Most B2B marketing teams have been there: a beautifully designed brochure or sales deck is launched with a flourish, then barely used by anyone. Unused collateral isn’t just a waste of time and money; it’s a missed opportunity to drive sales. So why does this keep happening, and what can you do about it?
The Problem:
Sales tools often miss the mark for one simple reason: they are created in a vacuum. When marketing creates content without proper input from sales or customers, the result is materials that may look appealing but are seldom used. Salespeople require resources that address fundamental questions, support their conversations, and facilitate the progression of deals forward. Anything less doesn’t make the cut.
What Goes Wrong:
Common pitfalls include focusing on what marketing thinks is important (rather than what buyers or sales teams need), using jargon or technical language that means nothing to a customer, and producing content that’s too long, too dense, or hard to find. Even the best-looking brochure is useless if it’s buried in a folder on the shared drive that never gets looked at.
How to Fix It:
The solution is straightforward but requires us to shift our perspective a bit – let’s start by seeing sales as our partner, rather than just an end user. Ask about the topics that frequently come up in meetings. What obstacles might be preventing us from closing those deals? Which quick references or case studies could help them out? You can create a more impactful approach by focusing your content on those genuine needs instead of making assumptions.
Next, usability tools should be clear, concise, and scannable. Can someone find the key point in ten seconds? If not, simplify it. Keep formats practical; a one-pager or a handful of slides will outperform a 30-page PDF every time. And keep content customer-focused: always answer “what’s in it for them?” rather than listing features no one cares about.
Finally, make your materials easy to find and use. Organise your content logically, keep it updated, and eliminate anything outdated. Brief sales on what’s new, why it matters, and how to use it. If you’re not tracking what gets used, start now; even anecdotal feedback from sales is better than none.
The Result:
When you involve sales early, focus on customer problems, and make tools practical, you get collateral that gets used. It supports conversations, moves deals forward, and reinforces your value as a partner, not just a provider of pretty documents.
Ready to create marketing materials your sales team will want? At The Ash Studio, we help ingredient-led brands develop clear, credible narratives that connect with formulators who care about more than just technical specs. Get in touch to learn more about our messaging and communications services.