A resource and community space for modern marketers, sellers, and builders using customer voice to grow — together.
This hub is built for anyone who wants to do more with the voices of their customers. Whether you're scaling advocacy, building trust with proof, or rethinking how to go to market — you're in the right place.
How-to guides and playbooks for building with customer voice
Campaign-ready templates and swipe files
Benchmark reports and reference best practices
Event recordings, expert sessions, and community spotlights
Ask questions. Share ideas. Trade wins. This is your space.
You don’t have to figure this out alone. The Deeto community connects you with other leaders using customer voice to build better GTM motions, faster-growing brands, and smarter strategies. If you are interested in joining when it launches, sign up below.
Automate advocacy management workflows
Dynamically generate customer stories and social proof
Eliminate manual reference management
Track and report advocacy impact on revenue
Discover practical guides, templates, and tools to help your team close more deals, faster.
Overview:
Raise a glass with EMEA’s top customer marketing leaders. Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in London — a relaxed, high-value networking session designed to connect the brightest minds in customer-led growth.
Why Attend:
Network with customer marketing peers, share strategies that work, and uncover new ideas for scaling advocacy and proof. This is a chance to meet the people shaping the future of customer-led growth in EMEA — in a private, informal setting.
What to Expect:
Date: Wednesday, December 3, 2025
Time: 5:00 PM – 7:00 PM PT
Location: InterContinental London, The O2 – Private Suite
Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in London.
Overview:
Unwind, connect, and trade insights with the best in customer marketing. Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in San Francisco, designed for the leaders shaping the future of customer-led growth.
Why Attend:
This is your chance to network with industry peers, share best practices, and swap real-world strategies in a relaxed, informal setting. Whether you’re scaling advocacy, building community, or driving revenue impact, you’ll meet the people who are solving the same challenges.
What to Expect:
Date: Wednesday, September 10, 2025
Time: 5:00 PM – 7:00 PM PT
Location: Hyatt Regency San Francisco – 3SIXTY - TopGolf Swing Suite
Join Deeto for an exclusive happy hour during the Customer Marketing Alliance event in San Francisco.
Overview:
Your campaigns are optimized, your traffic is targeted — but conversions are stalling. Why? Because buyers don’t trust what they see. This guide shows you how to fix the trust gap on your site and turn high-intent visitors into qualified pipeline.
Spotlight:
This is a practical playbook for Demand Gen and Growth teams who need more than personalization and CTAs. Inside, you’ll learn exactly where to place customer proof, how to make it relevant to every visitor, and why embedding trust at the right moments can transform your website into a true revenue engine.
What to Expect:
Why It Matters:
92% of B2B buyers trust their peers more than your brand copy. This guide helps you stop relying on claims and start showing proof — everywhere it counts.
Download the guide and start turning your website into the highest-converting asset in your funnel.
This guide shows you how to fix the trust gap on your site and turn high-intent visitors into pipeline.
Overview:
Great product launches need more than messaging and a roadmap — they need proof. In this guide, you’ll learn how top product marketing teams embed real customer voice into every launch, eliminate the last-minute scramble for quotes, and equip Sales with proof that actually wins deals.
Spotlight:
This isn’t theory. It’s a field-tested playbook built for PMMs who want faster launches, stronger validation, and better alignment across Sales and GTM. Learn from real-world examples, including how Beekeeper cut manual content lift by 30–40% while creating a scalable proof engine.
What to Expect:
Why It Matters:
Stop launching on assumptions. Start launching with customer-backed proof that accelerates revenue impact and strengthens every part of your go-to-market.
Download the guide now and make your next launch your most credible one yet.
In this guide, you’ll learn how top product marketing teams embed real customer voice.
Overview:
Customer advocacy builds trust, accelerates deals, and fuels growth — but most teams are stuck running it on spreadsheets. This guide shows you how to scale advocacy without adding headcount, manual effort, or duct-taped processes.
Spotlight:
Inside, you’ll find a practical, step-by-step playbook designed for customer marketers who want more advocates, better stories, and measurable impact. See how companies like ParentSquare 4x’d their referenceable advocates in 90 days while cutting manual lift by 30%.
What to Expect:
Why It Matters:
Stop chasing stories and start scaling them. Build an always-on advocacy engine that drives trust, proof, and growth at every stage of your buyer journey.
Download the guide and turn customer advocacy into your most powerful growth lever.
This guide shows you how to scale advocacy without adding headcount.
In the rush to “AI everything,” it is tempting to focus only on whether AI can write case studies, summarize interviews, or generate testimonial copy.
At Deeto, we believe the real opportunity in AI-powered customer advocacy is not just about what gets written. It is about when, how, and why that proof gets delivered at the speed of the sales cycle and with the confidence of knowing it is trusted and compliant.
We want to share how we are thinking about the future of advocacy and why scaling customer proof means more than generating content. It is about reducing lag, removing guesswork, and unlocking the full potential of your happiest customers.
Most marketing and CS teams already have customer wins happening every day. You do not need more satisfaction surveys or “tell us your story” forms.
The problem is lag, the delay between a great customer moment happening and anyone being able to use it.
It sounds like this:
By the time that proof is ready, the buyer has moved on or the opportunity has gone cold.
This lag kills momentum. It also creates burnout because reference management and content creation become a never-ending game of chase.
Yes, AI can help draft summaries, reword testimonials, and even assemble lightweight case studies. And yes, Deeto does that.
But we are building for something bigger. Because the real power of AI in advocacy is not just generating the story. It is making sure the right story reaches the right buyer at the right time with the right controls in place.
That means using AI not as a copywriter, but as an orchestrator.
It means helping teams:
That is what moves the needle, not just volume, but precision and timing.
When this orchestration works, everything starts to click:
No digging through folders. No bottlenecks. No burnout.
Just real voices, matched and shared with purpose.
Buyers are skeptical. They are trained to ignore vendor pitches and polished PDFs. What they want is proof, real stories shared by real people who have solved the same problems they are facing.
At the same time, marketers and CS teams are under pressure. Headcount is tight. Content requests are up. Everyone is expected to do more with less.
That is why this next wave of advocacy cannot just be about scaling output. It has to be about scaling impact.
It is not about having more stories. It is about having the right proof ready before the ask is even made.
Teams using Deeto are already seeing the difference:
And most importantly, marketing and CS teams finally feel like they can stay ahead of demand instead of playing catch-up.
We believe the future of advocacy will not be defined by how quickly you can write a case study. It will be defined by how intelligently and confidently you can activate your customer’s voice.
AI should make that easier, smarter, safer, and faster.
That is the future we are building toward at Deeto, where proof is not just created. It is connected, trusted, and ready when it matters most.
If you are rethinking your advocacy strategy or just tired of the backlog, we would love to show you what this can look like. Let’s talk.
The future of advocacy is not content or even customer volume. It's connecting the right customer to every right moment.
Your customers are already telling you what works and what doesn’t. The question is: are you listening?
Buyers don’t take marketing claims at face value. They look to peers, read reviews, and rely on others’ experiences to make sense of it all.
That’s why customer feedback isn’t just a support or product function. When you integrate it into your marketing, you’re aligning your message with what real customers value, need, and say. And you’re adding a ‘proof’ factor that no other kind of messaging can replicate.
Customer feedback gives you unfiltered insight into what your audience cares about: pain points, priorities, objections, and outcomes.
While on the surface that sounds more like a product or sales issue, you have to consider the fact that the vast majority (roughly 70%) of the B2B buyer's journey happens before talking to sales. Not to mention, how effectively your product solves their pain points only matters once they’ve actually entered your funnel.
Marketing is how you get them there in the first place. If your messaging doesn’t reflect what customers actually care about, it won’t get them interested enough to keep browsing, let alone book a 30-minute demo.
B2B feedback loops used to be slow and surface-level. You’d run a quarterly survey or collect NPS scores and react after the fact. Better than nothing, but far from strategic.
Now, feedback loops are two-pronged:
You talk to customers, read reviews, analyze objections, and gather quotes. That gives you the raw material: what matters, what converts, what language resonates.
Once that marketing collateral exists, your systems take over. CMS and email platforms track what buyers click, download, and engage with, then automatically serve up more content like it. That’s the predictive layer that adapts to each buyer’s journey in real time.
But none of that automation works unless the core content hits. And it only hits if it’s grounded in real, unfiltered customer insight.
Really, customer-led growth is a natural response to the increasing number of options in nearly every purchase category (many of which are commoditized) and the simultaneous improvement in software's capacity to deliver better experiences.
The only real way to perfect a product, market it better, and sell it more effectively is to relentlessly apply the feedback of the people who are already using it successfully to all those areas, respectively. That’s how you retain your users and attract more just like them.
From a marketing perspective, your messaging, positioning, and content strategy all have to be reverse-engineered from what already-successful customers actually think, say, and care about. Not what your team assumes they care about.
Each piece of content has to be served on a case-by-case basis. Almost two-thirds of B2B buyers say they expect “fully” or “mostly” personalized content. And it has to actually feature those customers — social proof influences 9 of every 10 buyers evaluating solutions.
There are three kinds of customer feedback your marketing team is primarily looking for: direct, indirect, and passive feedback.
Direct feedback is the most explicit form of feedback. Customers tell you exactly what they think through surveys, Net Promoter Scores (NPS), interviews, and support questionnaires. It’s ideal for uncovering satisfaction levels, unmet needs, and common objections.
Indirect feedback isn’t said outright, it’s observed. Actions like drop-offs in your onboarding flow, time spent on certain product features, and recurring themes in public reviews show where your product or messaging needs work. Because of this, requires alignment with your product team.
Customers talk when you’re not in the room. Comments on forums, X (Twitter), Reddit, and even Zendesk tickets contain gold if you’re paying attention. Passive signals help you spot emerging problems or opportunities before they escalate.
Chances are, your goals are to tighten your messaging, improve conversion rates, and build more credibility across touchpoints.
The framework is simple:
You launch a short-form customer survey right after onboarding and again after 90 days. You also run quarterly customer interviews with your highest-LTV accounts.
From this, you uncover the real reasons customers chose you. You hear phrases like “simplified implementation,” “saved us from two failed pilots,” and “finally got buy-in from legal.”
Now you’ve got your raw messaging.
You check G2 reviews and content engagement analytics. Your highest-performing blog post? It aligns with what your best customers said during interviews. You also notice that demo bookings drop off after a specific page in your onboarding funnel.
You cross-reference this with product usage data and realize you’re overselling a feature that most customers don’t use until month two.
This helps you re-sequence your messaging and prioritize the actual buying triggers early on.
Your support team tags every ticket by topic. Your community manager monitors Reddit and LinkedIn threads where your product comes up. You’re seeing recurring friction around integrations not because they don’t work, but because buyers don’t understand how they work.
That’s a positioning problem, not a product one. So you update web copy, add a comparison page, and create a short explainer video. Now you're closing that loop and reducing support volume at the same time.
You use tools like Typeform for surveys, Gong for Voice of the Customer insights, and Userpilot (app) and Hotjar (web) for behavioral analytics. Your team relies on G2 data to stay on top of evolving sentiment and competitor mentions.
Then, you plug Deeto into the process.
Its integration with G2 lets you automatically pull in the most relevant quotes from happy customers. You use it to repurpose those insights into testimonial blocks, objection-handling content, and social proof snippets across your site.
Deeto also helps you distribute that social proof, embedding it into product pages, landing pages, and even sales decks and personalized microsites. At that point, you’re using feedback to improve your marketing, but you’re also using it to 10x that content’s impact and credibility.
Customer feedback shapes your marketing in two critical ways:
We’ve already covered this; talking to customers helps you understand what actually matters to them. Their words reveal the pain points, outcomes, and objections that your copy needs to address.
Great feedback isn’t just a guide. A relevant piece of social proof that mirrors your prospect’s own experience will almost always outperform copy you wrote from scratch, even if that copy was rooted in that same experience.
This is why the best B2B brands actively incorporate social proof throughout their web content rather than burying testimonials on a single “Reviews” page. They weave them into homepages, product pages, pricing pages, ads, and email nurtures.
It’s one thing to know feedback is important. It’s a whole other to consistently collect the kind that actually helps you shape strategy.
Start by embedding feedback collection into existing touchpoints.
This is where software sharpens the system.
Deeto, for example, pulls in high-quality feedback without manual scraping. Customers onboard themselves and leave it in the system. Then, it tags responses and helps you spin them into usable marketing assets like testimonial blocks, social snippets, and landing page copy.
Beyond that, there are a few more layers:
Chances are, you’re already using most of these. To get the most out of your feedback, your focus should be on integrating them so you can see the whole picture.
Collecting feedback is step one. Making it actionable is what turns it into a customer-led marketing strategy.
Start by looking for recurring language. How do customers describe your product, your value, or their frustrations? Look for:
That’s what forms the basis of your product roadmap.
Don’t let feedback pile up into a black hole. Categorize it by:
This helps you zoom in on the exact part of the buyer journey that needs work and gives you the right kind of quote or insight when you’re building content for that stage.
You don’t need a PhD in research methods. What helps:
The goal is to synthesize. When you can distill 1,000 pieces of feedback into five strategic takeaways, you start making the changes that have a huge impact on conversions.
Especially if you’re new to customer-led thinking, there’ll probably be some places you’ll mess up. Here are the most common (and costly) mistakes we see B2B marketers making in this department:
It’s tempting to build messaging around your cheerleaders, but all that does is give you a warped view of the market. The feedback that sharpens your strategy also comes from churned users, deal losses, and customers on the fence. That’s where the friction lives, and friction is what tells you where to improve.
You had a few interviews last quarter, got some great quotes, and feel good about your messaging. But customer needs evolve. Language shifts. New competitors enter. If you’re not gathering and analyzing it continuously, your strategy will slowly drift out of alignment.
Customers don’t always have the vocabulary to describe their real problem. They’ll ask for a feature when what they actually need is a clearer outcome. Your job is to read between the lines. Look at behavior. That’s where the deeper insight lives.
Yes, that glowing testimonial looks great on your website, but is it strategic? The best feedback highlights specific outcomes, objections overcome, or differentiators that actually move the needle in buyer decisions. Don’t just collect “we love it” — go after what made the difference.
If it’s stuck in a spreadsheet on marketing’s desktop, your customer knowledge and experiences won’t live up to their full potential. Feedback is more powerful when it’s shared, centralized, and used across the go-to-market team.
Deeto helps you:
Not to mention, it facilitates your entire customer engagement marketing flow: referrals, references, UGC creation, the list goes on.
At most B2Bs, customer feedback is the most underutilized growth lever. It sharpens your messaging. It fills your funnel with trust-building content. It closes the gap between what you think your buyers want and what actually drives them to act.
The main takeaway is that the best marketing teams treat feedback as an ongoing input. They build systems to collect it, tools to analyze it, and habits to apply it across product, sales, and brand.
Whether you’re refining copy or shaping strategy, your customers already have the answers. You just need to listen and build around what they tell you.
Discover how customer feedback influences marketing strategies, drives decisions, and helps build a stronger brand.
Long sales processes drain resources, slow down growth, and frustrate your team. But most sales cycles aren’t long because they have to be. They’re long because of inefficiencies at every stage: unqualified leads, unclear messaging, slow follow-ups, disconnected tools.
The good news? Every stage of the cycle can be optimized. And when you do that, deals close faster and more predictably.
In this guide, you’ll learn practical ways to tighten each stage of your sales process, from prospecting to closing.
The B2B sales cycle is the step-by-step process your business follows to turn a lead into a paying customer. It usually involves multiple stakeholders, longer timelines, and higher-value deals than B2C sales.
While the exact stages vary by company, most B2B sales cycles include:
The whole cycle can take weeks or months, depending on your product, deal size, and decision-makers involved. The goal is simple: move the right leads through each stage as efficiently as possible without sacrificing deal quality.
Despite having more tools, data, and automation than ever, B2B sales cycles are getting longer, not shorter. 58% of B2B professionals told SaaStr their sales cycles were even longer in 2024.
Why?
Longer sales cycles do present some opportunities, though. You have more time to build real trust, position your product as a strategic fit, and fine-tune your sales process to reflect how today’s buyers actually buy.
That’s exactly why I’m writing this article: to help you turn a slow, scattered sales cycle into one that’s efficient, focused, and built to close.
Shortening the B2B sales cycle requires you to attack friction at every stage. It’s not about rushing the process. It’s really more about removing bottlenecks, aligning with how your buyers make decisions, and keeping momentum from first touch to close.
Let’s break down each stage and how to optimize it.
Sellers have a hard time with prospecting because it’s time-consuming and inconsistent. They waste hours chasing the wrong leads by relying on gut instinct or outdated lists. Personalization takes too long, and outreach gets deprioritized when deals in the pipeline heat up. As a result, top-of-funnel activity stalls, as does revenue down the line.
The fix is smarter targeting. Use data enrichment tools to build accurate, up-to-date lead lists that match your ICP. Layer in firmographic filters like company size, tech stack, and recent funding to prioritize high-fit accounts.
Then, let AI do the heavy lifting.
Use AI tools to write first-touch emails, score leads based on intent signals, and predict which prospects are most likely to convert (lead scoring). The goal isn’t to automate the human out of prospecting. It’s to give your team more time to sell to the right people.
Lead qual is one of the most critical aspects to optimize because its downstream impact is significant. Without clear ICPs and buyer personas, your SDRs and AEs will end up sitting on calls and demos with people who don’t have budget, authority, or urgency (or who simply aren’t a good fit).
Your ICP = the companies that get the most value from your product. Once you’ve made certain of who that is, map out buyer personas: who they are, what problems they care about, and how they make decisions.
Then, bring in intent data.
Monitor signals like content engagement to identify leads who are actively in-market. Use that data to route hot leads to sales and deprioritize cold ones. Done right, this gives you fewer (but better) conversations, and a much faster path to pipeline.
You don’t need to choose between authenticity and efficiency. Use sales automation tools to handle the grunt work (sequencing, follow-ups, reminders) so reps can focus on personalization where it matters.
Start with a strong base template, then layer in smart personalization: industry-specific pain points, recent news about the company, or something relevant from their job role. AI can speed this up without sounding robotic.
During discovery, coach reps to move beyond checklists. Use AI tools to summarize CRM notes, highlight buyer intent, or suggest deeper questions in real time. When your outreach feels personal and your discovery calls feel valuable, deals move forward faster.
Too many reps rush through this stage or rely on generic questions. That’s a mistake. If you don’t understand why the buyer is in the market, how they plan to use your solution, or who’s actually making the call, you can’t strategize on how to move the deal forward.
Optimizing this stage of the B2B sales cycle is all about asking the right questions early. The goal here is alignment. You want to figure out:
If they’re not a fit, disqualify fast and move on.
If they are a fit, double down on the specifics. Use their answers to shape your demos, tailor your messaging, and anchor your value around what matters most to them.
If you’ve qualified your leads well and have a solid assessment of their needs, this stage should be smooth sailing. Since you’ve laid the groundwork, the effectiveness of your proposal ultimately comes down to (a) how quickly you can develop it and (b) how accurately it reflects everything you’ve been through with your prospect.
Collaborative proposal platforms let you co-build solutions with your buyer in real time. Tools like PandaDoc and Qwilr let you embed pricing tables, videos, and customer stories while also tracking views and comments.
To shorten turnaround time:
Even by this point, buyers usually aren’t fully sold (or they say they aren’t because they’re afraid of making the purchase).
We’ve all heard these before. Use a simple framework like “Feel, Felt, Found” or “Acknowledge, Ask, Advocate” to respond without being defensive. If you’ve gotten all the info you need in the steps above, use it in your response and the objections handle themselves.
To drive your response home, bring in the social proof. In B2B sales, nothing diffuses doubt like hearing from someone just like them who’s already succeeding with your product. Specifically, I’m talking about customer references here.
Deeto makes customer reference programs scalable by matching prospects with the most relevant existing customers based on industry, use case, company size, or role. Instead of vague testimonials, you get targeted, real-world validation that directly addresses their objections.
Even after you’ve gotten a “Yes,” there are things that hold deals back. In fact, legal and procurement teams have the potential to be the most bureaucratic. As a seller, you want to avoid this.
You can’t improve what you don’t measure. To truly optimize your B2B sales cycle, you need to track the right metrics and segment them properly.
Here are four that matter most:
Track how many days it takes to close a deal from first touch to signed contract. Segment this by customer type (enterprise, mid-market, SMB) because they move at different speeds. A 90-day close might be great for enterprise, but terrible for a mid-market target.
Measure how many leads move from one stage to the next. Low conversion between qualified leads and proposals? Probably a messaging or fit issue. Improvements in per-stage conversions speak to sales-marketing alignment and more effective prospecting and qualification processes.
Pipeline velocity tells you how fast your deals are moving—and how much revenue you’re generating over time. The formula:
(Number of deals × Average deal size × Win rate) / Average sales cycle length
Use this to set baselines and see if your optimizations are actually speeding things up and driving growth.
How quickly are reps following up after a lead comes in? Minutes matter. As many as half of all deals go to the vendor who responds first. And a 5-minute response time increases conversions by 100x.
Bottom line: Faster responses lead to more conversations, higher conversion rates, and shorter cycles. If your lead response time is measured in hours (or days), you’re leaving revenue on the table.
Beyond the basics, there are a few things the most successful sellers do that put them above the rest. Ultimately, sales is a game that requires you to take decisive action based on what you observe on a case-by-case basis.
Talk to both customers and closed-lost prospects. You'll uncover hidden deal-killers and figure out which language actually lands. Use that to tighten your pitch and preempt objections earlier.
Stop defaulting to hour-long walkthroughs. Build short, targeted demos tied to a specific persona’s pain point. You’ll get faster buy-in and save discovery time. If a longer demo is needed, you’ll usually know.
If a lead opens your proposal three times in one day, follow up now. Don’t wait two days because your sequence says so. This is how you keep interested leads interested (and prevent them from coming up with an objection).
Figure out which redlines tend to slow things down. If you wait until the deal’s on the table to find out they need a 30-day security review, that’s on you.
A mid-market deal might seem easier to close because it’s smaller and has fewer people involved. But if there’s only one person championing it internally, it’s fragile. If that person leaves, gets cold feet, or can’t convince others, the deal dies.
An enterprise deal with three active stakeholders (e.g., someone from IT, finance, and the end user team), plus a pre-approved budget, has more internal momentum and less risk, even if it’s a bigger deal.
Build a lightweight content drip that runs in the background for deals that go cold. When they’re ready again, you won’t be forgotten. And if the messaging is right, it might bring them back into the funnel.
Your customers are your best resource when it comes to accelerating the sales cycle. Deeto helps you turn them into a scalable, on-demand growth engine.
All that translates to more qualified leads in your pipeline, shorter sales cycles, higher deal sizes, and deeper prospect/customer relationships (not to mention, a better selling experience for your reps).
Request a demo to see it in action.
Discover strategies to streamline the B2B sales cycle and reduce time spent in each stage for faster conversions.
Sales enablement sounds simple: give your sales team what they need to close more deals. It’s the implementation where most companies struggle.
You can’t just throw content into a shared drive and call it a day. You need the right tools, the right process, and alignment across sales, marketing, and customer success. If your strategy doesn’t serve the rep and the buyer, it won’t move the needle.
This article walks you through how to build a practical, effective sales enablement strategy, so your reps close deals and drive revenue across your org.
As of 2023, 90% of organizations have a dedicated sales enablement team or program, according to Highspot’s 2023 State of Sales Enablement Report. If you don’t have one yet, you’re officially behind.
But stats alone aren’t the reason to act. Sales enablement is the system that addresses the core problems holding back revenue:
QuotaPath’s recent study found 91% of companies fail to hit 80% of their quota targets. Reps spend just 28% of their week actually selling. The rest goes to admin tasks like CRM updates, coaching calls, digging through cluttered content folders.
Even if you continuously train your reps, the vast majority of what they learn is forgotten unless you reinforce it with structured, accessible playbooks and tools.
That’s what a strong sales enablement strategy gives you:
Enablement is a force multiplier across your entire GTM motion.
With a solid strategy in place, reps no longer waste time hunting for content, second-guessing messaging, or improvising their pitch. They get:
Enablement helps your reps show up smarter and close with confidence
Instead of creating decks and one-pagers that sit unused, enablement aligns marketing output to sales needs. That means content gets delivered at the right time to the right rep, and messaging stays consistent across touchpoints. It also creates feedback loops, which show you which marketing collateral is actually driving new business.
There’s no more mystery around what reps are using, saying, or sending. With the right tools in place, sales leaders can standardize winning behaviors across the team, spot coaching opportunities based on real data, and track what’s working (and fix what’s not) faster.
This means that in addition to visibility and control, they can be more hands-off. So, sales performance is a lot more scalable.
When your sales motion is consistent, consultative, and relevant, the customer experience improves. Today’s B2B sales teams are less “selling” and more “guiding prospects toward the best solution.” Enablement tools and materials facilitate that.
In return, buyers get faster deal cycles with less complicated buying processes, more conviction they’re getting the right product for their needs, and stronger, higher-trust relationships with your brand.
Before you roll out tools, templates, or training, you need a clear picture of where your sales org stands.
Phase 1 of building a sales enablement strategy is about taking inventory. You’re identifying what’s working, what’s broken, and what needs reinforcement. It also means setting clear, measurable goals so you know whether your enablement efforts are actually moving the needle.
This is where you find the gaps and opportunities in your current process. Start by mapping out your current sales landscape from top to bottom.
Start by analyzing your full sales process: prospecting, discovery, proposal, closing, and post-sale handoff. Where are the friction points? Where do deals stall or go dark? Which reps are excelling, and why?
Then, look at how your effectively your CRM, content library, training platforms, and call recording tools are being used and whether or not they’re integrated.
Also assess rep performance and knowledge. Look at onboarding ramp times, average deal size, win rates, and activity metrics. Then go deeper: do reps actually understand your buyer personas, product value props, and competitive differentiators?
Get feedback from the field here. Interview top-performing reps, frontline managers, and even customers. Ask:
With Deeto as a component in your enablement toolkit, you’ll have an up-to-the-minute window into which customer references, sales assets, and proof points are driving deals forward. It makes it easy to spot what’s resonating so you can course-correct faster.
Once you understand the gaps, it’s time to define what success looks like. That starts with alignment. That’s why you tie enablement to business outcomes.
Your sales enablement goals should directly support broader revenue targets. Ask yourself: What changes in rep behavior or sales performance would create the most significant bottom-line impact?
Of course, enablement needs focus. “Make sales better” won’t cut it. Set goals that are:
An example of a sales enablement objective that meets these criteria could be “reduce average sales cycle from 45 days to 30 days” or “increase win rate on inbound leads by 15%.”
This phase is about building the foundation: the right content, training programs, tools, and processes that enable your sales team to perform at their best. Each element needs to be intentional, aligned to your goals, and designed to scale.
Content is one of the most critical (and most overlooked) pillars of sales enablement. But it’s not about volume, it’s about utility. Your sales content should align with specific deal stages, address real buyer concerns, and be easy for reps to find and use.
Build a content strategy that includes:
Make sure every piece of content has a clear purpose and owner. Marketing creates it, sales leaders package it, and reps delivers it.
Training isn’t a one-and-done event. To drive behavior change, you need structured, ongoing programs that reinforce skills and keep reps sharp.
Create a layered training plan that includes:
Top-performing B2B sales teams tie training to sales outcomes. If it doesn’t improve activity quality or revenue metrics, iterate.
Your tech stack should make selling less complicated, not more. Believe it or not, this is where a lot of companies get stuck because their software creates process and information silos.
That’s why we always say to consolidate where you can. Look for platforms that are purpose-built for sales workflows and integrate natively with your CRM.
Once your core systems are streamlined, layer in smart tools that surface real-time insights without adding noise:
Deeto is unique in the “sales enablement” category because it surfaces both social proof content and live customer references. Whether that’s a case study, testimonial, or a peer-to-peer reference call, Deeto’s smart-matching algo handles the heavy lifting, automatically connecting the right asset or advocate to each seller based on persona and deal context.
Tools and content don’t matter if your process is broken. That’s why you design clear, consistent workflows for:
Document best practices. Standardize your sales stages. Define what “good” looks like at every step. And build systems that make it easy to follow.
In Phase 3, you move from planning to action. Here, you’re building your team, launching your programs, driving adoption, and measuring impact. The key is to start focused, roll out in phases, and reinforce your efforts with clear support systems and feedback loops.
You don’t need a 10-person department to start, but you do need ownership. Designate someone responsible for leading sales enablement. They’re the ones who’ll sit at the intersection of sales, marketing, and RevOps, with a mandate to:
Don’t try to launch everything at once. Start with a pilot. Choose one segment — a team, region, or product line — and test your new enablement assets, processes, and tools. Then refine based on feedback before scaling it org-wide.
This approach lets you work out kinks early, collect success stories, and build internal advocates before you fully roll it out.
Train managers first because they’re your frontline influencers, and they’ll end up transferring that knowledge to their teams. To increase retention, make sure that knowledge transfer happens on a recurring basis through regular enablement sessions rather than one-off training. Office hours, Slack channels, quick-reference guides also help.
To drive adoption as quickly as possible, embed your enablement strategy into all your workflows by making tools and content accessible in your CRM or selling platform.
It’s a good idea to celebrate early wins. Call out reps using new tools effectively. Highlight closed deals driven by new assets.
To prove value and guide improvements, you need to track the right metrics across three dimensions:
Consistently monitor for improvements in these areas and use that data to optimize your strategy in real time.
Once your strategy is live, the work shifts from rollout to refinement. This phase is about staying agile: analyzing what’s working, removing what’s not, and doubling down on what drives results.
If you can do those six things, you’ll be in a good spot long-term.
Plenty of sales enablement strategies fall flat because of a few avoidable missteps. If you want your efforts to actually drive results, not just check a box, steer clear of these common mistakes:
Enablement is where both teams meet in the middle. When marketing creates content without input from sales, it’s often either too product-heavy, not relevant to the buyer’s stage, or simply goes unused.
Fix this by building shared goals, regular syncs, and feedback loops into your strategy. Sales should influence content creation, and marketing should track how that content performs in live deals.
A lot of teams fall into the trap of buying flashy tools without a clear plan for usage or outcomes. More tools won’t fix poor processes, weak content, or lack of training. Remember that tech is the supporter and facilitator, not the strategy.
Always start with your objectives: What behavior are you trying to change? What outcome are you driving? Then find tools that support that, not the other way around.
Not every buyer, product, or sales motion is the same. But sales orgs tend to push generic decks and templates to every rep.
Great enablement content is segmented by:
If your reps don’t feel like the content fits their deal, they won’t use it. Customize intelligently and make it easy to access the right asset at the right time.
Maybe you launch a content hub, onboarding program, or call coaching tool… and never check whether it’s driving performance.
Track what’s getting used, what’s converting, and what’s helping reps ramp faster or close more, then act on what the data shows. Kill what’s not working. Double down on what is.
Sales enablement isn’t just about giving reps tools. Really, it’s about helping them build relationships with their prospects. And few things build trust faster than real voices from your customers.
When your sales team can bring solid customer proof into the conversation, you shift from persuasion to conviction. That’s why customer-led growth (CLG) has to be baked into your enablement strategy from day one.
When reps share relevant customer stories but real use cases tied to the buyer’s pain points, they add instant credibility to the pitch.
To make this scalable:
The key is to systematize this. Once you’ve activated your customer base, you’ll be able to:
And because these advocates speak from experience, they frequently do a better job addressing your buyers’ concerns than your pitch ever could.
The above is where Deeto becomes a game-changer. Deeto bridges the gap between customer-led growth and day-to-day sales enablement. It gives your team:
You can access it all within one centralized platform and sync it to your CRM, so reps can bring customer voices into the deal flow without lifting a finger. Then, your customers become part of your sales team, which is what top sales orgs do to dominate in the “enablement” department.
Request a demo to see it in action.
Learn how to build a sales enablement strategy that aligns teams, boosts productivity, and drives consistent revenue.
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