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Mike Lieberman, CEO and Chief Revenue ScientistTue, Feb 14, 2017 5 min read

What Is a Sales Enablement Program?

{}An increasing number of organizations are jumping on board with sales enablement, and for good reason. Sales enablement allows companies to get in sync with new buyer behaviours and the new way of buying. It helps sales people increase efficiency and productivity. It saves money, time, resources, and effort. And it increases sales revenue.

However, in order to see high ROI, you must implement an effective sales enablement program. A poor strategy won’t produce the desired effects. That’s why so many companies rely on a sales enablement consultant to come in and craft the customized program that will result in ROI.

Though sales enablement is in its infancy and is constantly evolving, and though it will vary from company to company, here are some of the key components of an effective program.

Inbound Selling Best Practices, Knowledge, and Strategies

One of the biggest challenges in sales today is selling to modern buyers and consumers who don’t purchase like they used to. Seasoned sales reps who used to be at the top of their field are now struggling to close deals. That’s because they keep using best practices and selling strategies of the past. They continue to use ineffective methods, like aggression, manipulation, and pressure in order to get people to buy. And customers aren’t having any of this anymore.

Buyer behaviours have changed and the way they buy has evolved. A sales enablement program will help get your sales reps ready to sell to modern buyers in the 21st century. The consultant will explain the inbound methodology, will offer new best practices to guide selling, and will offer more effective strategies to use, such as social selling, which will allow for better sales performance.

Tools and Technology

Tools and technology have transformed sales for the better. Leveraging sales tools and tech will help you increase sales efficiency and productivity and reduce wasted time and costs. But knowing which tools are right for youand knowing how to use them to maximize their potential isn’t easy. There are hundreds of options to choose from. How do you know which is best?

Your consultant will be able to offer guidance when it comes to the top sales tools and tech. Some are must-haves, like CRM software, email tracking tools, and digital signature tools, while others will be based on your unique sales process. Not only will you get to implement the best tools for your needs, but your consultant will also ensure that your sales people are trained to use them effectively.


Content is at the heart of sales today. Because your buyers can find virtually everything they need online—like reviews, prices, features, and comparisons—sales people need to find new ways to add value to the sales process. Otherwise, why would prospects even need to talk to them? Enter content.

With the right content, like case studies, testimonials, how-to videos, and demos, your sales people will be armed with the information they need to have more valuable conversation with their prospects. This will increase trust, establish authority, and help buyers make the most informed purchasing decisions.

Other types of content that are necessities in the modern sales department are sales training materials, such as playbooks and kill sheets.

Your consultant will help you create the content your sales team needs to succeed.

Sales and Marketing Alignment

You’ve probably heard about sales and marketing alignment. You probably know that it can improve business results and increase sales. But it might seem impossible to establish. Your consultant will help bridge the gap between your marketers and your sales people by explaining how they can both benefit, implementing integrated systems that allow for better collaboration, offering tips and tricks on improved communication, and more.

No two sales enablement programs will be alike. Programs are customized based on the company’s sales process, goals, and needs. But inbound selling best practices, tools and tech, content, and sales and marketing alignment are key factors in any successful program.


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.