What is sales enablement?

Sales enablement is the strategic use of people, processes, and technology to improve sales productivity and increase revenue. (If you haven’t read our guide to sales enablement, take a look at it here). While sales enablement isn’t just about the software and tools used, it isn’t just about the practices and processes used either. 

What is sales enablement software?

If sales enablement is the strategic use of the tools and resources at your disposal, then what are sales enablement tools? Sales enablement software enables sales teams to manage content and resources from a single, easy-to-access location. Sales enablement tools allow organizations to create, store, edit, organize, and manage relevant information from almost any location, whenever sellers need it. Sales enablement software also eliminates the need to track and implement everything manually. This allows teams to access information almost instantaneously to make more informed in-the-moment decisions. 

In sales teams, there tends to be a significant difference between the revenue generated by the top few performers and everyone else. A good sales enablement platform helps close this gap by providing onboarding, training, and coaching to help all of your reps hone their skills and learn important best practices and knowledge.

Who uses sales enablement tools?

Sales enablement tools can improve the processes of many different business departments, thus increasing the company’s performance as a whole. But who are sales enablement tools intended for, and who do they benefit the most?

Sales teams

It’s not uncommon for sales reps to make split-second decisions while interacting with a prospect. Without the right resources, they may struggle to make the right decision or provide the right information. By giving them access to sales enablement apps and software, they are more informed and don’t have to spend time searching for relevant content to share with buyers. This allows them to be more productive and focus on moving deals forward in an efficient way.

Marketing teams

Sales enablement apps provide  a single for  marketing teams to create, store, and manage sales content and collateral. Sales enablement software also tracks the usage and success of this content so marketing teams can make informed decisions on what content is most useful and where there may be pain points.

Enablement leaders and managers

Enablement leaders and managers can use sales enablement platforms to keep track of certain aspects of the business, including employee performance, revenue, ROI, and more. They can use this information to improve many areas of the sales process and provide employees with resources to increase their performance.

Essential sales enablement tools

If you search the G2 sales enablement software listings, you’ll find hundreds of enablement tools to choose from. These solutions automate, organize, and streamline several sales processes so organizations can help their sales team become more successful. Some common sales enablement solutions include:

Content management and automation

Sales content management is the process of creating, storing, organizing, and sharing content. Sales reps can use sales enablement content to engage with prospects more effectively. They can also address prospects’ concerns quickly and accurately by rapidly accessing the right data, statistics, and information with sales content software, increasing the chances of a successful sale. 

Enablement planning

Enablement planning is a vital step in the sales enablement automation process. Enablement planning is strategizing a way to supply sales teams with the information, resources, coaching, and support they need to do their job as best as possible. Sales enablement planning software is a tool for enablement leaders, sales teams, and marketing teams to work together and better facilitate communication and sharing of necessary information.

Buyer engagement

Interactions between sellers and prospects aren’t successful unless the buyer is as engaged as possible. After all, the more personalized and meaningful these interactions seem to the customer, the more likely the sale will go through. Buyer engagement software stores information about prospects and provides sellers with specific channels and tools to best interact with buyers.


Sales enablement training software is also vital. Contrary to what many organizations provide, sales training doesn’t end after a rep’s first week on the new job. Sellers not only need excellent onboarding training, but ongoing sales training as well. New knowledge is constantly changing how we sell, so keeping learning materials like how-to’s, product knowledge, and resources updated is essential.

Coaching and feedback

If you want to maximize sales performance, providing sellers with ongoing coaching can make all the difference.  While training equips reps with critical skills and knowledge, sales coaching reinforces this information and targets specific areas for additional development for each individual rep.

Never stop growing.

Enablement software and best practices

With so many technological advances, there’s no reason not to use enablement tools to improve everything from sales enablement automation to training and coaching. The best sales apps and software will comfortably fit your company’s culture while providing valuable support that helps you meet goals. But when it comes to finding and implementing the best sales enablement software for your team, remember these best practices:

  1. Identify seller pain points: The first step to solving your sales team’s challenges is identifying what they are. Talk to your sellers and get feedback about what they think would help alleviate some of these issues.
  2. Establish goals: By setting goals for what you hope to achieve through the implementation of your new sales enablement software, you can establish a more accurate timeline of how long this will take. These goals can also help establish what enablement leaders need to focus on when coaching sales teams.
  3. Educate sellers: While sales enablement software is an excellent tool for sales teams, they can’t use something they don’t understand. Educate your sales teams on the new software and make sure to get frequent feedback and address any questions they may have.
  4. Keep your customers in mind: The purchase process is a journey that rarely goes in a straight line, which is why you should use a sales enablement platform that best targets your buyer’s journey. By keeping the customer on the path to a successful sale, the software enables reps to follow the customer’s journey and create content at each stage.
  5. Track usage and performance: There is no way to know whether a specific enablement tool  will be effective until you try it and analyze the results. Through these performance metrics, you’ll be able to tell if anything is improving or if you need to make a few tweaks on how your team utilized the tool.

Benefits of sales enablement tools

The most immediate benefit of the use of sales enablement tools is the vast amount of information your sales force will have access to in order to meet your objectives. Once you decide which goals are the most important and start using your tools to do the tasks you need, you will be able to stop worrying about the details and focus your energy on the real job of selling. By implementing sales enablement software, teams should expect the following benefits:

Streamlined workflows

Sales enablement tools store all the information and resources that sales teams need in one place. This gives them easier access to what they need to make a sale, rather than tracking down information and pausing the process, eliminating several unnecessary steps previously associated with the sales process.

Improved productivity

Sales enablement software gives sellers a way to quickly identify and access information in almost no time at all, quickening the overall sales process overall. Instead of stopping to search for content or asking a leader product questions, they’ll have more time to focus on the buyer, which improves productivity and increases your total revenue.

Increased buyer engagement

Buyers can be unpredictable, but with the right sales enablement tools your sales reps can formulate well-informed responses with little, to no, hesitation. In doing so, they can provide more intriguing content, accurate customer support, and an overall better experience for their prospects.

How Seismic can help

The Seismic Enablement Cloud™ allows organizations like yours to empower go-to-market teams with the right skills, content, and insights to engage customers like never before. The Enablement Cloud features six essential sales enablement apps across content management, learning & coaching, strategy & planning, content automation, buyer engagement, and enablement intelligence for an all-in-one unified enablement platform. This helps rapidly growing organizations accelerate sales and cultivate growth. Ready to learn more? Check out all of the benefits and capabilities of the Seismic Enablement Cloud™ here.