement materials are outdated or irrelevant

Old content is worse than no content

When over a quarter of your reps think the content they’re given is out of date, they lose confidence—not just in the material, but in the team providing it. Once trust is lost, usage drops to zero.

Outdated messaging, old product screenshots, or broken value props all hurt your brand during critical sales conversations. And reps can tell.

Set a recurring content review rhythm

The solution is simple: implement a quarterly or biannual review cycle. Every 90–180 days, go through the library and check each piece for accuracy. Anything older than six months should be reviewed for:

• Feature updates
• Messaging consistency
• Buyer objections that have shifted
• New competitors

Create a content calendar that includes review dates and assign content ownership so no asset goes neglected.

Ask reps to flag bad content

You can also make reps part of the solution. Let them flag content as “outdated” with a one-click feedback button. This sends a message directly to enablement and ensures the content library evolves alongside the market.

9. 55% of reps say they would use content more if it were easier to personalize

The desire to tailor, but the tools are missing

Reps aren’t just looking for canned responses. They want frameworks they can tweak—something between a blank slate and a rigid template. Over half say they’d actually use more content if it were easier to tailor.

That means the intent to use content exists—it’s the format that’s getting in the way.

Create modular content, not fixed formats

You don’t need to hand reps fully finished materials. Instead, give them building blocks: snippets, value props, objection-handling blurbs, and customizable slide templates.

This gives reps flexibility while still preserving consistency in tone and messaging.

Let’s say you build an email template. Include fill-in-the-blank prompts or suggested sentences reps can swap based on persona, industry, or pain point. That extra 10% of flexibility often makes the difference between use and avoidance.

Integrate personalization into the tools they already use

If reps are using Outreach, Salesloft, or Gong, your content should integrate directly into those platforms. If it takes more than a few clicks to personalize and send, most reps won’t do it.

Also, make sure content is editable—lock the logo and disclaimers, but allow reps to change headlines, CTAs, or examples. The more control you offer (within reason), the more adoption you’ll see.

10. Only 33% of reps trust the enablement materials to drive meaningful conversations

When trust is missing, content goes unused

One-third of reps trusting the content is not enough. This stat points to a fundamental problem: reps don’t believe the materials will actually help them close deals or move conversations forward. If they don’t believe in it, they won’t use it—no matter how well-designed it is.

Reps are on the frontlines. They know when something feels too polished or too shallow. When the content doesn’t reflect the real flow of buyer conversations, they lose faith fast.

How to rebuild trust in your materials

First, identify what makes content untrustworthy. Usually, it’s one of three things:

• It’s too product-focused
• It doesn’t address real buyer objections
• It sounds like marketing, not sales

Fix that by grounding all content in actual buyer conversations. Start with call transcripts. What words do buyers use when describing pain points? What objections stop deals from moving forward? What language do top reps use when they overcome those objections?

Use that as your baseline for content creation. The more your materials mirror real conversations, the more trust they’ll earn.

Let top reps validate before rollout

Before launching a new sales deck or talk track, run it past your top three reps. Ask them: Would you actually use this? Does it help you? If not, find out why and adjust. When reps know their feedback shaped the final product, they’ll be more likely to trust it—and use it.

11. 48% of reps say they receive no training on how to use enablement materials

Good content doesn’t matter if no one knows how to use it

Nearly half of all reps are handed enablement content with zero guidance. No context. No examples. Just a folder and a “good luck.” That’s a recipe for failure.

Reps are expected to move fast and hit numbers. They won’t take time to figure out which content works best for each deal stage if they haven’t been shown how.

Teaching reps when and how to use content

Training shouldn’t just cover what content exists—it should cover how to use it to close more deals. For example:

• When should you use the competitor battlecard?
• What objection is this one-pager best at resolving?
• What part of the sales call should this case study be shared in?

Walk reps through usage in real sales scenarios. Better yet, role-play with them during training. Make the content part of the conversation, not just a side note.

Make usage part of onboarding and coaching

Every new rep should go through a “content in action” segment during onboarding. And every sales manager should reinforce usage in coaching sessions.

If a deal stalls, the manager can ask: “Did you use the pricing one-pager?” If not, show them how and when to use it next time. That’s how content becomes a habit—not just a download.

12. Just 30% of organizations measure ROI from enablement content

If it’s not measured, it doesn’t improve

Only three out of ten companies track the return on investment from the content they produce. That means most teams are creating materials based on assumptions, not data. They don’t know what’s working, what’s ignored, or what’s directly influencing closed deals.

This results in wasted time, budget, and energy.

The simplest way to start measuring ROI

You don’t need a complex analytics setup. Start small:

• Track content views/downloads
• Track which deals included content usage
• Track which reps are using what
• Connect content to win rates or deal velocity

For example, if reps who use your competitor comparison deck close deals 18% faster than those who don’t, that’s clear ROI.

Use tools that integrate with your CRM to automate this tracking. Many modern sales enablement platforms offer these analytics out of the box.

Use ROI data to prioritize future content

Once you know what works, double down on it. Kill what doesn’t. Stop producing slide decks that no one opens. Put more effort into the talk tracks and objection handlers that actually move pipeline forward.

Let your content budget follow performance, not guesswork.

13. 59% of reps use enablement content less than once a month

A once-a-month habit is not enough

This stat shows a big gap between content availability and adoption. If almost six in ten reps only touch enablement content once a month—or less—then it’s not part of their selling motion.

That’s not a usage problem. That’s a positioning problem. The content is either not timely, not visible, or not perceived as helpful.

How to make content part of daily workflows

If content isn’t easy to access during a call, a follow-up email, or a pipeline meeting, it won’t get used. The key is to integrate content into the platforms and processes reps use every day.

Start by embedding content into:

• CRM systems (Salesforce, HubSpot)
• Sales engagement tools (Outreach, Salesloft)
• Deal rooms or proposal platforms

Also, consider timing. Use automation to surface the right content when a deal hits a certain stage or when an objection is logged in the CRM.

For example, if a rep logs “budget concern” in the deal notes, your system can automatically surface a pricing ROI calculator or discount FAQ.

Drive consistency through manager coaching

Managers need to be role models for content usage. If they pull up the right one-pager during forecast reviews or recommend a deck during deal reviews, reps start to do the same. That’s how culture shifts—from the top down.

14. 41% of reps rely more on peer-shared content than official enablement materials

Why reps trust peers over content hubs

When nearly half your reps prefer content passed around informally over what’s in the official library, it tells you something: they’re looking for what actually works, not what looks polished.

Peer-shared content spreads because it’s proven. It has been used successfully in the field. Reps want quick wins, not corporate gloss.

Elevate peer-created content into official resources

Instead of fighting the peer-to-peer sharing trend, embrace it. Build a workflow where reps can submit content they’ve created or customized.

Then, have your enablement team vet and refine it. Once approved, publish it in the official library with credit to the rep who created it.

This does two things:

• You get real-world-tested material in the hub
• You boost internal trust because reps see their work recognized

It also encourages more reps to contribute, creating a cycle of constant improvement.

Create a “Rep-Approved” section in your content hub

Reps want to know what’s working. Highlight content that was created by top performers or used in closed deals. Label it clearly—“Used in $50K deal” or “Created by top closer.”

This turns your content hub from a passive archive into a dynamic toolkit filled with assets that have already been battle-tested.

15. 35% of sales leaders say their teams fully utilize enablement platforms

Most leaders know adoption is low—and it worries them

When only about a third of sales leaders believe their teams are fully using enablement tools, it shows a wide gap between investment and impact. Platforms like Highspot, Seismic, or Showpad often come with hefty price tags, but many reps barely scratch the surface of what they offer.

The truth? Leaders are often unsure how to drive adoption beyond onboarding.

Fixing underuse starts with leadership involvement

The quickest way to boost adoption is through example. If frontline managers reference the enablement platform during deal reviews, reps will follow suit. If senior sales leaders use platform data to recognize performance, reps will care more.

Leadership must model the behavior they want to see.

Also, don’t overwhelm reps. These platforms are often packed with content, tools, and dashboards. Narrow the focus to what matters most: content that helps close deals. Feature only the top 5 to 10 resources reps should use by stage.

Assign platform champions within teams

One of the most effective ways to boost usage is to nominate a “power user” on each sales squad. This person can help teammates find content, give feedback to the enablement team, and share wins from using the platform. It turns the tool into a shared habit, not just another system.

16. 67% of reps would use enablement materials more if they were embedded in the CRM

The problem isn’t motivation—it’s access

When more than two-thirds of reps say they’d use enablement materials more if they were in the CRM, it tells you everything: reps are willing—but only if it’s convenient. They live in Salesforce, HubSpot, or another CRM daily. Switching tabs, digging through folders, or logging into a separate platform breaks their workflow.

If it’s not in the CRM, it’s out of sight—and out of mind.

Integrate enablement with the rep’s daily environment

To solve this, embed relevant content directly into CRM fields and workflows. When a rep opens a deal card, show them three content suggestions based on deal stage, persona, or product line. When they log a note about pricing objections, suggest the relevant objection-handling one-pager.

You can use tools like Highspot or Seismic to sync content with CRM records or use simple CRM widgets to surface links dynamically.

Make the CRM content feel tailored

Don’t flood the CRM sidebar with dozens of resources. Keep it lean. Prioritize quality over quantity. The more relevant the content feels to that specific deal, the more likely the rep will click and use it. Less is more when you’re competing for attention inside the CRM.

17. Only 22% of reps say enablement materials are tailored to specific industries

One-size-fits-all doesn’t work in sales

When fewer than a quarter of reps feel the content is tailored to industry-specific needs, you know there’s a major disconnect. Buyers in healthcare speak differently from buyers in fintech. Their pain points, vocabulary, and buying processes differ—and reps need materials that reflect that.

Generic decks and case studies often miss the mark. They sound too broad to create trust.

How to build industry-specific content efficiently

You don’t need to create brand-new content from scratch for every vertical. Start with your existing high-performing materials and tweak them:

• Swap out logos or examples to match the industry
• Update statistics and terminology
• Include industry-specific challenges and compliance concerns

Even minor changes can make a generic piece feel targeted.

Talk to reps who sell into specific industries. Ask them what questions come up again and again. Use those insights to shape tailored messaging, visuals, and objections.

Make industry-specific content easy to locate

When reps search your content hub, let them filter by industry. Label content clearly: “Healthcare case study,” “Retail pitch deck,” or “Manufacturing one-pager.” This simple structure helps reps find what they need faster, making them more likely to use it in the field.

18. 43% of enablement content is never opened by any rep

Content that no one even looks at is a silent killer

Almost half your content being completely untouched is more than just wasteful—it’s a sign of misalignment. No views, no opens, no downloads. That means time, energy, and money went into something that never saw daylight.

Often, these are assets built for hypothetical situations or to please executives—not to help reps close deals.

Start by identifying the “dead” content

Use basic analytics to track content views and downloads. Create a list of resources with zero activity over the past 60 to 90 days. These are your “ghost assets.”

Then ask yourself:

• Is this content solving a real problem?
• Was it promoted properly when it launched?
• Does it live in the right folder?

Sometimes the content is great—but it’s buried or never announced.

Refresh or retire ruthlessly

Once you’ve reviewed the untouched content, make decisions:

• If it has value, update it and relaunch it with rep training
• If it doesn’t, archive it

This makes the content library lighter and cleaner. It also builds rep trust. When they see that every item in the hub is active, updated, and useful, they’re more likely to check it regularly.

19. 31% of companies report that less than half of their reps use the content library

When usage drops below 50%, it’s a symptom—not the root issue

If a third of companies say fewer than half of their reps use the content library, it means that content isn’t seen as part of the sales toolkit. Reps are likely getting what they need from peers, old Google Docs, or just skipping content entirely.

It also shows that the system itself—how content is delivered, organized, and positioned—isn’t doing its job.

Reframe the content library as a revenue tool

Don’t position your content library as a “document repository.” That sounds passive. Instead, make it the place reps go to close deals faster.

Show real examples. “This deck helped close a $40K deal.” “This case study was key in overcoming budget objections.”

Use dashboards to show top-performing content. Let reps filter by use case or deal stage, and highlight the ROI of using certain assets.

Set library usage goals by team or role

Sometimes, simple accountability goes a long way. Set soft usage benchmarks for teams. For example:

• Each AE should use at least two pieces of content per opportunity
• SDRs should test three messaging templates each quarter

Then, review content usage during pipeline reviews or 1-on-1s. Make it part of the culture, not just an option.

20. 62% of sales reps say they don’t know where to find the most up-to-date content

When reps can’t locate current content, old material resurfaces

This stat explains a lot of why bad messaging keeps getting recycled. If six in ten reps don’t know where the latest pitch decks or pricing sheets are, they’ll use whatever’s already on their desktop—even if it’s outdated.

This creates inconsistency, confusion in buyer conversations, and often misalignment with current product or pricing strategy.

Build a single source of truth

If content is scattered across Google Drive, Dropbox, Slack, and email threads, reps won’t bother checking all of them. They’ll default to the most convenient option, which is often the wrong one.

Solve this by declaring one platform or folder as the master source for all sales content. Lock down access to older versions and make the most recent materials impossible to miss.

Pin that location in your sales team’s Slack, CRM, and onboarding docs.

Use version control to reduce confusion

Even if content lives in one place, outdated versions floating around can still create problems. Use file naming conventions that include “v2” or “2025 version” and archive all prior versions.

Better yet, use enablement tools that automatically update documents when changes are made. That way, reps are always using the most current material—without even thinking about it.

21. Only 36% of reps report using content in customer conversations weekly

Weekly usage should be the minimum

If only a third of reps are using content in conversations each week, then content isn’t truly embedded into the sales motion. That means sales calls may lack proof points, objection-handling materials, or use-case stories that drive deals forward.

This also means content isn’t top-of-mind for reps—even when it could make a real difference.

Make content part of the call prep process

Before each sales call, reps should ask: “What content supports this conversation?” Managers can reinforce this by including a “content strategy” section in pipeline reviews or call coaching.

Help reps build a habit of selecting one asset—be it a one-pager, slide, or case study—before they jump on the call. It primes them for a more structured and persuasive discussion.

Create a library of “in-call” content

Some content is meant for research. Others are designed to be shared during calls. Segment your library so reps know which is which.

Provide slide decks that can be screenshared during demos, interactive calculators that show ROI in real time, or short customer videos that answer FAQs. This makes it easier for reps to inject content into conversations without sounding scripted.

22. 54% of reps say enablement materials are too generic to be helpful

Generic content feels disconnected from real sales situations

Over half of reps say the materials they’re given are too broad. That often happens when content is built for everyone—and ends up helping no one.

Generic pain points, vague benefits, and “one-size-fits-all” messaging don’t equip reps to speak directly to the buyer’s world. That lack of specificity kills credibility in buyer conversations.

Build content for narrow, high-impact use cases

The fix isn’t making more content—it’s making sharper content. Focus on building assets for specific:

• Buyer roles (e.g., CFO, IT director)
• Deal stages (e.g., before the demo vs after proposal)
• Objections (e.g., integration concern, pricing hesitation)

Even small tweaks can make content feel more relevant. Replace “your company” with “a SaaS company serving SMBs.” Swap “cost savings” with “reduces infrastructure spend by 20%.”

It’s not about volume—it’s about relevance.

Run content workshops with sales teams

Bring sales and enablement together for quick 30-minute sessions to refine messaging. Take a generic asset and ask reps: “How would you actually use this?” Tweak live. Publish updated versions. These small sessions build better materials—and trust.

23. 40% of reps use only pitch decks, ignoring all other resources

Reps gravitate toward what they know

Pitch decks are familiar. They’re easy to edit and often cover a wide range of topics. That’s why nearly half of reps default to using decks only—ignoring product sheets, case studies, battlecards, and email templates that could help them close deals faster.

But using only decks means they’re missing out on some of the most persuasive tools in their toolkit.

Show the value of complementary content

Start by surfacing examples where a one-pager or testimonial made the difference in a deal. Tell stories: “This customer nearly walked away—until the rep shared our latest ROI comparison sheet.”

Hearing how other reps use content (besides pitch decks) in live deals builds curiosity and lowers resistance.

Also, teach when to use different types of content. Pitch decks are great for early-stage overviews, but late-stage deals often benefit more from technical documentation, pricing FAQs, or customer case studies.

Package content in mini playbooks

Create small, focused playbooks for different deal scenarios. For example:

• “Demo scheduled” = use pitch deck + case study + demo checklist
• “Security concerns” = use security brief + IT comparison sheet

This shows reps that content is stronger together—and removes the guesswork.

24. 26% of reps say they ignore enablement content because it’s too long

Length kills usage when time is tight

Over a quarter of reps avoid using enablement materials because they’re too long. And it’s easy to understand why—sales reps are measured on speed. If content looks like it’ll take 10 minutes to skim, they won’t even open it.

Too often, content is written like a whitepaper instead of a selling tool. Long paragraphs, complex charts, and walls of text don’t support fast-moving conversations.

Keep content brief, visual, and skimmable

Enablement content should feel like a cheat sheet, not a report. Use clear headlines, bullet points (sparingly), bold stats, and callouts that grab attention. One-pagers should truly be one page.

Create formats that reps can use mid-call or reference seconds before a meeting. If it takes more than a minute to digest, it’s too long.

Offer both long and short versions

Sometimes reps need a deep dive—but not always. For each major asset, create two versions:

• A 1-page summary
• A detailed version for research or follow-up

This lets reps choose based on the situation. They can use the summary in real time, and send the longer doc post-call.

Give them options. That’s how you move from “too long” to “just right.”

25. 68% of reps would prefer content delivered through mobile or chat apps

Content delivery needs to match rep behavior

Almost seven in ten reps want enablement content pushed to where they already are—on mobile or in chat apps like Slack, Teams, or WhatsApp. That’s because reps are often on the move, multitasking between meetings, and juggling deal updates on the go.

If your content lives only in email or desktop folders, it’s disconnected from the way modern reps actually work.

Deliver content in the flow of conversation

To increase usage, meet reps where they already live. If your team communicates through Slack, build a content bot or pinned channel where new or updated materials are posted. If your reps are in the field, consider a mobile-friendly content portal or app that loads fast and is searchable.

Even simple solutions—like uploading weekly content summaries to your team’s group chat—can drive big gains in visibility and usage.

Format content for mobile-first use

It’s not just about delivering content on mobile—it needs to be designed for mobile, too. That means:

• Clear headers and subheaders
• Short, digestible paragraphs
• Easy-to-read charts and visuals
• No large file downloads

The faster a rep can access and understand the content from their phone, the more likely they’ll use it in fast-moving sales situations.

26. Only 39% of companies automate content delivery based on deal stage

Manual delivery creates friction—and misses timing

If only four out of ten companies are automatically surfacing content based on where a deal sits in the pipeline, that’s a missed opportunity. Timing matters. The best content in the world doesn’t help if it lands too late or too early.

Reps are busy. They don’t want to dig through folders every time a deal moves forward.

Map content to sales stages and automate the handoff

The best content delivery systems serve the right resource at the right time—without reps having to ask. Start by tagging every piece of content to one or more deal stages:

• Prospecting
• Qualification
• Demo
• Objection handling
• Pricing/negotiation
• Closing

Then, use your CRM to trigger content delivery. For example, when a deal is marked as “Negotiation,” the system sends the rep the pricing one-pager, contract checklist, and relevant case studies.

Keep it simple and lightweight

If your team isn’t ready for full automation, use a shared spreadsheet or simple playbook organized by deal stage. Link each piece of content under the right stage and share it with the team.

The key is making sure reps don’t have to think, search, or guess. You serve it up, they use it.

27. 45% of reps feel overwhelmed by the volume of content available

More content can sometimes mean more confusion

Nearly half of reps say there’s just too much content to sort through. And it makes sense. When everything is “important,” nothing really stands out. This overload causes reps to either default to what they know or ignore the content hub entirely.

Volume without structure is a liability—not an asset.

Declutter and prioritize what matters

Start by identifying your top-performing 10 to 20 pieces of content. These should be clearly marked as “recommended” or “core.” Create a section at the top of your content hub or platform just for these assets.

Hide or archive anything that hasn’t been used in the past quarter unless it serves a niche use case.

If reps only had time to learn five pieces of content—what would those be? Make that list and promote it.

Create guided paths through your content

Instead of dumping 50 assets into a folder, create pathways. For example:

• “New to selling product A? Start here.”
• “Facing pricing pushback? Try these three items.”
• “Client stalling post-demo? Send this and this.”

These simple prompts help reps navigate the noise and apply the content to their immediate need.

28. 53% of reps say they don’t believe the enablement content reflects real buyer pain points

When content doesn’t match the conversation, reps tune out

More than half of reps feel the materials they’re given don’t speak to the buyer’s actual concerns. That disconnect leads to low usage, missed opportunities, and conversations that feel off-target.

Often, this happens when content is built from internal assumptions—not actual buyer feedback.

Listen before you write

Before creating any new enablement content, spend time listening to recorded sales calls. Use Gong or Chorus to hear firsthand what buyers are saying. Pay attention to:

• The words buyers use to describe problems
• The objections that cause hesitation
• The emotional drivers behind decisions

Then, build content that mirrors that language and tone. If your buyers keep saying “we need to reduce manual data entry,” don’t talk about “process efficiency optimization”—just say what they said.

Make content feel like a direct response

Instead of generic overviews, try Q&A formats, objection-response sheets, or short explainers titled around buyer language. Think “Worried about onboarding time? Here’s what to expect.”

That’s how you make content feel personal, not corporate—and reps will use it more when it reflects what buyers actually care about.

29. Just 34% of reps say the enablement content helps shorten the sales cycle

Content that doesn’t create momentum feels like noise

Only one in three reps feel the content they’re given actually speeds up deals. That’s a problem. The whole point of enablement is to help reps sell faster and better—not just hand them more documents.

If content isn’t driving action, it’s just decoration.

Create content designed to move deals forward

Ask this when building or reviewing content: “Will this help a rep get to the next stage faster?”

Some examples of content that does this:

• ROI calculators to accelerate CFO approvals
• Case studies that match the buyer’s industry
• Pre-filled proposals or implementation timelines

Each asset should solve a roadblock—not just educate. Make the purpose of every piece of content crystal clear: is it meant to convince, clarify, reassure, or drive a decision?

Track impact, not just usage

Don’t just measure who opened the deck—measure whether it led to the next meeting, a signed contract, or a shorter negotiation.

Talk to reps: which piece of content helped you the most last quarter? What changed the buyer’s mind? Use those answers to build more high-impact materials.

30. 60% of reps say enablement materials are not integrated into their daily workflow

If it’s not part of the workflow, it won’t be part of the sale

When six out of ten reps say enablement content is not integrated into their daily work, it means they have to stop what they’re doing to go look for help. That extra friction is enough to make them skip it altogether.

The truth is, salespeople don’t hate content—they hate the extra effort it takes to use it.

Build content into the systems reps already use

To fix this, start with the tools your reps live in: the CRM, email, Slack, call platforms, and calendars. Your content must show up inside those tools—without them needing to search for it.

For example:

• Inside Salesforce or HubSpot: show recommended content when a deal hits a certain stage.
• In email platforms like Gmail or Outlook: enable easy insert of templates and case studies.
• In Slack: push a daily or weekly content spotlight with a one-click download.

The easier it is to use, the more it gets used.

Tie content usage to rep success

Help reps see the connection between using content and winning deals. Show examples. “Reps who used the implementation timeline asset closed deals 17% faster.”

That’s powerful. It tells reps, “This isn’t just here to make you smarter. It’s here to help you win faster.”

When content becomes part of how reps sell—not something separate from it—it becomes second nature. And that’s when enablement truly starts working.

Conclusion

Sales enablement content has one job: to help reps sell better. But as we’ve seen, most of it never even gets used. Not because reps don’t want to use it—but because it’s too hard to find, too long, too generic, or just not helpful in the moment.

These 30 stats prove that enablement is often more disconnected than it should be.