<!-- Sales enablement kit · from Chapter 27 of The Product 360 Handbook -->

# Sales enablement kit · [Product or release] · v[n] · [Date]

**PM owner:** [name]   **PMM owner:** [name]   **Enablement owner:** [name]   **Launch tier:** 1 / 2 / 3   **Next review:** [date]

## 1. One-page positioning (PMM with PM)
- For: [segment and persona]
- Problem: [in the customer's words]
- What they use today: [main alternative, including "do nothing"]
- Why we win: [two or three differentiators, each with proof]
- Proof: [reference customers, data, analyst or certification evidence]

## 2. Pitch narrative (PMM)
Problem → what changed in the world → what we do → proof → next step. Link: [deck]

## 3. Discovery guide (PM with sales)
| Persona | Situation | Problem | Implication | Need-payoff |
|---|---|---|---|---|
| | | | | |

## 4. Objection handling guide
Link: [objection guide]

## 5. Competitive battlecards
| Competitor or alternative | Card | Owner | Last updated |
|---|---|---|---|
| | | | |

## 6. Demo
- Environment: [link, data set, reset procedure]
- Script: [link] (reverse chronology: outcome first)
- Failure-mode moment (AI products): [what we show when the product is wrong]

## 7. Pricing and packaging guidance (PM with pricing)
| Item | List | Discount band | Approver |
|---|---|---|---|
| | | | |
Never promise: [custom roadmap dates, uncapped usage, unreleased features, other]

## 8. ROI or business value tool (PM)
- Buyer inputs: [list]
- Assumptions, each with source: [list]
- Default posture: conservative

## 9. Roadmap guidance (PM)
| Item | Can say publicly | Can say under NDA | Do not discuss |
|---|---|---|---|
| | | | |
Every roadmap statement carries the line: "This is not a commitment."

## 10. Known limits and "do not sell into"
| Limit or poor-fit customer | Why | What to do instead |
|---|---|---|
| | | |

## 11. FAQ and escalation
- FAQ: [link]
- Escalation to PM: [channel], response within [one business day]

## Enablement plan
| Audience | Format | Certification | Date | Owner |
|---|---|---|---|---|
| Sellers | | | | |
| Sales engineers | | | | |
| Customer success | | | | |
| Partners | | | | |

## Health of the kit
Usage by asset, field feedback, and the date each asset was last checked by the PM for accuracy.