What is Sales Enablement

Table of Contents

Sales enablement is the process of providing your sales teams with information, content and various tools to help them increase the efficacy of their sales responsibilities.

Throughout this article, we’ll outline the following concepts in depth:

  • Define sales enablement

  • What sales enablement strategy looks like

  • The best sales enablement platforms and tools to use

  • How your marketing and sales teams fit into this process

Read on to learn about how sales enablement can strengthen your business in a multitude of ways.

Let's Define It: Sales Enablement

Sales enablement strategy involves giving your sales team the necessary resources to better themselves within the sales process.

Ultimately, the main purpose of sales enablement is to help your sales reps provide any materials that their leads may want access to throughout the sales funnel.

An article by Gartner separates a sales enablement platform into two different categories:

  1. Content management for sales teams to provide to each lead

  2. Best methods and research that sales and marketing teams will consume internally

Much of your sales enablement strategy will be rooted in sales and marketing alignment, especially regarding the first category, content management.

You’ll need your marketing teams to create the content that leads are looking for so that your sales teams can utilize this information and convey it effectively.

When implementing sales enablement solutions into your business, you want to make sure that you are always thinking about the wants and needs of your leads.

This mindset will help you determine sales enablement resources, sales training, and even sales productivity.

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What Does Sales Enablement Strategy Look Like?

A sales enablement strategy will contain designated sales enablement technology and software to help streamline your efforts.

A sales enablement team will be helpful when it comes to organizing your strategy and making sure that your sales and marketing teams are aware of their roles in this process.

A solid sales enablement strategy will look like this:

  • Ongoing sales training to ensure that sales enablement works

  • Sales coaching and focus on key sales enablement terms

  • Content creation for each phase of the buyer’s journey

  • A solidified sales strategy

  • Good customer relationship management

  • Sales operations and sales managers working together with each sales rep

The tools and resources being created are what makes sales enablement important, and this is something that will continue to grow and evolve as your sales cycle improves in efficacy.

Your sales enablement tools will help to accomplish different things and minimize specific pain points for your leads, but they will also be flexible in nature.

Make sure that your sales enablement software is multi-purpose and accommodating for the needs of all of your leads.

What are the Best Sales Enablement Tools to Use?

The first tool to touch on for sales enablement success is the combination of your sales and marketing team.

Technically speaking, your marketing team owns sales enablement, and your sales team owns sales enablement execution and overall sales performance.

Before we list out the best tools for your sales enablement solution, let’s take a moment to highlight the benefits of a designated sales enablement manager for your business.

  • Helps to designate sales enablement leaders

  • Gauges daily sales effectiveness

  • Monitors marketing and sales teams daily

  • Studies the sales enablement market for new and trending data

  • Helps with the ongoing process to implement sales enablement

  • Helps support buyer’s journey through sales management

Having a designated individual in this role will help streamline the process and this sales enablement manager will also serve as a constant resource to serve alongside the process.

In addition to a sales enablement manager, here are some other tools to implement:

  • A graphic illustrating the sales enablement process in full

  • Designated sales enablement teams

  • A graphic demonstrating the buying process

  • Sales operations teams to help create a sales enablement space

  • Resources for leads and sales teams

  • Software designed to help organize and sort lead data

  • High quality content creation

  • Defining specific objectives for sales reps

  • Focusing in on the buyer experience

Graphics, resources, and information will be your best friend in the sales enablement process.

Creating a set sales enablement program is beneficial, but it is often more helpful to be constantly reinforcing and teaching new ideas and ways to streamline the sales process.

Since your sales enablement is fluid, make sure your approach mimics that flexibility.

The Roles of Your Sales and Marketing Teams in the Process

As previously stated, your sales and marketing alignment is key to the success of your sales enablement tools.

Let’s start with what your marketing department needs to be doing in order to contribute to your sales enablement platform:

  • Aiding in sales training

  • Creating relevant content for sales enablement purposes

  • Speaking with sales leaders to ensure cohesion and comprehension of graphics

  • Illustrating each phase of the buyer’s journey

  • Implementing sales enablement strategies into content marketing

  • Creating a graphic that defines sales enablement

  • Focusing on supporting sales success whenever possible

Content creation and supporting the sales force are the two main items that your marketing department will need to hone in on for the sales enablement process.

Each sales enablement tool will be created and executed by your marketers as well, so be sure that they are trained properly and prepared to aid in sales training too.

Once your marketers have prepared the necessary resources and aided in sales training, your sales teams are now the ones driving your sales enablement.

Here is what your sales teams need to focus on throughout this process:

  • Ensuring sales organization with both themselves and their coworkers

  • Taking sales enablement ownership and initiative

  • Listening to the needs of their leads

  • Referring to content and resources that have been provided to them

  • Make sure that each sales rep is following the guidelines and using their resources effectively

  • Aiding in sales operations if applicable

  • Enforcing cohesion between marketing and sales

Since the ultimate goal of your sales force is to make sales and generate revenue, it may be tempting for this team to get caught up in the monotony of the work and neglect some of these important sales enablement tools.

However, sales enablement is extremely important to the success of your business, and your sales teams must always be thinking about their own methods within this process.

Make sure that your sales force is capitalizing on the efforts that your marketing and operations departments have created for them.

Use sales enablement software when applicable and always be thinking of ways to improve your strategy.

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How Kennected Uses Sales Enablement Strategy

Here at Kennected, and at every other business, sales enablement is absolutely essential to the success of our company and mission.

Sales are the lifeblood of our business, so having each department collaborate on improving our sales teams has been a valuable asset to us throughout our company lifespan.

We utilize the skills of each department in order to build a successful sales enablement platform and encourage you to do the same.

Your sales performance and sales operations will be strengthened as a result.

Hop-On The Kennected Train

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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