Table of Contents
What Does Sales Enablement Do?
What is Sales Enablement?
5 Core Elements of a Sales Enablement Strategy?
Sales Enablement Content Strategy
Why Sales Enablement is a Growth Imperative. (Goes to Sales Enablement is a growth engine)
Ready to Build a Winning Sales Enablement Strategy? (Goes to Need Help Building)
Sales Enablement Isn’t a Buzzword. It’s Your Growth Engine.
Sales enablement can sometimes feel like a buzzword, but at its core it’s a proven strategy that equips your sales team with the tools, content, training and technology they need to engage buyers and, most importantly, close deals. And the data backs it up.
According to HubSpot ‘s 2024 Sales Trends Report
- 79% of B2B sales pros who uses sales enablement say it’s important when making a sale.
- Salespeople who use sales enablement content in their role are 58% more likely to outperform than those who don’t
And it shows in the results, which ultimately shows up in the revenue. SaaSworthy reports that 84% of sales reps hit quota when supported by best-in-class sales enablement strategy.
Sales Enablement: A Quick Definition
Sales enablement is a strategic process that provides content, coaching, training, and tools to help sales reps onboard effectively, stay sharp, and close deals more efficiently. When done right, it helps turn good sellers into great ones. Reps who are better prepared, more confident and aligned with the buyer’s journey every step of the way.
5 Key Things Your Sales Enablement Program Should Do?
#1. Deliver the right content at the right time
Reps need to easily find and use relevant content for each stage of the buyer journey. When a buyer is at the Awareness and Interest stage (Top of the Funnel), a rep needs to capture attention quickly, establish credibility and educate. If they have access to blogs focused on thought leadership within the prospect’s industry, competitive landscape materials or a third-party PR mention they can reference, it gives them a touch point. They can send an email saying, “thought you might find this helpful”. At the Consideration & Evaluation stage (Middle of the Funnel) the rep needs to position their solution as the best fit, overcome objections and deepen engagement. Here in-depth case studies, product comparison charts, ROI calculators, and customer testimonials are important. They can provide real customer results backed by data to serve as proof points for a prospect. At the bottom of the funnel, the Decision and Close stage, it’s important to build trust, reduce perceived risks and help any stakeholders make the final decision. Here is where third-party validation in the forms of awards and certifications, customer references who can be called, implementation timelines and onboarding plans become critical.
When reps have easy access to this content, they can tailor their outreach and support a buyer’s decision-making process at every step.
#2. Align Sales and Marketing Messaging
When messaging is consistent across every touchpoint, the buyer journey feels seamless and trustworthy. Imagine a rowing team. If rowers are pulling in a different direction, the boat spins in circles. But when everyone rows in sync, the boat moves forward with both power and precision. The same is true for sales and marketing. If marketing is positioning a solution one way in campaigns, but reps are telling a different story in conversations, buyers get confused. Confusion erodes trust and trust is what wins deals. Sales enablement aligns these efforts so that the value props, key messages, and tone all match.
From ads and nurture campaigns to demos and proposals, every touchpoint reinforces the same core message. This matters.
- According to HubSpot, only 30% of sales professionals say their sales and marketing teams are strongly aligned. But those who are aligned are 103% more likely to exceed their goals.
- Gartner reports that B2B buyers are 2.89x more likely to complete a high-quality deal when they encounter consistent information from supplier sources.
That’s the impact of Smarketing, sales and marketing rowing in the same direction.
#3 Provide Sales Training and Onboarding
Effective sales enablement doesn’t stop at content. It also empowers sales reps with the knowledge and confidence to use it. Structured onboarding shortens ramp time and sets reps up for success from day one. Ongoing training keeps seasoned reps sharp and in sync with trends, product updates and new buyer objections.
Highspot found that companies investing in sales onboarding see a 14% improvement in win rates and a 6.6% increase in quota attainment.
Sales enablement reinforces onboarding efforts with resources like talk tracks, demo scripts, and FAQs. When reps know what to say, how to say it and why it matters they sell with confidence and get quicker results.
#4 Equip Reps with Tools and Technology
Reps need to sell smarter and not harder and that starts with the right tech stack. Sales enablement helps implement and manage systems like CRMs, content libraries and engagement tools that keep reps productive and focused on selling.
- HubSpot’s CRM and sales playbooks guide reps through interactions with prospects, ensuring consistent messaging, better data capture and an optimized sales process.
- Salesforce State of Sales report states that reps spend up to 30% of their time on non-selling tasks including searching for content. Sales enablement can solve this by centralizing and tagging resources.
- SiriusDecisions and McKinsey both back this up, noting that most sales leaders say their reps spend too much time on non-selling activities.
By integrating tech into the enablement strategy, reps spend less time searching and developing and more time engaging and selling.
#5 Build Buyer Confidence
Ultimately, sales enablement helps your reps move from being considered sellers to trusted advisors. With access to the right content, proof points and tools, they can guide prospects through complex decisions with confidence.
Buyers are under more pressure than ever. They need to trust your solution but also your people. When enablement is done right, it empowers reps to guide buyers through complex decisions with clarity and consistency. Your reps can connect and engage better and that connection closes deals.
Sales Enablement is a Growth Engine
Sales enablement is a performance driver.
It boosts win rates, shortens ramp time, aligns teams, and helps reps spend more time doing what they do best: selling. According to G2, 76% of leadership teams believe sales enablement is crucial to driving performance.
Gartner defines it as the activities, systems, processes and information that support high-value, knowledge-based sales interactions. In today’s buying landscape, where McKinsey reports that B2B buyers now use more than 10 channels in a single purchase, it is clear that enablement brings messaging consistency to the process.
Done right, sales enablement turns strategy into action and reps into revenue generators. It can boost win rates and increase productivity. It can drive growth. And it aligns sales and marketing efforts, so everyone is rowing in the same direction for more profitable interactions.
Need Help Building a Sales Enablement Engine That Drives Results?
At Trevelino/Keller, we believe sales enablement is a growth engine when done properly. Whether you’re looking to better align sales and marketing, improve rep readiness or develop compelling content, we help build strategies that translate into real revenue outcomes.
Let’s talk about how we can empower your team to close faster, sell smarter, and build lasting buyer confidence.
Schedule a Free 45-minute Sales Enablement Strategy Session Today
