Sales Enablement Software

A A sales enablement software is a platform or system that provides an overview of the sales content lifecycle. With powerful search, scoring, and syncing, a sales enablement tool bridges the gap between marketing, sales, and customers, and helps teams with the end-to-end tracking of content performance.

Every sales enablement solution has clearly defined roles of ownership and accountabilities. Sales enablement leaders must hold themselves accountable for successfully implementing a platform capable of delivering the content management, customer engagement, analytics, and sales training content their organization needs. Their counterparts in sales must commit to the processes and technology that make the system work for them. And marketing must be on the hook for achieving high engagement and better-than-benchmark ROI. The RACI ownership model is widely followed in sales enablement:

Responsible

Sales enablement lead

Accountable

VP of Sales Enablement or VP of Marketing

Consulted

VP of Sales, content creators, sales operations

Informed

The broader sales enablement team, sales reps, and other senior marketers

This framework clarifies the roles and expectations for executive, sales, and marketing stakeholders. This alignment and shared understanding then supports the cross-team collaboration needed to help sales enablement succeed.

There are some other frameworks too, but they are few and far between.

Sales enablement is an important part of maintaining healthy, successful sales operations. With heightened competition due to lower entry barriers and more empowered buyers, sales enablement saves sales and marketing teams valuable time by keeping them aligned and in tune to content performance.

Today, the way that buyers evaluate and make purchase decisions has changed. Modern buyers have become more independent and traditional sales and marketing techniques no longer work to win and retain these customers. Today’s buyers have a strong preference to buy from sellers that can add value and help them with their purchase decision. In fact, 74 percent of buyers choose to move forward with the sales rep that’s the first to share value and insight.

To adapt to these new expectations, strong sales enablement is a competitive necessity. Sales reps need to have the right content at the right time in order to keep buyers engaged.

Sales enablement solutions give sales reps access to the content they need.

We recommend that you follow the steps on this checklist while choosing a solution for sales enablement and CRM:

Collect requirements:

Gather team pain points and needs.

Inventory available options:

Research available sales enablement tools.

Check testimonials:

Pay special attention to stories from businesses like yours.

Assess compatibility:

Check CRM and social selling integrations.

Ensure scalability:

Plan for growth and compare pricing options.

Test content management:

Organize content and confirm multimedia support.

Confirm cross-team workflows:

Try out the sales and marketing collaboration features.

Inspect analytics:

Examine the data you get from content tracking and measurement.

Review mobile experience:

Audit ease of use across devices and on mobile vs. desktop.