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

How Your Marketing and Sales Teams Will Benefit from Sales Enablement

{}Salespeople and marketers used to be like apples and oranges, cats and dogs, Mars and Venus. They generally operated independently from one another, rarely overlapping. But shifts in business culture have smashed these two departments together like colliding cars. In an era when people can turn to a search engine to find all the resources they need, companies can no longer afford the disarray that comes with divided sales and marketing campaigns. Your organization needs unity to thrive, and sales enablement can give it to you. 

When your sales team has the training, tools, and techniques it needs to participate in a market driven by inbound forces, they’ll be able to work with your marketing efforts instead of against them. As a result, you’ll never lose another sale to an aggressive cold call, and your staff will never have to struggle when creating buyer personas. Read on to find out how your sales and marketing teams alike will fondly remember the day that sales enablement came into their lives.

Sales Enablement Brings Marketers and Salespeople Together

As mentioned in the introduction, sales and marketing departments need to communicate with one another to thrive in this new business climate. When customers come to you, the lines that divide traditional marketers and salespeople slowly wear away. Now, marketers must have sales techniques in mind when crafting their campaigns, while salespeople have to know how marketing tools can help them better understand their buyers. 

Customer relationship management (CRM) software represents a great example of this relationship. It tracks a visitor’s progress on your website up to the point where they convert into a lead. Your marketing team uses this data to determine how to get people to convert faster, while your sales team uses it to craft buyer personas for these leads. In the end, the two processes complement each other. Marketing departments will optimize pages to bring leads to salespeople, while sales staff can help marketers understand what buyers to target with the pages.

Inbound Marketing Strategies Need Adept Salespeople

While an audience may not realize it, inbound marketing requires a lot of nurturing. From the moment a visitor’s eyes cross your latest tweet or highest search engine result, your marketing team has to persuade them to take a further step down the rabbit hole. Once they get on your site, marketers have to give them the information they need. When they have this information, they need to find a call to action (CTA) placed just so. After this, your landing pages need to convince them to enter their personal information and become a lead. 

Your salespeople need to continue this nurturing process, or else all of this persuasion goes to waste. Sales enablement tools boost your employees’ hard and soft skills, so they’ll be able to use content and customer management software in a way that gently nudges the customer toward the sale. If done right, the process will result in more deals and greater customer satisfaction.

Each Will Save Time and Resources

Effective resource management is key to any business. Your sales team can’t chase every client who may be interested in your product, and your marketing team can’t reach out to everyone. Inbound marketing and sales enablement allow you to focus only on those that stand a strong chance of purchasing from you, so you don’t have to waste resources on longshots or disinterested parties. When you employ both methods, you’ll keep leads from getting stuck in the sales cycle, making your day-to-day processes run smoother than they ever have.


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.