Interview-Driven Sales Assets
Turn founder, partner, and SME expertise into sales assets your team can use to strengthen referral channels and close deals.
Our approach
Case Studies
We create branded and unbranded proof that helps your buyers reduce risk and sell your expertise internally.
The process:
- Choose best-fit projects
- 60 minute interview with project lead
- Share draft for review
- Finalize for sales and website use
Used for:
- Sales follow-up
- Proposal support
- Website proof
- Internal champion support
Examples
Thought Leadership
The process:
- 30-minute chat with SMEs to select topics
- 60-minute interview with the expert
- Share the draft for review
- Finalize for sales and website use
Used for:
- Building trust before the first sales call
- Giving sellers stronger follow-up material
- Helping buyers understand the problem and stakes
- Supporting partner and expansion conversations
Examples
Sales Decks
The process:
- Review the current sales story and proposal flow
- Interview the founder, seller, or SME closest to the deal
- Build the modular deck, leading with expertise
- Finalize a modular deck for future opportunities
Used for:
- Faster proposal creation
- Stronger sales conversations
- Founder-to-team knowledge transfer
- More consistent deal follow-up
Examples
Sales Support Assets
The process:
- Identify the repeat sales moment
- Interview the person closest to the work
- Build the asset
- Finalize for team use
Used for:
- Sales follow-up
- Objection handling
- Discovery calls
- Handoffs and next steps
Examples
What people we work with say
The new-found clarity in which we describe our help and how we deliver it has significantly improved our success across the sales funnel.
It’s a bit hard to give precise numbers because we’re not uber-keen on digital metrics, so I can’t really speak to SEO, web traffic, and the like. But our invite-to-meeting and meeting-to-inquiry numbers have improved by over 2.5 x, so… I’m really happy with our pipeline now!
Without a doubt, James is my go-to source for all things content. With over 10 years of experience in marketing of my own, working with James has taught me what expert service truly is.
He has an endless ability to digest new information which he then translates into powerful and compelling content that has maximized content results for every project we’ve worked on together.
He’s attentive, on his game, and my most trusted source for strategic direction in gaining web traffic that actually converts.
James performed SEO work for my company’s website for two years and we were extremely happy with the overall outcome. Our relationship with James felt more like a partnership than anything.
He was very invested in the success of our platform and because of that, we would work with him again in a minute. He is a real master in the field of SEO!
The insights James provided highlighted critical weak points of our marketing funnel. We shared those insights with our developers and made changes before our product launch.
James understood that as a startup, we must be very strategic about our path. He shared his experiences and views on our current content marketing strategy to help us make an impact.
It’s easy to tell he genuinely cares about our success.
James De Roche was a valuable asset in our efforts to dramatically improve our performance. He is extremely knowledgeable and thorough, but possibly even more important, he is very responsive.
James always answered questions in a timely fashion, providing detailed insights that helped educate our entire team. He’s also deadline driven, which for many service organizations has become a lost art.
I highly recommend James to companies looking for a resource that can make a true difference in their business.
We were in the midst of an epoch-shaping change in our industry and needed to rebrand to reach enterprise marketing teams better.
James was methodical in his approach. He quickly understood both our business and our clients. I knew we’d accomplish our messaging objectives.
Since working with James, I’ve noticed our team can better sum up what we do. He’s been an ally, coach, and supporter throughout the process.
Repositioning is a big change. It’s challenging. You need multiple internal stakeholders on board. But if you show up on call ready to talk, think, recall, and refine, James will help you clarify your ICP and the value you deliver.
James at Practical Revenue is professional, prompt and proactive. Not only does he execute our vision, he continues to research and educate himself of our niche space to understand our editorial needs and ensure the content created is not only engaging, but also purposeful.
The content he produces continues to rise in the rankings putting us in front of new clients and being a place in which others in our industry go to learn.
His work is a huge part of why we are one of the top companies in our space. I highly recommend working with James.
I’ve been working with James, for the past two years. During this time, James was instrumental in the development of creative that drove a double-digit increase in both lead and capture volumes, while reducing cost per lead.
He’s an incredible professional who approaches his work with alacrity and always delivers above expectations!
James had me interested from his initial reach outreach, where he provided valuable recommendations about our website. He continued to demonstrate expertise through the process and broke things down into logical, bite-size pieces during the Strategy Sprint.
What I liked most about working with James, in addition to the retainer-free business model and being a great guy to deal with, was mapping the investment to specific, actionable deliverables.
There’s no pressure to sign a year contract, crossing my fingers with Practical Revenue. James does what he says, delivers, and then lays out the next steps to keep working together, with the onus on his team to deliver results.
We were struggling with generic content and working with agencies that took the time to understand how our business differed from traditional B2C marketing. They focused on what was interesting for search engines, not our client base.
James spoke to the B2B services problem better than any other firm we’ve worked with or spoken to.
We were looking for a repeatable way to tell our client success stories. However, we struggled to find an agency partner that could quickly understand and articulate the technical elements in the work that we do.
Working with James, we produced 2 or 3 case studies per quarter, which has helped our clients, partners, and team members stay up-to-date with all the new and exciting projects we are implementing together.
I’m confident in James’s process, which allows me to focus on executing other parts of our marketing plan.
Practical Revenue was not only super easy to work with, but they’re a lot of fun, too! They listened to any feedback or concerns we might have had, and worked to ensure our new website represented us in the best way possible while also being honest and realistic with what we could expect.
You can tell they truly care about the outcome of this project and how well the results reflect on our business.
These teams get the most value from interview-driven sales assets
- B2B service firm with complex work
- Frustrated with weak marketing impact
- Sales needs better assets for prospect follow-up
- Buyers need clearer proof of your expertise
- Partners need stronger support for co-selling
Frequently asked questions
Do our SMEs need to be involved?
How much time does our team need to commit?
Most assets require a 30-minute topic or scoping session, one 60-minute expert interview, and one SME review before the asset goes live.
Total SME time is usually 2-2.5 hours per asset.
Sales decks, multi-stakeholder case studies, or deeper technical assets may need more input.
How fast can you turn an asset around?
Most single assets can be drafted within 1-2 weeks after the interview. Timing depends on asset type, number of interviews, subject complexity, and review speed.
The biggest slowdown is usually SME availability. These assets move faster when leadership makes the work a priority and keeps reviews on schedule.
Do you create assets on an ongoing basis?
How is this different from content marketing?
Content marketing usually starts with audience growth, publishing goals, or campaign demand. We start with sales friction.
We create interview-driven assets when buyers need clearer proof, sellers need stronger follow-up, or proposals need better support. The asset has to help a buyer understand the problem, trust the expertise, or move the conversation forward.
We don’t create SEO content, brand awareness content, or high-volume AI-generated content.
Can you handle technical or complex services?
Yes. This works well for firms where expertise lives with founders, partners, consultants, operators, or technical SMEs.
The interviews turn that expertise into clear assets buyers can understand and sellers can use in real sales conversations.
Can you create branded and unbranded case studies?
Yes. We create named case studies when the client approves attribution. These give your team a logo and quote they can use in sales conversations.
We also create unbranded proof assets when confidentiality makes attribution impractical. Because they don’t need client approval, these assets can go deeper into the project and provide the granularity needed to prove expertise and impact.
Can these assets support partners or portfolio companies?
Yes. We create assets that help partners, portfolio teams, and internal champions explain the value of the work when your team isn’t in the room.
That can include co-selling assets, portfolio proof, expansion support, or internal decision assets, as long as the asset has a clear sales purpose.
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