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Sales Enablement – A Detailed Guide

The best way to ensure that an assigned project or task is successful is by giving your people the tools, resources, and information they require to complete the job. Moreover, you want your teams to have all they need to perform efficiently and achieve great results.

This is particularly true regarding sales due to the challenge and potential complexity of the role. If you want your reps to close more deals and increase your revenue, you must provide them with the right tools, procedures, and training on how to use them.

Each salesperson must thoroughly understand your customer journey and the best practices for approaching each stage.

But maybe that sounds complicated….so how do you do all this?

A little thing called Sales Enablement.

What is Sales Enablement?

Sales enablement provides the sales organization with the information, content, and tools that help salespeople sell more effectively. It’s all about delivering salespeople everything they need to engage target customers throughout the pipeline. Fundamentally, this involves giving salespeople two types of information:

  1. The resources they need to perform well
  2. Information and resources that the buyer wants

Internal sales resources examples: SOPs, best practices, sales tools, and sales training.

Buyer information examples: whitepapers, videos, webinars, or other information about the company and its products and services. Sales enablement is an iterative process, not a one-off.

Over time, you build and refine the resources that help your business’s sales team to close more deals. In particular, these resources may include content, tools, and processes to sell your product or service to customers effectively. When implemented correctly, sales enablement empowers your sales team to engage buyers throughout the buying process while coming away with more closed deals.

Why is Sales Enablement Important?

Many organizations make the mistake of relying on individual, high-performing sales talent to ensure the job gets done. The problem is that this approach could be more reliable. Ideally, you want a sales enablement strategy that takes any average salesperson and ensures they perform well, or at least acceptably, every time. Sales enablement is providing your sales team with the best practices, training, tools, and resources to achieve better results.

Align Everyone with Your Overarching Sales and Marketing Strategy

The best-performing companies have a precise alignment between the individual’s role and the organization’s overall strategy. Sales enablement is an excellent vehicle for doing this. It has the additional benefit of setting up a transparent collaboration between your organization’s sales and marketing teams as they work together to build content, track results, etc.

Ensure All Your Salespeople Have Core Sales Skills.

Only some salespeople have every essential sales skill right out of the gate. Additionally, Sales enablement helps ensure your entire sales team has high competency in all the standard sales skills required to perform well. Some of which might be new to them (or worthy of a refresher) include prospecting, pre-call planning, call follow-ups, consultative sales skills, etc.

Sales Enablement Trains Salespeople on Specific Processes

Beyond instilling all the core sales skills, sales enablement lets you train personnel on specific procedures, tools, and expectations that might be unique to your business or your current sales strategy. This will create confidence and clarity for your salespeople on what they are supposed to do and also give peace of mind to managers that people know what they are doing.


Sales Enablement  tools

How to Build a Successful Sales Enablement Strategy?

Three fundamental principles behind a successful sales enablement strategy:

Define the Entire Buyer Experience

Sales enablement is all about giving your salespeople everything they need to sell effectively. Moreover, one essential component of this is an intimate understanding of the value proposition, customer persona, and buyer experience. When they understand each stage, they’ll be more likely to know precisely what to do next to move the deal through the pipeline.

Invest in Ongoing Sales Training

Processes change, skills fade, and people get rusty. When you invest in ongoing sales training, you are creating a sales or marketing strategy for ensuring your entire sales team is up to date on the skills and information that they need to get results.

Monitor and Ensure Compliance

The best sales enablement program will fail if no one follows it. Similarly, the worst sales process is one that no one minds. The most useless sales tool is one that isn’t consistently used. Therefore,  establish a way to verify that your sales enablement program is being followed.

Best Practices for Sales Enablement

Here are four best practices for any sales enablement strategy:

Scalable and Usable

An essential principle of effective sales enablement is that it works whether you have five salespeople or 500. It also needs to be clearly defined and easy to use; otherwise, people won’t do it, and even if they do, it will cost excessive resources due to low efficiency. Ensure everyone is aware of sales enablement tools & resources, knows where to find them, and how they are expected to be used.

Includes Training and Development

Every great sales enablement strategy requires some degree of training for the salespeople to know how to use the resources provided. This might involve training on specific tools (such as your CRM) or specific sales processes (how to deliver a sales presentation). And since your sales enablement process should be iterative and ongoing, continuous training is also essential so everyone is up to date on current tools, techniques, and resources.

Consistent and Enforceable

The best sales enablement programs ensure a consistent application across your workforce by tracking and enforcing whether processes and resources are appropriately used across your organization. Furthermore, it doesn’t matter if you have the most outstanding sales process in the world if no one follows it consistently.

Measured (Inputs and Outputs)

It’s essential to measure both the KPIs of the sales process and the sales enablement process.

Measure sales metrics like:

  • # of prospects vs. # of leads vs. # of booked sales
  • conversion rate
  • sales cycle length
  • deal size
  • cost of customer acquisition

Measure sales enablement metrics like:

  • # of hours to onboard a new salesperson
  • # hours of ongoing sales training
  • % of reps achieving quota
  • % of reps following best practices
    Sales Enablement  Solutions

    What Tools Are Needed for Sales Enablement?

    CRM (Customer Relationship Management)

    This is how your sales team keeps track of deals in your pipeline and essential details about prospects and measures performance in a centralized system.

    Sales Enablement Software Options include:

    Presentation Platform

    Your sales process involves some sales call or presentation to close. A Software like Slidecast is an extremely effective

    Example Sales Enablement Tools:

    • Slidecast is the best presentation platform for sales enablement
    • If you need help designing prettier slides, Canva is an excellent option for that

    Engagement Analytics

    How many leads are you getting in the door? How many are you converting? Moreover, in what way are people responding to your marketing material? Ultimately, there’s only one way to know: having killer analytics.

    Example Tools:

    • Some CRM tools track specific sales metrics, so it’s worth checking what yours can do.
    • SalesLoft
    • Activecampaign
    • For tracking engagement analytics for your sales presentations, Slidecast (the presentation platform mentioned above) has built-in analytics.

    Training Systems

    Many tools can help facilitate the process of creating a sales training library, running staff through training programs, and monitoring and measuring results.

    Example Tools:


    Sales Enablement  Software

    Reliable and Efficient Sales Enablement using Slidecast

    As mentioned above, Slidecast is an excellent choice for sales enablement tools. If you are looking for a better way to deliver, track, and follow up with your sales presentations, one tool stands out: Slidecast.

    Slidecast is a powerful remote selling platform designed to help you streamline and scale your business presentations, pitches, and product demos. Furthermore, you can easily and efficiently build, deliver, track, and create new touchpoints from any slide-based presentation. Additionally, you can sync your presentation analytics to Salesforce automatically. Lastly, you can share the presentation with any of your Salesforce contacts in a few clicks.

    Key Features of the Platform Include:

    • Create beautiful, professional presentations in minutes instead of hours
    • Deliver a pitch or presentation to your contacts instantly, from any device to any device
    • Deliver more pitches and close more deals with fully automated sales presentations (called Self-Guided)
    • Understand your presentation’s performance with presentation analytics
    • Identify when prospects are engaging with your content in real time and instantly reach out at the perfect moment when they are already engaged.

    More than 250,000 presentations have been delivered through the platform, with 41,000 hours spent on user presentations – an average of 10 minutes of attention from each prospect on your presentations! Consider the value of buying that much attention from your sales prospects!

    Frequently Asked Questions

    What is the Difference Between CRM and Sales Enablement?

    Sales enablement and CRM (Customer Relationship Management) are separate concepts with significant roles in sales and customer management. Additionally, CRM refers to a management and nurturing approach to customer relationships that focuses on data gathering, analysis, and increasing overall sales effectiveness. Moreover, features like lead tracking, contact management, and customer service are included. On the other hand, sales enablement aims to arm sales teams with the tools and information they need to connect with customers and close sales. It provides training, creates sales collateral, and optimizes sales processes, all while coordinating marketing and sales efforts. Sales enablement equips sales teams to sell goods and services effectively, whereas CRM manages customer relationships. Ultimately, a successful sales campaign requires both.

    What are the Four Pillars of Sales Enablement?

    Strategy, people, process, and technology are the four pillars of sales enablement.

    1. Strategy: Sales enablement starts with a clear strategy that ties sales goals to overarching business goals. It entails establishing specific goals, identifying target clients, and developing a strategy to succeed in sales.
    2. People: A knowledgeable and driven sales team is essential for sales enablement. The knowledge and skills sales professionals need to effectively engage customers must be provided by hiring, training, and development programs.
    3. Process: Improving productivity and efficiency requires streamlining sales processes. To facilitate effective team collaboration, this pillar emphasizes the definition and optimization of sales workflows, the adoption of standardized methodologies, and the establishment of transparent communication channels.
    4. Technology: Making use of the right technologies and sales enablement tools improves the efficiency of sales efforts. This includes customer relationship management (CRM) systems, content management systems, analytics tools, and other tools and services that let sales teams monitor their progress, access pertinent data, and automate repetitive tasks.

    What is Buyer vs Sales Enablement?

    Two distinct but related concepts in sales and customer engagement are buyer enablement and sales enablement. Furthermore, buyer enablement describes the procedures and tools offered to consumers to assist them in making knowledgeable purchasing decisions. Additionally, it focuses on comprehending the buyer’s journey, needs, and challenges while supplying them with pertinent data, educational content, and tools to aid their decision-making. Ultimately, buyer enablement aims to develop trust and long-lasting relationships with customers.

    What are the Core Skills of Sales Enablement?

    The fundamental skills for enabling sales professionals to engage with customers and effectively increase revenue cover a wide range of competencies. Some of these include:

    1. Product Knowledge: Knowledge of the characteristics, advantages, and distinctive selling points of the offered goods and services.
    2. Communication: Strong verbal and written communication skills are necessary to express value propositions, deal with objections, and forge connections with potential customers and clients.
    3. Coaching and Training: The capacity to offer ongoing coaching and training to sales teams, ensuring they have the abilities and information required for success.
    4. Technology Aptitude: Knowledge of sales tools, CRM platforms, and other technologies to optimize workflow and boost productivity.
    5. Analytical Capabilities: The ability to analyze sales data, spot trends, and make data-driven decisions to improve sales strategies.
    6. Collaboration: Effectively collaborating with cross-functional teams like marketing, customer success, and product development to align efforts and produce results.
    7. Flexibility: The ability to change course quickly and modify plans in response to changing conditions in the market and clientele.

    Sales enablement specialists can equip sales teams to deliver persuasive value propositions, boost win rates, and hit revenue targets by honing these fundamental skills.

    What does a Sales Enablement Team do?

    A sales enablement team supports the sales team by establishing best practices, building sales content collateral, developing sales training, and managing the technology used in the sales processes (such as a CRM).

    What are the Differences Between Sales Enablement and Sales Operations?

    Sales enablement involves providing support and documentation for your sales teams, providing additional support for sellers, with tools and processes for content management, sales training, and aligning your sales and marketing departments.

    Sales operations, by contrast, refers more specifically to do the day-to-day efforts of what your sales teams actually do to go about making sales (executing and refining a process).

    Some of the elements of a great sales enablement strategy include:

    • Training on sales tools
    • Training on value proposition, products and services, and buyer’s journey
    • Sales process design and support
    • Skill assessment and development
    • Accountability
    • Gathering of feedback to improve the sales enablement strategy over time

    What is Sales Enablement Collateral?

    Sales enablement collateral refers to the content used to train sales reps on best practices of your sales process. This can involve training or other types of material on the company’s sales tools, SOPs, products and services, value proposition, etc. It can come in the form of webinars, videos, PDF guides, call scripts, FAQs, buyer personas, sales playbooks, and more.

    How to Measure Sales Enablement Success?

    The main way to measure sales enablement success is by keeping track of important related metrics. These metrics can include stats like:

    • Conversion ratio
    • Sales cycle length
    • Average deal size
    • Churn rate
    • % of reps achieving quota
    • % of reps following best practices
    • The budget for ongoing sales training
    • Knowledge retention
    • Time to first deal for new reps

    How can Sales Enablement be Improved?

    • Clearly define sales enablement goals
    • Create a certain number of content pieces for a specific buyer persona
    • Identify a common frustration or pain point of your sales team, then find a tool to help solve that challenge, then train your team on how to use the new tool
    • Monitor compliance and track KPIs
    • Collaborate, communicate, and solicit feedback

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