The job of a sales rep is to show up on a call (or meeting) knowledgeable, skillful and with the right assets to help prospects buy. If there’s any indication that any of these elements are not there, you need to invest in sales enablement now. These gaps in efficiency and effectiveness are robbing your company of money.

The verdict is in, and the research proves that sales enablement has a dramatic impact on revenue growth.

Studies by Aberdeen reveals that crucial function leads to 62% higher team quota attainment, 205% more revenue growth, 725% higher sales velocity, and 23% increase in lead conversion rate in organizations with structured sales enablement programs versus organizations without it. That’s how powerful it is.

It’s clear that sales enablement is a sales driver, not just a nice-to-have. Many high growth companies are deploying this function with incredible results, as they jump on the opportunity to supercharge the revenue-generating side of the business. However, other companies are laggards, and they suffer the consequences.

Where does your company stand?


What is Sales Enablement?

Sales Enablement is an evolution of sales ops and marketing but elevated to a more strategic, proactive and hands-on level. With more tools, more resources, and a more complex sales process, you need a person or department who owns this and can deliver it to sales reps.

There’s no single agreed upon definition of sales enablement, as it’s still maturing and evolving in function and scope, but I like the definitions from David Brock in his new groundbreaking book The Sales Manager’s Survival Guide: “It’s all about providing tools, systems, processes, training, coaching, and development that ‘enables’ sales to be more effective and efficient.”

Google Trends shows the growing demand for this crucial “sales enablement” business function.

sales enablement google trend

Many companies are bought into the vision of sales enablement, however, according to research by Highspot and Heinz Marketing, there’s a huge disconnect.

When you ask about the importance of activities that are under the sales enablement umbrella, there’s a Grand Canyon-sized gap between how important companies rate those activities and how they rate their current efforts.


The 8 Keys To An Effective Sales Enablement Program

If you want to close this gap, here are eight keys to building an effective and efficient sales enablement program.

1. The Program is Customer Centric: It’s becoming more understood that sales needs to know more about marketing, and marketing needs to know more about sales. However, what’s missing is the customer. We all need to know more about our customers! Once we align the sales process with the buyer’s journey, then we’ll be able to deliver the right information to the right customer at the right time and place to move the sale forward. This ultimately results in a great customer experience and will affect your bottom line.

2. The Programs Includes Sales Process Development: What many teams don’t realize is that strategy is part of sales enablement’s role. You must have confidence in your process, and you must be constantly iterating as you learn. Sales enablement’s interactions with the various teams can help deliver those insights. It’s a very hands-on role, as you need to be talking to all the people who are closest to the problem, then used what you’ve learned to adjust your strategy and move sales through the pipeline..

3. The Right Tools and Technology Support the Sales Process: My approach to tools and technology is this: don’t let the tail wag the dog. What I mean by that is nail the process first, and technology will follow. If you have a well-defined sales process, it becomes a matter of finding the right technology to help accomplish your goal. Too many people and organizations get caught up chasing the newest, shiny objects and build their process around the technology. That said, there are a lot of great tools and technologies that will help sales teams utilize content, execute strategy, and make sales reps more effective, like PandaDoc and PersistIQ.

4. The Sales Systems Are Integrated: Though the sales enablement function is relatively new and the vendor space has only begun to get traction, cutting confusion and non-active selling time is crucial. Having tools that automate tedious tasks and seamlessly integrate with all the other tools reduces time spent on admin related tasks, like logging activity, transferring data, and finding the right content.

5. Playbooks Are Accessible and Up-To-Date: Simply put, a playbook is a sales facing asset that tells people how to prepare for a series of conversation, what to do in those conversations, supporting materials needed to sell, and how to drive certain outcomes. How many companies have playbooks that are collecting dust and pulled out only when onboarding new reps? Chances are those are out of date. It’s important that a rep not only has quick access to updated playbooks but also uses them regularly. In the quickly evolving sales landscape, it’s often hard to keep the playbook up to date and relevant, but you must prioritize that if you want to maintain your competitive edge.

6. Access to Better and More Insightful Data: Having the right data can be your competitive advantage, but it’s not easy, and there are a few aspects that you have to get right. First, you have to collect the right data. Most sales enablement, sales acceleration, and sales automation platforms will track your most important metrics, so next, you have to regularly report it. And finally, the most important piece is analyzing and taking action. The numbers themselves don’t mean anything — it’s what you do with them.

7. Streamlined Workflow: Since the key objective of sales enablement is to increase a rep’s active selling time, integrations are going to be key. Reps should spend less time going back and forth from tool to tool. Every minute more spent in your CRM or any other selling tool is time that a rep is not selling.  

8. Content Optimization: I touched on it in the previous section, but since it’s such a critical part of sales enablement, it deserves more attention. The two problems that need to be solved regarding content are quality/value and discovery/utility. There’s an overwhelming about of mediocre content on the web. By creating more valuable content, you’re helping reps stand out in the noise, establish expertise, and build trust with prospects faster.

When it comes to discovery/utility, among the many studies conducted, they all agree on one thing: less than 60% of the content being created for sales is not being used. This is in large part because either the content is not easily accessible and discoverable, or reps simply don’t know the most appropriate time to use which content. It’s sales enablement’s job to make sure the right content is being created and reps can find and use said content.



Following these eight keys to dramatically increase the effectiveness and efficiency of your sales team.

Though there’s no single agreed upon definition of sales enablement, no definitive scope of the function, and no clear department that owns the program, there is one thing that we can all agree on – sales enablement should be a mindset. If it’s foundation is the customer and the ultimate goal is revenue, then all parts of your organization have a vested interest and should support this function. You need a true sales culture where all departments are on the same page. Once everyone truly understand this, you can begin to impact the bottom line in a major way.


This is just an introductory overview of sales enablement. There are many more moving pieces to complete the puzzle and give you a full picture. That’s why we’ve teamed up with the experts at PandaDoc for a webinar about “How to Use Sales Enablement to Increase Pipeline and Drive Revenue.

On this webinar, you’ll discover:

  • The keys to an effective sales enablement program
  • How technology can help you drive revenue and shorten the sales cycle
  • 6 Steps to get up and running with sales enablement
  • How Sales Enablement drives productivity and closes more deals
  • How marketing and sales can develop effective Sales Enablement content
  • 4 types of content that sales can use to close deals faster

Register now!