How Sales Enablement Helps B2B Companies

Why Sales Enablement is important and how it can help B2B companies


Sales Enablement is now growing on a daily basis, coming up with software solutions to help businesses operate more effectively. From marketing automation to a very well performed CRM, to prospecting and tailored pitching and aligning marketing and sales to work together, Sales Enablement tools are hard to ignore or stay away from. And generally speaking, sales enablement improves your sales reps’ and marketers’ ability to engage with your prospects in the most valuable way. This results in bigger deal sizes, more efficiency and eventually higher revenues. Which means that using these tools is somewhat a necessity if you want to keep up with the advancements in this field and be a step ahead of your competitors. For that to be achieved, you should know a few of the most important aspects where Sales Enablement tools come in handy.


Before any company decides to sell their product, they need to know who exactly they are selling it to. This is the first step of every sales organization. As the B2B Lead says, 50% of sales time is wasted on unproductive prospecting. And of course, you know the importance of doing a very detailed targeting and collecting data about your potential and most likely-to-convert buyers. And that’s the thing, gathering such analytics now is a little tricky without the help of sales enablement technologies. If you think about it, it’s even close to being impossible in terms of just how time-consuming it is. Instead, you now have sales enablement technologies to thank for identifying your buyer persona easier, finding the best prospect groups for your product/service and keep freshening up that list with similar accounts based on your existing pipeline. Sphere of operation, specialty, size of company, revenues are some of the aspects sales enablement tools keep in mind while targeting similar prospects for your product.

Valuable communication with customers

This one is a very broad subject to elaborate on. The thing is, customer relationship is everything for the success of any sales process and any sales organization in general. The most important asset you should possess is the value you provide for your prospect. Valuable conversation, valuable pitch, connection and communication is what, in fact, gets your prospect to actually convert. Keeping up-to-date with them, constantly engaging until they are ready to convert is what sales enablement tools for CRM are good at. Some sales enablement technologies for CRM purposes include email and calendar integration, making your employees’ job easier and more productive. Sales enablement tools are good for automatically scheduling calls or meetings, sending emails and nurturing your leads to, eventually, convert them.

Ending the war between Sales and Marketing

Some might think differently, but to be honest, the alignment of sales and marketing departments is by far the most important feature of sales enablement tools. Their collaboration is the key to everything your company needs to succeed in the sales process, because when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.

If your two important departments collaborate, they will come up with a content no one can ignore, having the necessary insights from Marketing and the input from the Sales side. It will cut down the percentage of content that is being left not used and, most importantly, customers will be happier with more insightful and valuable content. So, sales enablement tools are most helpful when they align your marketing and sales departments to start cooperating and working together for better results.

Track. Measure. Get insights

Next important feature of most sales enablement tools is that they allow you to actually track how well your actions perform. Some of the most important metrics to keep an eye on are the average time spent on completing the sales cycle, average deal size and win/loss rates. Getting such valuable data on your sales teams’ activities is key in your company’s future success. If you see where your campaign or strategy failed, you will know what to improve for the future. If you track your customer’s behavior in the sales cycle, you will have enough predictive analytics for future leads from the same target group. The assumptions can go on and on, but the important part is to realize the core aspects of such sales enablement tools.

Technologies, as they come, are always set to make everything times easier. Same for sales enablement tools, they do everything starting from the needed content and coaching to providing softwares that help boost your company’s sales by increasing your client-facing employees’ productivity. To keep it short, sales enablement is a result-driven asset you should acquire before you stay behind your competitors who already braced all the benefits of these new processes.

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