Sales Collateral Creation Guide

Purpose

This recipe creates a prioritized sales collateral library — one-pager, pitch deck, case study, ROI calculator, and battle card — mapped to pipeline stages, so every prospect receives the right material at the right moment. [src1]

Prerequisites

• Value proposition and positioning — from Positioning Framework
• Sales process definition — from Sales Process Design
• At least 1 customer story — with before/after metrics and customer approval
• Product screenshots or demo — for visual content
• Pricing information — for ROI calculator inputs

Constraints

• Create in priority order — one-pager first, validate with 3-5 prospects before creating the next piece. [src5]
• Case studies require written customer permission. [src6]
• ROI calculators must use conservative, defensible numbers. [src1]
• Design quality matters less than message clarity at early stage. [src3]

Tool Selection Decision

Which path?
├── Budget = $0, no design skills
│   └── PATH A: DIY Free — Google Slides/Docs/Sheets
├── Budget < $200/mo, basic design
│   └── PATH B: Template — Canva Pro + Notion
├── Budget $200-500/mo, professional
│   └── PATH C: Professional — Pitch/Beautiful.ai + Figma
└── Budget $500+, have designer
    └── PATH D: Custom — Designer + custom tools

Execution Flow

Step 1: Create the One-Pager (Priority 1)

Duration: 2-3 hours · Tool: Canva or Google Slides

The one-pager is the document prospects forward to stakeholders. Structure: hook (problem + outcome), proof (3 benefits + customer metrics), action (how it works + CTA). Maximum 200 words. [src1] [src2]

Verify: Show to 3 people outside your company — they should explain what you do within 10 seconds. · If failed: Headline is too vague or jargon-heavy. Rewrite to state the outcome.

Step 2: Create the Sales Pitch Deck (Priority 2)

Duration: 3-5 hours · Tool: Google Slides, Pitch, or Beautiful.ai

10-15 slides: problem, why now, solution, how it works, features, demo placeholder, case study, social proof, ROI, pricing, implementation, FAQ, next steps. [src3] [src4]

Verify: Present to advisor — they can explain solution, differentiation, and expected ROI. · If failed: Too many features, not enough outcomes. Rewrite slides 4-6.

Step 3: Write the First Case Study (Priority 3)

Duration: 2-4 hours + customer interview · Tool: Google Docs + Canva

1-2 pages: company context, challenge, solution, results (with specific metrics), customer quote. Interview customer with 7 standard questions. [src5] [src6]

Verify: Customer has approved in writing. Metrics are accurate. · If failed: Create anonymized version if customer declines name use.

Step 4: Build an ROI Calculator (Priority 4)

Duration: 2-3 hours · Tool: Google Sheets

Input tab (prospect fills in), calculated outputs (annual savings, ROI, payback period), assumptions tab (transparent, sourced). [src1]

Verify: Enter realistic customer numbers — ROI is defensible and matches case study. · If failed: If ROI is negative, adjust pricing or inputs. Do not inflate assumptions.

Step 5: Create Internal Battle Cards (Priority 5)

Duration: 1-2 hours · Tool: Google Docs or Notion

Per competitor: overview, pricing, where you win, where you lose, landmine questions, objection handling. 1 page maximum per competitor. [src6]

Verify: Reps handle top 3 competitive objections using the battle card. · If failed: Schedule role-play session using battle card scenarios.

Output Schema

{
  "output_type": "sales_collateral_library",
  "format": "documents and files",
  "columns": [
    {"name": "collateral_type", "type": "string", "description": "Type of material", "required": true},
    {"name": "pipeline_stage", "type": "string", "description": "Pipeline stage where used", "required": true},
    {"name": "format", "type": "string", "description": "File format (PDF, slides, spreadsheet)", "required": true},
    {"name": "status", "type": "string", "description": "draft/reviewed/approved", "required": true}
  ],
  "expected_row_count": "5",
  "sort_order": "priority ascending",
  "deduplication_key": "collateral_type"
}

Quality Benchmarks

If below minimum: Focus on copy clarity over design. Get 5 prospects to review each piece.

Error Handling

Cost Breakdown

Anti-Patterns

Wrong: Building 20 pieces before closing first 10 deals

Most collateral created pre-product-market-fit gets thrown away. [src5]

Correct: Build one piece, test, iterate, then build next

Start with the one-pager, use in 5 conversations, revise, then create pitch deck.

Wrong: Using same deck for presentation and leave-behind

Live decks have minimal text; leave-behinds need full context. Same deck fails at both. [src3]

Correct: Create two versions

Presentation version with big visuals and notes. Leave-behind with added context per slide.

Wrong: Writing case studies in your voice

Marketing copy is dismissed by skeptical buyers. Customer's own words and specific metrics are most persuasive. [src6]

Correct: Use direct quotes and specific numbers

Interview the customer, use their exact language, highlight their specific metrics.

When This Matters

Use this recipe when a startup has a defined sales process and needs materials for each pipeline stage. Requires positioning, at least one customer story, and a configured sales process.