Built to Convert

Sales enablement is content with a job to do. Every piece here was built to answer a specific objection, reduce friction at a specific stage, or give a sales team something they could send with confidence.

A leave-behind designed to explain a complex financial product (a portable payroll-deduct IRA) in under 60 seconds. The audience ranged from solo founders to HR managers at 10,000-person companies, all with different levels of financial literacy. I wrote the copy and designed the layout in Adobe InDesign, producing both print and digital versions. Adopted as a core sales asset across the Sales, Partnerships, and Customer Success teams.

A two-page explainer covering how employer matching works with Icon versus a traditional 401k, answering a question that was creating friction in sales conversations. Written and designed in Adobe InDesign for the sales team to send mid-funnel when prospects asked about matching flexibility.

A compliance-heavy topic that was killing deals. ERISA nondiscrimination testing isn't easy to explain to a non-financial audience. I wrote this white paper to make it readable, credible, and useful for a sales team that needed to send something authoritative without scheduling a 45-minute explainer call. Became a standard mid-funnel send for prospects asking about matching.