How do you rate sales enablement

What is sales enablement?

Sales enablement is a strategic, ongoing process that equips sales teams with the content, guidance, and training they need to effectively target buyers. Sales enablement analytics provide marketing and sales teams with data-driven insights to optimize their business processes and increase sales.

A focus on sales enablement makes sales teams more effective by:

  • Provides sellers with the most relevant content for every customer dialogue
  • Offers flexible options for presenting content to customers
  • Shows in real time whether customers find content appealing or not
  • Apply advanced analytics to optimize sales strategies and content
  • Enables sellers to get the training they need and measures how effectively that training is producing positive results

Let's break down this definition further and go through the three basic principles of sales enablement.

Principle 1: Commit to a sales enablement process

The introduction of a sales enablement process provides the necessary framework to start coherently organizing, finding, sharing, adapting and analyzing content. This process requires the input of multiple teams, clear expectations, and a plan to implement the objectives of sales enablement. But remember - it shouldn't be a one-way, definitive strategy. As an ongoing process, your sales enablement plan should offer enough flexibility to evolve or shift as needed. This agility helps you keep up with the changing needs of your customers and stay one step ahead of the competition.

Principle 2: Know your sales team and involve them

If you think of the sales process as a funnel with four basic stages, the top half is owned by the marketing department and focused on creating interest in the company's products and services. This part of the sales cycle has been changed with the introduction of marketing automation software. Companies can use it to reach a wide audience and nurture leads until they're ready to be approached by the sales team.

The bottom half is mostly owned by the sales team and focused on closing deals and generating revenue. It is being transformed by sales enablement software that gives sellers access to the tools, skills, and goods they need to effectively engage buyers and get the most revenue for the business.

Sales teams are the target audience for sales enablement. They are the main reason companies invest in sales enablement and they are the main players. Working with marketers, sales teams can significantly improve the quality of their customer loyalty as a result of sales enablement.

We focus on sales teams because they need every advantage available. They move fast, think fast and need access to content wherever they are on business. Getting the most out of your sales enablement investment is imperative to keeping the sales team's needs up to date in all areas of content management, publishing, and engagement.

Principle 3: Commitment equals sales

Sales enablement improves performance by helping sales reps to consistently make effective contacts with potential customers and customers throughout the buyer’s journey.

Every salesperson knows: approach = opportunity. To close deals, sales strategy and execution must be precise, data-driven, and in the format most appropriate for your target audience. There is not enough time for lengthy searches for sales pages, presentation breaks, unfollowed emails, or conversations.

What about technology? Technology should be seen as a stepping stone. Over and over again, we see that the benefits of sales enablement technologies are severely limited without an effective process, focus, and intention. Our best practices are built on this foundation.

By thinking strategically and applying best practices in the critical areas of content management, training, strategy books, and sales processes, sales enablement can produce amazing results and increase sales efficiency.

In the video below, we've summarized some final thoughts on sales enablement.

What Are Analysts Saying About Sales Enablement?

Leading analytics firms have taken note of the growth in sales enablement and platforms for sales enablement in recent years and have begun to establish their own definitions of sales enablement. Here we've rounded up the best results so you can compare and contrast them.


"The goal of Sales Enablement is to ensure that every salesperson has the knowledge, skills, processes and behaviors to optimize every interaction with buyers."

Sales Enablement Society

"Sales enablement ensures that buyers are addressed at the right time, in the right place and with the right means by well-trained sales representatives in order to offer them a first-class experience during the entire customer journey and - in addition to the use of synergies from cross-company collaboration - use the right technologies for sales and performance management. Sales Enablement streamlines the sales process to grow the pipeline, drive opportunities, and close larger sales more efficiently to drive profitable growth. "


“Sales enablement is a strategic, continuous process that enables all employees in contact with customers to consistently and systematically hold a valuable conversation with the right customer stakeholders in every phase of the customer's problem-solving process in order to optimize the return on investment of the sales system . "


"Providing the right information to the right person at the right time, in the right format, and in the right place to drive a particular opportunity."


"The activities, systems, processes and information that support and promote knowledge-based sales interactions with customers and prospects."

CSO Insights

"A strategic, cross-functional specialty aimed at increasing sales results and productivity by providing integrated content, training and coaching services to sales reps and frontline sales managers along the entire customer journey."

The definitions above are more similar than different, reflecting the growing maturity of the sales enablement environment. Fundamental to all of these definitions of sales enablement is ensuring that sales teams have the right content and knowledge to conduct effective customer conversations.

Why is sales enablement so important?

Sales enablement is an essential part of maintaining healthy and successful sales processes. With increased competition due to lower entry barriers and more educated buyers, Sales Enablement saves sales and marketing teams valuable time by aligning them and keeping them up to date with the latest content performance.

Today's businesses operate in a new reality: the way buyers make purchasing decisions has changed. Modern buyers have become more independent and traditional sales and marketing techniques no longer work to attract and retain these customers. Today's buyers prefer to shop with sellers who can add value and help them with their purchasing decision. In fact, 74 percent of shoppers choose to shop with the sales rep who first shares their value and insight with them.

To meet these new expectations, strong sales enablement isn't just a nice thing - it's a competitive imperative. Sales reps need to have the right content at the right time to engage buyers.

Just like the buyers, the demands of the sales force have changed too. The need for sales enablement first became apparent in the late 1990s, when the sales pitch went digital and content was increasingly being put online. The “marketing cupboard” is a thing of the past since companies put their content on websites and portals. Different teams often created their own websites and content was quickly distributed in many places.

The problem with these ad hoc solutions is that they drastically reduce the effectiveness of the sales team. Sellers don't have time to scavenger many different systems when they need something. So they collect a small amount of content on their hard drives. A representative will use the available files as much as possible, even if they are out of date or do not convince customers. Sellers waste a lot of time hastily re-creating existing content because it takes too much effort to find the “official” version. The marketing department also has virtually no insight into what is really going on. The various content systems are isolated from each other and from any other part of the sales process.

To address these issues, vendors have begun developing sales enablement solutions to give sales reps access to the content they need.

The following image illustrates the challenges sales and marketing teams face without modern sales opportunities and how their experiences change once a solution that is right for them is implemented.


Who owns Sales Enablement?

Clear definitions of ownership and responsibilities form the basis of any successful sales enablement solution. Sales enablement executives must take responsibility for successfully implementing a platform that provides the content management, customer loyalty, analytics, and sales training content their business needs. Your sales partners need to commit to the processes and technologies that make the system work for them. And the marketing department has to do its part to achieve high engagement and an ROI that is above the benchmark.

The following table shows these responsibilities:

Of course, the roles and responsibilities for sales enablement differ depending on the company size, sales and distribution model and the markets that are served.

If you are just beginning to define sales enablement ownership, it can be helpful to use a RACI matrix. RACI is a common approach to mapping team roles, responsibilities, and expectations. For example, one person is usually responsible for leading your company's sales enablement, some are responsible, some more are consulted, and even more are informed. We recommend keeping the group as close as possible, keeping different perspectives and working from top to bottom. For example, if you are making key decisions about your sales enablement solution, the following matrix could be used:

  • R.esponsible: Sales enablement manager
  • A.ccountable: VP of Sales Enablement or VP of Marketing
  • C.onsulted: VP of Sales, Content Creator, Sales
  • I.nformed: The broader sales enablement team, sales reps, and other senior marketers

With the RACI framework, the roles and expectations of executives, sales and marketing actors become clear. This coordination and mutual understanding then support the cross-team collaboration that is required for the success of sales enablement.

Sales Operations vs. Sales Enablement

Organizations with sales operations, marketing, and sales teams face additional tasks in determining who is responsible for sales enablement. In these companies, it is important to clearly define roles, responsibilities and ways of working together in order to avoid duplication and duplication of work between the Sales Operations and Sales Enablement teams.

At a higher level, both the sales enablement team and the sales operations team work to improve the effectiveness and efficiency of the sales team. However, there are practical differences between the two roles. We have described them below:

When distinguishing between sales operations and sales enablement, the following definition by SiriusDecisions is a good place to start: “In general, sales enablement focuses on on-boarding and certification, sales activity management, sales communication, and coaching and training skills. On the other hand, Sales Operations takes care of planning, area optimization, compensation, sales analysis and technology. "

In general, sales enablement focuses on activities earlier in the buying cycle and sales operations on essential elements later:

To be successful - and to have the greatest positive impact on sales performance - these two teams must work in lockstep to remove root inefficiencies and continuously improve processes. Bring the executives of Sales Enablement and Sales Operations around the table to discuss common goals and expectations. Check the work results. Will there be duplication of work? Does one side wonder why it should or shouldn't do something? An open and honest dialogue early in the process will produce better results later.

It's also important to know that these roles will evolve as market dynamics and technology keep changing the demands on sales organizations. These two teams need to work together to support, optimize and perfect the sales teams in order to be more productive. Good communication and collaboration is key, but even small improvements in sales efficiency can have a big impact on business growth when scaled across a global team.

What is a sales enablement manager?

A sales enablement manager supports the sales team by creating sales content, sharing best sales enablement practices, and developing training. Often this position also manages technologies such as the content management system (CMS), the customer relationship management system (CRM) or the sales enablement platform.

In general, sales enablement managers will:

  • Know where content for marketing and sales is stored
  • Bridging the gap between marketing and sales
  • Understand the structure in which content is organized, including the current "table of contents"
  • Proactively implement changes or new processes, tools, strategies, etc. for sales
  • Have experience with CRM knowledge and use by the sales team
  • Rely on sales productivity and performance metrics and analytics
  • Want to further improve learning styles, sales strategies, design, implementation and measurement of methods and approaches
  • Provide feedback from sales to marketing
  • Know how to work with marketing and sales and identify decision makers, blockers, etc.

The position varies in different companies and industries. It may report to the sales or marketing department or have its own sales enablement team. Sometimes sales enablement managers have other titles as well, such as sales readiness, sales efficiency, or field service activity manager. Regardless of these differences, sales enablement managers generally share the same characteristics as above and all have one goal: to enable the sales team to sell more effectively.

What is a sales enablement tool?

A sales enablement tool is a platform or system that provides long-term visibility for the entire life cycle of sales content. The powerful search, scoring, and synchronization capabilities of a sales enablement tool bridge the gap between marketing, sales, and customers, helping teams track content performance from publication to sale.

Sales enablement platforms have not always taken the form they are today. After various attempts, the tools developed from central sales portals to end-to-end sales solutions and finally to the closed-loop systems of today's modern sales enablement platforms.

Modern sales enablement platforms continue the idea of ​​the end-to-end solution and close the loop between marketing, sales and the customer. For the first time ever, a system provides a complete view of the entire lifecycle of sales content and tracks what happens to the items from the time they are posted. Analytics answer all important business questions about the effectiveness of the content and show what elements are available, whether they can be found by the sales team, how the content is being used, what entries are being sent to customers and how customers are interacting with them. The system links content usage to the performance of each deal, keeping track of what elements are touched by each customer and when.

How is sales enablement practiced?

The role of a sales enablement professional has never been so strategic or challenging. From organizing sales content to tracking engagement and realigning focus immediately, the position requires a unique combination of flexibility, empathy and strategic thinking.

There are a number of best practices in sales enablement that can help you in your endeavor. When you start with sales enablement, we recommend the following seven steps:

As you take these steps to implement sales enablement in your company, keep these key points in mind:

  • Having a strong foundation is incredibly important to sales enablement. Know your audience, your charter, your priorities, your team, and your resources - and be persistent with it.
  • Focus on the gaps that add to your greatest challenges. Connect these with data-based approaches, document your findings and share your perspective with other teams. In doing so, you will increase your accountability and demonstrate what kind of leadership skills each company needs in sales enablement.
  • Technology is a catalyst for sales success. It can produce amazing results - but only if the platform you choose and the process you follow meet the needs of your business.

In most companies, sales enablement develops in stages, starting with reactive support and ending as a fully optimized solution. This reflects the progress from old to new sales enablement technology that must take place as a company's requirements for sales enablement grow. The following illustration shows the characteristic features of each stage:

How to choose a sales enablement and CRM solution

To choose a solution for Sales Enablement and CRM, we recommend that you follow the steps in this checklist:

  • Identify requirements: Identify the team's challenges and needs
  • View available options: Identify the available sales enablement tools
  • Review testimonials: Pay close attention to reports from companies like yours
  • Assess compatibility: Check the integration of CRM and social selling
  • Ensure scalability: plan for growth and compare pricing options
  • Test content management: Organize content and confirm multimedia support
  • Confirm cross-team workflows: Test the functions for collaboration between sales and marketing
  • Review Analytics: Explore the data you get by tracking and measuring content
  • Review experience on mobile devices: Assess the experience on different devices and on mobile devices vs. desktops

As data science and machine learning have become indispensable tools for building applications, it is especially important to evaluate the data science available in the sales enablement app you are reviewing. An effective closed-loop platform relies on data science throughout the sales cycle:

Search that works

The reason search engines like Google work so well is because they analyze billions of web pages and the results of billions of searches to see which results are most interesting to each individual user. Using the same techniques, employees can quickly find the content they need across all of the information across the organization. Instead of emailing a few friends hoping someone knows where to find a relevant document, sales reps can search for what they need and find it right away.

Evaluation and recommendations

The system can rate and recommend content based on what has been used successfully in the past. If a sales rep is selling to a manufacturing company in Germany and is in the exploration phase of the sales cycle, then there is a range of content that has been successfully used in the past for similar deals. Every characteristic of the sale is analyzed - the region, the industry, the company size, the stage of the sales cycle - to find the content that performed the best. Based on what was used in deals made and whether that content had a measurable impact on the likelihood and speed of the deal, the system indicates which elements are most likely to be effective for that customer.

Similarity Analysis

In most companies, much of the content that reaches customers through the sales team has been changed and adapted. Salespeople customize decks for current customers, remix slides from existing presentations, and add unique content relevant to the current business. Up to 80% of the content is changed in some way before it reaches the customer.

In the past, changing a single word in a presentation would create a new file that was completely different from the original. If the analytics team cannot track the original content while it is being modified and customized, then most of the data on customer engagement will be lost. Data science reveals these relationships and measures the actual usage and performance statistics for the content your company creates.

The definitive guide to sales enablement

This introduction to sales enablement is just the beginning. We have written a comprehensive guide to using sales enablement in your company, which is packed with best practices, examples, reports and online resources. Consider him your preferred resource in developing and implementing an effective solution for your business.

Have fun while reading.