How to create a stellar sales enablement strategy

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Sales Enablement Strategy

Without the correct information and resources, any company’s sales team is likely to run into some challenges. Neither they nor the marketing team will be able to produce the content they need to efficiently make a sale. Sales reps also need access to internal information, data about the product they’re selling, and insight into their potential customers. Employees at any organization need to understand how to use the information and resources they have at their disposal to optimize their results. 

Sales enablement strategies are intended to provide organizations with a proper structure for coaching sales teams, providing them with any tools and resources they may need throughout the selling process, and giving them access to relevant information. However, it’s not enough to simply copy and implement a sales enablement strategy designed for another organization. 

All companies have unique team structures, sales reps, industry needs, and company goals. Combining these factors leads to a unique blend of requirements that the organization will need from its sales enablement strategy. Because of this, a given business or organization must put thought and effort into its sales enablement strategy. But the work doesn’t stop once a strategy is created. Once a system has been implemented, leaders should also diligently gather and analyze data and feedback. Using this feedback, a company and sales org can refine the sales enablement strategy until it’s the best it can be. 

The Sales Enablement Definition

Before we dive into how to create a sales enablement strategy, it’s important to first understand what the term sales enablement means

The simplest sales enablement definition is a process through which an organization provides its sales employees with everything they need to close leads and successfully bring in new customers. Sales enablement is about ensuring your sales reps can perform their jobs as efficiently as possible. You can do this by providing them with the right resources, processes, and technology to be effective. Sales enablement, especially Seismic sales enablement, maximizes every engagement point for salespeople and buyers, thus improving everyone’s overall experience. 

Who’s Responsible for Sales Enablement?

Sales enablement is a vital part of both the marketing and the sales team’s jobs. Without dynamic enablement strategies, everything may take twice as long, and employees could waste time trying to re-learn things. Sales skills might become dull, and reps’ overall performance could become stagnant or even decline.

But then who is responsible for sales enablement? Typically, the process of developing a sales enablement framework and implementing it works best if there’s a group of dedicated people on a sales enablement team. From there, it’s up to a sales enablement manager to assign different team members to appropriate sales enablement roles that suit their unique skill sets. 

Even if you have a team dedicated to establishing a sales enablement strategy, it still requires some responsibility and cooperation from the sales and marketing teams. Implementation is a joint effort between the sales enablement team, the sales workers, and the marketing team. During the sales enablement process, there needs to be ongoing communication between the sales reps and the marketing team for any of this to work, since their tasks are so closely intertwined. 

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How to Create a Successful Sales Enablement Strategy

While each organization has a unique combination of industry needs, team structures, and sales reps that need an equally impressive sales enablement strategy, there are a few things that stand universal for sales enablement training

Identify and explain why sales enablement is important

It never hurts to get more help in terms of sales resources, tools, and coaching. That doesn’t necessarily mean that all sales reps will take it seriously, pay attention, implement what they’re taught, or even see the need for sales enablement training. The sales enablement team in charge of coaching and guiding these employees should understand how they can benefit from the sales enablement training and strategies being put into place. It’s crucial for them to understand just why sales enablement is so essential. 

Establish a sales enablement plan

A sales enablement plan must be created and established once it has been made clear why sales reps should care about their sales enablement programs. Ideally, the sales enablement team will have a rough framework for the sales enablement strategy before bringing it to those receiving the coaching. Once a sales enablement plan has been created and optimized, it must be clearly established with the sales reps it will affect while establishing their sales enablement roles

Collaborate cross-functionally

As previously mentioned, the sales, marketing, and enablement teams must work hand in hand for the sales enablement process to work. If they’re not all on the same page and doing their part, then the entire framework can crumble and fail, wasting time, money, and resources in the long run. 

Invest in tools and technology

No matter how well they work together and how optimized the sales enablement plan is, it won’t work without the right sales enablement technology and tools to do it properly. Whatever the cost and inconvenience it may be to obtain these resources, the payout will be worth it in the long run. 

Provide ongoing training and coaching

Despite what some organizations may think, sales enablement training isn’t a one-and-done kind of thing. For the benefits of sales enablement training to persist, the sales enablement training and coaching must continue right along with it. 

If employees only receive a single training course or even multiple training courses with great lengths of time between them, they may forget what they’ve learned. The course information may become outdated, and employee sales skills may become dull and lapse. In addition, new employees may have to start by getting thrown in the deep end, often causing veteran sales members to take time away from their tasks to guide them. 

Train and Coach with Lessonly by Seismic’s Sales Enablement Platform

If creating, implementing, and obtaining the right resources for your company’s unique sales enablement strategy sounds daunting or unachievable, don’t fret. Lessonly has just what you need with our sales enablement and training platform. We can help you go above and beyond to deliver the training and coaching your sales reps need to develop the skills and knowledge to carry out stellar sales enablement strategies. Click here to learn more