Unlocking the power of content and knowledge to supercharge small sales teams

When you have a small team, you’re running a million miles a minute. The to-do list never ends, you’re wearing every hat known to mankind, and everything is a priority. If you’re part of the go-to-market (GTM) team (or the founder leading sales), you handle everything from list building and prospecting, to messaging, to closing, to customer support.

When it comes to creating content, whether it’s sales enablement materials or marketing collateral, you know it is important but just don’t have the resources. You see the heavy investment in beautiful looking case studies and one pagers that larger companies make and wish you could carve out the time to even start your content journey.

While this story is all too familiar, there is hope for sales and marketing leaders at small companies trying to do it all! Small B2B sales teams may often feel at a disadvantage for “not having enough content.”, but even small teams possess a treasure trove of valuable information. It just needs to be captured.

The content reality for small teams

For small sales teams, content can often feel scattered, inaccessible, or non-existent. The website contains product information along with a blog post or two, but no other formalized sales materials exist. A few successful customer stories are bandied about, but no one has memorialized the win into an official case study. This familiar story often leads to teams believing they don’t have any content to leverage in the sales cycle. The reality, however, is that the content and knowledge does exist.

Impactful sales collateral is not just the glossy marketing materials larger companies dedicate massive resources to producing. While these can be highly impactful, smaller teams should recognize that the sales materials they have at their disposal are just as powerful. Below are a few key areas of early sales content:

• Answers to FAQs: Customers tend to ask the same questions over and over, which can result in sellers asking the same questions over and over. Capturing common FAQs can be a huge win.
• Product knowledge: Documenting the nitty gritty of how the product works, from integrations to features, can ensure sellers are equipped with the best knowledge to speak with customers without having to pull in other team members.
• Objection handling responses: Sellers are handling objections and concerns throughout the sales cycle, so capturing effective responses can ensure the entire team can learn from and lean on others’ success.
• Anecdotes of customer wins: Stories may not be formalized into a full case study, but every company has customer wins that highlight the effectiveness of their product.

This sales content is highly impactful for sales teams when leveraged consistently across the organization. It enables small teams to appear knowledgeable while presenting a unified, professional face to potential customers. When easily accessible, this is the content and knowledge that allows small teams to win big.

Where this content lives before it becomes content

So, where does this content live for small teams? The truth is, it’s already flowing through your organization every day in various forms:

Customer conversations 

Your team’s interactions with customers are perhaps your best source of content. Every time a seller responds to a prospect’s question, every support ticket resolution, every sales or success call with a customer contains valuable insights and language. These conversations happen via email, calls, demos, and chat—all capturing how your team successfully communicates your value proposition and addresses concerns.

Experts at the company 

Much of your most valuable content exists only in the minds of your founders, executives, and veteran employees. When the CEO jumps on a critical call and perfectly articulates your competitive advantage, that’s content. When your longest-tenured engineer explains a technical concept in a way that clicks with customers, that’s content. This tribal knowledge is often some of your most powerful selling material, yet it remains locked away and accessible to only a few.

Internal communications 

Those Slack threads where your team debates the best way to position a new feature? The all-hands meeting where your product lead explains upcoming changes? The impromptu discussion in the break room about a recent customer win? All of these contain valuable insights that could be repurposed into effective sales materials.

The challenge isn’t that small teams don’t have content—it’s that this valuable knowledge exists in formats that aren’t easily shareable, searchable, or scalable. The goal is to capture these insights systematically so they can be utilized by your entire team, creating a multiplier effect on your sales efforts without requiring additional resources.

Harnessing the power of AI to create content

This is where AI has changed the game for small teams. What once would have required dedicated content creators, hours of interviews, and extensive editing can now be accomplished in a fraction of the time. Those not easily shared, searchable or scalable knowledge formats can easily be transformed into accessible content. Here’s how smart teams are leveraging AI tools to transform informal knowledge into powerful sales assets:

Conversation Intelligence 

Platforms like Gong, Fireflies, and Chorus automatically record and transcribe customer calls. Instead of relying on spotty note-taking or memory, you have a complete record of every customer interaction. These tools can help you identify common questions and effective responses across hundreds of conversations. You can then leverage the tools below to transform these conversations into content.

AI-Powered Analysis and Creation 

This is where Naro takes things to the next level. By analyzing these customer calls, Naro can automatically break conversations down into actionable insights—identifying FAQs, objections, success stories, and competitive mentions. Even more powerful, Naro’s content brief and creation process can transform these insights into working drafts with just a few clicks, turning what would have been hours of work into minutes.

Generative AI for Research and Refinement 

Tools like ChatGPT and Claude can amplify your content efforts. Feed them your rough notes, a copy of a Slack conversation, or draft content, and they’ll help research, expand, and refine. A pro tip: submit the same prompt to different AI tools to get varied perspectives, then cherry-pick the best elements from each to create more comprehensive content. This approach gives you the equivalent of multiple content writers at your disposal.

Simple Design Tools 

While large enterprises might have dedicated design teams, small teams can leverage tools like Canva to give their content a professional look. However, don’t get caught in the trap of thinking every piece needs to be perfectly designed—for small teams, well-organized documents and slides can be perfectly effective sales tools.

Content Deployment and Activation 

Creating content is only half the battle—making sure it gets used is just as important. Naro solves this by automatically recommending relevant content to sellers in real-time as they engage with prospects. Sellers can also query the knowledge base directly, ensuring they always have the right information at their fingertips when they need it most.

The beauty of this AI-powered approach is that it’s not just faster—it’s often better. By capturing and refining the actual language used in successful customer interactions, you create more authentic, effective content than you might get from a traditional copywriting process. 

For small teams running lean, this AI-assisted approach to content creation and deployment isn’t just a nice-to-have—it’s a competitive necessity that lets you punch well above your weight class.

Centralizing knowledge is a huge win

Documenting and centralizing content and knowledge, especially for small teams, is a huge win. It improves efficiency by ensuring all the information a seller could need is easily accessible and in a single location. This centralization is more than a convenience—it’s a strategic advantage:

• Eliminate repetitive inquiries: Sales teams can drastically reduce the time spent answering the same questions over and over.
• Speed up onboarding: New team members can get up to speed quickly by accessing a comprehensive database of knowledge.
• Improve consistency in messaging: Place the best messaging and responses directly at sellers’ fingertips, eliminating messaging inconsistencies and misses.
• Ensure up-to-date materials and knowledge: With a single source of truth, never worry about sellers sending antiquated product information or old materials.
• Enhance overall efficiency: With all information centrally located, the time previously spent searching for content is now directed towards engaging and winning clients.

Even more powerful than centralizing content and knowledge is placing it directly at the fingertips of sellers right when they need it most. For teams looking to move fast, removing the need to search for relevant content is key.

To learn more about how Naro can help small teams super charge their content creation and dissemination, check out www.narohq.com