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Sales Enablement

Everything about Sales Enablement and how it transforms how your sales teams sell.

Picture this: your sales team brimming with potential, yet there's a noticeable gap in their achievements. Why? The answer often lies in the absence of the right tools and resources. Nowadays, sales strategies and methodologies evolve at breakneck speed, it's all too easy for your team to lose focus and fall behind.

Enter the world of sales enablement, a dynamic bridge over this gap. Think of it as your all-in-one toolkit, designed to fully empower your salespeople. With sales enablement, your team will have everything they need to shine: from one single source of truth to real-time analytics, and everything in between. This approach lifts the burden of non-essential tasks, allowing your sales team to concentrate on what they do best - selling.

Discover how it not only drives efficiency and boosts performance but also paves the way for remarkable growth in revenue for your business. It's not just a strategy; it's a game-changer for your sales force.

What is Sales Enablement?

Salesperson presenting content in a sales meetingWhen you equip someone with the right tools and resources for a task, they're likely to complete it more efficiently and effectively than those without. This principle applies to your sales team, too. By providing your sellers with the necessary materials, tools, knowledge, and resources, they can convert more leads, close deals, and generate revenue for your business faster.

So, how do you ensure your sellers are well-equipped for success? This is where sales enablement comes in.

Sales enablement is the iterative process of aligning sales, marketing, and other teams to achieve business objectives successfully. It aims to equip your sales team with the relevant content, tools, knowledge, and skills needed to engage effectively with prospects and customers.

As a result of this enabling approach, you can boost revenue, win rate, and sales cycle, as well as bridge the gap between your different revenue-generating departments and teams. 

Key Components of Sales Enablement Include

  • Sales Enablement Strategy and Leadership
  • Sales and Marketing Alignment
  • Sales Enablement Software and Tech Stack
  • Sales Enablement Content
  • Sales Onboarding and Continuous Training

What Issues Does Sales Enablement Solve?

Sales enablement plays a pivotal role in streamlining and optimizing the iterative sales process and results. At its core, it addresses several prevalent challenges faced by sales teams.

Among these is the struggle many sellers face due to insufficient onboarding, training, product expertise, or the necessary skill set, which can diminish their credibility in pitches.

Also, often, teams grapple with inconsistent communication between different departments, which can send mixed signals to prospects and lead to lost opportunities.

List of Typical Pain Points that Sales Enablement Solves

  • Misalignment between siloed sales and marketing
  • Inconsistent messaging in sales touch points
  • Scattered sales collateral and sales tool overload
  • Inadequate product or service knowledge
  • Insufficient training and onboarding
  • Inability to track and analyze performance
  • Time mismanagement
  • And much more

Which Companies Benefit from Sales Enablement?

World map with different industriesNearly all companies with a sales function can benefit from sales enablement, regardless of their size, industry, or target market.

Sales enablement is a good solution for any business, small, medium, and large, that has salespeople and is doing B2B, B2C, or B2B2C customer-facing sales.

It is a cornerstone of a modern organization that wants to scale performance with the help of iterative processes and digitalization.

While the advantages of sales enablement are evident for many, it's crucial to remember that every approach has nuances.

Some businesses are overly reliant on digital tools, potentially sidelining the invaluable personal connections and intuition that enrich the sales process.

For others, especially smaller entities, the task of implementing and optimizing sales enablement platforms may seem daunting.

Additionally, it's important to emphasize that while sales enablement can enhance performance, strong leadership and quality offerings remain fundamental for organizational success. 

Book a Sales Enablement Demo

To gain a deeper understanding of how sales enablement can be precisely calibrated to address your organization's specific needs and challenges, you can schedule a meeting with our sales enablement experts.

The Importance of Sales and Marketing Alignment

Sales and Marketing are two powerful engines driving a company's growth forward. These two engines, by design, typically operate differently. They have distinct rhythms, objectives, and strategies. Both are vital, but when they operate in silos, it's akin to trying to sail a ship with two captains having different maps.

Aligning marketing and sales for buyer enablement

The journey becomes disjointed, efforts get duplicated, and resources are misallocated. The two teams can find themselves at cross purposes, leading to missed opportunities and diluted messaging.

Without sales and marketing alignment, the organization risks sending mixed signals to prospects and clients, diminishing the brand's credibility.

Plus, when these departments aren't in sync, valuable insights that could inform strategy and drive innovation can be lost in the communication chasm. This disjoint can slow down the company's momentum and growth, reducing its competitive edge in the marketplace.

The key is synchronizing their operations for a collective purpose: Delivering unmatched value to customers

Sales Enablement for Different Roles

Sales enablement rolesSales enablement's influence isn't restricted to just the sales team; it pervades multiple roles in an organization.

For sellers, it's about equipping them with the right content, tools, and knowledge to serve buyers better, tackle objections, and close deals.

Leaders and managers gain insights for effective team oversight, from performance tracking to data-driven strategies.

Marketing professionals benefit from a better alignment with sales objectives, ensuring their messaging, campaigns, and content resonate with target audiences.

Customer success and account management are empowered with collateral and insights to nurture and grow client relationships post-sale.

Meanwhile, product managers receive invaluable feedback for refining offerings. 

How Does Sales Enablement Support Onboarding and Training Sellers?

Training and coaching sales teamsSales enablement isn't merely a strategy to boost sales; it's also an indispensable tool for ushering in and nurturing new talent.

Sales enablement significantly streamlines sellers' onboarding and continuous training by centralizing relevant and up-to-date sales resources.

Having a single, accessible repository ensures that all salespeople, whether seasoned veterans or newcomers have immediate access to the latest information about products and services.

As a result of this centralization, it expedites the onboarding process for new sellers and guarantees that the entire team remains aligned and informed about new offerings.

In essence, sales enablement tools become the backbone of a knowledge-driven sales force, promoting consistency, accuracy, and efficiency across the team.

Building a Sales Enablement Strategy

The key to a robust sales enablement strategy is to focus on delivering unmatched value to your  customers: Empowering your salespeople and prioritizing collaboration and alignment with all stakeholders, including marketing, sales, production, and even buyers.

People creating sales enablement strategy

Essential steps in crafting a sales enablement strategy are:

  1. Ownership: Assign a dedicated person or group to drive sales enablement for streamlined and accountable implementation
  2. Objectives and Requirements: Define business objectives and requirements
  3. Buyer Journey: Map the buyer journey and review your sales process
  4. Budget: Allocate funds to match needed tools and training with expected results
  5. KPIs: Use metrics like sales cycle length and buyer experience to gauge the strategy's success and guide adjustments
  6. Tools: Invest in specialized sales enablement software to centralize and execute content strategies, enhancing efficiency and effectiveness.

Sales Enablement Software and Tech Stack

Technology stands as a pillar for operational efficiency and strategic growth. Among the critical technological investments that modern organizations are leaning into are the sales enablement software and the broader sales and marketing tech stack.

But what exactly does this entail, and why is it so pivotal for businesses?

Sales Enablement Software and Digital Sales Room

Sales enablement software is a suite of different sales and marketing tools designed to enhance the productivity, effectiveness, and alignment of both teams. These platforms centralize all sales content and resource management and serve as analytics and sales presentation tool.

Unlike basic file storage, these tools enhance and extend customer interactions by presenting, sharing, and tracking sales content. They align content with the sales journey and provide real-time analytics of sellers' and buyers' activities. 

Understanding the Sales Enablement Tech Stack

While sales enablement software forms the foundation, the tech stack often includes other sales and marketing tools.

This can encompass CRM systems for managing customer relationships, communication platforms for internal dialogues and external customer engagement, as well as other automation tools that handle routine tasks, freeing up sales reps to focus on selling.

A well-selected sales enablement software and tech stack don't just streamline the sales process; they transform it.

By leveraging the right technologies and their compatibility, businesses can empower their sales teams, foster better alignment with marketing, and drive sustainable growth in an increasingly competitive market.

The future of sales is undeniably digital, and investing in the right tools is the first step towards a more profitable tomorrow.

Showell: Award-Winning Sales Enablement Software

Manage, find, present, share, track, and analyze your sales content. Showell is an easy, fast, and powerful sales enablement tool. Loved by sales and marketing teams across industries.


Sales Enablement Content

The buying journey has become more complex, and sales enablement content can dramatically help to solve complexities in the modern B2B buying journey.

It empowers sales teams to confidently communicate the value proposition of their products or services while addressing their prospects' unique needs and pain points.

By equipping sales teams with a comprehensive repository of relevant and up-to-date resources, you ensure that every interaction with potential customers is informed, engaging, and persuasive while reducing the preparation time for sellers.

Different sales enablement content

Sales enablement content can be anything from presentations, brochures, case studies, technical data, and sales templates, all geared towards one thing: to help your sales team deliver unmatched value for your customers and close deals.

Content also serves other purposes.

It educates the sales team about the product or service they're selling, offers insights into the target market and its challenges, and provides the tools needed to demonstrate value to prospects.

In essence, content ensures that sellers are not just pitchmen but knowledgeable advisors to their customers.

Two Main Types of Sales Enablement Content:

  1. Customer-Facing Sales Content: This includes materials that directly engage the prospect, such as product brochures, case studies, testimonials, demo videos, and sales presentations. These resources enable the salesperson to paint a vivid picture of the benefits a product or service can deliver.
  2. Internal Learning and Training Content: Crucial for the ongoing development of the sales team, this category encompasses resources like sales playbooks, pricing guides, objection-handling scripts, product specifications, and competitive analyses. This content ensures that sellers are always prepared, no matter the situation.


Measuring the ROI of Sales Enablement

Measuring sales and marketing performanceSales Enablement, when executed correctly, has the potential to greatly enhance the efficiency and effectiveness of your sales process.

However, like any investment, businesses must ensure they're achieving a positive return on investment (ROI) from their sales enablement efforts.

Measuring the ROI of sales enablement is crucial for justifying its ongoing costs and refining the process over time.

With Sales Enablement, sales and marketing spend less time on back-office tasks, have more time to sell, and can increase overall sales productivity.

This results in more time for high-quality, impactful conversations with customers, leading to higher sales performance.

In the end, the ROI of Sales Enablement can be seen in faster sales cycles, more closed deals, and an increase in deal sizes.

Enabling Every Sales Rep to Perform

"20% of sellers typically generate 80% of sales. Imagine what could be achieved if all sellers were enabled to reach their sales quota. That's the reason to invest in sales enablement."


Sami SuniCEO & Founder, Showell

Best Sales Enablement Practices Summarized

Sales enablement increases revenueSales enablement is pivotal in equipping sales teams to perform at their best.

From aligning sales and marketing efforts to providing continuous training and resources, it's about optimizing each aspect of the sales process.

Implementing best practices in sales enablement not only enhances the effectiveness of your sales team but also ensures consistency in delivering value to customers.

Here are ten foundational best practices to guide your sales enablement journey forward. 

1. Appoint Dedicated Leadership and Responsibilities

Appoint a specific person or team responsible for overseeing the sales enablement function. This ensures continuity, focused strategy, and optimal utilization of resources. Ensure someone is responsible for keeping tools up-to-date, content relevant, and best practices in use. Grant that person or team the time and budget necessary to accomplish their mission.

2. Create a Sales Enablement Strategy and Roadmap

Before diving into sales enablement, craft a strategy that clearly outlines your objectives which challenges it can solve, opportunities it can present, expected outcomes, and a roadmap for achieving these goals.

3. Invest in Sales Enablement Technologies

Incorporate a suitable sales enablement software and tech stack that aligns with your needs. This software should facilitate content management, analytics, and effective customer interactions.

4. Align Sales & Marketing

Foster a symbiotic relationship between sales and marketing. Ensure that both teams work closely together. Marketing should be aware of salespeople's challenges in the field, and sales should have input into the materials marketing produces. Collaboration ensures that content is relevant, consistent, and effectively addresses the pain points of prospects.

5. Centralize All Sales Content Into One Place, Available Anytime and Anywhere

Consolidate all sales-related content in a singular, accessible platform. This makes content retrieval easier, ensuring sales reps have the necessary resources when they need them. This eliminates the time salespeople spend searching for content and ensures they always have the most up-to-date information at their fingertips.

6. Provide Relevant, Diverse, and On-Brand Sales Enablement Content

Equip sales teams with a diverse range of content, catering to different buyer personas and stages in the sales journey. Ensure that this content stays true to brand identity, effectively communicates value and, address any question that may arise during the sales journey. 

7. Leverage Data and Analytics to Optimize Your Sales Process

Monitor and evaluate which content pieces and strategies yield the best results, and adjust accordingly. This continuous refinement ensures that sales enablement efforts stay relevant and effective.

8. Provide Continuous Training and Onboarding

Sales enablement is not a one-off process. Regularly update and train your sales team on new products, market trends, and sales techniques to ensure they're always at the top of their game.

9. Measure ROI of Sales Enablement

Regularly evaluate the return on investment of your sales enablement initiatives and efforts. This not only justifies the associated costs but provides insights for further refinement.

10. Foster Stakeholder Collaboration

Sales enablement is a cross-departmental effort. Ensure alignment with not just marketing but also product management, customer success, and other relevant departments. By embracing these best practices, businesses can elevate their sales process, ensuring that sales teams are not only well-equipped but also operate at peak efficiency.

Showell: Award-Winning Sales Enablement Software

Manage, find, present, share, track, and analyze your sales content. Showell is an easy, fast, and powerful sales enablement tool. Loved by sales and marketing teams across industries.


Further Sales Communication Resources to Enable Sales

Effective communication is the bedrock of successful sales and sales enablement.

To help sales teams harness the power of impactful communication, here are some invaluable resources that shed light on best practices, techniques, and innovative approaches. Each resource is tailored to empower sales professionals with the tools they need to engage prospects and close deals efficiently.

"Effective Sales Enablement Platform"

"Showell is very user-friendly and simple for sales teams to adopt. I like how easy it is to navigate around the platform, share content with customers and create presentations quickly."

Jodie R.Product Marketing Manager, EvaluAgent