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Mike Lieberman, CEO and Chief Revenue ScientistThu, May 5, 2016 5 min read

Want to Increase Revenue? Then You Need Sales Enablement

{}If you’re in the sales industry, then you’ve likely heard about sales enablement recently. It’s a hot new topic that everyone is talking about. But even though you’ve heard the phrase being discussed you might not really know what it is, you might not really know why you need it, and you might not truly understand how it will increase revenue.

No worries—we’re here to help clarify.

What Is It?

Sales enablement is an ongoing strategic process that encompasses many activities, like sales coaching, and content generation, as well as relevant tools and technologies, which equip your sales people with all they need to have more valuable conversations with the right customers at each stage of the purchasing journey in order to help advance close opportunities and optimize the ROI on your selling system.

Sales and marketing have changed and you need to keep up. Sales enablement puts the customer front and center and is in line with today’s new sales process and the new way customers buy. As such, it will help you increase revenue in today’s market.

Aligning Sales and Marketing

The division between sales and marketing is a classic business problem. Your marketers and sales people are constantly at odds, with competing goals and priorities. They lack communication and they have absolutely no interest in collaborating. Unfortunately, this could be harming your opportunities to increase revenue. It’s proven that when sales and marketing overcome the turf war and work together, organizations see better success rates. Sales people can have the information they need to effectively prioritize prospects, messaging can be cohesive, marketing can create better content that sales can use, and sales data can help marketing calculate ROI, all leading to better results.

Sales enablement can offer real solutions to the classic sales and marketing divide. It can help both teams better understand why they need to work together, how they’ll benefit, and how to communicate and collaborate effectively in order for your marketing efforts to translate into more sales.

Maximizing Selling Time

Time management is critical to the sales team. When your sales people are spending much of their time in the office creating presentations, writing out reports, researching prospects, and inputting data, they’re not out selling or generating revenue. It’s a waste of your most valuable resource.

Sales enablement tools and technologies can maximize your sales team’s efficiency and productivity and eliminate repetitive and time-consuming non-selling related sales activities. This can give them more time to sell so they can advance deals through to close and meet their quotas faster, so you can increase revenue.


In order to increase revenue you need the best sales talent on your team. Having sales enablement tools and technologies in your arsenal can show that you’re investing in your sales team’s success rather than just having unrealistic expectations while equipping your reps with outdated tactics, methodologies, and technologies.

When you set your sales people up for success, you can help them hit higher quotas. In turn, this leads to higher commissions—which is more attractive to top talent. And when you have top talent working on your team, you can increase revenue—it’s a positive and healthy cycle.

Retention and Job Satisfaction

A low retention rate can negatively impact morale and your bottom line. When you’re constantly replacing reps, productivity suffers and so does your revenue generation.

If you haven’t coached your sales people or enabled them to sell to today’s customers, they won’t have the knowledge, confidence, or selling techniques needed to close more sales and increase revenue. And they might leave for a better deal.

When you give your sales reps ongoing training and the right tools and technologies to sell effectively in 2016, you can boost confidence, increase their chances of closing deals, and thus, improve morale and job satisfaction, which will also lead to a higher retention rate.



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.