Most people have a general idea of what “sales enablement” means, but many still wonder why it has become a priority for nearly two-thirds of sales organizations. Sales enablement, also known as revenue enablement or business enablement, is essential because it helps an organization’s sales team perform better by providing them with the right tools, training, and strategies to succeed.
A strong sales enablement strategy with Sales and Marketing Intelligence ensures that sales representatives, managers, and even customer-facing teams are well-equipped to handle the entire sales process effectively. This results in higher productivity, better customer engagement, and ultimately, increased revenue.
Below, we’ll explore five key reasons why sales enablement is crucial for your business’s success, along with real-world examples of how it makes a difference.
1. Sales Enablement Strengthens Core Selling Skills
Many sales teams have shifted focus away from the fundamentals of good selling—such as preparation, effective communication, and handling objections. Over time, these core skills can weaken, leading to missed opportunities and lower close rates
A well-structured sales enablement program prioritizes training and continuous learning, helping sales reps refine their skills and stay prepared for every customer interaction.
Example: Sales Readiness Assessments
At Brainshark/Bigtincan, the sales enablement team ensures that each sales rep is certified in essential selling activities—such as prospecting and customer discovery—before engaging with buyers. This is done through video coaching assessments, where AI-powered feedback evaluates whether sales reps can effectively apply their training in real-life situations.
2. Sales Enablement Brings Clarity to Training and Content
Many different departments—marketing, product management, sales operations, and legal—create resources to support the sales team. However, when each team provides information separately, it can lead to confusion and inconsistency in messaging.
Sales enablement acts as a central hub that organizes and streamlines all sales-related content, ensuring that sales reps receive clear, consistent, and useful information.
Example: Unified Messaging
A study by CSO Insights found that organizations with strong sales enablement strategies see higher win rates. This is because a well-structured content strategy reinforces key messaging throughout the sales journey, making it easier for sales reps to communicate value effectively.
3. Sales Enablement Supports Long-Term Success for Sales Reps
Sales training shouldn’t stop after onboarding. Without continuous learning, sales reps may struggle to stay updated with new strategies, industry trends, and product offerings. This is one reason why many organizations face challenges in retaining sales reps beyond their first few years.
Sales enablement ensures that training is an ongoing process, helping sales teams stay engaged and continuously improve their performance.
Example: Peer Learning Programs
Studies show that 91% of sales reps believe learning from peers helps them succeed. Organizations with sales enablement teams create structured peer-learning programs where top-performing salespeople share their best practices with the rest of the team. This ensures that knowledge is passed down in an organized way, rather than relying on informal or inconsistent learning methods.
4. Sales Enablement Empowers Managers to Lead Effectively
Sales managers play a crucial role in guiding their teams, yet many companies do not invest enough in their leadership training. Without proper coaching skills, managers may struggle to support their sales teams effectively.
A strong sales enablement strategy includes dedicated training for sales managers, ensuring they have the skills needed to mentor their teams and improve performance.
Example: Coaching the Coaches
Organizations with effective sales enablement programs implement formal coaching programs for sales managers. These programs teach managers how to provide constructive feedback, coach their reps, and drive sales success. Training also includes certification programs to ensure that managers are fully equipped to support their teams.
5. Sales Enablement Supports the Entire Customer-Facing Team
While sales enablement primarily focuses on sales teams, it also benefits other departments that interact with customers, such as sales engineers, customer success teams, and support teams. These roles need access to up-to-date training and resources to align with the company’s overall sales strategy.
For businesses that rely on channel partners to sell their products, sales enablement ensures that these external sellers receive the same high-quality training and support as in-house sales reps.
Example: Channel Sales Enablement
Today’s channel partners expect vendors to provide detailed sales and training materials to help them effectively promote products. Sales enablement teams ensure that partners receive consistent updates on product changes, messaging, and competitive positioning, making it easier for them to sell the product confidently.
The Key to Sales Enablement: Sales Readiness
The most important factor in any sales enablement strategy is sales readiness—ensuring that salespeople are fully prepared to engage with buyers confidently and effectively. A strong sales enablement approach helps organizations build a culture of learning, streamline sales processes, and improve overall performance.
Would you like to improve your sales enablement strategy? Download our ebook “Helping Sellers Become Buyer Ready” to learn more about creating a high-performing sales team.
