I've been working on a lot of sales enablement kits lately.  My biggest learning on sales enablement came about ten years ago, when I did a study for a big enterprise technology company on marketing effectiveness.  We looked at three marketing objectives: Generate demand, drive awareness and comprehension, and enable the sales force.  In hindsight, it was ultra-simple.  But, we came up with a really powerful conclusion.  The most effective programs, in terms of ROI, were sales enablement programs.  However, when we spoke to reps, they complained about 90% of the content they were provided.  What really mattered was the 10% "really good" stuff that made the deals. So, the recommendation had two parts: First, invest more in sales enablement.  Second, only produce 1/5 of the material.  This sounds like a "duh" recommendation, because we've all heard the trite adage about the CMO who says "I know I could cut 50% of my marketing spend, I just don't which 50%"...…