suede-sales-enablement — скилл для Claude Code: материалы для продаж

---
name: suede-sales-enablement
description: "Suede AI sales enablement: builds rep-ready pitch decks (10-12 slide narrative), one-pagers, objection libraries, demo scripts and talk tracks, competitive battle cards kept consistent with public comparison pages, proposal structures, buyer cards, and deal-level ROI calculators that separate sourced claims from modeled value. Returns draft assets with a claim-source table, held for approval. Use when creating or refreshing sales collateral, preparing for a competitive deal, or arming reps for objections and demos. NOT FOR: setting price or terms (use suede-pricing), building the offer (use suede-offers), public comparison pages (use suede-competitors), sending outreach (use suede-cold-email), or publishing unsupported proof."
metadata:
  version: 2.1.0
---

# Suede Sales Enablement

Suede AI Sales Enablement turns verified positioning, proof, and deal context into
rep-usable decks, one-pagers, objection guides, demos, and playbooks. Every
asset separates sourced claims from modeled value and remains a draft until its
audience and version are approved.

## Before Starting

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. **Value Proposition & Differentiators**
   - What do you sell and who is it for?
   - What makes you different from the next best alternative?
   - What outcomes can you prove?

2. **Sales Motion**
   - How do you sell? (self-serve, inside sales, field sales, hybrid)
   - Average deal size and sales cycle length
   - Key personas involved in the buying decision

3. **Collateral Needs**
   - What specific assets do you need?
   - What stage of the funnel are they for?
   - Who will use them? (AE, SDR, champion, prospect)

4. **Current State**
   - What materials exist today?
   - What's working and what's not?
   - What do reps ask for most?

---

## Core Principles

### Sales Uses What Sales Trusts
Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.

### Situation-Specific, Not Generic
Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.

### Scannable Over Comprehensive
Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.

### Tie Back to Business Outcomes
Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."

---

## Sales Deck / Pitch Deck

### 10-12 Slide Framework

1. **Current World Problem**: The pain your buyer lives with today
2. **Cost of the Problem**: What inaction costs (time, money, risk)
3. **The Shift Happening**: Market or technology change creating urgency
4. **Your Approach**: How you solve it differently
5. **Product Walkthrough**: 3-4 key workflows, not a feature tour
6. **Proof Points**: Metrics, logos, analyst recognition
7. **Case Study**: One customer story told well
8. **Implementation / Timeline**: How they get from here to live
9. **ROI / Value**: Expected return and payback period
10. **Pricing Overview**: Transparent, tiered if applicable
11. **Next Steps / CTA**: Clear action with timeline

### Deck Principles

- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
- **One idea per slide.** If you need two points, use two slides.
- **Design for presenting, not reading.** Slides support the conversation: they don't replace it. Minimal text, strong visuals.

### Customization by Buyer Type

| Buyer | Emphasize | De-emphasize |
|-------|-----------|--------------|
| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |
| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |
| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |

**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)

---

## One-Pagers / Leave-Behinds

### When to Use

- **Post-meeting recap**: Reinforce what you discussed, keep momentum
- **Champion internal selling**: Arm your champion to sell for you
- **Trade show handout**: Quick intro that drives follow-up

### Structure

1. **Problem statement**: The pain in one sentence
2. **Your solution**: What you do and how
3. **3 differentiators**: Why you vs. alternatives
4. **Proof point**: One strong metric or customer quote
5. **CTA**: Clear next step with contact info

### Design Principles

- One page, literally. Front only, or front and back maximum.
- Scannable in 30 seconds. Bold headers, short bullets, whitespace.
- Include your logo, website, and a specific contact (not info@).
- Match your brand but keep it clean: this is a sales tool, not a brand piece.

**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)

---

## Objection Handling Docs

### Objection Categories

| Category | Examples |
|----------|----------|
| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |
| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |
| Competition | "We already use X," "What makes you different?" |
| Authority | "I need to check with my boss," "The committee decides" |
| Status quo | "What we have works fine," "Not broken, don't fix it" |
| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |

### Response Framework

For each objection, document:

1. **Objection statement**: Exactly how reps hear it
2. **Why they say it**: The real concern behind the words
3. **Response approach**: How to acknowledge and redirect
4. **Proof point**: Specific evidence that addresses the concern
5. **Follow-up question**: Keep the conversation moving forward

### Two Formats

- **Quick-reference table** for live calls: objection, one-line response, proof point. Fits on one screen.
- **Detailed doc** for prep and training: full context, talk tracks, role-play scenarios.

**For the full objection library**: See [references/objection-library.md](references/objection-library.md)

---

## ROI Calculators & Value Props

### Calculator Design

**Inputs** (current state metrics the prospect provides):
- Time spent on manual processes
- Current tool costs
- Error rates or inefficiency metrics
- Team size

**Calculations** (your formula for value):
- Time saved per week/month/year
- Cost reduction (tools, headcount, errors)
- Revenue impact (faster deals, higher conversion)

**Outputs** (what the prospect sees):
- Annual ROI percentage
- Payback period in months
- Total 3-year value

### Value Prop by Persona

| Persona | Cares About | Lead With |
|---------|-------------|-----------|
| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |
| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |
| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |
| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |

### Implementation Options

Default to **slide-based**: the ROI story lives in the deck the rep already
presents. Escape to a **spreadsheet** when the prospect supplies and wants to
change their own inputs; build a **web tool** only when deal volume justifies it.

---

## Demo Scripts & Talk Tracks

### Script Structure

1. **Opening** (2 min): Context setting, agenda, confirm goals for the call
2. **Discovery recap** (3 min): Summarize what you learned, confirm priorities
3. **Solution walkthrough** (15-20 min): 3-4 key workflows mapped to their pain
4. **Interaction points**: Questions to ask during the demo, not just at the end
5. **Close** (5 min): Summarize value, propose next steps with timeline

### Talk Track Types

| Type | Duration | Focus |
|------|----------|-------|
| Discovery call | 30 min | Qualify, understand pain, map buying process |
| First demo | 30-45 min | Show 3-4 workflows tied to their pain |
| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |
| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |

### Key Principles

- **Demo after discovery, not before.** If you don't know their pain, you're guessing which features matter.
- **Customize to their use case.** Use their terminology, their data (if possible), their workflow.
- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.

**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)

---

## Case Study Briefs (Sales Format)

### How Sales Case Studies Differ

Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.

### Structure

1. **Customer profile**: Industry, company size, buyer role
2. **Challenge**: What they were struggling with (2-3 sentences)
3. **Solution**: What they implemented (1-2 sentences)
4. **Results**: 3 specific metrics (before/after)
5. **Pull quote**: One sentence from the customer
6. **Tags**: Industry, use case, company size, persona

### Organization

Organize case studies so reps can find the right one instantly:
- **By industry**: "Show me a case study for healthcare"
- **By use case**: "Show me someone who used us for X"
- **By company size**: "Show me an enterprise example"

---

## Proposal Templates

### Structure

1. **Executive summary**: Their challenge, your solution, expected outcome (1 page max)
2. **Proposed solution**: What you'll deliver, mapped to their requirements
3. **Implementation plan**: Timeline, milestones, responsibilities
4. **Investment**: Pricing, payment terms, what's included
5. **Next steps**: How to move forward, decision timeline

### Customization Guidance

- Mirror their language from discovery calls
- Reference specific pain points they mentioned
- Include only relevant case studies (same industry or use case)
- Name the stakeholders you've spoken with

### Common Mistakes

- **Too long**: If it's over 10 pages, it won't get read. Aim for 5-7.
- **Too generic**: Templated proposals signal low effort. Customize the exec summary at minimum.
- **Burying the price**: Don't make them hunt for it. Be transparent and confident.

---

## Sales Playbooks

### What Goes in a Playbook

- **Buyer profile**: Who you're selling to, their goals and pains
- **Qualification criteria**: BANT, MEDDIC, or your framework
- **Discovery questions**: Organized by topic, not a script
- **Objection handling**: Top 10 objections with responses
- **Competitive positioning**: How you win against each competitor
- **Demo flow**: Recommended sequence for each persona
- **Email templates**: Follow-up, proposal, check-in, breakup

### When to Build

- **New product launch**: Reps need a single source of truth
- **New market segment**: Different buyers need different approaches
- **New hire ramp**: Playbooks cut ramp time significantly

### Keeping It Living

Review quarterly, get input from top reps, remove anything outdated, and assign a named owner.

---

## Competitive Battle Cards

One card per competitor, one page, scannable in a live call.

| Field | Content |
|-------|---------|
| When you meet them | Segments, deal sizes, and triggers where they show up |
| Their pitch | How they describe themselves, quoted from their current site with date |
| Where we win | 3 differentiators, each with a sourced proof point |
| Where they push back | Their strongest claims against us, and our honest response |
| Landmines | Discovery questions that surface our strengths |
| Pricing context | Public prices with source and date; never guessed |
| Proof | Win stories and logos the user has approved for this use |

Keep cards and public comparison pages consistent. Buyers now check claims against "vs" pages, review sites, and AI-assistant answers before the call; a rep claim that contradicts the public page loses credibility. Refresh both when a competitor changes pricing or packaging. Evidence gathering and public pages: `suede-competitors` and `suede-competitor-profiling`.

---

## Buyer Persona Cards

### Card Structure

| Field | Description |
|-------|-------------|
| Role / title | Common titles and reporting structure |
| Goals | What success looks like for them |
| Pains | What frustrates them daily |
| Top objections | The 3-5 objections you'll hear from this role |
| Evaluation criteria | How they judge solutions |
| Buying process | Their role in the decision, who they influence |
| Messaging angle | The one sentence that resonates most |

### Persona Types

- **Economic buyer**: Signs the check. Cares about ROI and risk.
- **Technical buyer**: Evaluates the product. Cares about capabilities and integration.
- **End user**: Uses it daily. Cares about ease and workflow fit.
- **Champion**: Advocates internally. Needs ammunition to sell for you.
- **Blocker**: Opposes the purchase. Understand their concern to neutralize it.

---

## Output Format

Deliver the right format for each asset type:

| Asset | Deliverable |
|-------|-------------|
| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |
| One-pager | Full copy with layout guidance (visual hierarchy, sections) |
| Objection doc | Table format: objection, response, proof point, follow-up |
| Demo script | Scene-by-scene with timing, talk track, and interaction points |
| ROI calculator | Input fields, formulas, output display with sample data |
| Playbook | Structured document with table of contents and sections |
| Persona card | One-page card format per persona |
| Battle card | One page per competitor in the field table above |
| Proposal | Section-by-section copy with customization notes |

Close every delivery with a **claim-source table**: each number, customer name, and capability claim in the asset, its source and date or its modeled assumptions, and whether the user has approved it for external use.

Every proof point and every ROI figure in a delivered asset carries an inline tag: `[source: named customer / study / internal report + date]` or `[modeled, assumptions: the inputs used]`. An untagged number is a delivery blocker: tag it or cut it before the asset goes out. The sales deck deliverable uses this unit, repeated for each of the 11 slides above:

```markdown
### Slide N: [slide name]
**Headline:** [the single idea, written as a sentence]
**Body copy:** [on-slide text, minimal]
**Speaker notes:** [what the rep says out loud, not a re-read of the slide]
**Visual:** [chart / screenshot / logo wall / none]
**Proof:** [source: …] or [modeled, assumptions: …] for every number above
```

---

## Tool Integrations

Partner-relationship and digital-sales-room platforms can support engagement
tracking, deal registration, and mutual action plans. Treat any named vendor as
an evaluation lead, not a guaranteed integration: verify current documentation,
authenticated access, pricing, permissions, and data-export behavior before use.

---

## Boundaries

- Do not publish, send, present, or upload sales collateral without approval of
  the final audience, claims, and version.
- Do not invent customer quotes, logos, benchmarks, savings, integrations, or
  product capabilities; cite the source for each proof point and label modeled
  ROI.
- Do not decide pricing, contract terms, discounts, guarantees, or legal
  commitments. Route those decisions to their accountable owner.

## Routing

- Use `suede-product-marketing` for approved positioning and proof context.
- Use `suede-competitors` for comparison and battle-card evidence.
- Use `suede-pricing` for pricing and packaging decisions.
- Use `suede-revops` for pipeline stages, routing, and deal-desk operations.