Sales enablement is a strategic, cross-functional discipline tasked with providing sales reps with the content, skills, and process guidance necessary to accelerate revenue growth. In other words, sales enablement equips sellers with the tools and knowledge they need to be successful.
Sales enablement encompasses a wide range of activities, including buyer enablement (equipping buyers with the resources they need to self-educate and move through the buyer’s journey on their own), content strategy and development, sales training and coaching, change management, organizational design, and technology implementation. Because sales enablement sits at the intersection of so many different functions, it can be difficult to understand what sales enablement is and isn’t. Read on for a deep dive into all things sales enablement.
What Does Sales Enablement Include?
As we mentioned above, because sales enablement sits at the intersection of so many different functions, there’s no one-size-fits-all answer to this question. That said, there are certain core activities that are essential to any effective sales enablement strategy. These include:
Content strategy and development: For sellers to be successful, they need access to high-quality content tailored to their specific needs. Sales enablement is responsible for creating this content—or working with marketing to ensure that the right content is being created—and then making sure it’s accessible to sellers when and where they need it.
Sales training and coaching: Training is essential to ensuring that sellers have the knowledge they need to be successful. But Training doesn’t stop once sellers have been onboarded—coaching is also an important part of sales enablement. Coaching helps sellers apply what they’ve learned in training to real-world scenarios so they can continuously improve their performance.
Change management: Any time an organization implements new processes or technologies—which happens often in today’s fast-paced business world—it can be disruptive for sellers. Sales enablement plays a critical role in mitigating this disruption by leading change management initiatives that help ensure new technologies are successfully adopted by the entire selling organization.
Tying it all together: The Role of Technology in Sales Enablement Technology plays a vital role in enabling sales success—but it’s not just about buying the latest and greatest CRM or communications platform (although that’s important, too). The most effective sales organizations use technology as a way to connect siloed data sources and get a holistic view of the customer journey so they can continually optimize the seller experience. By consolidating data from disparate sources into a single platform like Kytes Sales Enablement Platform , organizations gain valuable insights into what’s working (and what isn’t) so they can make course corrections on the fly and continue driving revenue growth.
By holistic view of consolidating data into a single platform, low organizations gain valuable insights into What’s working (and not.)
In short, sales enablement is a functional discipline which sets out to motivate employees by means of essential tools knowledge with access to content of high quality.
What scope of work does this cover?
Every company will have their own definition depending on their needs but we’ve provided you with an overview of some activities that are generally involved in any good strategy.