What if we told you there is a way to reduce inefficiencies in your marketing and sales teams? To scale the impact of every created asset? To reduce content waste and support your overall revenue growth?

Now, what if we told you that’s possible—without increasing headcount or taxing your budget? 

That’s what a well-executed sales enablement content strategy can do. A strong sales enablement content strategy helps unify your teams, optimize resources, and deliver high-impact content exactly when it’s needed.

In shaky, uncertain economic times, budgets are under pressure. Headcounts are flat (at best). And cautious spending reigns. In fact, 80% of marketing leaders say they’re expected to deliver the same results with fewer resources, according to Gartner. And only 30% of marketers feel they have adequate funding to deliver on their strategies. In this landscape, it can’t be business as usual.

80% of marketing leaders say they’re expected to deliver the same results with fewer resources.—Gartner

To operate effectively with these reduced budgets, marketing leaders must rethink priorities and align more tightly with sales. When sales and marketing are on the same page, marketing can pinpoint and double down on what contributes to revenue. This makes the team more efficient, less wasteful, and more impactful. 

Without spending more or needing more staff, marketing can shift a few business processes to become a leaner team that contributes more significantly to revenue growth. 

Why Content Strategy Is Nonnegotiable in Your Sales Enablement Plan

A sales enablement content strategy is your company’s plan to support your end-to-end sales process with content. It includes creating, organizing, delivering, and optimizing that content to empower sales in all customer and prospect interactions.

Most companies don’t operate this way. They work off a general content marketing plan that focuses on gaining eyeballs. The goal is attracting, engaging, and nurturing as many people as possible. With a sales enablement content strategy, you create specific, strategic assets that help your sales team engage meaningfully with prospects and close significant deals. Unlike generic content marketing approaches, a sales enablement content strategy ensures each asset supports a defined moment in the sales journey.

This usually means you create less content, but each piece of content has more impact. By prioritizing marketing and sales alignment, your marketing team gets visibility into what content aligns to real selling moments, buyer needs, and deal stages. This approach moves the revenue needle. 

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Get the Recipes for Smarter Sales Content Delivery

Learn how to use Digital Sales Rooms (DSRs) to put the right content in front of the right buyers—at the right time. This free ebook shows how both sales and marketing teams can create DSRs that boost engagement, productivity, and deal velocity. Start creating your DSR now. 

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For budget-strapped marketing leaders, this should be music to their ears. A data-backed sales enablement content strategy reduces this disconnect by aligning every asset to actual sales needs. This is critical when, according to Forrester, about 65% of marketing content isn’t even relevant to the sales process. Think of all the time, energy, and money that involves—just to create pieces that sit and collect digital dust.

In today’s economy, you’re consistently being asked to do more with less. A sales enablement content strategy is your cheat sheet. It allows you to stop wasting money and people-hours on content nobody sees or uses. Instead, you focus on what content your sellers actually need. 

A solid sales enablement content strategy ensures your team focuses on creating and delivering content that is:

• Valuable
• Personalized
• Timely

This is the kind of content that closes deals, improves company perception, and turns prospects into lifelong customers. This is the content that impacts your bottom line.

4 Steps to a Cost-Efficient Sales Enablement Content Strategy

We get it. Implementing a full sales enablement content strategy feels overwhelming. (Where does a marketing team even start?) To see the most gains, tackle these four key areas.

1. Shamelessly Recycle and Repurpose Content

The content that gets the best mileage is the content you create once and reuse—again and again. Create these core assets, and populate them in playbooks, digital sales rooms, onboarding material, and anywhere else relevant. Content repurposing is a cornerstone of any scalable sales enablement content strategy, helping teams stretch limited resources across formats and channels.

2. Prioritize Findability

A core element of a successful sales enablement content strategy is ensuring that sellers can locate the right asset at the right moment. If it’s hard or takes a long time for sellers to find content, one of two things will happen. They either won’t take the time to find it, or they will. Neither is good. 

In the first scenario, they don’t get the asset they need. In the second, they waste precious time that they could have dedicated to selling efforts. 

Sellers should be able to quickly and easily find whatever content they need. So, make sure you have a sales content management system (CMS) that allows for intuitive tagging, organization, and searching. Even better, use a CMS powered by AI that delivers answers and content fast.

3. Rely on Video and Peer-generated Content

Video and peer-generated sales content offer the trifecta of benefits. 

• They’re fast to create.
• They’re low cost.
• They leverage high-impact knowledge sharing across your talented, experienced team.

When you’re feeling the budget squeeze, this kind of content is invaluable. 

4. Automate Content Delivery

Say you create the best, most effective content in the world. That’s still only half the battle. The other half is your systems and processes for storage, organization, and delivery.

An efficient sales content management system:

• Reduces the costly, time-intensive manual work of finding and sharing relevant content
• Surfaces relevant, effective content at exactly the moment your sales team needs it most
• Flags content redundancies
• Automatically suggests relevant content for opportunities within your CRM

Prospects today increasingly want a rep-free buying experience. They want to engage with content, research, and explore on their own. Want to win the hearts (and wallets) of today’s prospects? Focus on delivering timely, personalized content.

How? Sales enablement tools and automated workflows make this possible. This includes AI-powered sales content management systems and CRM-integrated sales enablement platforms. Automation like this is essential to a high-performing sales enablement content strategy, making content delivery faster, smarter, and more scalable. 

How a Strong Content Strategy Reduces Costs for Marketing and Sales 

In Q1 of 2025, nearly half of marketing leaders reported being less optimistic about the U.S. economy than in Q4 of 2024. Those economic pressures and concerns directly translate to more cautious spending.

When every penny counts, here’s how a strong sales enablement content strategy can help:

Less Money Spent on Wasted Content

No one in this economy can afford to waste time and money on unused content. When sales and marketing align, marketing creates what sales truly needs. Plus, marketing knows what’s helpful, relevant, and useful, allowing them to focus their efforts there.

Fewer One-off Requests from Sales

A strong sales enablement content strategy gives you a clear framework for content creation. You create targeted assets. Those assets move the revenue needle. They’re easily discoverable by sales reps. Plus, you reduce the disruption of one-off content requests. Everyone works together to give sellers what’s most helpful and impactful.

Quicker Onboarding and Training

Focus on self-guided evergreen content with a mix of mediums (video, audio, graphics, and written material). This increases information retention and gets employees up and running faster.

Less Time in Unnecessary Meetings

Not everything needs to be a meeting. A strong content system supports quick video explainers and allows reps to proactively find information themselves. This gets everyone on the same page quickly—without the mental and logistical disruption of a full meeting.

Asynchronous Selling

Buyers today don’t want reps—until they need them, which is much farther into the process. But before that, they want relevant content that answers their questions. And they want to engage with that content on their own time. When sellers lean into that preference, buyers feel more favorably about the company and are more likely to commit. The numbers support this. Sales reps who use personalized, timely content in the sales process beat out peers who don’t use that type of content by more than 50%.

3 Tactics to Measure the ROI of Your Sales Enablement Content Strategy 

Figuring out sales content effectiveness is notoriously difficult. In complex, interconnected, omni-channel content ecosystems, it’s not always easy to draw a straight line from one piece of content to a closed deal.

So, how do you know if all that time, effort, and money pencil out?

1. Track the Right Metrics

With a focused sales enablement content strategy, you can measure which pieces truly influence deals and deliver ROI. That includes looking at metrics such as content usage, engagement, deal influence, and seller adoption. These metrics tell you what’s being used (by the sales team and prospects) and what kind of revenue-generating deals they were involved in. 

To drill down on revenue, focus less on metrics that indicate traffic and lead generation. Instead, look more closely at closed deals. Prioritize content that influences large deals, deals with high lifetime value, and deals with significantly shorter sales cycles.

2. Use a Modern Sales Enablement Platform

Without accurate data, marketing is flying blind. An AI-powered sales enablement platform gives marketing the visibility they need into what’s working (and not). 

3. Lean on Performance Data

Especially when budgets are thin, you can’t afford for any initiative to miss. Guessing and seeing what sticks is off the table. Data-driven decisions are king, and performance data specifically can help dictate future content creation. 

Figuring out how much revenue your content collateral brings in is one clear way to prove marketing’s contribution to the company. When you can confidently correlate content to closed deals, you’re more likely to see future budget allocated to your team.

Best Practices for Scaling Your Sales Enablement Content Strategy

You don’t want to create one incredible content asset. You want to foster a system that gets revenue-impacting assets into the hands of your sales team—today and as the company scales. 

How do you do that?

• Align Sales and Marketing Teams

Alignment is at the heart of any sales enablement content strategy. It ensures your content creation process directly supports pipeline acceleration. To make that happen, marketing must have visibility into sales leaders’ top priorities. This ensures the biggest, most pressing, most impactful goals are handled first. Everyone must also be on the same page about deal stages, ideal customers, and core messaging. That shared vision happens only with alignment and structured communication.

• Audit Existing Content

Creating new content isn’t always the answer. Sometimes the most effective assets are already there. What’s already working? What’s not working? What isn’t being used? What has the potential to be repurposed into an even more effective asset? Run an audit to find out. Doing so regularly helps you refine your sales enablement content strategy and ensures each asset is current, relevant, and revenue aligned.

• Use Templates and Toolkits

When you’re making a budget stretch, it’s too costly to reinvent the wheel with every asset. Instead, arm your sales team with easily customizable templates, including those that can be used in digital sales rooms. Buyers get the benefit of personalization. Sellers get better efficiency.

• Test. Test. Test.

Most pieces of content are a starting point. Teams don’t usually nail the messaging, format, and conversion immediately. Gather feedback. See how content is being used in the wild. A/B test different factors. Then use that data to continually optimize and get more miles out of your content.

• Collaborate with AI

If your headcount is down, AI can help reduce the manual and administrative lift of content. Think personalizing content recommendations and tracking content performance.

The Strategic Advantage of a Sales Enablement Content Strategy

When executed well, a sales enablement content strategy turns content from a cost center into a revenue-generating engine.

• It tells marketing leaders what targeted assets to create. That means you’re able to reach revenue goals, even while operating on shoestring budgets.
• It actively supports your salespeople, who can now get more deals across the line.
• It keeps you lean and agile in a cautious economy.

In an era of flat budgets and rising expectations, this strategic alignment keeps your teams lean, focused, and effective. You’re no longer guessing what content matters and instead investing in what actually moves the revenue needle.

Content isn’t just about brand awareness anymore. It’s a core lever for business performance. And with a smart, data-informed sales enablement content strategy, you’re equipped to adapt, scale, and win—no matter the economic climate.

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About the Author: Michelle Davidson is a content marketing manager at Allego, where she partners with sales and enablement teams to create content that helps reps engage customers and prospects in meaningful conversations.

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Get the Recipes for Smarter Sales Content Delivery

Learn how to use Digital Sales Rooms (DSRs) to put the right content in front of the right buyers—at the right time. This free ebook shows how both sales and marketing teams can create DSRs that boost engagement, productivity, and deal velocity. Start creating your DSR now.