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What is sales enablement?

October 23, 2020

Imagine walking into your doctor’s rooms and she had absolutely no equipment with her to examine you - would you stick around for her diagnosis? We’re thinking, probably not!

Well, sending your B2B sales team out without equipping them with the resources they need is much the same. Will prospects stick around and hear them out? Definitely not!

Is this something you’re suffering from? If so, there’s only one cure: your sales enablement needs a resus! 🩹

Sales enablement 101 🤔

In 2019, Google searches for “sales enablement” increased by 51.2% year over year. What’s the big deal?

In B2B SaaS sales, sales enablement refers to providing your sales team with the right resources they need to qualify and convert leads. It can include:

  • Content and training materials.
  • Knowledge and information.
  • Tools and technology.

Sales enablement is a technology-driven long-term sales strategy. It’s designed to increase sales results and productivity through team training and coaching.

Who owns sales enablement? 🤝

It’s true, the name can be misleading - sales enablement is owned by both marketing and sales!

Almost 50% of sales enablement functions sit under the Head of Sales, or simply one person who is responsible for organisational enablement. Some companies may opt to bring in a dedicated sales coach or content specialist to assist.

What are the popular sales enablement formats? ❓

Sales enablement teams handle the creation of sales assets and sales training content. This can take the following forms:

  • Sales onboarding and continuous learning.
  • Sales communications.
  • The implementation of sales coaching.
  • Best practices for using sales tools.
  • Measuring and reporting on the success of your sales enablement.

So, how do you ensure you’ve equipped your sales team with the correct tools and resources to work more leads through the buyer’s journey? With sales enablement, of course.

Sales enablement: what's the bottom line? 📈

It’s incredibly important to remember that sales enablement extends further and also includes what you, as a business, need to do, aside from sourcing the correct tools for your team. You may need to:

  • Review your recruitment processes and ensure you’re hiring the right salespeople.
  • Revisit the way you train your team.
  • Think about introducing support for your sales activities.

Regardless of what area of sales enablement you need to work on, it should always include the ability to measure the effectiveness of your investment.

In other words, the bottom line of sales enablement should be to see increased ROI.

Why is sales enablement important? 🤷‍♂️

“Companies with sales enablement have a 15% better win rates than those without.” - Alec Shirkey, LexShares

Sales enablement is crucial for a strong SaaS sales pipeline. Having sales enablement allows for:

  • More effective sales training.
  • Stronger customer relationships.
  • Reaching revenue targets more frequently.

The number 1 challenge faced by B2B outbound sales teams is in finding and converting high-quality leads. Here’s where sales enablement comes in - it equips salespeople with the correct tools and knowledge that they need to provide real value to qualified leads.

How does sales enablement help B2B sales teams? ℹ️

Sales enablement better educates salespeople on how to address their customers’ challenges and needs. It empowers them to share data-driven insights about the sales process.

Why should you invest in sales enablement? 💳

Investing in sales enablement will benefit your organisation in many ways! Here are a few of our favourites:

  • Added value - the greatest benefit of sales enablement is that it allows your salespeople to add value every time they interact with a customer.
  • Improved client acquisition - sale enablement essentially streamlines your sales process, regardless of how many collaborators are involved. It allows for consistency and efficacy that businesses need to acquire new clients.
  • More selling time for your salespeople -because sale enablement acts as a streamlining process which aims to support your salespeople, they’ll have more time to create genuine relationships with customers and increase their win rates.
  • Increase revenue - The overarching goal of sales is to increase your revenue, however, it is indirectly impacted by sales enablement. You need to look at conversation rates when measuring the success of your sales enablement to track performance trends.

How can you build a sales enablement strategy? 👷

If you’re looking to build a sales enablement strategy for your B2B sales team, you need to follow best practice. Here are 4 fantastic tips for you!

  1. CRM hits the SPOT - make your CRM the Single Point Of Truth (SPOT) for your sales team! Ensure everyone is using it effectively.
  2. Use chatbots - a chatbot on your website will answer a prospect’s most pressing questions early on, giving your salespeople more time to qualify them.
  3. Inform with content use content marketing to drive the right messages to your prospects at the right time.
  4. Continuous training - provide and encourage training opportunities long after onboarding your salespeople.

The best SaaS sales insights 🚀

Sales enablement is all about driving, nurturing, and retaining prospects. BUT more importantly, it’s about having a predictable model to do so, to free up your salespeople’s time.

Cognism has created a guide with the best tactics to do just that!

We share the tips and tricks that every B2B salesperson should have up their sleeve - the best tactics, processes, and advice for building a predictable outbound machine.

Download our Outbound Prospecting Playbook here 👇

Outbound Prospecting Playbook