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Sales Enablement - How Your Company Benefits from Modern Sales Activation

Sales enablement improves the success of your sales and promotes the dynamic between sales people and customers. The following article shows you why sales enablement will play a key role in the future.

What is Sales Enablement?

Before technology took over, the term "sales enablement" was used to describe everything that teams used to sell better.

Today, sales enablement is about using content and resources as effectively and efficiently as possible.

This content is designed to help sales teams close more sales in less time and shorten the customer journey. Sales Enablement ...

  • is a strategy that gives salespeople the tools, information and support they need to sell effectively.

  • Not only enables employees to sell, but also makes it easier for buyers to buy.

  • Is a strategic, ongoing approach to enable the sales team to have valuable conversations at every stage of the sales cycle.

Definition: Sales Enablement

Sales enablement is also referred to as sales enablement, sales enablement, and sales enablement. It provides a systematic, repeatable process for achieving sales goals - on a large scale.

Sales Enablement Today

Although sales enablement has been a staple of the sales landscape for years, there is often confusion about what the strategy entails. Sales enablement is still about providing salespeople with everything they need to connect with customers and close deals. However, the focus has shifted.

Today, sales enablement aims to improve the customer experience by providing salespeople with insights, content, and often AI support.

Salespeople get the opportunity to offer meaningful conversations and tailored solutions to prospects.

What is sales enablement and why is it important for 2021?

One thing is certain: potential buyers have already researched your company online and know the most important product details before they engage in a conversation.

To get noticed, sales teams need to demonstrate that they understand the buyer's business needs.

This puts B2B sellers in a bind - buyers now know more about sellers than vice versa.

This is where Sales Enablement comes in: it equips salespeople with data, insights and tools. These help present the customer with the right content for their individual situation.

Content that is tailored to the specific needs of potential customers increases relevance and sales opportunities.

Sales enablement helps to play out the right content at the optimal time. In addition, sales enablement allows the sales and marketing departments to be aligned.

What Are the Benefits of Sales Enablement and How Do Companies Profit?

Done right, sales enablement provides the entire sales team with a systematic process for increasing revenue and closing more deals in less time. By providing this process, companies can

  • Create accurate forecasts,

  • Reliably achieve sales goals

  • and set the stage for sustainable growth.

According to a 2018 report from CSO Insights, companies with a mature sales enablement strategy increased the percentage of sales reps reaching their quota by more than 10 percent. According to Highspot , companies that moved away from a haphazard alignment between the sales process and the customer journey saw their win rates increase by nearly 18 percent and quota fulfillment increase by about 12 percent.

Companies empower their sales team with Sales Enablement by giving them the knowledge, training and tools they need to succeed.

Tools & Methods - What Added Value Does Marketing Get?

Originally, Sales Enablement aimed to bridge the gap between marketing and sales. This is where customizable templates with a clear value proposition can help salespeople select content based on persona, industry, or stage in the buying process and insert personal details to make it more relevant to the buyer.

Content is critical to sales support.

They allow buyers to educate themselves at their own pace. Salespeople position themselves as trusted advisors with answers to individual problems. Multimedia training content, video sales coaching, and short, practical lessons for immediate application are ideal.

According to LinkedIn, 93% of B2B decision makers are more likely to work with a company when salespeople personalize the contact process. Content marketing content is considered a pure marketing tool that helps move leads through the sales funnel to the sales team.

However, content strategy can also be integrated into sales enablement activities. This bridges the gap that often exists between sales and marketing. When planning a sales enablement strategy, focus on this content:

  • E-books and whitepapers: premium content such as e-books and whitepapers are a useful way to generate and qualify leads. In addition, they serve as a useful sales enablement tool

  • Videos: The amount of time potential buyers spend watching videos is increasing every year. Creating video content is a great way to explain complicated issues or provide customers with a short, engaging and informative product demonstration

  • Case studies: A case study tells a story and informs potential customers how other companies have solved a similar problem using the product or service offered.


Content marketing is a critical part of marketing strategy, but it's also important for sales.


Incorporating content into sales support can help break down barriers between sales and marketing and close gaps in lead delivery.

Content is beneficial to sales in many ways. They provide valuable materials and actionable insights for both onboarding employees and conducting customer conversations. In either case, they lead to building deeper and lasting relationships between salespeople, customers, and the company.

Only Sales Enablement Can Do That

Sales enablement manages to get the best out of every customer contact. It's a strategic approach in which everyone involved in sales, marketing and the rest of the company has a common goal: Equipping salespeople with the right tools and resources. It enables salespeople to create personalized sales documents, such as presentations and proposals, by combining content and data from different departments. In addition, sales enablement helps marketing keep track of the materials salespeople are using - and the content that still needs to be created.

Bottom Line: Sales Enablement Is More Than Just a Buzzword.

The strategy's focus on content appeals to the modern buyer. This person often enters the sales process with more information than the rep, while the focus on training and coaching helps salespeople continually expand their knowledge and keep up with change. From crafting content to aligning sales and marketing teams to driving sales by improving the customer experience, sales enablement paves the way for sales processes of the future.