If you’ve ever created polished marketing content and watched it fall flat with your sales team, you are not alone. Too often, content gets approved, it looks great, maybe it even performs well by traditional metrics. Yet, sales reps ignore it, leave it in folders, or recreate their own materials.
When content doesn’t connect to real sales conversations, it doesn’t matter how slick it looks. It doesn’t move deals. It doesn’t close sales. It doesn’t build confidence.
Marketing teams win when they create content that survives the reality of sales conversations. The ones who get respect are those who pressure test their assets, ensuring sales can actually use them before they hit “publish.” Otherwise, you produce content for storage. Smart marketers create content sales and leadership love because it drives business.
Let’s talk about how to make sales enablement practical, actionable, and revenue-driven.
The READY Framework: Practical Sales Enablement
The READY framework is the operational test for sales enablement. As a marketer, you need to know whether your content is not just shiny, but are your sales teams hungry for it. Before breaking down READY, it’s important to understand the system it belongs to.
RevCo: Building Content That Drives Revenue
RevCo, which stands for Revenue Content Operations, takes content creation from a cycle to an infrastructure. Instead of delivering assets that expire after a campaign, RevCo builds a pipeline of content that supports live sales conversations, reinforces positioning, and stacks value.
Content becomes an arsenal of deal-driving assets—an integral part of moving revenue forward.
READY is one of four components of RevCo, and it is a practical readiness test for every asset you produce.
The READY Framework Explained
Relevance
Content must be relevant. That means it connects to real buyer questions, objections, and decision points. It’s not just about what we assume buyers care about, nor broad thought leadership for awareness.
If it doesn’t mirror real friction inside deals, sales won’t use it. Relevance means tying content to the deals your sales team is working, and designing it around real buyer conversations.
Easy
Is your asset easy to share? Sales reps need to send content immediately, not fish through folders or complicated software. If they have to search for it, interpret it, or summarize it, that’s extra work, and sales doesn’t adopt extra work.
Easy means simple links, pre-prepared content, and regular notification about new assets. Lower internal friction to increase adoption.
Answers
Does your content answer buyer stage concerns? Content needs to address what buyers worry about during evaluation and decision-making, not just surface-level trends. Each asset must help buyers evaluate, answer their questions, and speed up the decision process.
Engage with your sales team and get feedback so marketing can create assets that provide answers when buyers need them.
De-Risk
Does your content de-risk the decision for the buyer? Enablement content should reduce uncertainty, clarify trade-offs, set expectations, and explain outcomes. Buyers stall when risk is unclear.
Content that de-risks builds comfort, and comfort builds movement toward a deal. Make buyers feel they’re taking less risk by choosing your solution.
Yield
Does your content yield momentum? Strong sales enablement content moves the conversation forward, creates a next step, aligns stakeholders, increases confidence, and advances deals.
If content doesn’t move a deal forward, it’s neutral at best. Every touchpoint matters, and every asset should yield momentum.
Sales Enablement Readiness in Action
When you apply the READY framework, your team stops creating assets for storage and starts producing deal support your sales reps are hungry for. This shows marketing’s value to the revenue team. Content turns from a deliverable into revenue infrastructure. READY protects your company from content that looks good but doesn’t perform where it matters.
Sales enablement isn’t about filling folders with good-looking assets. It’s about creating practical, actionable content that survives real-world sales conversations and moves deals forward. The READY framework—a key piece of RevCo—ensures you’re creating content sales actually use to close business.
If you want to keep pushing your content strategy toward ROI and business impact, learn about the other RevCo components: Sauce, Voice, and Trace. And keep building assets that are relevant, easy, answer questions, de-risk decisions, and yield momentum.
