feat: add revops and sales-enablement skills

Fill the revenue operations and internal sales collateral gaps in the
marketing skills collection. revops covers lead lifecycle, scoring,
routing, pipeline management, and CRM automation. sales-enablement
covers pitch decks, one-pagers, objection handling, demo scripts, and
sales playbooks. Cross-references added to 6 existing skills.

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

skills/sales-enablement/SKILL.md

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+---
+name: sales-enablement
+description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'ROI calculator,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' or 'buyer persona card.' For competitor battle cards and comparison pages, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email."
+metadata:
+  version: 1.0.0
+---
+
+# Sales Enablement
+
+You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+1. **Value Proposition & Differentiators**
+   - What do you sell and who is it for?
+   - What makes you different from the next best alternative?
+   - What outcomes can you prove?
+
+2. **Sales Motion**
+   - How do you sell? (self-serve, inside sales, field sales, hybrid)
+   - Average deal size and sales cycle length
+   - Key personas involved in the buying decision
+
+3. **Collateral Needs**
+   - What specific assets do you need?
+   - What stage of the funnel are they for?
+   - Who will use them? (AE, SDR, champion, prospect)
+
+4. **Current State**
+   - What materials exist today?
+   - What's working and what's not?
+   - What do reps ask for most?
+
+---
+
+## Core Principles
+
+### Sales Uses What Sales Trusts
+Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.
+
+### Situation-Specific, Not Generic
+Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.
+
+### Scannable Over Comprehensive
+Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.
+
+### Tie Back to Business Outcomes
+Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."
+
+---
+
+## Sales Deck / Pitch Deck
+
+### 10-12 Slide Framework
+
+1. **Current World Problem** — The pain your buyer lives with today
+2. **Cost of the Problem** — What inaction costs (time, money, risk)
+3. **The Shift Happening** — Market or technology change creating urgency
+4. **Your Approach** — How you solve it differently
+5. **Product Walkthrough** — 3-4 key workflows, not a feature tour
+6. **Proof Points** — Metrics, logos, analyst recognition
+7. **Case Study** — One customer story told well
+8. **Implementation / Timeline** — How they get from here to live
+9. **ROI / Value** — Expected return and payback period
+10. **Pricing Overview** — Transparent, tiered if applicable
+11. **Next Steps / CTA** — Clear action with timeline
+
+### Deck Principles
+
+- **Story arc, not feature tour.** Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
+- **One idea per slide.** If you need two points, use two slides.
+- **Design for presenting, not reading.** Slides support the conversation — they don't replace it. Minimal text, strong visuals.
+
+### Customization by Buyer Type
+
+| Buyer | Emphasize | De-emphasize |
+|-------|-----------|--------------|
+| Technical buyer | Architecture, security, integrations, API | ROI calculations, business metrics |
+| Economic buyer | ROI, payback period, total cost, risk | Technical details, implementation specifics |
+| Champion | Internal selling points, quick wins, peer proof | Deep technical or financial detail |
+
+**For full slide-by-slide guidance**: See [references/deck-frameworks.md](references/deck-frameworks.md)
+
+---
+
+## One-Pagers / Leave-Behinds
+
+### When to Use
+
+- **Post-meeting recap** — Reinforce what you discussed, keep momentum
+- **Champion internal selling** — Arm your champion to sell for you
+- **Trade show handout** — Quick intro that drives follow-up
+
+### Structure
+
+1. **Problem statement** — The pain in one sentence
+2. **Your solution** — What you do and how
+3. **3 differentiators** — Why you vs. alternatives
+4. **Proof point** — One strong metric or customer quote
+5. **CTA** — Clear next step with contact info
+
+### Design Principles
+
+- One page, literally. Front only, or front and back maximum.
+- Scannable in 30 seconds. Bold headers, short bullets, whitespace.
+- Include your logo, website, and a specific contact (not info@).
+- Match your brand but keep it clean — this is a sales tool, not a brand piece.
+
+**For templates by use case**: See [references/one-pager-templates.md](references/one-pager-templates.md)
+
+---
+
+## Objection Handling Docs
+
+### Objection Categories
+
+| Category | Examples |
+|----------|----------|
+| Price | "Too expensive," "No budget this quarter," "Competitor is cheaper" |
+| Timing | "Not the right time," "Maybe next quarter," "Too busy to implement" |
+| Competition | "We already use X," "What makes you different?" |
+| Authority | "I need to check with my boss," "The committee decides" |
+| Status quo | "What we have works fine," "Not broken, don't fix it" |
+| Technical | "Does it integrate with X?," "Security concerns," "Can it scale?" |
+
+### Response Framework
+
+For each objection, document:
+
+1. **Objection statement** — Exactly how reps hear it
+2. **Why they say it** — The real concern behind the words
+3. **Response approach** — How to acknowledge and redirect
+4. **Proof point** — Specific evidence that addresses the concern
+5. **Follow-up question** — Keep the conversation moving forward
+
+### Two Formats
+
+- **Quick-reference table** for live calls — objection, one-line response, proof point. Fits on one screen.
+- **Detailed doc** for prep and training — full context, talk tracks, role-play scenarios.
+
+**For the full objection library**: See [references/objection-library.md](references/objection-library.md)
+
+---
+
+## ROI Calculators & Value Props
+
+### Calculator Design
+
+**Inputs** (current state metrics the prospect provides):
+- Time spent on manual processes
+- Current tool costs
+- Error rates or inefficiency metrics
+- Team size
+
+**Calculations** (your formula for value):
+- Time saved per week/month/year
+- Cost reduction (tools, headcount, errors)
+- Revenue impact (faster deals, higher conversion)
+
+**Outputs** (what the prospect sees):
+- Annual ROI percentage
+- Payback period in months
+- Total 3-year value
+
+### Value Prop by Persona
+
+| Persona | Cares About | Lead With |
+|---------|-------------|-----------|
+| CTO / VP Eng | Architecture, scale, security, team velocity | Technical superiority, integration depth |
+| VP Sales | Pipeline, quota attainment, rep productivity | Revenue impact, time savings per rep |
+| CFO | Total cost, payback period, risk | ROI, cost reduction, financial predictability |
+| End user | Ease of use, daily workflow, learning curve | Time saved, frustration eliminated |
+
+### Implementation Options
+
+- **Spreadsheet** — Fastest to build, easy to customize per deal. Works for inside sales.
+- **Web tool** — More polished, captures leads, scales better. Worth building if deal volume is high.
+- **Slide-based** — ROI story embedded in the deck. Good for executive presentations.
+
+---
+
+## Demo Scripts & Talk Tracks
+
+### Script Structure
+
+1. **Opening** (2 min) — Context setting, agenda, confirm goals for the call
+2. **Discovery recap** (3 min) — Summarize what you learned, confirm priorities
+3. **Solution walkthrough** (15-20 min) — 3-4 key workflows mapped to their pain
+4. **Interaction points** — Questions to ask during the demo, not just at the end
+5. **Close** (5 min) — Summarize value, propose next steps with timeline
+
+### Talk Track Types
+
+| Type | Duration | Focus |
+|------|----------|-------|
+| Discovery call | 30 min | Qualify, understand pain, map buying process |
+| First demo | 30-45 min | Show 3-4 workflows tied to their pain |
+| Technical deep-dive | 45-60 min | Architecture, security, integrations, API |
+| Executive overview | 20-30 min | Business outcomes, ROI, strategic alignment |
+
+### Key Principles
+
+- **Never demo without discovery.** If you don't know their pain, you're guessing which features matter.
+- **Customize to their use case.** Use their terminology, their data (if possible), their workflow.
+- **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.
+
+**For full script templates**: See [references/demo-scripts.md](references/demo-scripts.md)
+
+---
+
+## Case Study Briefs (Sales Format)
+
+### How Sales Case Studies Differ
+
+Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.
+
+### Structure
+
+1. **Customer profile** — Industry, company size, buyer role
+2. **Challenge** — What they were struggling with (2-3 sentences)
+3. **Solution** — What they implemented (1-2 sentences)
+4. **Results** — 3 specific metrics (before/after)
+5. **Pull quote** — One sentence from the customer
+6. **Tags** — Industry, use case, company size, persona
+
+### Organization
+
+Organize case studies so reps can find the right one instantly:
+- **By industry** — "Show me a case study for healthcare"
+- **By use case** — "Show me someone who used us for X"
+- **By company size** — "Show me an enterprise example"
+
+---
+
+## Proposal Templates
+
+### Structure
+
+1. **Executive summary** — Their challenge, your solution, expected outcome (1 page max)
+2. **Proposed solution** — What you'll deliver, mapped to their requirements
+3. **Implementation plan** — Timeline, milestones, responsibilities
+4. **Investment** — Pricing, payment terms, what's included
+5. **Next steps** — How to move forward, decision timeline
+
+### Customization Guidance
+
+- Mirror their language from discovery calls
+- Reference specific pain points they mentioned
+- Include only relevant case studies (same industry or use case)
+- Name the stakeholders you've spoken with
+
+### Common Mistakes
+
+- **Too long** — If it's over 10 pages, it won't get read. Aim for 5-7.
+- **Too generic** — Templated proposals signal low effort. Customize the exec summary at minimum.
+- **Burying the price** — Don't make them hunt for it. Be transparent and confident.
+
+---
+
+## Sales Playbooks
+
+### What Goes in a Playbook
+
+- **Buyer profile** — Who you're selling to, their goals and pains
+- **Qualification criteria** — BANT, MEDDIC, or your framework
+- **Discovery questions** — Organized by topic, not a script
+- **Objection handling** — Top 10 objections with responses
+- **Competitive positioning** — How you win against each competitor
+- **Demo flow** — Recommended sequence for each persona
+- **Email templates** — Follow-up, proposal, check-in, breakup
+
+### When to Build
+
+- **New product launch** — Reps need a single source of truth
+- **New market segment** — Different buyers need different approaches
+- **New hire ramp** — Playbooks cut ramp time significantly
+
+### Keeping It Living
+
+Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.
+
+---
+
+## Buyer Persona Cards
+
+### Card Structure
+
+| Field | Description |
+|-------|-------------|
+| Role / title | Common titles and reporting structure |
+| Goals | What success looks like for them |
+| Pains | What frustrates them daily |
+| Top objections | The 3-5 objections you'll hear from this role |
+| Evaluation criteria | How they judge solutions |
+| Buying process | Their role in the decision, who they influence |
+| Messaging angle | The one sentence that resonates most |
+
+### Persona Types
+
+- **Economic buyer** — Signs the check. Cares about ROI and risk.
+- **Technical buyer** — Evaluates the product. Cares about capabilities and integration.
+- **End user** — Uses it daily. Cares about ease and workflow fit.
+- **Champion** — Advocates internally. Needs ammunition to sell for you.
+- **Blocker** — Opposes the purchase. Understand their concern to neutralize it.
+
+---
+
+## Output Format
+
+Deliver the right format for each asset type:
+
+| Asset | Deliverable |
+|-------|-------------|
+| Sales deck | Slide-by-slide outline with headline, body copy, and speaker notes |
+| One-pager | Full copy with layout guidance (visual hierarchy, sections) |
+| Objection doc | Table format: objection, response, proof point, follow-up |
+| Demo script | Scene-by-scene with timing, talk track, and interaction points |
+| ROI calculator | Input fields, formulas, output display with sample data |
+| Playbook | Structured document with table of contents and sections |
+| Persona card | One-page card format per persona |
+| Proposal | Section-by-section copy with customization notes |
+
+---
+
+## Task-Specific Questions
+
+If context is missing, ask:
+
+1. What collateral do you need? (deck, one-pager, objection doc, etc.)
+2. Who will use it? (AE, SDR, champion, prospect)
+3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)
+4. Who is the target persona? (title, seniority, department)
+5. What are the top 3 objections you hear most?
+
+---
+
+## Related Skills
+
+- **competitor-alternatives**: For public-facing comparison and alternative pages
+- **copywriting**: For marketing website copy
+- **cold-email**: For outbound prospecting emails
+- **revops**: For lead lifecycle, scoring, routing, and pipeline management
+- **pricing-strategy**: For pricing decisions and packaging
+- **product-marketing-context**: For foundational positioning and messaging

skills/sales-enablement/references/deck-frameworks.md

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+# Sales Deck Frameworks
+
+Detailed slide-by-slide guidance for building sales decks that tell a story and close deals.
+
+## The Storytelling Arc
+
+Every great deck follows a narrative structure: **Situation → Complication → Resolution.**
+
+- **Situation** (Slides 1-3): The world your buyer lives in. Establish shared understanding.
+- **Complication** (Slides 2-3): Why the status quo is no longer sustainable. Create urgency.
+- **Resolution** (Slides 4-11): Your approach, proof, and path forward.
+
+The goal is not to present features. The goal is to make the buyer feel understood, then show them a better way.
+
+---
+
+## Slide-by-Slide Template
+
+### Slide 1: Current World Problem
+
+**What to include:**
+- The challenge your buyer faces daily
+- A stat or data point that quantifies the problem
+- Visual: simple graphic or striking number
+
+**What to avoid:**
+- Starting with your company or product
+- Generic industry trends that don't connect to pain
+- More than one core problem
+
+**Copy prompt:** "What is the one problem that, if you could describe it perfectly, would make your buyer say 'that's exactly my situation'?"
+
+---
+
+### Slide 2: Cost of the Problem
+
+**What to include:**
+- Financial impact (revenue lost, costs incurred)
+- Time impact (hours wasted, delays)
+- Risk impact (what happens if they do nothing)
+- Specific numbers wherever possible
+
+**What to avoid:**
+- Vague claims without data
+- Fear-mongering without substance
+- Too many metrics (pick 2-3 that hit hardest)
+
+**Copy prompt:** "If your buyer does nothing for the next 12 months, what does it cost them?"
+
+---
+
+### Slide 3: The Shift Happening
+
+**What to include:**
+- Market trend or technology change creating a new opportunity
+- Why "the old way" no longer works
+- Why now is the right time to act
+
+**What to avoid:**
+- Hype-driven trends without substance
+- Making it about your product yet
+- Overly technical explanations
+
+**Copy prompt:** "What has changed in the market that makes the old approach unsustainable?"
+
+---
+
+### Slide 4: Your Approach
+
+**What to include:**
+- Your philosophy or unique point of view
+- How your approach differs from conventional solutions
+- The "aha" insight that led to your product
+
+**What to avoid:**
+- Feature lists (too early)
+- Jargon or acronyms
+- Claiming to be "the only" or "the first" unless provably true
+
+**Copy prompt:** "What do you believe about solving this problem that most people get wrong?"
+
+---
+
+### Slide 5: Product Walkthrough
+
+**What to include:**
+- 3-4 key workflows that map to the pain from Slide 1
+- Screenshots or product visuals
+- Brief description of what each workflow accomplishes
+
+**What to avoid:**
+- Showing every feature
+- Dense UI screenshots without callouts
+- Talking about technology instead of outcomes
+
+**Copy prompt:** "Walk through 3 things the buyer would do in your product in their first week."
+
+---
+
+### Slide 6: Proof Points
+
+**What to include:**
+- Customer logos (aim for recognizable names in their industry)
+- Key metrics: "X% improvement," "Y hours saved," "Z% increase"
+- Analyst recognition, awards, or certifications if relevant
+
+**What to avoid:**
+- Unsubstantiated claims
+- Too many logos without context
+- Vanity metrics that don't relate to the buyer's pain
+
+**Copy prompt:** "What are 3 numbers that prove your product works?"
+
+---
+
+### Slide 7: Case Study
+
+**What to include:**
+- One customer story told well: challenge, solution, results
+- Specific metrics (before and after)
+- Customer quote if available
+- Choose a customer similar to the prospect
+
+**What to avoid:**
+- Multiple case studies crammed into one slide
+- Generic outcomes without specifics
+- Customers from irrelevant industries
+
+**Copy prompt:** "Tell the story of one customer who went from struggling to succeeding with your product."
+
+---
+
+### Slide 8: Implementation / Timeline
+
+**What to include:**
+- Clear phases with timeline (e.g., Week 1: Setup, Week 2-3: Integration, Week 4: Live)
+- What's required from their side vs. yours
+- Support resources available
+
+**What to avoid:**
+- Overcomplicating the process
+- Hiding time requirements
+- Skipping the "what do I need to do?" question
+
+**Copy prompt:** "How does a customer get from signing to live? What does each week look like?"
+
+---
+
+### Slide 9: ROI / Value
+
+**What to include:**
+- Expected return based on their inputs or industry benchmarks
+- Payback period
+- Total value over 1-3 years
+- Comparison to cost of inaction
+
+**What to avoid:**
+- Unrealistic projections
+- ROI without showing your math
+- Generic numbers not tied to their situation
+
+**Copy prompt:** "If they buy today, what does the next 12 months look like in dollars and hours?"
+
+---
+
+### Slide 10: Pricing Overview
+
+**What to include:**
+- Pricing tiers or structure
+- What's included at each level
+- Recommended plan for their situation
+
+**What to avoid:**
+- Burying the price or being cagey
+- Too many options (3 tiers max)
+- Surprising them with hidden costs
+
+**Copy prompt:** "What does it cost, what do they get, and which plan is right for them?"
+
+---
+
+### Slide 11: Next Steps / CTA
+
+**What to include:**
+- Specific next action with timeline ("Start a pilot next week")
+- What happens after they say yes
+- Your contact information
+
+**What to avoid:**
+- Vague CTAs ("Let's stay in touch")
+- Multiple competing next steps
+- Ending without energy
+
+**Copy prompt:** "What is the one thing you want them to do after this meeting?"
+
+---
+
+## Persona Customization Guide
+
+### Technical Buyer Deck
+
+**Add:**
+- Architecture diagram slide after Product Walkthrough
+- Security and compliance details
+- Integration ecosystem and API capabilities
+- Technical implementation requirements
+
+**Remove or minimize:**
+- ROI calculations (they care about capability, not cost)
+- High-level market trends (they want specifics)
+
+**Adjust tone:** Precise, no fluff, respect their expertise. Avoid marketing superlatives.
+
+### Economic Buyer Deck
+
+**Add:**
+- Detailed ROI slide with calculations shown
+- Total cost of ownership comparison
+- Risk mitigation and compliance
+- Executive summary slide up front
+
+**Remove or minimize:**
+- Technical details and architecture
+- Feature-level walkthroughs
+- Implementation specifics (they'll delegate)
+
+**Adjust tone:** Business-focused, outcome-driven. Speak in dollars and percentages.
+
+### Champion Deck
+
+**Add:**
+- "Internal selling" slide — key points for them to present to their team
+- Quick-win slide — what success looks like in 30 days
+- Peer proof — companies like theirs who succeeded
+- Objection pre-handling — common pushback they'll face internally
+
+**Remove or minimize:**
+- Deep technical or financial detail
+- Anything that requires context they can't relay
+
+**Adjust tone:** Empowering, equipping. Make them look smart to their boss.
+
+---
+
+## Anti-Patterns
+
+### The Feature Dump
+Every slide is a feature with a screenshot. No story, no "so what," no connection to the buyer's world. Reps click through it; prospects tune out.
+
+### The Wall of Text
+Slides with 200+ words. Nobody reads them during a presentation. If the slide requires reading, it belongs in a leave-behind.
+
+### The Missing Story Arc
+Slides exist in isolation — no narrative flow from problem to solution to proof. The deck feels like a brochure, not a conversation.
+
+### The Generic Screenshot
+Product screenshots without callouts, annotations, or context. The prospect can't tell what they're looking at or why it matters.
+
+### The Premature Demo
+Jumping to product features before establishing the problem. The buyer has no frame of reference for why your features matter.
+
+### The Kitchen Sink
+Trying to address every persona, every use case, every feature in one deck. The result is a 40-slide monster that nobody wants to sit through.

skills/sales-enablement/references/demo-scripts.md

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+# Demo Script Templates
+
+Scene-by-scene templates for different call types, with timing, talk tracks, and interaction guidance.
+
+## Discovery Call Script
+
+**Duration:** 30 minutes
+**Goal:** Qualify the opportunity, understand pain, map the buying process.
+
+### Scene 1: Opening (3 min)
+
+**Talk track:**
+> "Thanks for taking the time, [Name]. I've done some research on [Company] but I'd love to hear from you directly. My goal for today is to understand what you're working on and see if there's a fit — and if there's not, I'll tell you that too. Sound good?"
+
+**What to establish:**
+- Set the agenda and time expectation
+- Position yourself as a peer, not a pitch person
+- Get permission to ask questions
+
+---
+
+### Scene 2: Situation Questions (7 min)
+
+**Questions to ask:**
+- "Can you walk me through how your team handles [relevant process] today?"
+- "What tools are you currently using for this?"
+- "How many people are involved in this workflow?"
+- "How long has this been in place?"
+
+**What you're listening for:**
+- Current process and tools
+- Team size and structure
+- How established (and how entrenched) the current approach is
+
+---
+
+### Scene 3: Pain Identification (10 min)
+
+**Questions to ask:**
+- "What's the biggest challenge with that process today?"
+- "When that breaks down, what happens?"
+- "How much time does your team spend on [specific task] per week?"
+- "What have you tried to fix this?"
+- "If you could wave a magic wand, what would change?"
+
+**What you're listening for:**
+- Specific, quantifiable pain points
+- Emotional frustration (not just logical problems)
+- Failed attempts to solve this (shows urgency)
+- The "magic wand" answer reveals their ideal state
+
+**Interaction tip:** Take notes visibly. Repeat back what you hear: "So if I understand correctly, the biggest issue is [X], which costs you about [Y] per month. Is that right?"
+
+---
+
+### Scene 4: Impact & Priority (5 min)
+
+**Questions to ask:**
+- "Where does solving this sit on your priority list this quarter?"
+- "What happens if you don't solve this in the next 6 months?"
+- "Who else is affected by this problem?"
+- "Is there budget allocated for solving this?"
+
+**What you're listening for:**
+- Priority level (nice-to-have vs. must-solve)
+- Urgency and consequences of inaction
+- Organizational breadth of the problem
+- Budget signals
+
+---
+
+### Scene 5: Buying Process (3 min)
+
+**Questions to ask:**
+- "If you decided this was the right solution, what does the evaluation process look like?"
+- "Who else would be involved in the decision?"
+- "Have you evaluated solutions for this before?"
+- "What's your timeline for making a decision?"
+
+**What you're listening for:**
+- Decision-making process and stakeholders
+- Past evaluation experience (and why they didn't buy)
+- Timeline for decision
+
+---
+
+### Scene 6: Close (2 min)
+
+**Talk track:**
+> "Based on what you've shared, I think there's a strong fit — specifically around [pain point 1] and [pain point 2]. What I'd suggest as a next step is a 30-minute demo where I can show you exactly how we'd address those. I'll customize it to your workflow. Does [specific date/time] work?"
+
+**What to do:**
+- Summarize the 2-3 key pain points
+- Propose a specific next step with a date
+- Send a calendar invite before you hang up
+
+---
+
+## First Demo Script
+
+**Duration:** 30-45 minutes
+**Goal:** Show how your product solves their specific pain. Advance to evaluation/pilot.
+
+### Scene 1: Opening & Recap (5 min)
+
+**Talk track:**
+> "Last time we spoke, you mentioned [pain point 1], [pain point 2], and [goal]. I've put together a demo focused on those three areas. If I've missed anything, flag it and we'll adjust. Sound good?"
+
+**What to do:**
+- Recap discovery findings to show you listened
+- Confirm priorities haven't changed
+- Set expectation for what they'll see
+
+---
+
+### Scene 2: Workflow 1 — Primary Pain Point (10 min)
+
+**Structure:**
+1. Restate the pain: "You mentioned [specific problem]..."
+2. Show the solution: Walk through the workflow step by step
+3. Highlight the outcome: "This means [specific benefit]..."
+
+**Interaction point (at the 5-min mark):**
+> "How does this compare to how you're handling it today?"
+
+**What to avoid:**
+- Showing every feature of this section
+- Getting lost in settings or configuration
+- Talking for more than 3 minutes without asking a question
+
+---
+
+### Scene 3: Workflow 2 — Secondary Pain Point (8 min)
+
+**Structure:**
+Same as Workflow 1 — restate pain, show solution, highlight outcome.
+
+**Interaction point:**
+> "Is this the kind of visibility your team has been asking for?"
+
+---
+
+### Scene 4: Workflow 3 — Differentiator (7 min)
+
+**Structure:**
+Show something they can't do today and can't get from competitors.
+
+**Talk track:**
+> "This is where we're really different from [competitor/status quo]. [Explain the unique capability]. For example, [Customer] uses this to [specific outcome]."
+
+**Interaction point:**
+> "How would your team use this?"
+
+---
+
+### Scene 5: Proof Point (3 min)
+
+**Talk track:**
+> "Let me share a quick example. [Customer similar to them] was in a similar situation — [brief challenge]. After implementing, they saw [specific metrics]. Their [role] said [quote]."
+
+**What to do:**
+- Choose a case study that matches their industry, size, or use case
+- Keep it brief — this is reinforcement, not a presentation
+
+---
+
+### Scene 6: Close (5 min)
+
+**Talk track:**
+> "Based on what we've covered, here's what I'd recommend as next steps: [specific next step]. This typically takes [timeline]. Who else on your team should be involved? I can set up a [follow-up meeting type] for [date]."
+
+**What to do:**
+- Propose a specific next step (not "let me know")
+- Identify additional stakeholders to involve
+- Set a follow-up date before ending the call
+- Send recap email within 2 hours
+
+---
+
+## Technical Deep-Dive Script
+
+**Duration:** 45-60 minutes
+**Goal:** Satisfy technical evaluation criteria. Address architecture, security, and integration concerns.
+
+### Scene 1: Opening (3 min)
+
+**Talk track:**
+> "I know your goal today is to understand the technical details — architecture, security, integrations, and how this fits your stack. I'll walk through each area and leave plenty of time for questions. What's your top priority for this session?"
+
+**Attendees:** Typically includes their technical evaluator (engineer, architect, IT lead) plus your SE or solutions engineer.
+
+---
+
+### Scene 2: Architecture Overview (10 min)
+
+**Cover:**
+- High-level architecture diagram
+- Infrastructure and hosting (cloud provider, regions)
+- Data flow and storage
+- Scalability approach
+- Uptime SLA and reliability track record
+
+**Interaction point:**
+> "How does this compare to your current infrastructure requirements?"
+
+---
+
+### Scene 3: Security & Compliance (10 min)
+
+**Cover:**
+- Certifications (SOC 2, ISO 27001, HIPAA, etc.)
+- Data encryption (at rest, in transit)
+- Access controls and authentication (SSO, RBAC)
+- Audit logging
+- Data residency and privacy (GDPR, CCPA)
+- Penetration testing cadence
+
+**Interaction point:**
+> "What are your must-have security requirements? I want to make sure we address them specifically."
+
+---
+
+### Scene 4: Integrations & API (15 min)
+
+**Cover:**
+- Native integrations relevant to their stack
+- API capabilities (REST, GraphQL, webhooks)
+- Authentication methods
+- Rate limits and data sync frequency
+- Live demo of relevant integration
+
+**Interaction point:**
+> "Walk me through your current stack — I want to map out exactly how we'd fit in."
+
+---
+
+### Scene 5: Implementation & Migration (5 min)
+
+**Cover:**
+- Implementation timeline and phases
+- Data migration process
+- Configuration requirements
+- Training and onboarding
+- Ongoing support model
+
+**Interaction point:**
+> "What does your team's capacity look like for implementation? That helps me scope the right timeline."
+
+---
+
+### Scene 6: Q&A and Close (10 min)
+
+**Talk track:**
+> "What questions do I need to answer for you to feel confident about the technical fit?"
+
+**What to do:**
+- Answer directly — if you don't know, say so and follow up
+- Document all questions for follow-up
+- Propose next step (security review, proof of concept, pilot)
+- Send technical documentation summary within 24 hours
+
+---
+
+## Executive Overview Script
+
+**Duration:** 20-30 minutes
+**Goal:** Get executive buy-in on the business case. Advance to budget approval or decision.
+
+### Scene 1: Opening (2 min)
+
+**Talk track:**
+> "Thanks for your time, [Name]. [Champion] has been evaluating [your product] and the results look strong. I'll keep this focused on the business impact and what a partnership looks like. I know your time is valuable so I'll aim to leave 10 minutes for questions."
+
+**What to do:**
+- Be concise — executives punish rambling
+- Reference the champion and work done so far
+- Set a clear agenda
+
+---
+
+### Scene 2: The Problem & Cost (5 min)
+
+**Talk track:**
+> "Based on what [Champion] shared, your team is spending [X hours/$ amount] on [problem]. That's [annual cost]. It's also creating [secondary impact: risk, delays, churn]. This isn't unique to you — it's an industry-wide challenge, and the companies solving it are seeing [outcome]."
+
+**What to do:**
+- Use their numbers, not generic benchmarks
+- Connect to metrics they care about (revenue, cost, risk)
+- Keep it to 2-3 key points
+
+---
+
+### Scene 3: The Solution & Differentiation (5 min)
+
+**Talk track:**
+> "Here's what we do differently. [One-sentence explanation]. For your team specifically, this means [specific benefit 1] and [specific benefit 2]. [Champion]'s team has already seen [early result or reaction from evaluation]."
+
+**What to do:**
+- High-level, not feature-level
+- Tie to their strategic priorities
+- Reference the champion's evaluation
+
+---
+
+### Scene 4: ROI & Business Case (5 min)
+
+**Talk track:**
+> "Here's the business case. Based on your team's numbers: [walk through ROI calculation]. Expected payback period is [X months]. Over 3 years, the total value is [$ amount]. [Customer similar to them] saw [specific result] within [timeframe]."
+
+**What to do:**
+- Show the math, not just the conclusion
+- Use conservative estimates (executives discount inflated numbers)
+- One strong case study, not three weak ones
+
+---
+
+### Scene 5: Q&A and Decision (5-10 min)
+
+**Talk track:**
+> "What questions do you have? And — assuming the business case holds up, what does the decision process look like from here?"
+
+**What to do:**
+- Listen more than talk
+- Answer concisely
+- Get a clear next step and timeline
+- Thank the champion in front of the executive
+
+---
+
+## Interaction Point Guidance
+
+### When to Ask Questions During Demos
+
+- **After showing each workflow** — "How does this compare to your current process?"
+- **When you see a reaction** — "I noticed you reacted to that — what are you thinking?"
+- **Before moving to the next section** — "Any questions on this before we move on?"
+- **When showing a differentiator** — "How would your team use this?"
+- **At the midpoint** — "Are we covering the right things, or should we adjust?"
+
+### Questions NOT to Ask During Demos
+
+- "Does that make sense?" (patronizing)
+- "Are you still with me?" (implies they're lost)
+- "Isn't that cool?" (salesy)
+- Rhetorical questions that don't invite real dialogue
+
+### How to Handle "Can You Show Me X?"
+
+When a prospect asks to see something during the demo:
+
+1. **If it's quick** — show it now, then return to your flow
+2. **If it's a tangent** — "Great question. Let me note that and show you after the main flow so we stay on track."
+3. **If it's not possible** — "We don't do that today. Here's how customers handle it: [alternative]."
+
+Never say "I'll get back to you" without writing it down and following up within 24 hours.

skills/sales-enablement/references/objection-library.md

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+# Objection Library
+
+Common B2B SaaS objections with response frameworks. Organized by category for quick reference.
+
+## Quick-Reference Table
+
+For live calls. Find the objection, scan the response, reference the proof.
+
+| Objection | Response (1-line) | Proof Point |
+|-----------|--------------------|-------------|
+| "Too expensive" | "Compared to what? Let's look at what the problem costs you today." | ROI case study showing payback in X months |
+| "No budget" | "When budget opens up, what would need to be true for this to be a priority?" | Customer who started with a pilot to prove value |
+| "Competitor is cheaper" | "They are — here's what you give up at that price point." | Feature comparison + customer who switched |
+| "Not the right time" | "What changes next quarter that makes it better timing?" | Cost-of-delay calculation |
+| "Maybe next quarter" | "Happy to reconnect. What would a pilot look like before then?" | Customer who started small and expanded |
+| "We use X already" | "How's that working for [specific pain area]?" | Customer who switched from X |
+| "What makes you different?" | "For teams like yours, the biggest difference is [specific differentiator]." | Side-by-side comparison for their use case |
+| "Need to check with my boss" | "Absolutely. What would help you make the case? I can send materials." | Champion one-pager, ROI calculator |
+| "The committee decides" | "Who's on the committee and what does each person care about?" | Multi-persona case study |
+| "What we have works fine" | "It does work — the question is whether it's costing you more than it should." | Benchmark data showing efficiency gaps |
+| "Not broken, don't fix it" | "Agreed — this isn't about fixing, it's about the opportunity cost of the current approach." | Customer who didn't know what they were missing |
+| "Does it integrate with X?" | "Yes / Let me check and get you specifics by end of day." | Integration documentation, customer using same stack |
+| "Security concerns" | "Completely fair. Here's our security overview — happy to loop in our team." | SOC 2 report, security whitepaper |
+| "Can it scale?" | "We serve companies from [small] to [large]. Here's an example at your scale." | Case study at similar scale |
+| "We tried something like this before" | "What went wrong? Understanding that helps me show how we're different." | Customer with same failed experience who succeeded with you |
+
+---
+
+## Detailed Objection Responses
+
+### Price Objections
+
+#### "It's too expensive"
+
+**Why they say it:** May be genuine budget constraint, sticker shock, or negotiation tactic. Often means they don't yet see enough value to justify the cost.
+
+**Response approach:**
+1. Don't defend the price immediately. Ask "Compared to what?"
+2. Reframe from cost to investment — what does the problem cost them today?
+3. Walk through the ROI calculation together
+4. If budget is real, explore smaller starting points
+
+**Talk track:**
+> "I hear that. Let me ask — what's the cost of the problem we discussed? You mentioned your team spends [X hours] on [task] every week. At your team's loaded cost, that's roughly [$ amount] per year. Our solution runs [$ price] — so the question is whether eliminating that problem is worth the investment."
+
+**Proof point:** ROI calculator or case study showing payback period.
+
+**Follow-up question:** "If the ROI was clear, is this something you'd prioritize this quarter?"
+
+---
+
+#### "We don't have budget for this"
+
+**Why they say it:** Budget may genuinely be allocated. Or they haven't identified budget because priority isn't established.
+
+**Response approach:**
+1. Validate — budget constraints are real
+2. Understand timing — when does budget cycle reset?
+3. Explore alternatives — pilot, smaller scope, different budget line
+4. Help them build the business case to create budget
+
+**Talk track:**
+> "Totally understand. Two questions: When does your next budget cycle open? And — if we could show clear ROI with a limited pilot, is that something you could fund from a different line item? Sometimes teams fund this from the efficiency savings it creates."
+
+**Proof point:** Customer who started with a small pilot and expanded after proving ROI.
+
+**Follow-up question:** "Would it help if I put together an ROI brief you could share with your finance team?"
+
+---
+
+#### "Competitor X is cheaper"
+
+**Why they say it:** They're comparing prices, possibly without comparing capabilities. May be using competitor price as leverage.
+
+**Response approach:**
+1. Acknowledge the price difference — don't pretend it doesn't exist
+2. Shift to total cost of ownership and value delivered
+3. Highlight what they lose at the lower price point
+4. Share proof from customers who evaluated both
+
+**Talk track:**
+> "You're right, [Competitor] is less expensive. Here's what I've seen from teams who evaluated both: [Competitor] works well for [their strength]. Where it falls short is [specific gap]. Customers like [name] actually switched to us after starting with [Competitor] because [specific reason]. The question is whether [specific capability] is worth the difference for your team."
+
+**Proof point:** Customer who switched from the competitor, with specific reasons.
+
+**Follow-up question:** "What's most important to your team — the lowest price or the best fit for [their specific need]?"
+
+---
+
+### Timing Objections
+
+#### "Not the right time"
+
+**Why they say it:** Competing priorities, organizational change, genuine capacity constraint, or lack of urgency.
+
+**Response approach:**
+1. Understand what's competing for their attention
+2. Quantify the cost of waiting
+3. Explore low-commitment next steps that keep momentum
+4. Set a concrete follow-up date
+
+**Talk track:**
+> "I get it — timing matters. Can I ask what's taking priority right now? The reason I bring up timing is that every month of [problem], based on our earlier conversation, costs your team roughly [$ amount]. A 3-month delay is [$ amount]. What if we mapped out a start date that works with your calendar so you're not losing that value?"
+
+**Proof point:** Cost-of-delay calculation based on their specific numbers.
+
+**Follow-up question:** "What would need to change for this to move up in priority?"
+
+---
+
+#### "Maybe next quarter"
+
+**Why they say it:** Genuine scheduling, or a polite way of saying "not interested enough right now."
+
+**Response approach:**
+1. Accept the timeline gracefully
+2. Propose a small action now that maintains momentum
+3. Get a specific date for follow-up
+4. Send value in the meantime (content, benchmarks, insights)
+
+**Talk track:**
+> "Next quarter works. To make sure we hit the ground running, would it make sense to do [small next step] now? That way when Q[X] starts, you're not starting from scratch. I'll also send over [relevant content] in the meantime. Can we lock in [specific date] to reconnect?"
+
+**Proof point:** Customer who started the evaluation process early and was live by their target date.
+
+**Follow-up question:** "Is there anything I can send between now and then that would be helpful?"
+
+---
+
+### Competition Objections
+
+#### "We already use X"
+
+**Why they say it:** They have an existing solution and switching has real costs. May be satisfied, or may have frustrations they haven't voiced.
+
+**Response approach:**
+1. Don't trash the competitor — ask how it's working
+2. Probe for specific pain points with their current solution
+3. Position as complementary if possible, replacement if not
+4. Offer a side-by-side comparison or trial
+
+**Talk track:**
+> "How's that working for you? Specifically, when it comes to [area where you're stronger] — is that meeting your needs? The reason I ask is that most teams who come to us from [Competitor] tell us [specific pain point] was the tipping point. Not saying that's you, but worth exploring."
+
+**Proof point:** Customer who switched from that specific competitor.
+
+**Follow-up question:** "If you could change one thing about your current setup, what would it be?"
+
+---
+
+#### "What makes you different?"
+
+**Why they say it:** They're evaluating options and want a clear differentiator. Sometimes a genuine question, sometimes a test.
+
+**Response approach:**
+1. Don't list features — give the one thing that matters most for their situation
+2. Tie the differentiator to their specific pain
+3. Back it up with proof
+4. Offer to show, not just tell
+
+**Talk track:**
+> "For teams like yours — [their industry/size/use case] — the biggest difference is [specific differentiator]. That matters because [connection to their pain]. For example, [Customer] was evaluating us alongside [Competitor] and chose us because [specific reason]. Want me to walk you through how that works?"
+
+**Proof point:** Case study of a customer who chose you over alternatives.
+
+**Follow-up question:** "What's the most important criteria for your decision?"
+
+---
+
+### Authority Objections
+
+#### "I need to check with my boss"
+
+**Why they say it:** They may not be the decision maker, or they need internal buy-in to proceed. Could also be a stall tactic.
+
+**Response approach:**
+1. Support them, don't pressure them
+2. Arm them with materials to sell internally
+3. Offer to join a meeting with their boss
+4. Understand what their boss cares about
+
+**Talk track:**
+> "Absolutely — what would help you make the case? I can put together a one-pager that covers the ROI and addresses the concerns your boss is likely to have. Also happy to jump on a quick call with them if that would be helpful. What does your boss typically prioritize — cost savings, risk reduction, or efficiency?"
+
+**Proof point:** Champion enablement one-pager, ROI calculator.
+
+**Follow-up question:** "What questions do you think your boss will ask?"
+
+---
+
+#### "A committee decides this"
+
+**Why they say it:** Enterprise buying involves multiple stakeholders. Genuine process, not a brush-off.
+
+**Response approach:**
+1. Map the buying committee — who's involved and what each person cares about
+2. Provide persona-specific materials
+3. Offer to present to the committee
+4. Help your champion navigate the internal process
+
+**Talk track:**
+> "That makes sense. Can you walk me through who's on the committee and what each person cares about? I can tailor materials for each stakeholder so you're not doing all the heavy lifting. I've also got a deck designed for executive presentations if that would be useful."
+
+**Proof point:** Multi-stakeholder case study showing how different personas were addressed.
+
+**Follow-up question:** "Who on the committee is most likely to push back, and what would their concern be?"
+
+---
+
+### Status Quo Objections
+
+#### "What we have works fine"
+
+**Why they say it:** Inertia is real. The current solution may be adequate, and change has real costs.
+
+**Response approach:**
+1. Agree — don't argue with their experience
+2. Shift from "broken vs. fixed" to "good vs. great"
+3. Introduce the concept of opportunity cost
+4. Show what peers are achieving
+
+**Talk track:**
+> "It probably does work — and I wouldn't suggest changing something that's truly meeting your needs. The question I'd ask is: is 'works fine' the bar? Teams using [your product] are seeing [specific outcome]. If you're leaving [X% improvement] on the table, is that worth exploring?"
+
+**Proof point:** Benchmark data showing what's possible vs. status quo.
+
+**Follow-up question:** "If there were one area where your current approach could be better, what would it be?"
+
+---
+
+### Technical Objections
+
+#### "Does it integrate with X?"
+
+**Why they say it:** Integration is a real requirement. They need to know your product fits their stack.
+
+**Response approach:**
+1. Answer directly — yes, no, or "let me check"
+2. If yes, provide specifics (native, API, Zapier, etc.)
+3. If no, explain alternatives or workarounds
+4. Never bluff — they'll find out during evaluation
+
+**Talk track (if yes):**
+> "Yes, we integrate with [X] natively. It takes about [time] to set up. [Customer] runs the same stack and here's how they have it configured."
+
+**Talk track (if no):**
+> "We don't have a native integration with [X] today. Here's what customers typically do: [alternative]. We also have an open API that [description]. Would it help to get our technical team on a call to explore options?"
+
+**Proof point:** Customer using the same tech stack, integration documentation.
+
+**Follow-up question:** "What other tools are in your stack that we'd need to work with?"
+
+---
+
+#### "We have security concerns"
+
+**Why they say it:** Legitimate concern, especially in regulated industries or enterprise. Non-negotiable for many buyers.
+
+**Response approach:**
+1. Take it seriously — never dismiss security concerns
+2. Provide documentation proactively (SOC 2, security whitepaper)
+3. Offer to loop in your security team
+4. Ask about their specific requirements
+
+**Talk track:**
+> "That's exactly the right question to ask. Here's our security overview — we're [SOC 2 Type II / ISO 27001 / etc.] certified, and I can share our full security documentation. We also have a security team that's happy to do a review call with your infosec team. What are your specific requirements?"
+
+**Proof point:** Security certifications, compliance documentation, customers in regulated industries.
+
+**Follow-up question:** "Do you have a security questionnaire you'd like us to fill out?"

skills/sales-enablement/references/one-pager-templates.md

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+# One-Pager Templates
+
+Templates for different one-pager use cases, with layout guidance and copy prompts.
+
+## Product Overview One-Pager
+
+The default one-pager. Introduces your product to someone who knows nothing about you.
+
+### Structure
+
+```
+[Logo]                                              [Tagline]
+
+HEADLINE: One sentence describing what you do and who it's for.
+
+THE PROBLEM
+2-3 sentences describing the pain your buyer faces.
+
+THE SOLUTION
+2-3 sentences describing how your product solves it.
+
+WHY [YOUR PRODUCT]
+• Differentiator 1 — One sentence explaining the benefit
+• Differentiator 2 — One sentence explaining the benefit
+• Differentiator 3 — One sentence explaining the benefit
+
+PROOF
+"Customer quote with specific result." — Name, Title, Company
+[Optional: 2-3 metric callouts: "X% improvement", "Y hours saved"]
+
+[CTA Button/Link]                    [Contact: name@company.com]
+```
+
+### Copy Prompts
+
+- Headline: "What do you do, in one sentence, that makes someone say 'tell me more'?"
+- Problem: "What is your buyer struggling with before they find you?"
+- Differentiators: "If you could only tell them 3 things, what would make them choose you?"
+
+---
+
+## Use-Case Specific One-Pager
+
+Tailored to a specific workflow, vertical, or problem. More targeted than the product overview.
+
+### Structure
+
+```
+[Logo]                                    [Use Case: e.g., "For Sales Teams"]
+
+HEADLINE: How [your product] helps [persona] [achieve outcome].
+
+THE CHALLENGE
+When [persona] needs to [task], they face [specific pain].
+This leads to [consequence]: [time wasted / money lost / risk].
+
+HOW IT WORKS
+1. [Step 1] — What happens and why it matters
+2. [Step 2] — What happens and why it matters
+3. [Step 3] — What happens and why it matters
+
+RESULTS
+• [Metric 1]: Before → After
+• [Metric 2]: Before → After
+• [Metric 3]: Before → After
+
+CUSTOMER SPOTLIGHT
+"Quote about this specific use case." — Name, Title, Company
+
+[CTA: "See it in action" or "Start a pilot"]       [Contact info]
+```
+
+### When to Use
+
+- Different buyer personas need different one-pagers
+- Industry-specific versions (healthcare, fintech, e-commerce)
+- Use-case versions (reporting, onboarding, security)
+
+---
+
+## Post-Meeting Leave-Behind
+
+Designed to reinforce a conversation that already happened. Summarizes what you discussed and proposes next steps.
+
+### Structure
+
+```
+[Logo]                                            [Date of Meeting]
+
+MEETING RECAP: [Company Name]
+
+WHAT WE DISCUSSED
+• [Pain point 1 they mentioned]
+• [Pain point 2 they mentioned]
+• [Goal they're trying to achieve]
+
+HOW [YOUR PRODUCT] HELPS
+• [Solution to pain 1] — [Specific capability or workflow]
+• [Solution to pain 2] — [Specific capability or workflow]
+• [How you help them reach their goal]
+
+RELEVANT PROOF
+"Quote from a similar customer." — Name, Title, Company
+[1-2 metrics from a similar customer]
+
+PROPOSED NEXT STEPS
+1. [Next step with date]
+2. [Follow-up action]
+3. [Decision timeline]
+
+[Your name]  |  [Your title]  |  [Email]  |  [Phone]
+```
+
+### Tips
+
+- Send within 24 hours of the meeting
+- Reference specific things they said (shows you listened)
+- Keep proposed next steps concrete and time-bound
+- This is the asset your champion forwards to their boss
+
+---
+
+## Champion Enablement One-Pager
+
+Designed specifically for your internal champion to share with their team and leadership. Written to make them look smart.
+
+### Structure
+
+```
+[Logo]
+
+WHY WE'RE EVALUATING [YOUR PRODUCT]
+
+THE SITUATION
+[2-3 sentences about the internal challenge, written as if the champion
+is explaining it to their team. Use "we" and "our" language.]
+
+WHAT [YOUR PRODUCT] DOES
+[1-2 sentences. Plain language, no jargon.]
+
+WHY THIS SOLUTION
+• [Reason 1] — How it solves our specific problem
+• [Reason 2] — How it compares to what we do today
+• [Reason 3] — How it compares to alternatives we evaluated
+
+EXPECTED IMPACT
+• [Metric]: Current state → Expected state
+• [Metric]: Current state → Expected state
+• [Time to value]: Live within [X weeks]
+
+WHO ELSE USES IT
+[2-3 recognizable company names in their industry]
+"Relevant customer quote." — Name, Title, Company
+
+NEXT STEPS
+• [What we're doing next]
+• [What we need from the team]
+• [Decision timeline]
+
+Questions? Talk to [Champion name] or [Your name at email].
+```
+
+### Why This Works
+
+- Written in the champion's voice, not yours
+- Answers the questions their boss will ask
+- Includes peer proof from companies they respect
+- Clear ask and timeline to drive internal momentum
+
+---
+
+## Layout Guidance
+
+### Visual Hierarchy
+
+1. **Headline** — Largest text, top of page, immediately communicates value
+2. **Section headers** — Bold, clear, act as scannable anchors
+3. **Body text** — Short sentences, bullet points preferred over paragraphs
+4. **Proof elements** — Metrics and quotes should visually stand out (larger font, color, or callout box)
+5. **CTA** — Prominent placement, bottom of page or bottom-right
+
+### Whitespace
+
+- Margins: at least 0.75" on all sides
+- Space between sections: enough to visually separate (don't cram)
+- If it feels crowded, cut content. Never shrink font below 9pt.
+
+### Font Sizing
+
+| Element | Suggested Size |
+|---------|---------------|
+| Headline | 18-24pt |
+| Section headers | 12-14pt bold |
+| Body text | 10-11pt |
+| Fine print / footer | 8-9pt |
+
+### Color
+
+- Use brand colors for headers and accents
+- Keep body text dark (black or near-black) on white
+- Limit accent colors to 1-2 for visual consistency
+- Use color to draw attention to metrics and CTAs
+
+### File Format
+
+- **PDF** for email attachments and leave-behinds
+- **Google Slides / PowerPoint** for editable versions reps can customize
+- Always include both — reps will customize, prospects want clean PDFs