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Definition: Sales enablement

What is sales enablement?

Sales enablement is the process of strategically providing the sales department with content and tools they can leverage to sell more effectively. The ultimate goal of sales enablement is to make sure that salespeople in a company have the resources to engage buyers at every step of the buying process.

Sales enablement is cross-functional and is usually owned by both the marketing and sales departments. In order to empower sales teams to close more deals, marketing and sales teams produce ad-hoc, strategically planned, customer-facing content that is easy to consume and reuse.

Empower your company's sales team to be more effective at selling with sales enablement software. By leveraging digital asset management, sales teams quickly find and distribute valuable content to help personalize and reinforce their sales pitch.

How is effective sales enablement achieved?

Sales enablement is an iterative process and is the result of close collaboration between marketing and sales teams. Developing a strong sales enablement strategy is the first vital step to empower salespeople in your company to do their job effectively.

To develop an effective sales enablement strategy, sales teams start by running an analysis of the resources, tools, and content they leverage to turn leads into customers. An effective sales enablement strategy is centered around the company's target audience. Its aim is to captivate potential customers through carefully planned collateral.

Some of the most common sales enablement tools developed by marketing and sales teams are:

  • Customer case studies
  • Whitepapers and ebooks
  • Product demo decks
  • Pricing and discount information
  • Competitive intelligence briefs

Many companies leverage digital asset management software as part of their sales enablement strategy. Read our free DAM for dummies ebook to find out how digital asset management can benefit your marketing and sales teams.