What is Sales Enablement?
Sales enablement is the process of providing sales teams with the tools and training they need to be more organized, efficient, and effective in their customer interactions.
Why is Sales Enablement Important?
Sales enablement is a critical function for organizations and provides various benefits:
- Equips sales teams with the tools and resources they need to be successful in their roles
- Provides a centralized platform to store and access sales collateral, training materials, and other resources
- Streamlines and optimizes sales processes
- Makes sure reps are using the most up-to-date and accurate sales materials
- Helps sellers better understand customer needs and how best to serve them
Sales Enablement vs. Sales Engagement
Sales enablement and sales engagement are two different approaches that can be used together to have an impact on a sales team’s success.
- Sales enablement involves providing tools and training that help them master important skills, while sales engagement focuses on understanding customer needs and building relationships.
- Sales enablement is focused internally on the sales team, while sales engagement is more customer-centric.
- Sales enablement arms sales teams with training and tools needed to close deals. Sales engagement improves the relationship sellers build with buyers through strategic communication and data.
| Sales Enablement | Sales Engagement |
| Focused on skill-building | Focused on customer relationships |
| Internal team focus | Customer focus |
| Tactical approach with training and tools | Strategic approach using data |
Best Practices for Sales Enablement
When creating and implementing a sales enablement strategy, organizations should do the following:
- Prioritize alignment between sales and marketing departments to make sure both teams are working in concert to achieve the same goals.
- Develop consistent onboarding processes and training for sales teams so all team members have the a strong understanding and knowledge of products and services.
- Use data-driven insights — such sales pipeline gap analysis — to inform sales enablement strategies and keep the team focused on the most effective tactics.
- Encourage open communication between sales and other departments to enable the sales team to quickly and effectively address buyer and customer needs.
- Use modern communication and collaboration tools to keep sellers up to date on the latest information and resources.
Best Sales Enablement Tools in 2023
Sales enablement software is invaluable for sales teams to ensure their enablement strategies work as effectively as intended. Tools like those listed below help sales teams track leads, manage customer interactions, collaborate, and close deals.
Each of these solutions provides businesses with the tools and insights needed to make informed decisions, improve competencies, and increase sales.
AI-powered platforms like 6sense can bring valuable additional insight to sales teams, and push that info directly into the CRMs where sales teams spend most of their time.
