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Mike Lieberman, CEO and Chief Revenue ScientistThu, Oct 6, 2016 4 min read

Invest in Sales Enablement to Increase Sales Efficiency

{}Investing in sales enablement may sound like a difficult decision, but it’s really no choice at all. As companies move more of their work online, your marketing department is eventually going to want to use these virtual platforms to reach new customers. And if your sales team isn’t ready to follow suit, it’s going to become the anchor hung around your company’s neck. 

There’s really no better way to increase sales efficiency than through enablement. It’s just common sense that your staff will sell faster and better if they have the right tools for the job. Today, information is the key to everything. It attracts potential customers to your website, and it’s ultimately what will help your sales team close deals. If you can harness this information and use it to your advantage, your company is sure to succeed. 

These four points will teach you the ways in which enablement can increase sales efficiency. With these methods at hand, you can stop struggling to sign clients and start planning for success.

It Can Help Your Staff Understand Inbound Selling

By now, inbound techniques should be second nature to your marketing workers. After all, they cut down on the time, resources, and money needed to reach out to a customer. Instead, inbound practices make marketing unobtrusive and convenient for shoppers, bringing them to you only when they want to be brought. 

These methods can be alienating to your sales staff, though. You’ve trained them to chase sales with vigor, but now that assertiveness may put them at a disadvantage, as buyers don’t like to feel pressured. Sales enablement will help redirect your team’s efforts so that your staff can appeal more to leads. Once they’ve mastered it, you’ll be able to close deals faster and improve sales efficiency.

Your Inbound Marketing Efforts Are Useless without It

Think about how your marketing team gets leads onboard. They subtly position your company’s website and social feeds so they can appeal to consumers that need questions answered or problems solved. Once these potential customers visit your website, your marketers work hard to provide them with the information they need in the hopes that they will make a deal with your company. 

Now imagine what happens when this team steps back and sales takes over with an aggressive, pushy pitch that disregards everything that came before. Having an inbound marketing strategy without a corresponding sales plan is like setting up thousands of dominoes only to knock them over prematurely. If you don’t use inbound techniques in both phases, your sales efficiency is going to topple like those dominoes.

There Are a Wealth of Tools on the Market

You certainly won’t lack tools when you decide to implement sales enablement. Inbound selling relies heavily on carefully curated and categorized data, so you’ll need everything from analytics applications to customer relationship management (CRM) software to keep track of your potential customers. Thanks to this demand, a range of companies have introduced a range of options to help you get started.

You Will Understand Your Customers Better Than Ever Before

Your team has always been hungry for sales, but with sales enablement, this hunger will actually increase sales efficiency by giving them more information to work with. If you understand a customer’s desires, you can probably figure out how to satisfy them. Using the software outlined above will show you who your customers are and which products catch their fancy. From there, it’s simply a matter of moulding your sales pitches to give them what they want. As a result, you’ll be in a better position to cater to your new clients.


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.