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Sales Enablement

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

What is Sales Enablement?

Sales enablement equips your sales team with the relevant content, knowledge, and skills needed to engage effectively with prospects and customers. You can boost revenue and sales speed as well as bridge the gap between your sales and marketing teams.

The solution has two facets: seller enablement, which enhances the team's efficiency, and buyer enablement, which ensures the team offers buyers the critical information and value needed for informed purchases.

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Measuring the ROI of Sales Enablement

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, ROI of Sales Enablement can be seen in faster sales cycles, more closed deals, and an increase in deal sizes. Sales Enablement at its best helps all salespeople to perform better. 

Which Companies Benefit from Sales Enablement?

Sales enablement is for any business, small, medium, and large, that has salespeople and is doing B2B, B2C, or B2B2C customer-facing sales. Sales Enablement is a cornerstone of a modern organization that wants to scale performance with the help of digitalization.

It is expected that the global sales enablement market will reach $9.1B by 2028, growing at over 15% each year.

Sales Enablement by Role

Here's how sales enablement supports different roles:

  • Sales Enablement for Marketers
    A centralized Sales Enablement tool streamlines content management and delivery, reducing resource misplacement.
  • Sales Enablement for Sellers
    Given that most buyers research before purchasing, reps require immediate access to the right content. Sales Enablement ensures it's readily available.
  • Sales Enablement for Leaders
    Sales Enablement tools boost the sales team's performance by providing them with relevant resources, preserving brand uniformity, and generating crucial sales insights.

Building a Sales Enablement Strategy

The key to a robust sales enablement strategy is to focus on empowering your salespeople. 

Prioritize collaboration and align all stakeholders, including marketing, sales, and even buyers. Essential steps in crafting strategy are:

  1. Ownership: Assign a person or team to take responsibility for the sales enablement process for streamlined and accountable implementation.
  2. Budget: Allocate funds to match needed tools and training with expected results.
  3. KPIs: Use metrics like sales cycle length and buyer experience to gauge the strategy's success and guide adjustments.
  4. Tool: Invest in specialized sales enablement software to centralize and execute content strategies, enhancing both efficiency and effectiveness.

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Sales Enablement Software

Sales enablement tools are ready-made software platforms that centralize sales content management and serve as a sales presentation tools. 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, ensuring teams have timely and relevant materials. Beyond mere storage, they elevate sales with tailored content.

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Sales Enablement Content

Sales enablement content empowers sellers to educate buyers, fortify buyer confidence (crucial for purchase decisions), and streamline digital, multithreaded buying journeys with multiple touchpoints and stakeholders.

There are two main categories for this content, ranging from presentations, brochures to case studies and technical data. This can be categorized into two main sections:

  • Customer-Facing Sales Content: Materials like product brochures and case studies that engage prospects.
  • Internal Learning and Training Content: Resources like sales playbooks and pricing guides for sales team development.

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How Sales Enablement Supports Onboarding and Training Sellers?

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

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.

This centralization 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.

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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

Sales enablement plays a pivotal role 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 every 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 six foundational practices to guide your sales enablement journey.

1. Have a Dedicated Sales Enablement Person or Team

Make sure 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. Centralize Sales Content Into One Place, Available Anytime and Anywhere

Ensure all sales materials, from brochures to case studies, are stored in a single, easily accessible location. This eliminates the time salespeople spend searching for content and ensures they always have the most up-to-date information at their fingertips.

3. Provide Relevant, Diverse, and On-Brand Sales Content

Arm your sales team with content that resonates with varied buyer personas and is able to address any question that may arise during the sales journey. Stay true to your brand's visual identity, voice, and message.

4. Align Sales & Marketing

Ensure that both teams work closely together. Marketing should be aware of the challenges salespeople face in the field, and sales should have input into the materials marketing produces. This collaborative approach guarantees that content is both useful and relevant.

5. Leverage Data & Analytics to Optimize Your Sales Content and Process

Utilize the analytics and insights provided by your sales enablement tool. By analyzing which pieces of content drive the most engagement or lead to closed deals, you can refine your sales strategies and content creation priorities accordingly.

6. Use Digital Sales Rooms for Sharing Content with Buyers

Facilitate more insightful interactions and engagement by using digital space (digital sales room) to share content with potential buyers. With digital sales rooms, you can easily manage shared content and also track how it is being viewed and by whom. 



Sales Enablement Use Cases

Here are real-world examples of how different industries and sales organizations can use Sales Enablement to boost their sales and marketing performance. 

How Sandvik is Making it Easy for Their Global Dealers to Sell

Sandvik (STO) is a Swedish global engineering company specializing in mining and construction machines. The company operates in ...
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How Showell Modernizes Valtra's Global Sales and Brings the Wow Effect

Valtra's tractors are sold in 75 countries around the world. Mikko Lehikoinen, VP of Sales and Marketing at Valtra tells how ...
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Vernacare Says Showell is a Game Changer in Global Sales

Vernacare is a global infection prevention company, best known for its macerator and pulp products. Vernacare has ...
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Kubota To Empower Its Sales People With Showell

Japanese based Kubota (Kubota Holdings Europe), one of the global leading machinery manufacturers, and Showell have signed an ...
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Why Beamex Switched From Sharepoint Extranet to Showell's Sales Tool?

Beamex, with over 50 years of experience, manufactures industrial calibrators that are used by more than 14,000 customers in ...
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How Gaggenau Uses Sales Enablement App to Stay on Top of Other Brands

Gaggenau, established in 1683, is a world-leading leading luxury appliance brand with headquarters in Germany and dealers ...
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How Does Ponsse Improve Dealer Sales Through Product Training?

Ponsse is a top producer of cut-to-length forest machines worldwide. With a presence in over 40 countries, Ponsse aims to ...
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How Steripolar Boosts Sales Teams' Confidence to Impress Customers

Steripolar is a med-tech company that offers innovative technology, new treatments for patient care, high-quality durables, ...
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Streamlining Content Management and Boosting Sales Confidence for BSH

BSH Home Appliances, a leading appliance manufacturer, sells appliances for brands Bosch, Siemens, Neff, and Gaggenau. BSH has ...
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"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