What is Sales Enablement? A Guide to Acquiring More Buyers and Keeping Your Best Customers

Sales enablement isn’t the latest tech cure for inefficient sales operations and marketing management. And even though its guiding principle is a laser-sharp
focus on the customer, sales enablement encompasses much more than useful “buyer-first” sales methodologies like Customer Centric Selling.

Instead, sales enablement is a strategic approach, involving not just Sales and Marketing but also people from other functional areas like Customer support and Field Services. When implemented effectively, sales enablement equips an organization’s sellers with the necessary tools and resources, especially informative and educational content, to engage buyers. The payoff? An interactive, dare we say, enjoyable experience for buyers that also helps sellers shorten the long sales cycles typical of purchases in B2B and in high-end consumer goods, resulting in increased revenue.

Use this guide to get a holistic view of Sales Enablement in 2019, including definitions, why companies are implementing Sales Enablement, how-to’s, best practices, and types of Sales Enablement technologies.

85% of B2B buyers say online content has a moderate to major effect on purchasing conditions.

- CMO Council