What does “Sales Enablement” really means?


The Sales enablement blog


When B2B marketers talk about sales enablement, what do they actually mean?


Sales enablement is the process in which a sales team have the appropriate tools and resources that will help them to sell the solution to identified prospects and ultimately close more deals.


What is the goal of sales enablement?


Whether you book members of your sales team on training courses to fine-tune their skills, give them access to content including articles and videos, or practical tools such as battle cards and Sales Tool kit, all this will leverage your sales team.

What are the key elements of sales enablement?

There are five important components to a sales enablement process  that are useful for the  sales team: 

  • Strategy
  • Sales training/coaching
  • Sales Tool kit (including Content/assets)
  • Sales execution program
  • Metrics


Why is sales enablement important?

There are a lot of benefits of processing a sales enablement strategy in your company. 

The most important one is that it’s an opportunity to optimize your selling technique, get more customers, speed up the sales cycle in smoothing the  buyer’s journey to ultimately increase the revenue.

What does a sales enablement team do?

A sales enablement company to support your growth  is responsible for ensuring that the sales team is equipped with all the tools, content, knowledge, needed to nurture the sales process including lead generation, calls and meeting. 

The mission is to create training programs, sales content and assets, use and implement sales tools, share sales best practices and ultimately execute the process with the customer.

What is a sales engagement strategy?

Sales engagement refers to the interactions that goes between a sales rep (Inside sales up to Account manager) and a customer throughout the sales cycle until the deal is closed. 

This could be through emails campaigns, meetings, sales calls, email click-through rates, marketing materials downloads, etc. 

So, a sales engagement strategy is how your sales team the approach the prospect with the right asset and process and increase the number of interactions.


When to apply sales engagement process?

A sales enablement company will develop a sales program for the sales team in order to structure their sales strategy. 

The goal is to shorten the sales cycle and be more successful in the deal closing ratio. 

You can choose to apply a sales enablement program in different phase of your sales cycle:

1.   Prospecting : Time to identify prospective customers, research them to build strong personas, and add them to the database.

2.   Initial contact: This is the outbound stage. The aim is to nurture any potential connection with your proscpect, tell them about the solution you provide, and get that initial interest.

3.   Lead nurturing: When the prospect is not yet ready to buy, you develop those relationships with the prospects with the goal of leading them through the sales process and getting a closed deal. You have different channels at your disposal: follow-up calls or emails, answering any questions they may have, and essentially supporting them.

4.   Closing:  Once the initial stages have been properly managed, now it is time to close the deal with your prospect.  Keep in mind that you expect the value to be delivered for a long period of time to reduce your CAC and extend the Lifetime value of your new customer. 


Set the objectives

Now that you have decided that a sales enablement program is the right way to achieve your quota, it will become a business case to demonstrate:

You will the provide the decision-makers with the information they need:

  • What is the program’s scope?
  • How is it going to be staffed?
  • Target audience,
  • Key sales area to cover,
  • What are the first action of generating a solid Pipeline?
  • Which metrics will measure success?


Hope this will help you understand the value of a good Sales enablement program.



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