Crack the Middle of the Funnel: Sales Collateral That Converts

Moving through the sales funnel

The middle of the funnel (MOF) is crucial in sales. It’s where relationships are built and buying decisions take shape. But it can also feel like purgatory. Prospects get stuck comparing options, gathering internal feedback, or going silent. So, how do you keep their interest and guide them toward a decision? With the right sales collateral, of course.

Companies that invest in MOF content gain a competitive edge in communication and closing deals. In fact, 95% of buyers choose a vendor that provides relevant content at each stage of the journey. So why do so many companies neglect the middle of the funnel? And how can you use this gap to your advantage? Let’s break it down.

5 Reasons Why Sales Collateral Is Overlooked

It’s easy to underestimate sales collateral, especially at the mid-funnel. In the rush to generate leads and close deals, MOF content often gets neglected. But by understanding what’s holding teams back, you can uncover gaps in your strategy—and turn them into opportunities to convert more prospects.

Here are five reasons why sales collateral is overlooked:

1. Sales collateral is seen as supplementary. Businesses tend to prioritize lead generation over lead nurturing. So marketing budgets shift to top-of-the-funnel activities like ads and SEO. As a result, MOF content is either underdeveloped or forgotten. 

   
   

2. Changing trends. With content marketing, blogs, and webinars taking center stage, traditional sales assets like brochures and one-pagers may seem outdated. But don’t count them out. Modern, interactive formats can make these tools just as powerful in a digital-first world.

   
   

3. Sales and marketing teams are misaligned. Siloed teams can let sales collateral fall through the cracks. Sales may scramble to find content that resonates with specific customers, while marketing focuses more on brand awareness than conversion.

   
   

4. There’s a lack of investment. Without adequate resources (e.g., time, budget, and creative energy) sales collateral is generic and forgettable. That means missed opportunities to speak directly to buyer pain points.

   
   

5. Teams lack training on how to use it. Even when collateral exists, sales reps may not know how or when to use it. Without enablement, these tools remain unused, especially in key MOF moments when personalized follow-up could make all the difference.

5 Types of Sales Collateral 

Once you understand the pitfalls, the next step is building the right toolkit. Effective sales collateral speaks directly to buyer concerns, showcases real value, and supports reps at every stage of the funnel.

Here are five high-impact formats:

1. Case studies. Buyers want proof. Case studies that show measurable results and real-world success are incredibly persuasive. A study by OpenView and DocSend found that case studies had an 83% completion rate—the highest of any sales document.

2. Product demonstrations and videos. Interactive product demos significantly enhance customer engagement and conversion rates. For example, a study by Navattic highlights that embedding interactive demos on websites can lead to a 250% increase in visitor engagement and a 300% increase in call-to-action clicks. 

3. Interactive tools (ROI Calculators, Assessments). Interactive content like assessments or ROI calculators converts 2x more than passive content. Plus, 88% of marketers say it helps differentiate their brand.

4. One-pagers and battle cards. B2B buyers prefer concise, research-based content to make quick, informed decisions. And Sales battle cards are especially effective for doing this. Crayon found they can improve win rates by 71% by equipping reps with quick-reference messaging, objection handling, and competitive insights.

5. Customer Testimonials. Social proof seals the deal. Case in point, 92% of B2B buyers are more likely to purchase after reading a trusted review. Meanwhile, positive testimonials on sales pages can increase conversions by up to 34%.

💡 Pro tip: The most effective collateral is tailored to specific buyer personas, integrates compelling data, and aligns with the buyer's journey stage.

Best Practices to Boost Sales Collateral Usage and Effectiveness

Now that you’ve got the content, make sure it gets used. The most impressive sales collateral in the world won’t drive results if your team can’t find it, doesn’t know how to use it, or doesn’t know when to share it. 

Here’s how to set your sales organization up for success:

1. Create a central repository for easy access.  The first step is simple but often overlooked: make your collateral easy to find. Use a shared file hosting service or a collaboration platform (like Google Drive, SharePoint, or Notion) to house all your content in one place. Tag and organize assets by content type, funnel stage, or buyer persona so reps don’t have to dig. This reduces friction and increases the chances of sales collateral being used during conversations.

2. Equip the sales team with the right tools and training. A well-crafted piece of collateral is only effective if it reaches the prospect at the right time. That’s where automation and enablement tools come in. Sales and marketing automation platforms (like HubSpot, Salesforce, or Outreach) make it easy to distribute content on time. These tools support:

• Pre-built email templates and drip campaigns

• Alerts when a customer opens or engages with collateral

• Internal reminders to follow up on hot leads

• Engagement insights to refine your outreach strategy

While marketing may lead content creation, sales needs training and support to use these tools confidently. With proper onboarding, sales reps can make real-time decisions based on how prospects engage with specific materials, helping them pivot their strategy mid-funnel and close more deals.

3. Continuously refine content based on feedback and performance. Sales collateral should evolve with your buyers. Regularly check in with your sales team to uncover what’s missing. Do they need a case study for a specific vertical? Is there demand for a short explainer video that speaks to time-strapped executives?

And don’t forget to analyze how customers respond to your content. Low engagement or negative feedback from a particular persona is a signal that the material may be off-base. Use these insights to refine your messaging, format, or distribution strategy.

The goal is a dynamic library of content that reflects what your buyers want and what your sales team needs to close the deal.

Turning Sales Collateral into Revenue Drivers

Improving access to your sales content is one of the simplest ways to boost adoption and usage among your reps. When materials are easy to find and clearly organized, they’re more likely to be used at the right moment in the buyer’s journey. 

But access is only part of the equation. By implementing a structured and ongoing feedback loop with your sales team, you can continuously uncover content gaps, identify what’s working, and revise accordingly. These revisions enhance the quality of your materials and make your sales content more relevant, targeted, and effective.

When a sales team has the right tools, using the right content, at the right time, they'll have better conversations, stronger relationships, and ultimately, more sales.

Need help building sales collateral that actually gets used? Let’s talk.