Sales Enablement

Sales Enablement

Complete Guide to Sales Enablement 

This five-part guide can help accelerate your sales enablement initiatives — whether you are researching, vetting, evaluating, or adopting sales enablement.

Part 1

Researching Sales Enablement

Understand the fundamentals of sales enablement and the state of the B2B sales climate.

Why is Sales Enablement Important?

Because selling is more challenging and complex than ever.

Buyers Are More Informed

Buyers now can obtain product information without ever talking to a salesperson, embarking on as much as 57% of the buyer’s journey alone before ever speaking to a sales rep. Because buyers are savvier and more educated, they expect salespeople to present them with something new such as information or content they simply can’t get themselves.

Era of the Smarter Seller

Without a customer-centric approach to selling, a sales force will not succeed. If a salesperson can’t show how a product will solve a customer's business problems, the buyer will lose interest. Sellers must find new ways to engage with their customers. They need to apply their product knowledge to customers’ specific needs with detailed product capabilities from the exact perspective of a specific buyer.

Challenges in Sales Today



of sales reps' time is not spent actually selling.


of marketing content goes unused by sales.


of executive buyers claim salespeople do not have relevant materials.

What is Sales Enablement?

Sales Enablement Definition

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

Sales Enablement, Explained.

To put it simply, sales enablement is equipping your sales team with strategic resources it needs to excel, from tools to technology to content and beyond.

Even the greatest athletes in the world can improve their performance and with the help of better tools, superior coaching and training, and easy access to resources such as intelligence on new techniques for better performance. This same concept applies with sales enablement, because even an extremely talented rep stands to benefit from the right support and structure.

Sales enablement a strategic approach to unite and align sales, marketing, and operations around the common goal of equipping salespeople with the right resources, tools, and processes to sell effectively… And enhancing and supporting it all with technology.

sales enablement is about making maximizing every point of engagement with your prospects and customers. Sales enablement improves the experience sales provides. In other words, sales enablement makes it easier for salespeople to sell and buyers to buy.

The Emergence of Sales Enablement

Sales enablement has made its way into the mainstream; top analysts write about it, top companies hire for it… and dozens of software companies claim to be it. But it’s important to note that sales enablement is not technology; sales enablement is a strategy to maximize sellers’ ability to communicate value and differentiation in a clear, consistent, and compelling way. Sales enablement technology was created to help clients reinforce and drive process around their sales enablement strategies. It was built with the intention of helping companies open the lines of communications between the people creating customer-facing assets (marketing) and those charged to leverage these resources in deals (sales).

Sales enablement technology was created to help clients reinforce and drive process around their sales enablement strategies. It was built with the intention of helping companies open the lines of communications between the people creating customer-facing assets (marketing) and those charged to leverage these resources in deals (sales).

Sales Enablement is not Content Marketing

Sales enablement is the strategic process of providing salespeople with the tools they need to consistently have valuable conversations with customers at each stage of the customer’s problem-solving life cycle or buyer's journey. Sales enablement includes the resources, content, tools, and processes salespeople need to succeed at all stages of the deal from oppportunity to close and upsell.

Content marketing is the process of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, and ultimately drive profitable customer action. Content marketing is a way to interact with prospects without selling. It educates prospects before, during and after interactions with salespeople. In a B2B environment, content marketing and sales enablement aren’t at odds; they work together. Now more than ever, sales reps rely on the right content to support their sales conversations.

Sales Enablement is not Sales Operations

Sales enablement is about strategically aligning people and technology 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.

Sales operations is your boots-on-the-ground team that is closely aligned with the daily activities of the sales team. They will be administering Salesforce (or your chosen CRM) and handling any issues that crop up because of that. They will help with lead routing, so sellers receive leads that fit their territory/solution.

Part 2

Vetting Sales Enablement

Is your organization considering investing in sales enablement?

Sales Enablement Evolution

Sales enablement is no longer a buzzword.

LinkedIn Users with Sales Enablement in Current Job Title

Source: LinkedIn

users in 2016
users in 2018
users in 2018

Companies with a Dedicated Sales Enablement Person,  Program, or Function

Source: CSO Insights - 2017 Sales Enablement Optimization Study

of companies in 2015
of companies in 2016
of companies in 2017

When Is a Good Time to Start Sales Enablement?

To answer to this question, let’s understand the major business initiatives a typical organization will go through before beginning to invest in sales enablement.

Document Management

Process in place that streamlines the storage of records, presentations, content, and other collateral.

Customer Management

A process for managing relationships and interactions with customers and potential customers.

Content Management

The strategy that answers the questions of why, how, and where content is stored. Sales enablement improves the efficiency of this process.

Content Creation

Creating content is a pain; it takes a lot of time and is hard to automate. Sales enablement is about unlocking efficiency of this process.

Document Management

Most organizations—whether mature, or fast-growing startup—will begin with document management. This is the simple process of storing and managing the documents that an organization uses in its day-to-day activities. This will typically be an unsophisticated process without much strategy or initiative behind it. Document management is a process that streamlines the storage of records, content, and other assorted pieces of collateral.

Document management is more of a procedural process than one that solves big problems or effectively reduces inefficiencies and increases productivity. An organization that is focused on document management typically has more important areas to focus on: product development, ramping up sales, creating a marketing team, ensuring excellent customer service, building a company culture—or the organization may be in an old industry that has yet to take to newer trends.

Customer Management
Content Management
Content Creation

Who Owns Sales Enablement?

Depending on available resources, headcount, overall goals, and priorities, sales enablement ownership will be slightly tailored to your organization.


Making sales enablement the responsibility of Marketing is the classic approach to this question because although sales enablement ultimately results in closing more deals in a more efficient manner, a lot of the work is done in improving Marketing’s overall efficiency.

By embarking on a sales enablement journey, a marketing team is committing to revamping their entire relationship with content. They acknowledge that their content needs to be easier to find; speak more directly to buyers' needs; enable Sales to create their own approved, personalized content; and prove its ROI.

Marketers spend their entire careers thinking about those concerns. Thus, sales enablement would fall under the purview of Marketing. Marketing can handle integrating a solution into the tech stack, present an easy-to-understand overview to Sales, and measure the success of the overall effort. Allowing Marketing to own a sales enablement initiative is best suited for organizations that are looking to unlock new efficiency with their entire content process, as well as improve sales and marketing alignment.

Sales Enablement

Content Management Best Practices

Marketing creates three times more content than Sales uses, yet Sales feels like they don't always have the content for their selling situation. Provide your sellers with content that is easy to find, personalized, and professionally formatted, so their sales pitch is tailored to solve your customers' biggest challenges.


Why does content management matter?

Centralizing all of your assets is valuable in and of itself – that’s why ‘single source of truth’ is an industry term. The statistics speak for themselves in terms of the efficiency, scalability, and visibility content management brings to your business.

Bottom line: If you have a single, mastered content library, you’re better able to manage your materials efficiently to build an organization without introducing additional complexity. That’s at the heart of every solution in the ECM, DAM, and SAM categories. It’s that simple.


The Importance of Content


of buying decisions are directly influenced by content.


of buyers view at least 5 pieces of content before they purchase.


of sales reps say they don't have enough valuable content.

The Challenges of Content


of B2B marketers do not measure engagement of their content from sales.


of content created by marketing goes unused by sales reps.


of a sales rep’s time is spent searching for or creating content to share.

Sales Content Strategy


Build a buyer-focused content strategy that sellers will love.

What are the benefits of a successful sales content strategy?


increase in content usage


boost in conversions


increased revenue by new reps

Part 3

Evaluating Sales Enablement

Looking to assess the benefits of sales enablement before getting started?

Sales Enablement Aligns Marketing, Sales, and Operations

This alignment yields lower costs, increase revenues, ensure brand integrity and compliance, and close more deals.

Marketing Teams


Create more effective, data-driven sales materials. Learn what content resonates today so you can make smart investments in the future.

Sales Enablement & Sales Operations


Equip your teams with powerful selling tools. Give them the resources to become experts in today’s tough selling environment.

Sales Teams


Create predictable results by collecting insights from top performing sellers. Make every seller your best seller with hyper-focused deal-winning content.


of companies plan to increase company alignment.


average annual growth rate due to alignment.

What does Sales Enablement Look Like In Practice?

Marketing collaborates, automates, manages, and distributes content from one place. Sales Enablement and Operations delivers those materials, training, and analytics to the right teams. Partner and Channel teams have access to a library of content that feels like it was personalized just for them and for the deal they’re working on.

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 Plan


Now that we’ve identified the importance of the sales enablement function, let’s look at the key elements of an effective sales enablement plan. Marketing, product marketing, sales leadership, and a dedicated sales enablement team will often work together to train and equip sales people. Continue below to get started.

Part 4

Sales Enablement Technology

Understand how a sales enablement platform fits in your tech stack.

What are the benefits from a sales enablement platform?

Marketing Efficiency


Say goodbye to data entry headaches. Increase efficiency with batch updates, reliability, and automation.

Sales Productivity


Surface the most impactful content while giving sales and service teams the power to customize their own.

Risk Mitigation


Collaborate and manage content workflows effectively. Ensure every piece of content is on-brand and compliant.

Sales Enablement Technology Evolution

As sales enablement technology continues to modernize and change the way sales and marketing teams work together, it's helpful to understand how technology evolved.

History of Sales Enablement Technology

Challenges with Current Sales Technology

Part of the problem is that the “original” sales technology, the CRM, was not built with effectiveness in mind. Marketing automation focuses more on marketing and less on improving sales productivity. A sales enablement platform reduces burden on salespeople, streamlines their workflow and provides marketers with insights.

CRM vs Sales Enablement Technology



Customer Relationship Management technology is a system of record for managing relationships and interactions with customers and potential customers.

Sales Enablement Technology

Marketing Automation


Marketing Automation is a system to automate repetitive marketing tasks such as e-mail, social media, and other website actions using predefined conditions and triggers.

Marketing automation vs Sales Enablement Technology

Sales Enablement


A sales enablement platform provides a repository for marketing collateral and sales content for all stages of the selling cycle. A sales enablement platform also provides insights on content analytics and how it affects deals and sales performance.

Sales Enablement Platform

Technology built for scaling sales enablement initiatives.

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 Communication

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

Sales Training

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

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.

Part 5

Adopt Sales Enablement

Ready to get the rest of your team and organization involved?

Building a Business Case for Sales Enablement


Implementing a sales enablement platform is a large investment that will affect many people throughout an organization. As such, there will be a lengthy process for selecting the correct vendor and winning over decision-makers. Here are  steps to get started.

Sales Enablement Resources

The content you need to answer any of your sales enablement questions.