Sales enablement is the dynamic and strategic process of equipping your sales team with the essential resources necessary for deal closures and driving revenue growth. These valuable resources encompass a wide array of assets, including compelling content, cutting-edge tools, comprehensive knowledge bases, and analytics. By empowering your sales team with the right arsenal, you can effectively engage prospects, address their pain points, and convincingly promote your products or services, ultimately fostering more conversions and long-term customer relationships.

In order to advance prospects through the pipeline, sellers need to have a solid understanding of the product/service, the customer, and the market. This way they bring more value to each conversation and with the right tools sellers can present information effectively.


In a June 2022 Salesforce survey, 58% of sellers said virtual selling is harder. That is why it is more important than ever to take your content digital. By providing digital presentations, proposals, and business cards customers can view them wherever they are via desktop or mobile device.

Sellers are under pressure to keep the revenue from dropping, and with market uncertainty, it is important to increase effectiveness and do more with less resources.

In most cases, ownership of sales enablement is shared between marketing and sales teams.

Marketing plays a crucial role in equipping sales representatives with a diverse suite of resources essential for effective selling. These resources encompass videos, blogs, presentations, digital business cards, and other product materials, all designed to bolster reps' interactions with potential customers. Reps then leverage this content to guide leads and customers in their decision-making processes, leading to more conversions.

Sales teams will collaborate with marketing to identify gaps in content and materials necessary for nurturing leads throughout their buyer journeys. By addressing these gaps, they facilitate the creation and dissemination of new resources to empower reps in connecting with customers and driving sales.

Given that both sales and marketing are stakeholders in sales enablement, their collaborative efforts profoundly influence the overarching sales enablement strategy of your business.

Crafting a robust sales enablement strategy entails creating a tailored approach to your sales team with the essential resources for optimal selling performance. This strategy is designed to align with the unique requirements of your sales force, enabling them to effectively engage your target audience and secure more deal closures. Central to this strategy is a comprehensive evaluation of the resources, tools, content, and information furnished to your sales team, ensuring they are equipped to seamlessly convert more leads and engage customers.

When you begin to develop your business’s sales enablement strategy it is important to keep best practices in mind.

A comprehensive sales enablement strategy will include reporting and analysis, sales content optimization, technology and automation, and sales enablement software. Let’s dive deeper!

Streamline Sales Reporting
While reporting needs may vary slightly across companies, here are a few tips.

- Use Analytics Leaderboards to manage sales teams and see what content is hot from engagement by periods of time.

- Use Reverse CRM to easily track outreaches and activity.

- Use Shared Stats to know which team members are networking and what content they are sharing.

- Use Heatmap Analytics to see what content is resonating with prospects.

Review Sales Process
Every company should have a sales playbook and it is important to have check-ins to review and see what is working and where there may be some disconnects. By doing this you can see if content needs to be improved or other tools need to be brought in.

Qualify Leads
Most companies use a CRM (Customer Relationship Management) software to help them organize and assess leads.
Teams can quickly automate leads into their system by using a reverse CRM and qualify or disqualify them.

Organize Sales Content
Having a centralized location for all sales enablement materials is important to the success of your sales reps. Ensure your sales reps have access to digital business cards, presentations, proposals, and more all from one location, while also allowing your marketing team to make updates in real time.

It is important to keep content up to date so it stays relevant to your target audience.

By using a Marketing Cloud and Collaborative CMS, you can store content all in one easy to use platform.

Select a solution with a Template system that allows you to scale content to different users and teams. Update content easily at scale, and has highly-flexible editing permissions.

It is also important to have a media library within your marketing cloud to store and access content such images, videos, documents, gifs, icons, charts, excel to build rich customized digital content!

Create Case Studies
Providing previous examples of customer success is a strong tactic for your sales team to close deals with new prospects. With case studies, you can show how your product or service solved a real problem for a customer and make a strong argument that you can solve the potential customer's problems too. If you use a CRM, you can use it to track usage of products/services and identify customers who could potentially become a future case study.

Create Email Templates
Email is still a hugely important piece of sales communications. Research shows that it is even more important to sales now than ever. By creating standardized email templates that the sales team can easily access, you can greatly increase productivity for your sales team. Build in automations to templates to add personalization to more effectively connect with prospects.

Create Email Sequences
Automate follow-up contacts to automatically trigger if a prospect hasn't responded within a set amount of time. Add in personalization tokens for Prospect/Company details to tailor your message. Automating the process frees up large amounts of time for the sales team by reducing the amount of work required to write follow-up emails for multiple contacts per day.

Automate Prospecting
Automated prospecting is sending emails via a salesperson's name that include links to their calendar. Prospects can schedule a call or meeting using the calendar link if they are ready to buy. Salespeople can open the calendar each day and find meetings with qualified buyers already scheduled rather than spending valuable time on prospecting.

Implement Direct Messaging
Set up a live chat to reach interested prospects while they are already viewing your website. Filtering criteria can be used to ensure that sales team members only engage high-quality prospects via live chat.

Use Sales Enablement Software
• iFOLIO
• Hubspot
• Seismic

Connect Enablement and Customer Data with a CRM
CRM (Customer Relationship Management) Software allows you to visualize the data and measure individual performance. Track your sales team as they hit milestones and quotas, and see how their sales behaviors contribute to your goals.

Let New Sellers Sell While they're Onboarding
Don't separate the training process and the selling process completely. Allow sales reps to get selling experience and learn as they go while also completing training activities. When sales team members are able to train within the flow of their work, they can start generating revenue more quickly and gain valuable practical experience earlier in the process.

Create a Library of Sales Enablement Content to Help Your Reps Learn
Sales enablement requires great content that delivers relevant information to sales team members at the right time.

• Customer Stories & Testimonials: Show why customers came to use your products and the amazing results they have achieved.

• Presentations: Outline challenges, market trends, and product offerings to help guide sales conversations and build relationships.

• Product Demos: Demonstrate the key features of the product with videos, animated charts, images, and presentations.

• Competitive Intelligence: Competitor research to help you understand where you fit into the market and how you stand out.