What is a sales enablement strategy and why your organization needs one
Sales enablement sounds like another buzzword, right? I's not. A strong sales enablement strategy is the difference between reps fumbling for answers and reps who close deals with confidence.
Here's exactly how it transforms your sales organization:
The right answers, right now
Imagine your reps always have the perfect case study, product demo, or competitor comparison at their fingertips. That's sales enablement! It's like having a superpower that cuts through confusion and gets straight to what the buyer needs.
- No more wasted time: Reps won't scramble to find the right information, so they spend more time actually selling.
- Confidence boost: Having the right resources on hand makes reps feel prepared and ready to tackle any buyer question.
Training that sticks
Sales enablement isn't just a one-time workshop. It's about giving your team ongoing support and training, so they're always learning and improving.
- Adapt and win: Sales enablement helps your team stay ahead of changing buyer needs and market trends.
- Consistent success: Ongoing training ensures that every rep, from newbies to veterans, uses the best techniques and delivers a top-notch buyer experience.
Sales and marketing alignment for bigger wins
Sales enablement gets these two teams working together like magic. Marketing creates content that actually helps close deals, and sales gives feedback so everything gets even better.
- Targeted content: Sales enablement gives marketing the inside scoop on what buyers really want to know, so every piece of content hits the mark.
- Winning cycle: As marketing gets better, sales closes more deals. This fuels even better marketing. It's the ultimate win-win!
Data to the Rescue
Sales enablement helps you track what's working and what's not. You'll see what kind of content customers love, and which reps are on their way to becoming superstars.
- No more guesswork: Data takes the guesswork out of sales strategies. You'll know exactly what to improve for maximum results.
- Celebrate success: Identify your top performers and learn from their winning techniques to train the whole team.
5 Sales enablement roadblocks (and how to blast through them)
Sales enablement has the power to transform your sales reps. But figuring out where to start, aligning everyone, and proving the results can be tricky.
Even if an organization has proven sales enablement strategies, they didn’t come without challenges.
Let's break down the common obstacles and outline strategies to ensure your sales enablement initiative hits a home run.
Challenge 1: Where to start?
Overwhelm is a common enemy when launching a new initiative. Sales enablement can touch so many parts of your business, it's tough to know the best starting point.
Solution: Focus on one key goal.
Do you want to shorten the sales cycle? Improve win rates? Pick ONE primary objective to guide your early efforts. Once you see success, you can expand from there.
Challenge 2: Getting sales team buy-in
Reps are busy. If they see sales enablement as extra work and not a valuable tool, you won't get the results you want.
Solution: Make it about THEM.
Show reps how sales enablement will save them time, and make it easier to hit their targets. Involve top performers in the early planning stages -their enthusiasm is contagious.
Challenge 3: Too many tools, not enough time
There are hundreds of sales enablement tools out there! It's tempting to try them all, but this can lead to confusion and wasted resources.
Solution: Start simple, then strategize.
Begin with tools that address your most pressing need (content organization, perhaps?). Once you've mastered the basics, create a roadmap for integrating more tech wisely.
Challenge 4: Content chaos
Sales reps waste tons of time searching for the right files. Outdated presentations, unused case studies, it's a mess!
Solution: Centralize and curate.
A sales enablement platform lets you organize everything in one place, so reps find what they need fast. Designate a content manager to keep things fresh and relevant.
Challenge 5: Proving it's working
Leadership wants to see ROI. But how do you measure the impact of sales enablement?
Solution: Track the right metrics.
Don't just focus on sales numbers. Look at things like content usage, rep confidence levels, and deal cycle length. These indicators will show progress over time.
The good news is, these challenges are completely solvable! By anticipating these roadblocks and planning accordingly, you'll set your sales enablement strategy up for long-term success.
Now, let's get into the step-by-step process to build a powerhouse sales enablement strategy.
Your 6-step guide to sales enablement success
Developing a sales enablement strategy can feel overwhelming. There's so much to consider, from technology to training. This clear, step-by-step plan will break it down, helping you create a streamlined, sustainable process that drives your team's success.
Here’s how to build the best sales enablement strategy:
Step 1: Define your goals & KPIs
Why It matters: Without clear goals, it's impossible to measure success.
Action steps:
- Consult with sales leadership – What are their top pain points? Where do they want improvement?
- Analyze current data - Look for bottlenecks in the sales cycle, content gaps, etc.
- Choose 2-3 primary KPIs (Key Performance Indicators) to track (Ex: deal close rate, average deal size, sales cycle length)
Step 2: Audit your existing sales process
Why It matters: You can't fix what you don't understand. Map out the current buyer journey and how your team supports it.
Action steps:
- Interview top-performing reps – What techniques and content helps them close deals?
- Shadow sales calls or demos to observe buyer interactions in real-time.
- Identify gaps – Where do leads get stuck? Are there common objections reps struggle with?
Step 3: Focus on buyer-centric enablement
Why it matters: Today's B2B buyers do their own research. Enablement needs to support their journey, not just your sales goals.
Action steps:
- Create detailed buyer personas – Who are your ideal customers? What are their pain points and goals?
- Map content to the buyer's journey – What info do they need at each stage (awareness, consideration, decision)?
- Make it easy to self-serve – Consider a resource hub or content portal where buyers can access info on demand.
Step 4: Invest in the right tech stack
Why it matters: The right tools streamline sales enablement, saving time and boosting results.
Action steps:
- Prioritize based on your goals – If content organization is key, a sales enablement platform is a must-have.
- Consider ease of use – Will your reps actually adopt the tools, or will they become a hindrance?
- Look for analytics & reporting – Tracking content usage and engagement is crucial for optimization.
Step 5: Training & ongoing support
Why it matters: Creating the best sales enablement strategies aren’t one-time events. It needs to be baked into your sales culture.
Action Steps:
- Create a structured onboarding program for new reps.
- Offer regular coaching and reinforcement sessions on key skills and best practices.
- Encourage peer-to-peer knowledge sharing.
Step 6: Measure, analyze, optimize
Why it matters: Data is your guide to continuous improvement.
Action steps:
- Track your chosen KPIs regularly.
- Analyze content performance – Which resources drive results? Which fall flat?
- Gather feedback from reps – What's working for them? What do they need more of?
Remember, sales enablement is an ongoing process. By regularly reviewing your strategy, adapting to buyer needs, and empowering your team, you'll create a sales machine that consistently delivers results.
With a solid plan in place, it's time to focus on the execution.
Let's explore some best practices to maximize the impact of your sales enablement efforts and sidestep common mistakes.
Sales enablement best practices: Do's and don'ts
Sales enablement is both an art and a science. These quick-reference tips will help you stay on track and start seeing results faster:
☑️ DO's
- DO align sales and marketing tightly. These teams should be partners, sharing insights and collaborating on content.
- DO prioritize mobile optimization. More and more reps are selling on the go. Make sure your content and tools are easily accessible on any device.
- DO gamify training & coaching. Make learning fun and competitive to boost engagement and knowledge retention.
- DO celebrate wins regularly. Highlight successes, big and small, to keep your sales team motivated.
✖️ DON'Ts
- DON'T overwhelm reps with too many tools. Focus on a few core technologies that integrate well.
- DON'T forget about onboarding. Train new reps thoroughly on your sales enablement strategy and tools.
- DON'T let content get stale. Regularly review and update your resources to ensure they're fresh and relevant.
- DON'T ignore the data. Track key metrics to continuously improve your sales enablement processes.
Remember, sales enablement is a journey! Implement these best practices, and you'll be well on your way to building a more confident, successful, and empowered sales organization.
Ready to take your sales enablement to the next level?
Let's dive into some advanced strategies that help you create a truly seamless and personalized buyer experience.
Advanced sales enablement techniques: Level up your strategy
You've got the basics down, now it's time to refine your approach and gain a competitive edge. Here are a few pro techniques to consider:
- Personalized buyer journeys:
Gone are the days of one-size-fits-all sales pitches. Map out the unique paths of your different buyer personas and tailor your content and interactions accordingly. - Interactive content formats:
Engage buyers in a more memorable way with tools like quizzes, calculators, interactive demos, and personalized videos. This empowers them to learn at their own pace. - Leveraging AI-powered sales tools:
AI can analyze buyer behavior, predict deal outcomes, and recommend the next best steps for your sales reps. This removes guesswork and frees up time for high-value interactions.
Transforming Buyer Interactions with emlen
emlen's digital sales rooms are a powerful way to implement these advanced techniques with ease. Here's how emlen supercharges your sales enablement efforts:
→ Tailored digital experiences
Create customized sales rooms for each prospect, populated with content relevant to their specific pain points and stage in the buying journey.
→ Interactive features
Embed interactive elements to boost engagement, gain buyer insights, and qualify leads more effectively.
→ Real-time collaboration
Bring buyers and sellers together in a secure environment for seamless communication, document sharing, and faster decision-making.
→ Powerful analytics
Track buyer engagement, understand what content resonates, and use this data to continuously optimize your sales process.
Advanced sales enablement is about understanding your buyers deeply and utilizing technology to deliver exceptional experiences at every touchpoint.
Now you've equipped your sales team with the tools and knowledge they need to excel. But how do you know your sales enablement strategy is truly delivering results?
Let's explore key metrics to track and analyze to measure the impact of your efforts.
How to Measure if Your Sales Enablement Strategy is Working
Sales enablement is an investment, and like any investment, you need to track its ROI. Choosing the right metrics helps you understand what's working, what needs improvement, and the overall impact on your bottom line.
Key sales enablement metrics to track:
Sales Performance Metrics
- Deal close rate: Are you closing a higher percentage of deals after implementing sales enablement?
- Average deal size: Is the value of your deals increasing?
- Sales cycle length: Are deals closing faster?
Content Usage and Engagement
- Content views/downloads: Which resources are reps actually using?
- Time spent on content: Are reps engaging deeply with the materials, or just skimming?
- Content feedback: Gather qualitative feedback from reps on which resources are most helpful.
Rep Confidence and Knowledge
- Self-Assessments: Have reps rate their confidence levels before and after enablement initiatives.
- Knowledge Quizzes/Tests: Measure improvement in product knowledge and sales techniques.
Buyer Engagement
- Content Interaction within Sales Rooms: Which content pieces are buyers spending the most time with? (Especially important if you use tools like emlen)
- Questions and feedback from buyers: This indicates what information resonates with prospects.
Beyond the numbers with qualitative insights
Don't underestimate the power of gathering direct feedback to measure the effectiveness of your sales enablement program.
Survey your sales team regularly to understand their experiences with the enablement process, tools, and content.
Their valuable insights will highlight what's working well and where adjustments are needed.
Be sure to also conduct post-deal surveys with buyers to assess if they felt informed and empowered during the buying process.
This feedback will provide a clear indication of whether your sales enablement efforts are successfully guiding customers through the journey.
3 Tips for success:
→ Start with baseline data: Track these metrics before launching your full sales enablement strategy. This is essential for demonstrating improvement.
→ Set realistic benchmarks: What constitutes a "successful" increase in deal close rate varies by industry. Do your research.
→ Analyze, adapt, iterate: Sales enablement is an ongoing process. Use your data to make continuous improvements.
By tracking these key metrics and gathering qualitative feedback, you'll gain a clear understanding of your sales enablement success and identify areas for continuous growth.
Now you have all the insights you need to launch a truly effective sales enablement strategy. We’ve summarized everything you’ve learned into this handy checklist:
Ready to launch? Your sales enablement final checklist
With these insights, you're ready to launch a sales enablement strategy that truly moves the needle on your business.
Here is your final checklist to make sure you have everything in place to get ahead of your competition:
✔️ Assessment & Goal Setting
- Audit your current sales process: Identify strengths, weaknesses, and where reps struggle.
- Prioritize your top pain points: What specific challenges do you want sales enablement to solve?
- Set clear KPIs: Choose 2-3 primary metrics to focus on (ex: shorten sales cycle, improve win rate)
✔️ Build Your Foundation
- Involve sales leadership: Get their buy-in and input from the start for smoother adoption.
- Consult with top-performing reps: Understand their needs and learn from their winning techniques.
- Create detailed buyer personas: Who is your ideal customer? What are their pain points?
✔️ Focus on Content
- Conduct a content audit: Identify valuable assets you already have, and where gaps exist.
- Map content to the buyer's journey: Ensure you have resources to support each stage.
- Prioritize quality and relevance: Deliver content that truly helps the buyer, not just a product push.
✔️ Choose the Right Tech
- Start with a core sales enablement platform: This centralizes content and streamlines workflows.
- Consider integration potential: Ensure your tools work seamlessly with your existing CRM.
- Emphasize user-friendliness: Focus on tools your reps will actually adopt and enjoy using.
✔️ Training and adoption
- Develop a structured onboarding program: Thoroughly train new reps on processes, tools, and content.
- Offer ongoing sales training and support: Reinforce key techniques and troubleshoot challenges.
- Make it fun and engaging: Incorporate gamification and peer-to-peer learning.
✔️ Measure, analyze, optimize
- Track your chosen KPIs regularly: This demonstrates the ROI of sales enablement.
- Gather feedback from sales reps: Their insights are crucial for continuous improvement.
- Adapt and iterate: Refine your strategy based on data and real-world results.
We’ve now gone through all the steps on how to create a sales enablement strategy that puts the buyer at the center of your process. The only thing left for you and your sales team is to execute everything you’ve learned.
Start empowering your sales team for success now
Throughout this guide, you've learned how important it is to have the right plan and strategy in place.
Align your sales and marketing teams. Give your reps the right tools and knowledge, and focus relentlessly on the buyer experience. This is how you empower your team to succeed and adapt no matter what changes.
These are all the crucial elements of a successful sales enablement strategy!
The future is bright for those that take action to meet buyers where they are. Advances in AI, personalized buyer experiences, and the increasing emphasis on buyer enablement will demand that sales teams stay agile and informed.
By investing in B2B sales enablement now, you're not just solving current pain points – you're future-proofing your sales process.
The time to act is now. Your competitors are likely exploring sales enablement, and buyers are becoming increasingly sophisticated.
Don't get left behind.
Use this guide and the provided checklist to launch your strategy for sales enablement and propel your team toward sustainable success.
