Sales enablement is the process of providing the sales organization with the technology, tools, and information to help them become more effective revenue contributors.

The primary job of sales enablement is to provide the selling staff with what they need to successfully engage the buyer throughout the buying process, from status quo disruption to signing a deal.

Sales enablement is growing as a formal role and function inside of organizations, but as of now, mostly within larger ones. The process, however, is critical – regardless of company size, budgets & capabilities.

Certainly, fewer insight-focused educational tools are needed when a prospect has an identified need and has placed you on a short list (thank you, marketing team!).

But revenue growth leaders aren’t satisfied with serving only customers with active needs. They focus as much on expanding the market as in winning share battles. This requires a set of tools that can help salespeople peak curiosity and teach something of value to a prospect. Ideally, this fosters demand for your offering where there had been no interest prior.

Good sales enablement work can be the strongest contributor to revenue pipeline improvement.

If you aren’t ready to make that hire, look at your existing team. Who has the potential? And remember … it pays off to evaluate insiders as much as external candidates.

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