What is sales enablement?

What is sales enablement?

Sales enablement is the tools, content and processes that help sales teams close more deals at a faster velocity. 

Sales enablement often plays a vital role in equipping sales teams with the necessary technology, collateral and knowledge to close more deals and drive business growth. It was a growing industry until 2022 that has since stabilised but by no means is it in decline. In fact, many companies are investing into specific roles and teams within their organisation, as opposed to it being mainly outsourced a few years ago. 

Give me some more details...

At a high level, sales enablement incorporates (but is not limited to) the below:

  • Training materials
  • Industry insights
  • Playbooks & processes
  • Sales collateral
  • Software and technology

Let's dig a little deeper into each of these.

Training materials

Training materials often include comprehensive guides, interactive e-learning modules, and informative videos that cover various aspects of the sales process. From prospecting and lead generation to objection handling and closing techniques, trainings aim to equip sales representatives with the knowledge and skills they need to succeed. These resources are designed to be accessible and user-friendly, allowing sales reps to easily navigate complex sale processes and focus more on what actually makes a difference to prospects.

Industry insights

Insights offer sales teams a deeper understanding of market trends, competitors, and customer preferences. By staying informed about industry developments, sales reps can tailor their sales pitches and strategies to address the specific needs and pain points of their target audience. This knowledge typically empowers sales teams to have more meaningful and impactful conversations with prospects, increasing their chances of closing deals.

Playbooks & processes

Playbooks and processes usually outline a step-by-step approach to the sales cycle. These playbooks provide a structured framework for sales representatives to follow, ensuring consistency and efficiency in their sales efforts. Usually, these will variations of common sales methodologies like MEDDIC, CHAMP, Challenger, etc.


Additionally, sales enablement offers a variety of sales collateral, such as factsheets, presentations, pitch deck templates, competitor battlecards, video, etc. This content serves as powerful tools to support the sales process. Sales representatives can share these materials with potential customers to showcase the unique value proposition of their products or services. Depending on the type of company you are or the prospect you are talking to, certain content will be more valuable than others (e.g. a demo video might be very valuable to an end user, but not at all helpful to someone in finance), so careful consideration needs to be give to your ICP and personas in order to make sure your sales collateral is as impactful as possible.

Software and technology

Automation tools, CRM systems, analytics platforms, e-signature tools, digital sales rooms, conversation/revenue intelligence - the salestech landscape has exploded in the last few years. But enabling sales teams to streamline their workflows, track their performance, and gain valuable insights on their own efforts as well as their buyer's interactions often seperates the good sales functions from the great. These tools facilitate efficient lead management, accurate forecasting, and data-driven decision-making. By leveraging technology, sales teams can optimise their processes, identify areas for improvement, and continuously enhance their sales strategies.

Do I need sales enablement?

In today's landscape, sales enablement has become a crucial aspect for B2B companies looking to maximise their sales performance. With the right tools, content, and processes, sales enablement equips reps with the necessary resources to get more signatures, hit quota, and drive revenue growth.

It's not a trend that will fade away; as mentioned earlier, many companies are now (and have been for some time) investing in dedicated roles and teams within their organisation to ensure the success of their sales efforts. You probably already have some form of sales enablement within your organisation - it just might not be a formal program or team - and if you're looking to generate more revenue and closed won deals (and you're not a pre-revenue start up) it's arguably a better place to start than trying to increase the leads you're generating because prospects are already in your sales funnel and may well have a higher chance of success of converting than those who are not.

Do you need it? In all likelihood, the answer is yes!

Empower Your Sales Force

By empowering your sales team with the right resources, materials, and tools, you can significantly enhance their ability to sell more effectively and efficiently. This, in turn, will result in a substantial boost in revenue and an increase in the number of customers and brand advocates for your business. To achieve this, it is crucial to establish open lines of communication between your sales and marketing teams, enabling them to access and share the content, materials, technology, and software they require to effectively reach and convert leads into loyal customers.

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