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If sales are the beating heart of your business, then sales enablement is the exercise and diet regiment needed to keep your heart healthy. 

Today's companies are embracing all kinds of sales enablement tools to help improve their sales processes and empower their sales teams. But for smaller enterprises and startups, the sales enablement tool strategy can be challenging. 

This is the ultimate guide to help you better understand the advantages, applications, and sales-boosting results the right sales enablement tool can bring to your business. 

Now more than ever, your sales success depends on data collection and the ability to apply that data to your sales process. Sales enablement tools will do just that and more.

What is sales enablement?

Sales enablement is a term that refers to an entire set of tools and resources you might provide to your sales teams to improve conversion results. Essentially, you're enabling sales, meaning these tools bring smarter, more efficient solutions to the sales process. 

Sales enablement can also be helpful to marketers, as one of their roles is to make it easier for sales reps to sell. 

In both arenas, sales enablement relies heavily on the analysis aspect of the sales process overall. And sales enablement tools are essential in nearly every business segment where data drives sales conversions.

Sales enablement strategy

To truly harness and leverage the power of any sales enablement tool, you'll also need to develop a robust sales enablement strategy. When creating an effective sales enablement strategy, you'll want to segment various parts of the strategy to include analysis and reporting. This will allow you to collect and analyze the appropriate data needed to streamline the sales process. 

Explore these strategy segments as you develop your sales enablement tools accordingly. These are the best practices, research, and training considerations needed to provide your sales teams with the right insights about potential buyers to inspire more conversions.

Sales enablement training and development

Part of your sales enablement strategy involves training and development. You'll want your sales teams to be able to apply and use the resources and enablement tools you provide. And the most effective training initiatives are ongoing, using both traditional and innovative technologies to help your sales professionals grow with emerging trends and enablement tools.

Sales enablement usability 

Another facet of your sales enablement strategy should focus on usability. No matter how revolutionary your tools are, if your teams don't find them user-friendly, they won't use them. Be sure to evaluate the ease of use for every sales enablement tool you provide. Additionally, get feedback from your sales teams for insights and confirmation that usability is efficient.

Sales enablement reporting and measurements

Every effective strategy calls for measurement and accountability. So, don't forget to develop metrics for ongoing evaluation of your sales enablement strategy and tools. The moment a sales method is no longer effective, you can quickly identify it and remove it from the roster. Alternatively, the metrics can tell you which sales methods continue to help drive sales and conversions. 

Here are some sales enablement tool metrics to consider adding to your measurement strategy:

  • Average sales life cycle

  • Reps hitting their quotas

  • Average value of a sale or sale size

Your sales enablement strategy needs to be able to gather all the actionable sales intel and effectively report it in one convenient location for all sales teams to leverage. 

Customer service focus

The most effective sales enablement strategies are those that remain focused on customer service. Your strategy should also include priorities for providing sales teams with the intel, tools, and data needed to connect and convert clients based on customer engagement trends. 

This means customer buying preferences, demographics, and entry points should be the priority. And as those customer preferences shift over time, your enablement strategy should be able to adapt and shift with them based on that real-time reporting of analytics. 

What are sales enablement tools?

Along with a sales enablement strategy, you'll want to develop a robust sales enablement tool your teams can leverage for improved sales results. A sales enablement tool is a cohesive system or platform that provides you with in-depth visibility across the entire sales life cycle. 

These tools can be unique to your company and customer dynamics. However, most sales enablement tools include reporting and analysis of content, coaching, technology, and training that better prepare sales teams for client engagements. You'll want to identify those resources and datasets that will contribute the most to your sales process. 

Build an insights library of sales resources

You'll want to start building an insights library based on data imported from analyzing sales calls. And ideally, you can create one flexible insights hub where you can assemble all of the real-time data for easy use and access. 

Here are sales enablement tool solutions to consider adding to your strategy to boost the data in your asset library and grow the resources your sales teams need:

  • Sales assets

  • Content analytics

  • Customer experiences

  • CRM

  • Gamification

  • Sales automation

  • Sales analytics

  • Product feedback

  • Customer touchpoints

  • User interviews

  • Competitor analysis

  • Customer and product surveys

The right sales enablement tool will allow your teams the necessary access to every customer nuance, from opt-ins, subscriptions, objections, and more. And with these precise and real-time insights, your sales force can change their approach to sales. 

In today's competitive market, keeping your finger on the pulse of customer sales data is the best way to maintain and improve sales conversions.

Choosing the right enablement tool

Not all sales enablement tools and solutions are created equal. Depending on the nature of your sales cycles, you'll want to be mindful to vet and select the best-fit sales enablement tool. 

Dovetail and its product lineup are often the first choice in sales enablement partners. The Dovetail dashboard and hub assembles actionable insights from all your available analysis for easy storage and access in one searchable repository. Collecting and accessing your customer data has never been easier, and your sales teams will be more productive than ever. 

When you're ready to step up your sales enablement tools, strategies, and resources, consider these insights. And connect with the Dovetail team to start leveraging every advantage to boost sales in 2023 and beyond.

Royal Bank of Scotland
Zip Money
Universal Music
Intrepid Group
ZoCo Design
DoubleCheck Research
The Honeycomb Works
Hear Me Out
Harvard Business Publishing
Meld Studios
Warner Music Group
The New York Times
Condé Nast
BCG Digital Ventures
State Street

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