Create a Sales Enablement Brief using Get Who To By
Most sales enablement briefs are just expensive ways to clutter a Google Drive. Your sales team is ignoring your 'enablement' assets because you’re serving them a word salad of vague goals and 50-page decks. The Get Who To By framework forces you to stop the fluff and give them something they can actually use to close a deal before the end of the quarter. It’s about being useful, not just 'busy.'
The TL;DR
Stop making 'content' and start making sense. Use Get Who To By to identify the actual prospect (GET), their messy reality (WHO), the blunt truth they need to hear (TO), and the specific weapon sales will use to deliver it (BY). It’s strategy for people who don't have time for a retreat.
Why This Beats Your Current 40-Page Brief
Salespeople have the attention span of a caffeinated squirrel. If you can't summarize the play in four steps, they won't run it.
The Four Steps
GET
Who exactly are we hunting?
Identify the smallest, most winnable group of prospects. 'Decision makers' is not a target; it's a hallucination. Pick a specific role in a specific situation who actually has the budget to care.
WHO
What’s the messy reality keeping them up at night?
Find the friction. What are they doing right now that’s failing them? Don't give me 'they want growth.' Give me 'they’re terrified their legacy system will crash during peak season.'
TO
What is the 'no-brainer' message?
What is the one thing Sales needs to say to make the prospect stop scrolling? It needs to be a clear, blunt proposition that makes the desired action feel like the only logical choice.
BY
What’s the actual weapon we’re giving Sales?
This is the mechanism. Is it a 2-page case study? A specific email script? A calculator that shows them how much money they're losing? Make it something they can actually use.
Why Your Enablement Briefs Usually Fail
(Try not to take this personally, but do fix it)
- ×Defining the target as 'anyone with a pulse and a budget'
- ×Writing 'WHO' insights that are just generic industry platitudes
- ×Giving Sales a script that sounds like a robot had a stroke
- ×Forgetting that Sales actually has to deliver the 'BY' mechanism
- ×Treating 'TO' as a brand manifesto instead of a call to action
- ×Ignoring the actual objections Sales hears on every single call
- ×Overcomplicating the 'BY' with tools that require a PhD to use
- ×Failing to provide a clear 'What happens next' for the prospect
If your brief looks like a corporate HR manual, burn it and start over.
Real Examples
SaaS Expansion
Getting existing mid-market clients to upgrade to the 'Enterprise' tier.
GET
IT Managers at current 'Pro' tier companies nearing their seat limit.
WHO
They are manually managing user permissions in spreadsheets because they've outgrown the basic admin tools.
TO
Stop wasting 10 hours a week on manual admin and reclaim your sanity with automated provisioning.
BY
A 'Time-Saved' audit tool that Sales can run during a check-in call to show the ROI of upgrading.
Cold Outreach
Breaking into accounts currently using a major, bloated competitor.
GET
Operations Directors at logistics firms using 'Big Legacy Vendor.'
WHO
They feel ignored by their current vendor's support team and are tired of paying for features they never touch.
TO
Get a logistics platform that actually answers the phone and doesn't charge you for 'ghost features.'
BY
A 'Competitor Comparison Cheat Sheet' and a 15-minute 'Switch-Ease' consultation offer.
Reactivating Dead Leads
Waking up prospects who went 'dark' after a demo six months ago.
GET
VP of Sales who did a demo last year but never signed a contract.
WHO
They wanted to change but got bogged down in internal politics and just stuck with the status quo.
TO
The problem you had six months ago hasn't gone away; it's just gotten more expensive to ignore.
BY
A 'Cost of Inaction' report tailored to their specific industry benchmarks from the last quarter.
Frequently Asked Questions
Can I have more than one 'GET' in a single brief?
No. If you have two targets, you have two briefs. Stop trying to make one deck do everything; it’s why your conversion rates are depressing.
What if my 'WHO' insight feels too simple?
Simple is good. 'They are afraid of looking stupid in front of their boss' is a better insight than 'They seek to optimize cross-functional synergies.'
Does the 'TO' have to be the literal subject line?
It can be, but it’s more about the core message. It’s the 'hook' that Sales needs to land. If they can't say it in one sentence, it's too long.
What counts as a 'BY' mechanism?
Anything that facilitates the 'TO.' A calculator, a PDF, a demo script, or even a specific discount code. If it doesn't help the prospect take action, it's not a BY.
How often should we update these GWTB briefs?
The moment the market changes or Sales tells you the 'WHO' insight isn't landing anymore. Don't wait for a quarterly review to fix a broken strategy.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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