FAQ Enablement

Sales reps spend an average of 440 hours each year trying to find the right sales enablement content to share with prospects and customers. A content management system is a good fit if your organization wants to improve seller productivity by providing quick access to the latest on-brand and compliant content.

Tools are a seller’s best friend. Investing in sales tools that align go-to-market teams, enable ongoing sales training and coaching, and measure performance can help organizations scale best practices and accelerate sales cycles.

Content automation tools allow marketers to create templates for slides or one-sheeters that can be customized using data from external sources such as a CRM or database.

Conducting a content audit begins with understanding what content your organization currently has. Content can be audited on a quarterly or biannual basis to ensure that sales collateral is always up to date. If and when new products are launched or messaging changes, a content audit followed by content refreshes will ensure your sellers always have access to the latest and greatest content. During content audits, you should also monitor content analytics to understand what content is working. Then, you can create more of what works and remove what doesn’t.

As the enablement industry continues to grow, so do the number and quality of tools. There are several enablement tools and capabilities we believe organizations should include in their tech stack, including content management, content automation, training and coaching, and sales engagement.

From content downloads to content-influenced opportunities, there are several metrics you should follow to maintain a healthy content ecosystem. Read our Introduction to sales content analytics to learn more.

An effective sales enablement strategy includes four phases:

1. Plan
2. Enable
3. Engage
4. Equip

A content management system (CMS) stores sales and marketing content in one place. The best content management software does more than just store content; it also automates processes, provides reps with customization flexibility, and recommends additional pieces of useful content.

Depending on available resources, headcount, goals, and priorities, sales enablement ownership will be unique to your organization. Typically, sales enablement includes alignment and collaboration between sales, sales enablement, and marketing departments.