What is Sales Enablement?

Sales enablement is a strategic process of providing your business’ sales team with the resources, guidance, and sales training they need to effectively engage buyers. This FAQ page will address common questions around sales enablement, the importance of a sales enablement strategy, and how it can help organizations streamline the sales cycle and increase sales productivity.

How does sales enablement empower sales teams?

Below are the most important ways that sales enablement empowers sales teams:

  • Sales communication – Sales enablement provides sales reps with the tools to effectively communicate and engage with customers. When your sales team is equipped with the right content, knowledge, tools, and resources, they can identify customer needs, qualify them, and recommend the right product much more efficiently.
  • Marketing insights – Sales enablement facilitates greater communication between marketing and sales teams. Marketers should seek feedback from sales reps and ask them what their needs are when planning which assets to create and make available. Some of these asks include:
    • What do their customers need?
    • What could help them engage with potential customers more frequently or help push along prospects through the buyer journey? On what channels?
    • Do they need content speaking to a specific buyer persona?
    • What else do they need to capture more leads?

These insights will help marketing create the content that will best assist sales.

  • Accessible and customizable content – Implementing a marketing asset management tool into your sales enablement strategy can help resolve ad hoc requests by allowing sales teams to easily find and even customize approved marketing materials without flooding marketers with one-off requests.
  • Integrated approach – An integrated approach to sales enablement ensures that your organization’s people, processes, and technology are strategically aligned to drive sales success. With a platform to communicate, store, automate, and refine content to answer buyer questions, both sales and marketing teams are empowered to efficiently work toward organizational goals.
  • Improved marketing and sales alignment – Marketing and sales have historically been looked at as two completely separate entities. However, the two should be in constant communication with one another. Sales enablement can help improve the alignment between marketing and sales teams because it requires that the two share insights and information, and work together to nurture leads and close deals for your organization.

Learn more about our sales enablement tool today and how it can help brands optimize their sales strategy, improve the buying process for their customers, and grow their sales funnel.

What are the main challenges of sales enablement?

Although sales enablement can result in many benefits, there are a few challenges that organizations need to overcome to get there.

The first is adoption. Many marketers might initially operate under the assumption that implementing a sales enablement program is going to eat up lots of precious time and resources. However, organizations can overcome this challenge by ensuring that they are working with sales enablement professionals that will lead them through the process, from initial onboarding to sustaining ongoing growth.

Integrating a sales enablement platform into your existing sales process is another challenge that marketers face. Oftentimes, sales and marketing teams grow accustomed to working in certain ways and are weary of change. Coincidentally, it’s important to explain the value of sales enablement to both parties from the start.

Finally, every marketing team and sales team requires proper sales enablement training in order for the technology to make a real impact. Each sales rep must be trained on how to use the sales content that your company has readily available. The best way to do that is by incorporating this sales content into your onboarding process so that your sales department becomes more aware and familiar of what’s available.

Additionally, organizations should ensure that their sales team is properly coached on how to promote their products and services, how to present them to leads, and how to deliver as much positive information concerning the value of a given product or service as possible. 

How to develop a sales enablement strategy

The first step in developing a successful sales enablement strategy is collecting all digital assets in a single place. Including any campaign activity, previous correspondence, and contact information into your sales enablement software can save members of your sales team valuable time that can be used to engage with prospective customers in a more contextually relevant way.

Second, marketing and sales teams should work together to collaborate, communicate, and provide feedback in order to be more aligned with one another. Oftentimes, the two work in siloes, but they need each other to be successful. Sales enablement technology and marketing automation can support this alignment and create greater efficiencies, whether it’s through communication channels, content hubs, or both.

Third, organizations must give every salesperson the tools they need (and want) to be successful. Sales reps will want to use assets that support sales engagement and help them win deals. For example, retailers and franchisees will want to tailor their marketing efforts to a more localized audience. So, sales teams will require access to the distinct messaging that speaks to these unique audiences, while retaining brand and regulatory compliance across the board. However, these assets are usually updated over time as marketers refresh data, links to assets, and brand guidelines. If the sales team uses these outdated assets, it could hinder the company’s brand equity.

Fourth, organizations need to make sales enablement content easily accessible. Sales enablement technology can help align content with sales activities and account lists while ensuring that content is stored in a single place. Additionally, making assets accessible from wherever reps are working—whether that be mobile, offline, or in-person—will help further the sales team’s (and overall company’s) success.

An organization’s sales enablement strategy is only as good as the training that goes with it. Ensure that sales teams go through the proper onboarding process and hold workshops on new technologies and strategies as they become available so that they understand the value of these tools.

How to choose a sales enablement platform

To choose the best sales enablement solution for your organization, refer to the following checklist:

  • CRM system integration – Your sales enablement solution can send, track, and log contact activity directly from your CRM tool. For more information on how our solution provides CRM integration, watch this video.
  • PowerPoint deck builds – Your solution can create on-brand PowerPoints in real-time to target a specific prospect or customer.
  • User profiles – Your solution contains profiles for different user groups based on what assets they need. They will only see materials relevant to their line of business, therefore reducing the time spent rifling through irrelevant content.
  • Performance metrics – Your sales enablement tool allows you to see what materials are performing the best and for which sales reps. You can then use this data to duplicate that success for other reps while streamlining marketing campaign development.
  • Favorites and ratings – Users can save assets to their favorites in order to keep their most useful pieces in one location and add a star rating to others to quickly see which pieces of content are most popular.
  • A self-service marketing asset portal – Your sales enablement process should incorporate marketing asset management software so sales teams can easily find and customize approved marketing materials.
  • Sales feedback and insight – Your sales enablement strategy should take into account feedback and insight from the departments using your organization’s marketing collateral the most (i.e. sales operation).
  • Control, with customization – With sales enablement marketing, your sales team can access a bank of locked and editable content, ensuring details like branding and sensitive information that have been approved by legal stay safe. Sales should also be able to customize the assets they need to achieve individualized customer success.

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