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Mike Lieberman, CEO and Chief Revenue ScientistWed, Nov 9, 2016 4 min read

Everything You Need to Know about Sales Enablement

{}Ultimately, everything you need to know about sales enablement boils down to one conclusion: it will help your sales team perform better. Like any professional, your salespeople need to stay up to date on their industry’s latest methods and practices. If they don’t, they may commit grievous errors that could put sure deals in jeopardy. In the end, uninformed employees hurt your bottom line, so you need to ensure your staff remain knowledgeable. 

Sales enablement hones your team’s abilities, teaching them about new web platforms that allow them greater insight into their leads’ buying patterns. They can use this data to shape their strategies, which creates further bonds between them and the prospect.Enablement programs also make communication and other interpersonal tasks easier, so your salespeople’s best traits will always shine through for customers. 

We’ve established sales enablement’s basic tenets, but if you’re still not convinced, here are four other things you should know about the process.            

It’s Not Just Sales Training

While enablement strategies will teach your staff about many aspects of today’s sales climate, it isn’t just about training or coaching. These services often fall under the enablement banner, but they hardly represent the limits of the discipline. Enablement influences everything from strategy to content creation, so your staff will ultimately learn much more than a few new tricks. 

With so many options available, you can tailor your enablement experience to fit your business. You only have to adopt strategies and web platforms that suit your business, allowing you to focus on improving your business without taking on too much baggage. This will result in a more streamlined, efficient sales process that will help your staff close deals faster and better than ever before.

It Helps Your Sales and Marketing Teams Work Together

Cooperation is key when it comes to making sales in the digital era. Your marketing and sales departments hold key insights that they need to share freely among one another. Separation robs your salespeople of valuable insights they can use to craft strategies and buyer personas, while marketers need to be able totailor web content to reach desired audiences. Sales departments also need to be able to follow up on marketers’ methods, which require more nurturing than they may expect. Enablement bridges the gaps between these divisions, letting each sector take advantage of the other’s skills and knowledge.

It Can Boost Your Salespeople’s Morale

When your return on investment starts to flag, it’s easy to think about how it affects your organization as a whole. However, you also need to consider how your salespeople feel in these moments. If they can’t meet their quotas, they may feel demotivated and abandoned, which may lead them to seek greener pastures. On the other hand, those that over-perform may believe they’re propping up a sinking ship and may also leave. Enablement helps boost your employees’ performance across the board, increasing morale and creating stronger bonds between sales staff and your company.

You Should Implement It with an Inbound Agency

Sales enablement strategies ultimately depend on your unique business needs, but that doesn’t mean you should go it alone. While you may recognize the tools that best suit your market, you may not possess the skills necessary to teach your staff how to use them. These training sessions need to be clear, direct, and concise to prevent confusion and frustration. Experts from an inbound agency can deliver this service and provide additional coaching if difficulties persist. When you partner with an inbound agency, they will help you integrate these new methods into your routine in the least obtrusive way possible.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.