What content do you find to be most impactful for your sales organization to differentiate their offering and win more new business?

Great ones Randi-Sue Deckard .  I would also add creation of personalized outcomes for the exat situation, size and vertical of the prospect

Testimonial + Case Study ---- personalized from a peer within their network that they trust!

An ROI Case Study on your offering from an independent research firm and which is based on direct customer interviews post-deployment of your offering.  Nothing is more powerful than what your own customer (who was once a prospect) has to say after they've purchased and deployed your offering.  ROI is a mathematical equation, there is no "fudging" of numbers.  Think about any large purchase in life (i.e. your car), Do you take the car salesman's comments as gospel = No (at least I hope you don't).  This is the criticality of having a 3rd party (or anyone other than your own firm) author a case study such as this.  Your reps love this content because it removes the financial objection from the sales process...no other content can do that! 

Detailed white papers, well-crafted case studies, interactive live webinars with Q&A and anything that can help to establish thought leadership in the space, is usually impactful.

Great question. The top sellers I coach know that it's less about the content and more about the conversation. Average sellers lose deals because their prospects see them as predictable and not memorable. Top sellers have mastered what I call the new ROI: Return on Interactions. They know how to go from losing money to making money in every conversation. The biggest problem that average sellers face is that they create unnecessary resistance and friction with the prospect because they are unaware of the motivations and drivers of the person they are interacting with. The clues to unlock the lead are all there in plain sight, you just have to know where to look. The more you can have your sellers coached on self-awareness, behavioral science, and psychology, the more effective they will be in their conversations.  Focusing here instantly differentiates your sellers from the masses of sales people saying the same things in the same ways to the same prospects. Focusing here always leads to bigger pipelines and quicker sales cycles.