In the world of business software, sales enablement comes up often — and with good reason. Practitioners, managers, contributors, purchasers, critics, administrators, and of course the all-important end-user – sales and service professionals depend on this advanced software to “Learn faster, sell smarter, and win more.” 

When considering how to define enablement software for sales, there are many discussions and reviews about this software, as it helps improve the lifeblood of virtually every for-profit organization on the planet: the art and science of selling.


What is Sales Enablement?

Sales enablement solutions exploded in popularity over the past 5 years and continue to exponentially grow as more organizations jump on the technology train. Some experts forecast the appetite for sales enablement software surpassing $5 billion over the next three years.

Sales Enablement is designed to empower your sales team by giving them the tools they need to sell more effectively. These tools most often include access to information and content that engage buyers throughout the customer journey, but can expand to include any tools your specific team or salespeople may need.

Sales Enablement ensures buyers are engaged at the right time and place, and with the right assets by well-trained client-facing staff to provide a world-class experience along the customer’s journey. 

The Sales Enablement Society (SES) 

The SES adds that “while utilizing the right sales and performance management technologies, in addition to synergizing cross-organization collaboration, Sales Enablement optimizes the selling motion in order to increase pipeline, move opportunities forward and win bigger deals more efficiently to drive profitable growth.” Well stated.


Sales Enablement vs Sales Operations

When it comes to the differences between sales enablement and operations, it’s important to first consider the similarities. Both have the same goal: to increase selling success.

Sales operations essentially handle data, trends, and sales forecasting. 

Sales enablement connects sales with marketing, ensuring that key selling points, onboarding, training, and any other important information can be accessed by your sales team at any time.

Gartner, a leading industry analyst firm, defines sales enablement as Digital Content Management for Sales:

“DCMS applications encompass repositories, authoring tools, collaborative environments, and interfaces for publishing, versioning and presenting content, to help salespeople (both direct and indirect) efficiently and effectively develop and close business. These applications improve the delivery of internal- and external-facing content to salespeople, or improve engagement with prospects and clients, and increase win rates, deal velocity and deal sizes.”

When it comes to expanding that sales platform definition, SiriusDecisions (an industry advisory firm that focuses on helping product marketers and sales leaders increase performance) states that “Sales asset management (SAM) solutions address the needs of content consumers and creators by organizing, delivering and tracking internal and external sales content.”

Sales enablement softwares like Bigtincan believe in smarter selling

Simply put, Sales Enablement Automation increases sales and service team success by helping them improve training, meeting preparation, customer engagement, and collaboration with peers. The result is shorter sales cycles, higher win rates, increased customer satisfaction and loyalty – and improved business results. Period. The Bigtincan Hub platform manages sales assets and improves sales productivity.


Expanding on the Sales Platform Definition

Taking a broader look at how companies define enablement, there are lots of different components of what exactly sales enablement softwares provide and what they can do for you. 

According to Forrester Research, the three critical Sales Enablement Automation capabilities include user experience, integration, and prescriptive content, respectively.

Sales Enablement Defined

John Moore, our VP of Revenue Enablement, provides a straight-forward definition

Sales enablement is the process of making sales teams able to efficiently move customers through the sales process to the point where the customer can make a buying decision.

This definition keeps the focus on process and efficiency, where we need to focus first.   As these aspects are locked down, creating value for all stakeholders, technology will enable teams to go to the next level.

So, if you’re a sales manager, purchaser, actual user, or just starting to come up to speed on the products and purveyors of this exciting technology, we’d like to offer you a quick look at how we at Bigtincan, together with several of our industry friends, size up and define this rapidly growing market.

The experts have spoken. While your organization might have or require your own sales platform definition of what enablement is and what it can do for you, the sheer growth and expansion of this software category is proof positive that SE Automation technology is helping salespeople win more and be more productive on a daily basis.

So, how will you define Sales Enablement?