Sales enablement is the process of arming an organization’s sales force with access to the insight, experts, and information that will ultimately increase revenue. It is a term that has gained momentum in the last decade. It is often used to describe a variety of tools, processes and methodologies that are applied to enable a sales force, both direct and indirect. The terms "sales effectiveness" and "sales readiness" are sometime used interchangeably to denote Sales Enablement as well.
Overview
Sales Enablement is defined as getting the most relevant information in the right format to the right person at the right time in the sales cycle for maximum revenue.
This information can consist of:
- Marketing-produced sales assets and collateral
- Case studies
- Market intelligence (research on a target organization, its executives, industry, initiatives and business issues)
- Competitive intelligence
- Tribal knowledge and insights gathered from the field
- Product knowledge from the minds of subject matter experts
Traditionally, Sales Enablement has worked to bridge sales and marketing departments within an organization, while reinforcing best practices and sales methodologies throughout the sales team.
The practice of Sales Enablement is usually applied through a combination of people, processes and technology.
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