Creating a 'Marketing Toolbox' for Your Sales Team
You’ve spent time and budget creating great marketing content—buyer’s guides, explainers, case studies, one-pagers. But ask your sales team where to find them, and you’ll get blank stares.
The problem isn’t the content. It’s the access.
To turn content into deals, your sales team needs a system—a simple, structured, easy-to-navigate toolbox. Not a dozen folders. Not another internal SharePoint site nobody opens. A real toolbox.
Here’s how to build one that actually gets used.
Step 1: Organize by Use Case, Not File Type
Most companies organize content like this:
- PDFs folder
- Videos folder
- Blogs folder
- Case studies folder
That’s how marketers think. But sales doesn’t care what format it’s in—they care when and why to use it.
Reorganize your toolbox around the moments that matter:
- Before the first call
- After the quote
- To overcome objections
- To explain the process
- To share with engineers or buyers
Label your folders (or CMS, or CRM library) accordingly. The rep doesn’t need to know whether it’s a blog or a PDF—they need to know it’s what they send after a quote to build trust.
Step 2: Create a ‘Top 10’ List of Most-Used Tools
Don’t make reps dig. Give them a short list of the most valuable content assets at their fingertips:
- A pricing explainer
- A virtual shop tour video
- A buyer’s guide
- A comparison article
- An objection-handling one-pager
Put these in a single “Most Used” folder or dashboard.
Bonus: print the list and hand it out. Go old school. Put it in the rep’s laptop bag.
Step 3: Embed Content in the Sales Process
The best content feels like part of the rep’s workflow—not something extra.
Look at your sales cycle. Where can content slot in naturally?
- After qualification → send a blog post that answers a common technical concern
- After quoting → send a PDF that explains your material testing process
- Before final decision → send a short case study with application-specific results
If you use a CRM or quoting system, link the right asset to each stage of the funnel. Don’t rely on memory—build it in.
Step 4: Make It Easy to Share
If the content can’t be emailed, messaged, or linked quickly—it’s not a tool. It’s shelfware.
Make sure every asset:
- Has a clean, branded PDF version
- Is linked via a short, rep-friendly URL
- Is stored in a single, centralized place
Better yet: create pre-written email templates that use these assets.
Example:
“Hi Maria, based on your application, I thought this guide on material selection might help you and your team make a more confident decision. Let me know what questions come up.”
Step 5: Update It Like a Toolbox, Not a Museum
A good toolbox gets used, cleaned, sharpened, and restocked. A content toolbox should work the same way.
Review it quarterly:
- What content is outdated?
- What’s missing?
- What’s no longer relevant?
- What did sales actually use?
If something hasn’t been opened or shared in six months, replace it.
If sales keeps asking for something that doesn’t exist—create it.
Sales Needs Tools. Not Folders.
Marketing content doesn’t help close deals if it’s buried, confusing, or untrusted.
Give your reps a toolbox they can actually use. Make it easy to grab. Easy to share. Easy to fit into a conversation without sounding like a pitch deck.
That’s how content becomes a sales asset—not just a line item in your budget.
Want help building your sales content toolbox?
Schedule a discovery session with The Right Horse.
We’ll help you organize, label, and deploy your content so your sales team actually uses it—and your buyers actually trust it.
