Sales enablement software explained

Sales enablement is the new hot trend in sales that has been building steadily for years. Enablement is based on the simple idea that companies need to give sellers more time to concentrate their activities working directly with buyers and prospecting instead of all other non-core selling activities.

"Enablement" means many different things to many companies and, at scale, is a daunting task. Sales enablement software helps organizations to automate, scale, and streamline their sales enablement initiatives in the following ways.

sales content management vector art

Find the right assets

Whether reps are working in email, CRM, or another platform, the sales content management system surfaces the right content to the seller through powerful AI that understands the context within which the seller is currently working.

Combine powerful AI with a world-class search to make it easy for sellers to find that particular piece of content they have in mind so they can focus on what they do best, helping customers and prospects.

Onboard and train new sellers

Deliver and scale seller onboarding and training on any device so that new sellers can learn at their own pace. The AI scores the seller's responses and suggests new courses and learning materials.

Sales enablement software also delivers insights to managers and trainers on assignment completion status and what subject areas team members are struggling with.

Sales onboarding and training vector art
sales coaching vector art

Coach sellers continuously

Sales coaching is one of the most powerful tools for improving seller performance. The translation of knowledge into personalized, contextually relevant guidance transforms that knowledge into actions, leading to positive business outcomes.

Enablement software empowers sales leaders to deliver feedback to their teams in real-time as well as asynchronously when real-time feedback is not possible or practical.

Track the right things

We all care that your team has created content to help your sales reps. However, merely knowing that the content was published, and is available to the group, is no longer enough.

Enablement software provides insights on what content is being used, by whom, for what opportunities at what stage in the deal cycle, and how that usage correlates with your ability to close deals. Stop wasting time creating content or training that does not positively impact your ability to close deals.

Sales enablement software analytics vector art
business document personalization vector

Personalize assets for buyers

Our buyers expect us to understand their needs and reflect this understanding through customized insights and assets that speak to them and their business needs.

Leveraging document automation, the software makes it easy for sellers to automatically personalize content, pulling data from internal and external sources, ensuring the asset remains on-brand and fully compliant.

Does your organization need sales enablement software?

Sales enablement can mean different things to different people. While unfortunate, this confusion often arises since it can help businesses overcome a wide variety of problems.

Here is a small sampling of questions you should ask yourself when considering if sales enablement software is right for you:Underperforming sales rep vector

  • Does it take too long for new sellers to begin hitting their sales quotas?
  • Are new products and services slow to be understood and then sold through your sales teams?
  • Are your sellers complaining that they do not have enough time to sell?
  • Do you have multiple content repositories, making it difficult for people to find the latest approved content?
  • Do you know your return on the investment in content for your customer-facing teams?
  • Do you have low adoption of existing sales tools such as your CRM?

How organizations use sales enablement software

Enablement teams have many strategies, tactics, and tools at their disposal. The tactics most commonly used are:

  • Content creation, curation, and delivery
  • Onboarding, training and coaching
  • Communications
  • Process improvement
  • Automation

All tactics align with key business goals, and a focus on measurement, both through data and end-user feedback, is a must. Sales enablement software helps all customer-facing teams by:

  • Streamlining access to content from creators in marketing, product marketing, operations, and other organizations that support customer-facing personnel.
  • Simplifying the creation and delivery of bite-sized, just-in-time learning to the teams at the moment of need wherever they are working.
  • Informing content and training creators about what content is being used and its impact on the buying journey.
  • Builds compliance into the content creation process, reducing risks to the business while ensuring customers have the most up-to-date and accurate information possible.

Benefits of sales enablement software

The strategies, tactics, tools, and processes used by Enablement come together to solve the problems noted above in a measurable way. Most often, the underlying business metrics that we see influenced include:

  • Increased in opportunity win rates
  • Faster deal velocity
  • Increased deal sizes
  • Decreased customer churn
  • Lower opportunity discounting
  • Improved employee satisfaction
  • Staying within compliance
  • Increased quota attainment


Sales enablement software allows all members of the revenue team to more clearly understand what positively impacts buyers and where gaps may exist in supporting them. When businesses implement sales enablement software:

  • Teams can see which content and training are being used and by which members of the organization.
  • Content can be tied to its impact on the pipeline, giving visibility into which assets increase deal velocity, leading to higher win rates and larger deal sizes.
  • No single action, asset, or training, individually transforms your business. However, by having a unified view across all enablement software solutions, your CRM, and other vital sales technologies, the company can finally better understand how specific combinations of training and content can help sellers achieve peak performance.
  • Research has demonstrated that sales reps' job satisfaction increases as they spend more time selling. Sales enablement software gives sellers more time to sell by:
    • Making it easy to find the content and training sellers need.
    • Simplifying the creation of personalized content that is compliance approved, on-brand, and up-to-date.