Sales Enablement: How to Pick the Right Software

Getting into a sales enablement mindset is the first step toward empowering your sales team. And the right sales enablement tools can be the difference between closing a deal and missing out.

The key is to first fully understand what sales enablement is and how it works so you can choose a tool that meets your team's needs and sets them up for success.

10 min. read

What is Sales Enablement?

Sales enablement is a strategic process that equips your sales team with the resources they need to close more deals. Its goal is to ensure that every member of your team can engage with the right prospects at the right time, with the most effective approach.

Sales enablement processes are concerned with sales soft skills, such as emotional and inspirational intelligence, and the ability to empathize and communicate effectively.

By aligning the goals and strategies of the sales and marketing teams, sales enablement also helps create a more cohesive approach to prospect engagement, ultimately leading to better sales outcomes.

Difference Between Sales Enablement and Sales Operations

Sales enablement and sales operations are both crucial components of an organization's sales ecosystem. But they have distinct roles with different purposes.

Sales Enablement

Focuses on empowering sales representatives with the tools, content, and knowledge they need to sell more effectively.

Involves creating and providing resources such as training programs, sales playbooks, case studies, sell sheets, and product information to enhance the sales team's ability to engage prospects and close deals.

Aims to bridge the gap between what sales teams need to know and what they currently know, thereby increasing their effectiveness in engaging with potential customers.

Sales Operations

Concentrates on the efficiency and effectiveness of a company’s sales processes and operations.

Deals with the behind-the-scenes activities that support the sales function, such as sales strategy, planning, forecasting, territory division, compensation plans, and sales tools and technology management.

The goal is to streamline sales processes, reduce friction in the sales cycle, and ensure that sales teams are working as efficiently as possible.

While sales enablement is about equipping your team with the right tools and knowledge to sell effectively, sales operations focus on the broader strategy and logistics that support the sales organization's overall functionality.

Sales Enablement Main Functions

Sales enablement encompasses a variety of functions aimed at increasing sales efficiency and effectiveness.

Content Management

Creating, organizing, and distributing relevant sales materials such as case studies, product sheets, and presentations to help sales teams effectively communicate value propositions.

Training and Coaching

Providing sales teams with continuous learning opportunities through workshops, e-learning modules, and coaching sessions to develop their skills and knowledge.

Sales Communication

Facilitating clear and consistent communication between sales, marketing, and other relevant departments to ensure alignment on goals, strategies and messaging.

Performance Analysis

Monitoring and analyzing sales activities and outcomes to identify areas for improvement, measure the effectiveness of sales enablement initiatives and make data-driven decisions.

Tool and Technology Provisioning

Equipping sales teams with the necessary tools and technologies, such as CRM systems, sales automation tools, and engagement platforms, to streamline the sales process and enhance productivity.

Cross-Functional Collaboration

Fostering collaboration between sales, marketing, product development, and customer service teams to ensure a unified approach to sales and prospect engagement.

By focusing on these functions, sales enablement can help you better prepare your sales team to drive increased sales performance and revenue growth.

Sales Enablement Best Practices

Adopting best practices, particularly in business to business (B2B) sales enablement, can significantly enhance the effectiveness of your sales team.

Align Sales and Marketing

Ensure sales and marketing alignment in terms of goals, messaging, and target audience. This collaboration leads to more consistent and effective communication with prospects.

Understand Buyer Personas

Develop detailed buyer personas to understand the needs, challenges, and decision-making processes of your target prospects, allowing for more personalized and effective sales strategies.

Create Targeted Content

Develop content tailored to different stages of the buyer's journey and specific buyer personas. This could include case studies, product datasheets, FAQs, and more, aimed at addressing the unique concerns and questions of prospects at each stage.

Leverage Technology

Use sales enablement technology and tools to organize content, manage communications, and track sales activities. This technology can help sales teams access the right resources at the right time, enhancing productivity and effectiveness.

Continuous Training and Coaching

Offer ongoing training and coaching to keep the sales team updated on product developments, market trends, and sales techniques. Regular skill development and knowledge sharing contribute to a more competent and confident sales force.

Measure and Optimize

Regularly measure the effectiveness of your sales enablement strategy using metrics such as sales cycle length, win rate, and deal size. Use this data to continuously refine and improve your approach.

Foster a Culture of Feedback

Encourage open feedback from the sales team on the resources, training, and tools provided. This feedback can offer valuable insights into what is working and what needs improvement.

With these best practices, you can create a more supportive environment for your sales team, leading to improved performance and greater success.

What is Sales Enablement Software?

Sales enablement software is designed to improve the efficiency and effectiveness of a sales team by providing them with the tools, content, and information needed to engage prospects more effectively.

When evaluating a sales enablement platform, look for these key features and functionalities.

Sales Engagement Tools

Be sure it provides tools for effective communication with prospects, including email templates, call scripts, and content personalization, enabling sales reps to deliver consistent and relevant messages.

Collaboration Features

Look for a sales enablement tool that facilitates collaboration among sales team members, as well as between sales and marketing teams, enabling the sharing of best practices, feedback, and insights.

Integration Capabilities

Assess how well the software integrates with your existing tools, such as CRM systems, email platforms, and marketing automation tools. Seamless integration ensures a smooth workflow and reduces manual data entry.

Content Management Features

Examine the content management capabilities, including content creation, storage, organization, and distribution. Ensure the content library supports various content formats and allows for easy access and sharing among sales team members.

Training and Coaching Tools

Evaluate the training and coaching features, such as the availability of onboarding materials, training modules, video content, and tracking of sales team progress. Continuous learning opportunities are crucial for sales team development.

Analytics and Reporting

Look for robust analytics and reporting features that provide insights into content usage, sales performance, and prospect engagement. These metrics are vital for understanding what's working and making data-driven decisions in your sales enablement strategy.

User Experience

Consider the user interface and overall user experience of the software. It should be intuitive and easy to navigate for sales representatives, reducing the learning curve, encouraging adoption and making daily use easier.


Ensure the software can scale with your business. It should be able to accommodate growth in your sales team and content needs without significant performance issues.

Customization and Flexibility

The software should offer customization options to align with your sales processes and workflows. Flexibility in setting up and customizing features is important to tailor the system to your specific requirements.

Security and Compliance

Verify the software's security features and compliance with relevant regulations, especially if you operate in a highly regulated industry. Data security is paramount to protect your prospects' sensitive information.

Vendor Support and Community

Assess the level of support provided by the vendor, including customer service, training, and technical support. A strong user community can also offer additional resources and peer support.

Cost and ROI

Consider the pricing model of the software and evaluate it against the potential return on investment. The cost should align with your budget and the value it brings to your sales processes.

By carefully considering these factors, you can select sales enablement tools that meet your current needs and support your sales team's future growth and success.

Enable Your Sales Team to Succeed

When you're ready to select a sales enablement solution, consider Proposify. It includes all the features you need to set your sales team up for success, and gives them all the tools they need to close deals more quickly and efficiently.

Learn more about Proposify's proposal software, and how it gives you total control and visibility into your proposal process, from start to finish.

Sales Enablement: How to Pick the Right Software

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