Customer Success Collateral Examples

The best time to share customer success collateral is in late-stage sales conversations—after the buyer understands the value of your product but before they’ve committed. At this point, they’re trying to de-risk the decision.

They're thinking about operational realities:

• How long is onboarding going to take?
• Who do we go to for help?
• How soon will we see value?

That’s your cue to share these materials. Showing a clear plan for post-sale success can help ease internal objections, build trust, and keep deals moving.

Your customer success sales assets should speak directly to what buyers care about after they’ve made their decision—but before they’ve signed. A strong asset should cover:

1. What happens after we sign? Include a timeline or checklist showing the onboarding process. Even a simple “Week 1, Week 2, Week 3” layout helps buyers visualize what’s ahead and makes the process feel manageable.
2. Who will we work with? Introduce the CS team or roles that will be involved. Whether it’s a dedicated CSM or a support queue, the buyer should know who they’ll be hearing from and when.
3. How do we define success? Show that your team is aligned with the customer’s goals. Mention shared KPIs, quarterly check-ins, or business reviews that track real outcomes—not just product usage.
4. What support is included? Clarify what support looks like—channels, response times, SLAs. If there are different support tiers, make those clear too.
5. What’s expected of the customer? Set mutual expectations. Buyers should know what they’re responsible for—like timelines, deliverables, or team involvement—so onboarding starts on solid ground.

• Build it with your CS team. Your Customer Success team has the clearest picture of what works after the sale—and where customers typically get stuck. Their input ensures the collateral reflects reality and sets up better handoffs.
• Keep it clear and visual. Skip the long paragraphs. Use visuals like timelines, checklists, or flowcharts to help buyers quickly grasp what to expect.
• Tailor it to the buyer. Don’t default to one generic version. If you’re talking to a VP of Ops, focus on onboarding logistics. If you're speaking with a CFO, highlight time-to-value and ROI.
• Make it easy to share. Buyers often need to bring these materials back to internal teams. Share your collateral in a clean, professional format—whether that’s a PDF or a link to a shared workspace. A tool like Dock can help centralize everything into one place without extra email back-and-forth.
• ‍Set honest expectations. Don't promise white-glove onboarding if that’s not what you offer. Buyers appreciate transparency, and it sets up your CS team to start the relationship on the right foot.

• Using internal docs as-is. An internal onboarding project plan isn’t sales collateral. Strip out the details that aren’t relevant pre-sale and repackage the rest in a buyer-friendly format.
• Skipping personalization. Buyers can tell when they’re looking at a generic template. Even a few light tweaks—like swapping in industry-specific examples or adjusting timelines—can make the asset feel more relevant.
• Making it hard to find. If your collateral lives in a buried folder or outdated slide deck, reps won’t use it. Keep it centralized and easy to access. A content library tool like Dock can help reps grab the right version fast.

Get sales and CS aligned on how and when to use these materials. Tag or organize your assets by use case, deal stage, or persona to make it easier for reps to find the right fit for each deal.

Incorporate CS collateral into sales onboarding and enablement sessions—not just product decks or pricing sheets. The more reps understand the value of these assets, the more likely they are to use them.

• Use it as a trust-building tool. Don’t wait for the buyer to ask what post-sale looks like. Bring it up in your later-stage calls to show you’ve got a clear plan and team in place.
• Package it with the rest of your deal materials. Whether it’s a proposal, demo recap, or onboarding plan, keep everything in one workspace. That way, buyers don’t have to dig through their inbox to find what they need.
• ‍Start the CS handoff early. Use your CS assets to introduce the next phase of the relationship before the contract is signed. That way, the handoff feels like a continuation—not a switch.

To know if your customer success sales assets are making a difference, look at:

• Rep usage: Are reps using these materials consistently in late-stage deals?
• Engagement from buyers: Are buyers opening, viewing, and sharing the collateral?
• Impact on deal velocity: Does sharing CS collateral help close deals faster?
• Post-sale alignment: Are customers saying the onboarding experience matched what they were promised?
• ‍Content analytics: If you’re using a platform like Dock, check which assets get the most engagement and where buyers drop off. That data can help you improve future versions.