# Sales Content Calendar Template

> A repeatable quarterly cadence for auditing, refreshing, and retiring battlecards and playbooks, before reps quietly stop trusting them and start building their own shadow versions.

Free template for sales leaders. Topic: [Sales Content, Playbooks & Battlecards](https://www.peerlab.ai/library/topic/sales-content-playbooks-battlecards/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/sales-content-calendar-template/

## How to use it

Copy the 12-week cadence onto your actual quarterly calendar with real dates and owners, and keep the Asset Tracker table as a living document that gets updated at every Week-1 audit, not rebuilt from scratch each quarter.

## What's inside

- 12-week quarterly cadence table (audit, field input, scoring, refresh sprint, retire, launch, adoption check, retro)
- Asset tracker table template with owner, last-updated, next-review, status, usage, and win-rate columns
- Status definitions (Active, Needs Refresh, Retire, Promote)
- Roles and responsibilities table (Enablement lead, content owner, sales manager, RevOps)
- A concrete retirement rule of thumb

A quarterly cadence that keeps battlecards, playbooks, and scripts trustworthy, so reps stop quietly building their own shadow versions because "the official one is out of date."

## The Quarterly Cadence (repeat every quarter)

| Week | Phase | What happens |
|---|---|---|
| 1 | **Audit kickoff** | Pull usage analytics (opens, shares, last-used date) for every asset in the library. Flag anything untouched in 90+ days. |
| 2 | **Field input** | Survey/interview 5-8 reps and 2-3 managers: "What are you actually using? What do you build yourself because the official version doesn't work?" |
| 3 | **Score & triage** | Run every asset through the Sales Content Audit Checklist. Sort into Keep / Refresh / Retire / Promote. |
| 4 | **Prioritize refresh list** | Rank Refresh-list items by deal volume and win-rate association: refresh what's used most first, not what's easiest. |
| 5-8 | **Refresh sprint** | Update pricing, logos, competitive positioning, screenshots. Assign a named owner per asset, no asset ships without one. |
| 9 | **Retire pass** | Archive (don't just hide) retired assets. Redirect any links/searches to the replacement. Announce retirements in the same place you announce new content. |
| 10 | **Launch/refresh announcement** | Ship refreshed + new assets together, with a 2-minute "what changed and why", not a silent file swap. |
| 11 | **Adoption check** | Spot-check 3-5 reps: can they find the new version? Do they know what changed? |
| 12 | **Retro + plan next quarter** | What got used, what didn't, what's coming next quarter (new competitor, new pricing, new segment) that content needs to get ahead of. |

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## Asset Tracker (maintain continuously, review every quarter)

| Asset Name | Type | Owner | Last Updated | Next Review | Status | 90-day Usage | Win-Rate Association |
|---|---|---|---|---|---|---|---|
| [e.g., Competitor X Battlecard] | Battlecard | [Name] | [Date] | [Date] | Active | [# opens/shares] | [Higher/Lower/Unclear] |
| [e.g., Discovery Call Script] | Script | [Name] | [Date] | [Date] | Needs Refresh | [#] | [ ] |
| [e.g., Legacy Pricing One-Pager] | One-pager | [Name] | [Date] |: | Retire | [#] | [ ] |

**Status definitions:**
- **Active**: current, owned, used in the last 90 days
- **Needs Refresh**: factually stale (pricing, logos, competitive info) but structurally still useful
- **Retire**: superseded, unused, or actively causing reps to say wrong things
- **Promote**: under-used but high win-rate association; needs a visibility push, not a rewrite

---

## Roles & Responsibilities

| Role | Responsibility |
|---|---|
| **Enablement lead** | Owns the calendar, runs the audit, chases refresh owners |
| **Content owner (per asset)** | Named individual accountable for accuracy each cycle |
| **Sales manager** | Surfaces field feedback in Week 2, verifies adoption in Week 11 |
| **RevOps** | Provides usage analytics for Week 1 |

## Retirement Rule of Thumb
If an asset has under 5% usage across the sales team in a 90-day window **and** no manager will vouch for it in the Week 2 field input, retire it, don't refresh content nobody was using in the first place.