December 2, 2021

Sales Enablement Software: Discover It To Be Smarter At Sales

"Sales enablement software has been around for decades, but when it comes to the right time and place to use these tools, many professionals are still unsure."


Traditional sales models have evolved over time, but the modern approach began with the development of Procter & Gamble's 'Sales Support System'. Launched in 1986, this was a pioneering piece of work that is credited as being a major factor in the success that P&G has seen as a company.

This project also gave rise to the foundation of what we now commonly refer to as Sales Operations and CRM which is powered by sales enablement software.

Since then, there have been countless visions for how sales teams should operate ranging from those who want them to become more relationship-based, others who favour an army-style approach, and those who advocate a more consultative sales model. So how do you decide which approach to take? 

For a long time, businesses have been able to successfully sell their products or services through sheer hard work and persistence. However, with the advent of new competition, increasingly demanding customers, and more complex buying processes with the help of Sales enablement Software. 

What is sales enablement? 

  1. The process of enabling a sales team to reach its full potential by providing the right level of training, tools, and support to reach that optimal performance. Sales enablement is all about equipping your sales teams with the knowledge that they need in order to be successful.

  1. The ability of one party (company) to help the other party (customer) achieve their goals. Businesses have been using this concept for decades when it comes to product information, marketing content, or customer service articles, so why do we see it as something new in B2B sales? 

  1. The foundation supporting your business's success is founded on three pillars: structure, strategy, and culture; all of which shape the way you carry out your business and go to market.

Why is Sales Enablement important? 

For a long time, sales teams have been able to successfully sell their products or services through sheer hard work and persistence. However, with the advent of new competition, increasingly demanding customers, and more complex buying processes; there has never been a more critical time for sales enablement to become a priority in your business.

The fact is that most sales teams still operate in silos with very little or no shared learning and best practice, which means they are operating at around 30% of their potential. In order to stay competitive in today's digital marketplace, it is essential that the sales teams of today and tomorrow adopt a new approach to working.

Who does the Sales enablement for you?  

There are multiple layers involved in creating a successful, modern approach to enablement. So who does what?

  1. Sales Enablement Analyst - This person is responsible for enabling the sales team by researching content, building training plans, and ensuring that they have access to the necessary tools. They ensure that the sales processes are documented and communicated clearly so that the entire team is on the same page, which in turn gives them the confidence to achieve their goals. 

  1. Sales Enablement Manager - Unlike a traditional manager who oversees the sales process from start to finish, this person takes responsibility for building and maintaining structure. This includes leadership, team management, communication flow, monitoring performance, and assigning tasks. They are also responsible for ensuring that the structure of your sales team is consistent and progressing.

  1. Sales Enablement Leader - For many businesses, one person often plays all three roles; however, as an organization grows, it is recommended to split these roles up in order to avoid any conflict of interest. The role of a leader is creative and inspirational and INVOLVES working with the sales team. They are responsible for developing the culture of the organization in order to reach new heights in terms of performance and productivity.

  1. Sales Enablement Champion - If you want your enablement initiative to be successful, it is essential that there is a champion who can protect it from being sidelined or being perceived as a waste of time. The champion will have a big-picture view of how enablement affects the business as a whole and they will also prioritize it accordingly. 

What are the different layers of Sales enablement software? 

The first layer of sales enablement is the operational layer. This covers the underlying tasks that are required to make your team function successfully on a day-to-day basis; this includes reporting, communication, and structure. 

The next layer up is known as tactical enablement. This is where the more routine activities occur. These might include things like training plans, social initiatives, and technology. 

Above the tactical layer is strategic enablement. This level of sales enablement will surface from time to time in order to address issues that have been encountered by the business in a more structured way. The aim of this process is to create a blueprint for the future of your sales team.

The final layer is known as visionary sales enablement. This level of sales enablement will focus heavily on creating strategies for your team that are not only measurable but also linked to the wider business.

The aim of this process is to supplement the other layers in order to make them more effective.  Ultimately, it should help you develop a competitive edge in your marketplace.

What are the pros of sales enablement?  

The most obvious and immediate benefit to sales enablement is that it makes hiring and training easier. No matter how good your salespeople are, if they can't achieve their goals because of poor processes or obsolete technologies, you won't be able to retain them for long. 

Enabling your team will mean that they have access to all the resources that they need in order to succeed.  By giving them the tools and support necessary for a good performance, you can increase your retention rates and improve your contract win rate.  

A slightly more subtle but arguably just as important benefit of sales enablement is that it encourages communication. When people have a clear set of processes to follow, it becomes simpler to ask questions and get clarification. 

If your salespeople are empowered but unfollowed, they might begin to ignore standard protocols in order to make progress. This can not only cause chaos on a smaller scale but also damage the morale of the entire team.  By encouraging a culture where communication is encouraged and valued, you can make your team feel more comfortable.

What are Sales Enablement Software Tools?  

There are many software that can aid you in the implementation of an enablement strategy. These tools allow you to create structured learning programs, collaborate with your team and automate business processes.

Below is a list that outlines some of the most popular software for sales enablement: 

  1. LevelEleven - If you're looking for a powerful list building and referral generation tool, then list management is a key feature. Its automation capabilities allow you to create workflows so that your team can stay up-to-date with the right content at the right time.

  1. Membrain - This is a robust platform that enables companies to develop personas based on their customer's buying and research habits and lets businesses create customized campaigns across multiple channels (email, chat, SMS, etc.)

  1. Whatfix - This is a tool that makes it possible for users to quickly fix potential customer issues by providing guided solutions. It also integrates with other applications such as Salesforce and Zendesk which allows you to track all your customer interactions in one place.

  1. Seismic - If you want to generate reports based on your team's activity, this is the tool for you. It also has a built-in pipeline management system which makes it easier to track progress and forecast revenue. 

  1. Highspot - This software enables businesses to create a centralized library of content that is shared across the entire team. The tool allows you to create motivational scorecards which help sales teams retain knowledge, emphasizing the significance of their work.

  1. Showpad - If you want to improve collaboration and build engagement throughout your organization, this platform enables you to meet all these objectives in one place. With integrations with leading CRM systems, Showpad will make it possible for you to meet all your sales goals.

  1. Attach by Cirrus Insights - If building a content library is essential for you, this tool also enables you to personalize and automate your communications to create an engaging experience for your customers. You can design any type of campaign or workflow for your team using this platform.

  1. Unboxed Advisor - If you are looking to create a training program for your sales teams, then Unboxed Advisor can help. It offers features such as live video briefings, assessment tools, and online courses, making it easy for you to define learning objectives. 

  1. Ambition -   With this tool, you can track your team's performance by measuring key metrics which are essential to meet certain business goals. It shows how an individual or the whole team is performing in real-time, allowing businesses to make necessary adjustments.

  1. Hoopla - This software allows teams to create engaging training programs that are accessible 24/7, synchronizing with customer data to personalize content for each individual. It has features that make it easier to track team progress and also empower managers to monitor the performance of their teams.

  1. Outreach - This is an email marketing platform that brings together sales, marketing, and customer success teams. It uses sequence-based email campaigns that are triggered by events and customer behaviour to increase engagement, lead generation, and eventually revenue.

  1. Salesloft - This tool has a built-in predictive hiring algorithm that fills gaps in your team by matching the best candidate based on their skills and experience. It also enables businesses to create customized learning modules for new employees.

  1. VoiceSage Interactive SMS Marketing - If SMS marketing is a crucial part of your content strategy, then VoiceSage has all the functionalities that are required to build successful campaigns. It enables you to segment contacts by their preferences and sends automated messages across channels.

  1. Vyond - This platform lets businesses create visually engaging video storytelling which can be shared with customers using various sharing options. It also includes features such as collaboration with external partners, tracking 200+ metrics, and AI-powered recommendations.

  1. Intercom - This tool enables you to build a centralized customer platform that integrates into your website, app, or email campaigns. You can use this platform to resolve customer issues, create customer profiles and manage lead flows in a single place.

  1. DocSend - This software lets you create interactive guides for prospects and customers which help to solve their problems. It does this by creating different types of documents such as emails, presentations, and videos among others.

  1. Guru - This platform offers a full suite of tools for your sales team. It includes features such as live demos, automated activity feeds, and automated documentation. You can also integrate it with other systems in your business to increase its effectiveness.

  1. PandaDoc - This software helps to convert leads into customers through managing online forms. It includes features such as the ability to create custom fields in your forms, seamlessly import existing customer data and accelerate lead generation.

  1. Chorus - This tool is an all-in-one sales software that provides the functionality to track, manage and report on your business. It has features such as customizable dashboards, team collaboration tools, and email templates for quick responses.

  1. SalesBot - With this software, you can integrate your CRM with your favourite apps to create a single view of your customer. It includes features such as in-depth analytics, automated workflows, and custom certificates.

To conclude

We have listed 20 sales enablement software that can make your sales workflow easier. Go through each one of them to learn which one is best for you. You can get your work automated and customize your processes.

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Aryan Vaksh

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