What is Sales Enablement?
Sales enablement is fast-growing function and its role definition continues to evolve, but its core objective is clear:
Sales enablement is the act of empowering sales reps & managers with the tools, knowledge and resources they need to sell more efficiently and effectively.
Sales enablement is all about bridging the gap between sales strategy and execution, and ensuring that each sales rep and sales manager is equipped with the tools, knowledge and resources to execute effectively.
All too often there is a wide communication gap between sales & marketing leadership and those on the front lines. The result is the lack of top-down communication on the strategies, and plans to execute on those strategies. Sales enablement bridges the gap by working closely with sales and marketing leadership, and connecting the dots, ensuring that each rep — new or veteran — is set up for success.
Practically speaking, sales enablement professionals work to prioritize and eliminate road blocks and redundancies; build tighter alignment and focus with marketing and training teams; as well as ensure reps get the tools, content and coaching they need to maximize their ability to achieve quota.
In order to be successful, sales enablement specialists need to focus on 4 key areas: onboarding, training & knowledge reinforcement, ongoing enablement and optimization.
Sales Enablement Stats
- “Reps use on average more than 17 pieces of content to enable the selling process – and that content must be relevant, meaningful and properly timed to where the buyer is in the journey.” (SiriusDecisions 2016)
- “Sales and marketing misalignment costs businesses $1 trillion each year in decreased sales productivity and wasted marketing efforts.” (Hubspot, 2015)
- 32% of companies listed sales enablement as a top marketing priority over the next 12 months. (HubSpot 2016)
- 25% of companies have it a top priority to improve existing sales technologies over the next year. (Hubspot 2016)
- Content-based sales enablement practitioners are 64% more effective at maintaining consistent, relevant, personalized communications, compared to non-practitioners (61% and 37%). (Aberdeen 2016)
- 60.7% of the study participants reported a ramp-up time of seven months or more. (CSO Insights 2016)
- Currently, salespeople are spending 35.9% of their time selling, with the rest of their week consumed by other tasks. (CSO Insights 2016)
Check out the full list of sales enablement stats here.