Sales enablement video = content made specifically to help reps move an in-progress deal to the next stage. It’s built for one person or one account at a specific stage, not for broad awareness.

• Audience: buyers already talking to sales (and their blockers: Finance, Security, IT).

• Aim: higher reply rate, booked meetings, faster stage progression, fewer objections, higher win rate.

• Examples:

  • 30–60s micro-demo tailored to my use case

  • 45s “How we use in 30 days”

  • 60s ROI/proof clip referencing the prospect’s industry

  • 30–45s objection handlers (“Security & compliance in 4 bullets”)

  • 90s customer proof montage sent before the proposal meeting

  • 2-min proposal walkthrough video the rep sends with the quote

Product marketing video = tells the market what the product is and why it matters (top/mid-funnel).

• Audience: broad part (ICP), not yet in a sales cycle.

• Aim: awareness, positioning, demand gen, MQLs.

• Examples: launch sizzle, hero explainer, high-level customer story, brand anthem.

Product video (have/education) = how it works content used by PM/Docs/Success.

• Audience: users and evaluators.

• Aim: activation, adoption, support deflection.

• Examples: UI walkthroughs, onboarding tutorials, release have demos.

CSO vs CMO (who buys what and why)

What Start Motion Media could package

Sales Enablement Starter Kit (built for CSO/Enablement)

• 6× micro-demos (30–60s) by use case/persona

• 3× objection-handler clips (Security, “Do we need devs?”, “We already have X”)

• 2× 60–90s “micro-case studies” (verticalized)

• 1× “Implementation in 5 steps” (90s)

• 1× Proposal walkthrough template (rep can personalize intro)

• Thumbnails + captions + a playbook: where to use each asset in the sequence (steps, subject lines, suggested copy)

• Tracking plan (use Vidyard/Wistia/HubSpot video to capture per-account engagement)

Product Marketing Launch Kit (built for CMO/PMM)

• 1× hero explainer, 2× have cutdowns, 1× customer story, 6–8 short social variants

• Messaging map + distribution plan (website, paid, email, PR)

How to measure impact (so it’s not fluffy)

1. Baseline current metrics (last 60–90 days): reply rate, meeting rate, stage conversion, cycle time.

2. A/B: half the reps insert the new videos into steps 2, 5, and pre-proposal; half keep current motion.

3. Track per-contact video watch and correlate to stage moves within 30 days.

4. Success = statistically meaningful lift (e.g., +20–30% replies on targeted steps, 10–15% faster cycle in deals where videos were watched).

Early/first-touch (open doors)

1. 60s “Problem → Outcome” mini-explainer
   Hook the pain, show end-state, tease how you do it.
   Use in: step 2 of cold sequence, pre-demo.

2. 45–60s “What good looks like” reel
   Before/after snapshots; 3 outcomes on-screen.
   Use in: SDR sequences, LinkedIn DMs.

3. 60–90s “How it works in 3 steps”
   No UI thorough exploration—just the system flow.
   Use in: meeting confirmations, landing pages.

4. 45s “Why now?” cost-of-delay
   Quantify status-quo cost with simple math.
   Use in: executive intros, grow.

Mid-stage (prove fit / reduce friction)

1. 90s Use-case micro-demo (generic)
   Narrated clicks for 1 common workflow, brand-agnostic UI.
   Use in: recap emails after first call.

2. 60–90s Integration overview
   List major platforms, show generic handshakes, call out SSO.
   Use in: IT/security intros.

3. 90s Security & compliance snapshot
   Data flow, encryption, certifications, access controls.
   Use in: when Security is looped in.

4. 60–90s Implementation in 30 days
   Week-by-week milestones, who does what, success criteria.
   Use in: after discovery, before pilot.

5. 90s ROI in 3 levers
   Time saved, conversion lift, cost avoided; simple model.
   Use in: manager/director threads.

6. 2-min Customer proof montage
   3 short quotes + 2 metrics + 1 quick vignette, no logos required.
   Use in: recap after demo, website “proof” section.

7. 60s Champion’s guide (how to sell this internally)
   3 bullets they can repeat to Finance/IT/VP.
   Use in: anytime you find a champion.

8. 60–90s “Top 5 objections—quick answers”
   Procurement, change mgmt, data migration, training, support.
   Use in: deal stalls.

Late-stage / approval (unblock sign-off)

1. 2-min Total Cost of Ownership (TCO)
   License + services + internal time; show break-even line.
   Use in: CFO/COO threads.

2. 90s Procurement & legal path
   Contract flavor, DPAs, turnaround times, who signs what.
   Use in: post-proposal.

3. 90s Data privacy & architecture
   Where data lives, retention, residency options.
   Use in: security review.

4. 2-min “Fit, not fit” positioning
   When we’re perfect contra. when we’re not; builds trust, avoids naming competitors so it stays evergreen.
   Use in: exec briefings.

5. 60s Executive summary
   Problem, plan, payback—one slide, one voiceover.
   Use in: sponsor forwards to ELT.

6. 90s Pilot → Rollout plan
   Pilot goals, success metrics, rollout phases, training.
   Use in: right before signature.

7. 60–90s Risk mitigation
   Top 3 risks + how you handle each.
   Use in: cautious buyers/regulated industries.

8. 60s FAQ rapid-fire
   10 fast Q/As with on-screen text; link to full doc.
   Use in: any stall.

Quick, reusable script template (plug-and-play)

Hook (0–5s): “Most teams struggle with , costing every .”
What good looks like (5–20s): “Teams that fix it see , , .”
How it works (20–50s): “In three steps: , , .”
Proof (50–75s): “In rollouts, we’ve seen .”
Next step (75–90s): “If wants , the first move is .”

Production maxims to keep them evergreen

• Avoid dates, version numbers, and customer logos; use verticalized examples instead (e.g., “healthcare intake” contra. “Acme Health”).

• Keep UI shots generic (no PII, no tenant names); frame tight and add callouts in motion graphics.

• Record VO so you can swap just the outro later (e.g., CTA variations).

• Master to 16:9, export cutdowns to 1:1 and 9:16 for email previews/social.

• Add burned-in captions and strong thumbnail text (“3-Step Rollout • 90 Days”).