GUIDE
01.
Introduction
Marketing professionals are often asked-
to take their existing marketing materi-
als like white papers, ebooks, case stud-
ies, etc., and “repurpose” them for sales
enablement. The idea is that sales reps
can take these materials and use them
in their sales conversations with pros-
pects. While it’s tempting to think you
can take this approach – it’s often mis-
guided. Marketing and sales materials
serve fundamentally different purposes
and must be created separately.
Observations
In this paper, we’ll explain:
+93% of sales reps say customized sales collateral is
more effective than recycled marketing materials.
(Corporate Visions, 2022)
Why marketing
content should
not double as
sales collateral.
1.
2.
3.
The distinct
goals of market-
ing vs. sales.
Importance of
having dedicated
sales playbooks
for sales success.