What is sales enablement?

The adaptive, strategic process of improving the efficiency of sales processes is known as sales enablement. Essentially, it aims to provide client-facing teams with the knowledge, tools, and resources they require to perform to their full potential, thereby shortening the sales cycle and increasing win rates. 

Sales enablement tools promote the completeness of the data in a CRM system and increase efficiency by introducing new workflows and analytics that provide detailed insights for the sales rep and automation of the overall process.

It is multifaceted, which means the process requires the cooperation of those working in and out of the sales department, specifically marketing and sales.

Common practices

Every company will develop and implement a sales enablement strategy tailored to its specific needs and end goals. In order to maximize win percentages, successful strategies typically include the following key processes.

  • Sales Team: onboarding, coaching, and training

It should come as no surprise that sales coaching and training should no longer be treated as a luxury, but rather as an effective method for driving a company’s revenue. Limited access to resources results in stagnation in sales operations by depriving sales representatives of the knowledge and information they require to be effective in their roles and be confident in carrying out their responsibilities. 

Don’t throw your sales reps into the deep end. Instead, create an environment where the onboarding process is prioritized to instill a feeling of purpose and align sales agents with a shared vision. Monthly training opportunities, up-to-date and easily accessible information, automation tools, and more get introduced as the employee improves. Try it, and you will not only see the value of continuous training opportunities, but also reap its benefits.

  • Sales content optimization

Marketing teams often collaborate with sales departments to ensure that sales enablement remains buyer-centric, to be able to deliver what the customer wants. Sales staff are in a unique position to spot ineffective material, whether it's because it is not in alignment with a brand's messaging or because it doesn't appeal to specific target demographics. They can also notify the marketing team if any content is missing or obsolete.

This process is made more comfortable by centralizing content in a single shared site, not only for collaboration but also for organization and management. On a customer relationship management system (CRM) or a collaborative online word processor like Google Docs, sales and marketing teams may easily access, create, edit, and manage content.

  • Automation and technology adoption

Sales professionals can spend less time on repetitive, time-consuming tasks by automating aspects of the sales process. Corporate chores such as appointment scheduling and data collection, for example, can be automated to offer sales agents more time to focus on revenue-generating tasks.

Non-revenue producing duties consume a large portion of a sales rep's time, according to a survey conducted by Inside Sales.

Common practices

Automation and technology adoption frees up time that a sales representative can spend on building a relationship with a prospect or a customer, since consistent engagement throughout the buyer’s journey is essential to successful deal closure. 

  • Continuous reporting and data analysis

Data is at the heart of the modern seller's universe. A steady barrage of information, on the other hand, might overload sales reps and reduce productivity. Sales enablement experts design solutions that turn data into a valuable asset. 

Sales enablement teams frequently manage lead scoring systems, sales audits, product demo delivery reports, and other data analysis chores to ensure that reps spend more time on client-facing obligations than analytics.


At times, simply giving a task to a sales rep is not enough. To ensure higher conversion rates, it is essential to aid the sales process with external technologies. Here are a few tools to get you started:

#1 Convolo

Convolo Leads is an AI-powered lead response management platform that offers a quick means for consumers to get support on live calls in only 55 seconds - by merely leaving their phone number on the company's website or through social media adverts. That enhances customer service and experience while simultaneously increasing sales conversion by up to 120 percent and reducing lead follow-up time by up to 48 percent! 

The feature-rich platform has a user-friendly interface as well as advanced features like end-to-end analytics, calendar customization, social media/web-form integration, and a full overview of all your communications. The solution is easy to adapt and implement, and it integrates with most major CRMs.

#2 Yesware

Yesware is an all-in-one sales toolbox that allows you to prospect, organize appointments, and follow up directly from your inbox. Yesware gives you the information you need to make data-driven decisions and spend your time wisely, so you can work smarter rather than harder. 

Yesware is revolutionizing the way businesses scale revenue growth. Customers like Groupon, Yelp, Twitter, and Box use Yesware to enhance rep productivity, measure effective behavior, and standardize best practices, with over 1 million installs.

#3 Hubspot

HubSpot CRM simplifies the tedious tasks that keep sales reps from closing deals. It's the ideal customer relationship-building tool, with a simple, visual design that gives salespeople an up-to-date picture of their whole sales funnel. 

HubSpot is more than just a sales CRM; it's a business platform that prioritizes the customer experience. It is designed to expand with your company while being simple to use, allowing your company to thrive.

#4 Seismic 

Seismic provides sales people with real-time information and recommendations on how to engage and communicate with prospects, allowing them to provide memorable client experiences. 

Seismic helps sales people develop immersive and engaging content for the entire sales funnel, then offers suggestions based on key data about when reps should distribute that material.


Placing the focus on sales enablement makes sales representatives and strategies more effective in numerous ways. It gives sales reps access to information relevant to their work process. Furthermore, sales enablement provides a variety of ways to display content as well as real-time visibility into client engagement and the use of advanced analytics resulting in improved sales pitches.

 In the end, sellers can measure all of the above and compare them against bottom-line results to gain further insight into the matter and adjust strategies accordingly.



Sales enablement equips salespeople with the best practices, knowledge, tools, and resources they need to succeed. Your sales team will be able to sell more successfully and efficiently if you provide them with the appropriate materials. As a result, the revenue of your company will increase, therefore the number of consumers and brand champions will rise. Sales engineering, customer success, and support teams are all among the employees who require "front-line enablement." All your teams being aligned with the same goals, same pitch, and same methodology – it’s a thing to experience.