You know what's wild?

Forrester has been saying this for years -- 65% of B2B content created for sales goes completely unused.

Some of their clients? North of 80%.

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Let that sink in. You're spending the majority of your content budget building assets that reps never touch. Not "underperforming." Not "needs optimization." Unused. Gathering digital dust in a SharePoint folder nobody bookmarks.

And here's what should really keep you up at night -- even battlecards show this pattern. Battlecards.

The single most requested, most visible asset type in enablement. Reps beg for them. Leadership asks about them in QBRs. And half the time? They sit there like a gym membership in February.

Heidi Grant nailed this concept for HBR -- when you give people too many options, they don't pick the best one. They pick nothing. Choice overload kills action.

Most enablement teams operate like a content factory with no quality control. Every product launch, every competitive shift, every executive whim generates another asset. The library grows. Usage stays flat. And you're stuck defending a content program by counting what you shipped instead of what reps actually used.

AI is about to pour gasoline on this fire. When you can generate a one-pager in 90 seconds, the impulse to create more instead of create better gets exponentially worse. Twelve months from now, teams without a usage feedback loop will be drowning.

Before you build one more asset, run it through three questions:

1. Who uses this, and at what stage? If you can't name a specific persona and deal stage, you're building on vibes. Pull your CRM data. Talk to your top 3 reps. Content without a defined user at a defined moment is content that dies on arrival.

2. What existing asset could be updated instead? Nine times out of ten, the answer is "we already have something close." Update it. Refresh the data. Reformat it for how reps actually consume information today. Creating net-new when a revision would work is how you end up with 47 versions of competitive positioning.

3. What data says this format and topic actually works? Check your content analytics. Which formats get opened? Which topics generate rep engagement? If you don't have this data, that's problem number one -- not building more content.

Pull your content library. Sort by last-accessed date. Anything untouched in 90 days gets flagged. Anything untouched in 180 days gets archived or killed. You'll probably cut 40-60% of your library -- and nobody will notice it's gone.

The 35% that survives? That's your signal. Reverse-engineer what those assets have in common -- format, length, topic, when they were shared in the deal cycle -- and build your next quarter's content plan from that pattern, not from requests.

I'm building the Enablement ROI Toolkit around this exact framework -- content auditing, usage tracking, and proving what actually moves numbers. If you want early access, reply to this email.

Until next time my friends... 💚, Enablement