Audit an existing content library to separate assets reps use from those that sit unused.
Marketing & Sales
Sales Enablement Content and Battlecard Development
Build sales enablement content and competitive battlecards that reps actually use in live deals, with a governance process that keeps them current.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Most sales enablement content ends up unused not because it is wrong but because it was built for a content library rather than a live deal: too long to read on a call, out of date within a quarter, and never validated against what reps actually get asked by prospects. This course focuses on building enablement content and competitive battlecards that survive contact with a real sales conversation, starting with a content audit that separates what reps use from what sits untouched, then moving into battlecard structure, objection-handling scripts and competitor positioning built from win-loss evidence rather than assumption. Participants draft a battlecard for a real or simulated competitive scenario, test it in a role-play call, and revise it based on what a rep could and could not use in the moment. The course also covers the governance side of enablement: how to assign content ownership, set a review cycle that keeps battlecards current as competitors and products change, and track adoption so the enablement team knows which assets are earning their place in the sales process. Participants leave with a battlecard template, a content audit method and a governance calendar ready to apply to their own portfolio.
Expected Learning Outcomes
Design a battlecard structure that a rep can scan and apply during a live sales call.
Build competitor positioning and objection-handling content from win-loss evidence.
Write objection-response scripts that acknowledge a prospect's concern before reframing it.
Assign content ownership and set a review cycle that keeps battlecards current.
Track content adoption and usage data to prioritise enablement investment.
Test and revise a battlecard through role-play before releasing it to the wider sales team.
Who Should Attend
Sales enablement managers building or refreshing a content and battlecard library
Product marketing managers responsible for competitive positioning content
Sales managers coaching reps on objection handling and competitive selling
Revenue operations staff tracking content usage and enablement effectiveness
Account executives contributing field intelligence to competitive battlecards
Marketing content teams supporting sales with field-ready materials
Course Modules
Select any module to see its sessions and points.
01Auditing and Planning the Enablement Content Portfolio
2 sessions · 8 points
Session 1Assessing What Content Reps Actually Use
- Audit content library usage data to identify assets reps open, share or ignore.
- Interview a sample of reps to understand where existing content fails them in a live deal.
- Map content coverage against the buyer journey to find stages with thin or missing support.
- Retire outdated or duplicate assets that add noise to a rep's search for the right content.
Session 2Planning a Content and Battlecard Roadmap
- Prioritise new content and battlecards based on deal volume, win rate and competitive pressure.
- Set a content format standard, such as one-page battlecards, that fits how reps consume material live.
- Assign a content owner for each priority topic to avoid orphaned or unmaintained assets.
- Sequence a content roadmap that delivers early wins before larger rebuild projects.
02Building Competitive Battlecards
2 sessions · 8 points
Session 1Structuring a Field-Ready Battlecard
- Design a battlecard layout that surfaces the strongest differentiator in the first few lines.
- Include trap-setting questions that steer a discovery conversation toward a favourable comparison.
- Summarise a competitor's likely objections to your offer and a concise counter for each.
- Keep a battlecard to a length a rep can review in the minutes before a call.
Session 2Sourcing Battlecard Content from Win-Loss Evidence
- Extract competitive insight from win-loss interviews rather than relying on assumption alone.
- Validate competitor claims and positioning with recent deal evidence before publishing them.
- Flag battlecard content that is now outdated following a competitor's product or pricing change.
- Cross-check battlecard claims with product and legal teams to avoid overstatement.
03Objection Handling and Content Testing
2 sessions · 8 points
Session 1Writing Objection-Handling Playbooks
- Write objection-response scripts that acknowledge a concern before reframing it with evidence.
- Categorise common objections by theme, such as price, risk, timing and incumbent loyalty.
- Build a short script for each priority objection that a rep can adapt rather than read verbatim.
- Update the objection playbook when a new recurring objection surfaces in deal reviews.
Session 2Testing and Refining Content Through Role-Play
- Run a role-play session where a rep uses a new battlecard against a simulated competitive objection.
- Collect feedback from the role-play on where the battlecard helped or fell short in the moment.
- Revise battlecard wording and structure based on role-play feedback before wider release.
- Certify reps on key battlecards as part of a broader enablement certification programme.
04Keeping Battlecards Accurate Over Time
2 sessions · 8 points
Session 1Setting a Content Governance Cycle
- Set a review cycle that revisits each battlecard on a fixed schedule for accuracy and relevance.
- Define a fast-track update process for urgent changes, such as a competitor price move.
- Version content clearly so reps and managers can confirm they are using the current release.
- Retire content formally when a competitor exits the market or a product line is discontinued.
Session 2Measuring Enablement Content Impact
- Track content adoption metrics such as views, shares and usage in closed-won deals.
- Correlate battlecard usage with win rate in competitive deals where the card applied.
- Report enablement content performance to sales leadership in a regular review.
- Use adoption and performance data to reallocate enablement effort toward higher-impact content.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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