What Is Sales Enablement?


Are you a business looking to reach new heights when it comes to your sales? Have you tried every way of boosting your sales but somehow fall short at it? It’s time to evaluate your strategies! If you work in sales, there’s a chance you have heard a lot about providing your team with the right tools to convert leads, but are you using them to drive revenue for your business?

One popular way to ensure that your sales representatives have the right tools, resources, and materials to boost sales is through sales enablement. Why, you ask? According to research, companies that use sales enablement have up to 15% more win rate than those without it. If you are unaware of this concept, don’t worry, in this article, we have jotted down all you need to know!

Let’s start with the basics, shall we?


What is Sales Enablement?

Sales enablement is a process of equipping your sales team with the right training, guidance, and tools they may need to attract and engage buyers. It provides data-driven insights that not only help you optimize your business but eventually generate revenue as well.

Why Is It Important?

Every business owner wants successful and healthy sales operations, which is not possible without sales enablement. With low entry barriers in the industry, there is massive competition in business, so your sales and marketing team must have ample time to keep the process aligned.

In the modern era, buyer behavior has changed, the businesses operate in a new reality, and buyers have become more independent. The traditional sale methods no longer work to be the winner and retain your customers. It is required to adapt to customer expectations; sales enablement is not an option anymore – it is a necessity. It is also beneficial because of the following reasons:

Sales Retention

Efficient workflow allows your sales representatives to succeed. If your employees yield better results, they are more likely to stick to their job, be loyal, and serve long term. Moreover, large sales organizations have also proven to be better workplaces in terms of skill learning and training than low-performing teams.

Sales Readiness

Sales readiness is one of the core components of the SE process and involves all the activities that your team goes through to sell products. It involves everything from onboarding to continuous learning processes and valuable interactions. Furthermore, it also includes the information your rep needs to know, such as the product details, positioning, etc. If done right, buyers will rate your customer service well even if the deal does not materialize.

Efficient Processes

On a given day, your sales rep might need to use various tools, including CRMs, intelligence, engagement, and communication tools. These tools are crucial for your business; hence the salesperson must have a firm grip on them.

The insights report that sales tools are second on the priority list of sales enablers. If done right, it could be the differentiator for your organization.

Who Is Involved in Sales Enablement?

At its core, sales enablement is owned by sales and marketing both. Marketing provides your sales representatives with resources they need to efficiently sell your products, blogs, and product guides. On the other hand, your sales team shares this valuable information with customers and helps them decide whether they want to convert the lead. Furthermore, sales enablement has four main stakeholders involved.

Sale Enablement Manager

A sales enablement manager is someone who knows all the concepts of sales as well as marketing. A SE Manager is responsible for all the sales enablement initiatives such as implementing new technology, overseeing the processes, developing strategy, onboarding, training, etc.

Sales & Services

The end users who leverage the learning and training developed by the other stakeholders present effective strategies to the customers. They must collaborate with the content creators and assist in developing the sales enablement strategy.


To develop a modern SE process, you need an unprecedented sales and marketing alignment. The two teams must be aligned, so the goals and procedures are also similar. To create this collaborative environment, a marketing leader is essential. Marketing lead is not only directly involved with the sales enablement manager, but he is also the voice to represent the goals and processes of teams.


To sum it up, through sale enablement, you can sell your product more efficiently and effectively, ultimately leading to a boost in revenue and loyal customers. So, ensure that your sales and marketing teams are on the same page, are working together on common goals, and give your business the growth you want.

The market competition is getting more fierce with each day, and to you make your mark, you need sale enablement. Sales enablement is an important aspect of maintaining healthy and successful sales operations. Therefore, it is not just an option anymore, it is urgent and the need of the hour.

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