What is Sales Enablement?

What is Sales Enablement?

Sales enablement, simplified.

Sales enablement is the strategic use of people, processes, and technology to improve sales team's productivity and drive more revenue.

What is sales enablement?

 

Sales enablement is about people and technology, and strategically aligning them both behind a common goal: sales successes. It helps organizations streamline sales cycles by improving buyer interactions with better, more relevant sales content and equipping sales teams with the tools they need to be more informed and productive sellers. When executed properly, sales enablement has a measured impact on time spent selling, win rates, and deal size.

The Forrester Wave™:
Sales Enablement Automation Platforms, Q3 2018

 

The sales enablement space is growing because more enterprises are seeing sales enablement as a key way to address their top challenges. Discover how to choose the right sales enablement solution for your team.

Sales enablement aligns sales and marketing.

 

Sales enablement is the process through which traditional barriers are removed between Sales and Marketing. Sales enablement improves the entire content process, increases collaboration, enhances alignment, and unlocks insights that lead to better-informed business decisions. These initiatives are often accomplished through numerous internal stakeholders, a concerted strategy and process for execution, and a technological solution that provides users with the tools necessary to be successful.

How do industry analysts define sales enablement?

 
logo-analyst-gartner

Sales enablement is the activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. 

logo-analyst-forrester

Sales enablement is a strategic, ongoing process that equips employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's journey. 

logo-analyst-siriusdecisions

The job of sales enablement is to ensure that salespeople possess the skills, knowledge, assets, and processes to maximize every buyer interaction.

logo-analyst-csoinsights

Sales enablement is a strategic, cross-functional discipline, designed to increase sales results and productivity, by providing integrated content, training and coaching services.

Why do organizations need sales enablement?

%

of companies feel their cross-functional team collaboration is informal, ad-hoc, or non-existent

%

of companies say the quantity of content provided to sales does not meet expectations

%

of companies indicate "sales" when asked "who creates content for sales reps" to utilize in selling situations

Technology built for scaling sales enablement initiatives require:

Content Management

A central, single-source-of-truth repository serves sellers the marketing-approved content they need to have the conversations that improve win rates.

Content Management

A central, single-source-of-truth repository serves sellers the marketing-approved content they need to have the conversations that improve win rates.

Sales Training

Sales-readiness features help sellers by focusing on the time leading up to those customer conversations through videos, coaching, and certifications.

Sales Training

Sales-readiness features help sellers by focusing on the time leading up to those customer conversations through videos, coaching, and certifications.

Sales Communication

Communication-focused tools empower reps with relevant knowledge and information from teams and departments devoted to their success.

Sales Communication

Communication-focused tools empower reps with relevant knowledge and information from teams and departments devoted to their success.

Marketing Insights

Teams have the information needed to know what’s advancing deals so the sales content creation process can improve and be even more effective.

Marketing Insights

Teams have the information needed to know what’s advancing deals so the sales content creation process can improve and be even more effective.

What does sales enablement look like in practice?

What does sales enablement look like without technology

Ad-Hoc Approach

 

Most organizations start from a state of Ad-hoc enablement. In this stage, enablement functions are undefined. Only certain content is available for sales staff across various repositories, marketing insights on buyer's engagement with sales content are anecdotal, and technology is siloed.

As a result, salespeople waste time finding the right materials, new content is created after it's needed, and collaboration across departments is stifled.

What does sales enablement look like with technology

Integrated Approach

 

With an integrated approach to enablement, people, process, and technology are strategically aligned to drive sales success.

Marketing and sales are empowered with a platform to communicate, store, automate, and refine content to answer buyer questions. Organizational goals are maintained cross-departmentally to ensure accountability and ROI.

Sales Enablement Resources

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Resource Center

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