Project summary
I helped lead the development of a connected sales enablement system that translated complex healthcare products into focused, audience-specific narratives. Through pitch decks, data sheets, case studies, and a centralized asset library, the work gave Sales a more consistent foundation for communicating Tendo’s value.
Defining the story before designing the assets
I worked closely with Sales, product leaders, and executive stakeholders to understand how the portfolio was being positioned and where customer conversations were breaking down.
Rather than beginning with deliverables, I helped identify the central story each asset needed to tell. This included refining value propositions, organizing content around the pain points of each ideal customer profile, and separating product capabilities from the outcomes that mattered most to the audience.
The process helped establish a more consistent narrative across Tendo’s offerings while allowing each sales conversation to remain relevant to the customer.
Building pitches around the sales conversation
I led the creative development of sales presentations designed for different audiences, products, and stages of the buying process.
Each deck needed to balance a unified company story with the specific priorities of health systems, employers, benefits partners, and other decision-makers. I collaborated with Sales and company leadership to refine both the messaging and the flow, using their feedback to strengthen how the story moved from customer challenge to solution and business value.
The resulting presentations were designed as working sales tools, not static brand pieces. Clear content hierarchy, modular sections, and repeatable visual patterns made it easier for team members to adapt the materials while preserving the larger narrative.
Using Customer Stories to Make the Value Tangible
Case studies gave the Sales team a way to move beyond product claims and demonstrate how Tendo’s work applied in real healthcare environments.
I helped shape these stories by organizing the customer challenge, Tendo’s role, and the resulting impact into a clear narrative. The layouts emphasized meaningful outcomes and made complex implementation details easier to understand.
These pieces supported individual sales conversations while also contributing to a growing library of proof points that could be used across Marketing and business development.
Creating an Asset Library
As the volume of materials grew, Sales needed a clear source for the latest approved content. I helped organize the marketing asset library so team members could more easily locate current presentations, data sheets, case studies, and supporting materials.
The library brought greater consistency to how assets were named, categorized, and maintained. It also supported stronger brand management by reducing reliance on outdated files and disconnected versions.
This turned the work from a collection of deliverables into an evolving enablement system that could continue supporting the organization as its portfolio changed.
Project impact
The completed system gave Tendo a consistent way to communicate around complex product offerings. Rather than treating each deliverable as a standalone asset, the work created a shared foundation that could support different audiences, sales conversations, and evolving business priorities.
OUTCOMES
Stronger alignment across teams for a more consistent story
Focused narratives built around audience priorities and pain points
Modular content and flexible presentation systems helped sales leaders adapt materials to individual talk tracks without losing broader narrative
Centralized asset library reduced reliance on outdates file and gave teams easier access to current, approved materials
Scalable enablement system made it easier for Marketing to update existing assets, introduce new offerings, and respond as positioning and company strategy evolved
Brand + product hierarchy
Case study storytelling and design
Cross-functional stakeholder leadership
Data sheet design
Messaging development and refinement
Pitch deck strategy and design
Sales enablement strategy