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Mike Lieberman, CEO and Chief Revenue ScientistFri, Feb 3, 2017 5 min read

What Is the Purpose of Sales Enablement?

{}Virtually all business owners and sales managers will have their own definitions of sales enablement. That’s because it’s a multi-faceted concept; no one definition can truly define all that it is for all sales departments. Some companies may focus their efforts more on processes and practices, while others might focus on integrating new sales tools and technologies. Some might rely heavily on sales coaching and training while others will emphasize content creation. Sales enablement includes a number of interrelated tasks that can be integrated any which way.

However, even though the “what” might differ from company to company, the “why,” or the purpose, is always the same: companies use sales enablement in order to enhance sales performance and improve sales. They invest in it to improve their sales team’s ability to close more deals. They invest in it to drive revenue.

Here are some of the ways that sales enablement helps them do just that.

It Improves Inbound Marketing Efforts

Sales enablement is often seen as the missing piece of the inbound marketing puzzle. Many business owners invest in it because they’re seeing lackluster results from their inbound marketing efforts. They understand that they must continue the inbound experience for their customers, from start to end. They understand that to close more deals, their sales people need to understand how to sell to inbound buyers—and how it differs from outbound selling. They understand that inbound, on its own, won’t produce the desired effects.

By enabling their sales people to change their mindsets, to focus on inbound, and to change their selling strategies to the way customers buy today, they can successfully boost sales.

It Aligns Sales and Marketing

Smart business owners also know that sales and marketing cannot continue to operate on their own islands. It’s a proven fact that ROI is higher when these two teams work together, collaborate, and align their missions, goals, and objectives.

However, getting them together isn’t easy. Both are used to running their own shows. Sales enablement can offer collaboration techniques, tips, and tools that will make sales and marketing alignment easier for everyone. And in turn, their companies benefit from higher profits because of this.

It Drives Efficiency

Inefficiencies in sales are common, but they are also costly. They waste time, resources, and money. If your sales team is like many others out there, it may only spend one-third of its time selling thanks to sales inefficiencies. Your sales reps’ time is wasted on administrative tasks, on repetitive menial work, and on redundant responsibilities.

Sales enablement tools can drive sales efficiency by automating many of the tasks that your sales reps used to have to handle manually. With all of the time they have left over, they can sell more products or services, and in turn, boost your revenue.

It Helps Reps Have More Meaningful Conversations

Modern buyers don’t want to be seen as numbers. They don’t want to be treated like it, either. They demand personalization in their interactions with your brand. You can enable your sales people to have more meaningful conversations with prospects by adding value and context. Sales technologies can provide your reps with all of the lead intelligence and prospect data they need to better understand the prospects they’re about to talk to. And thanks to sales and marketing alignment, they’ll also be armed with the content they require to add value. More meaningful conversations with prospects means more closed sales—and more revenue.

It Keeps Your Reps Trained

Sales is ever-evolving. Your reps need to stay up to date with sales trends and best practices in order to stay relevant in a competitive industry. They need to use the latest selling techniques and tactics to close deals successfully. Sales enablement focuses heavily on sales coaching and training and offers content, like kill sheets and play books, that ensures your reps always have the guidance they need to sell effectively in the modern age, which in turn, will drive revenue. 


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.