Two years into building SiftHub, I have spoken to hundreds of AEs and SEs, and one thing keeps surfacing: most deals don't die because of product or demo. They die in the follow-ups.
Not because reps don’t know what to say. But because the people who should be selling are stuck making documents.
That’s how healthy deals rot, not with a hard “no,” but with silence.
Ask any AE or SE what happens after a live call where a competitor’s name comes up or when a ‘new stakeholder’ asks for some content to understand better. The next 60-90 minutes are spent following the same ritual: five tabs open, old decks scavenged, case-study snippets stitched together, fonts fixed, logos swapped, guessing what to keep and what to cut, and inventing a “one-pager” from scratch.
That’s not selling. That’s document management performed by your most expensive talent.
And yes, people try to hack around it.
"Use ChatGPT." They already do.
Gamma, Beautiful.ai, Notion templates....they’re all open in the same browser.
But those tools don’t know what just happened in your call, what’s in your CRM, what your guardrails are, or your buyer’s objections. So the output looks pretty but misses context. In fact, your team ends up running shadow AI, sharing wrong pricing, wrong claims, and siloed content. To your buyer, you look confused and immature.
Reps then cut corners quietly. If they don't have the right case study, they skip sending anything. If a battlecard is outdated, they just send bullet points to compare features. And none of this shows up immediately in your dashboards, it shows up later – when you start missing your forecasts and your pipeline starts vaporising.
The pattern is clear: this is not a rep problem. It’s a system problem.
So we rewired the system.
Introducing SiftHub’s Sales Collateral Builder
Your AEs and SEs don’t need a reactive system that ‘fastens’ document creation; they need a proactive teammate who captures signals from their calls and meetings, and doesn’t wait for any trigger. It just lands a context, brand, and guardrails-aware deck within minutes in the AEs’ mailbox.
Open that outdated collateral in Google Slides, where our AI Teammate is waiting. Ask it to:
- “Add another competitor in the battlecard”
- “Build the POV deck”
- “Rewrite the executive summary for a CFO”
- …and much more.
Every change respects your templates, your sources, and your brand. Every edit is summarized for fast review.
The impact is real
This wasn’t built in a vacuum. We watched high-agency AEs and SEs spending hours to 'earn the deal' with the right documents, while the majority shipped generic follow-ups. Deals don’t usually fall apart because the feature didn’t exist. They fall apart because the right, specific, source-backed follow-up didn’t land while the room was still warm.
Here’s what changed once the system stepped in for our early adopters:
- Follow-ups landed the same day, not “tomorrow.” Momentum stayed hot.
- Quality stopped depending on heroics. Every rep shipped best-in-class collateral.
- Context finally traveled. Buyers saw decks that reflected their words and your systems, not a generic template.
And yes, enterprises want results, but they want governance as well. Who’s allowed to see what? What did the system read? Where did the output go? Can someone audit it later? We answered those questions first because if you don’t, you’re not accelerating revenue, you’re accelerating chaos.
You don’t need another place to upload assets – the 'content library' – it’s reactive and depends on your AEs and SEs to stay up-to-date. You need a proactive system that listens to the deal and delivers the right thing, brand-safe, source-backed, audit-ready, without a human parade.
When sellers stop doing document work, a few simple things happen: calls get sharper, follow-ups land faster, trust compounds, and forecasts stop lying to you.
If your team is living in the post-call scramble and war rooms, let’s talk. We’ll sit in the mess with you, wire it to your stack, and get your sellers back to selling.
Authored by Manisha Raisinghani - Founder, SiftHub
