A sales content audit is a full inventory and scoring of everything reps put in front of buyers. The typical finding: most content is never used, the most-used deck is one a rep made themselves, and nobody can say which assets correlate with wins. The audit replaces that fog with a keep-fix-kill list.
- 01Inventory everything. The official library and the shadow library — the decks in personal drives are the ones reps actually believe in. Amnesty, not blame, gets them surfaced.
- 02Attach the data. Per asset: last updated, sends or shares last quarter, buyer engagement if tracked, and appearance in won vs lost deals.
- 03Score against three bars. Accurate (current pricing, positioning, product)? Used (top quartile of sends)? Winning (over-represented in closed-won)?
- 04Decide keep / fix / kill. Every asset gets a verdict. "Fix" needs an owner and a date or it means "kill slowly while confusing everyone."
- 05Publish the short library. The output is a smaller library reps trust — organized by funnel stage, with one obvious best asset per moment.
| Verdict | Criteria | Action |
|---|---|---|
| Keep | Accurate + used + winning | Feature it in the stage playbook |
| Fix | Winning but stale, or accurate but buried | Owner + deadline; re-audit next quarter |
| Kill | Unused for two quarters, or inaccurate | Archive — deleting nothing is auditing nothing |
The ready-to-run version — inventory sheet, scoring columns, and verdict tracker — is the Sales Content Audit Template in the template library.
What is a sales content audit?
A sales content audit inventories every asset reps use with buyers — decks, one-pagers, case studies, email templates, proposals — and scores each on usage, freshness, and correlation with won deals, ending in a keep, fix, or kill decision per asset.
What are best practices for auditing sales content?
Inventory everything including the unofficial decks reps actually use; score with data (opens, sends, deal outcomes) rather than opinion; involve top performers in the review; decide keep-fix-kill for every asset; and set an owner and review date for everything you keep.
How often should sales content be audited?
A full audit annually, with a light quarterly pass on the top 20 most-used assets. Audit immediately after a repositioning, a pricing change, or a product launch — that is when the most content silently goes stale.
Incentives fix effort. Audits fix the process.
Score your funnel on the four speed metrics before you spend another dollar on motivation.
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