Sales enablement software provides sales teams with the tools, knowledge, and support they need to sell more effectively for accelerating revenue growth. This solution centralizes access to content, sales coaching and training resources, actionable insights, and other capabilities to improve sales productivity. Sales enablement tools ensure that sales representatives can find the appropriate content, submit it to prospects, and track prospect engagement within that content.
Tracking capabilities in sales enablement solutions provide data regarding how and when a prospect interacts with the content and data on how often and successfully the content is being leveraged. Sales content, such as case studies, playbooks, videos, one-pagers, demos, and decks, is stored and managed on the software to help sellers find what they need to convert leads.
In addition to managing sales content, sales enablement software offers features of sales coaching software and sales training and onboarding software to enhance sales readiness and performance. Sales coaching can include giving managers coaching templates or using artificial intelligence (AI) to recommend actions based on insights from call recordings or sales activity. Sales training and onboarding can be leveraged to train new hires and deliver ongoing learning programs that include AI role-playing, scenario-based simulations, certifications, and modules that track progress and performance. A solution type filter segments solutions in this category to differentiate between products whose core offering is sales content management and those that do not primarily focus on sales enablement and content management but meet the requirements.
Sales enablement software ensures that marketing initiatives and sales missions are aligned and content remains up-to-date and compliant. A similar type of software, revenue enablement, expands use cases to customer success and other revenue-focused teams, aligning all go-to-market (GTM) teams with the technology, data, and resources needed to engage customers with consistent messaging and personalization throughout the customer journey.
Sales enablement software provides data analytics to allow teams to track the effectiveness of sales enablement content and activities. For optimal reporting and greatest value, this software should be integrated with customer relationship management (CRM) software and can also connect with tools like content management systems (CMS) and sales engagement software.
To qualify for inclusion in the Sales Enablement category, a product must:
- Act as a repository for a variety of marketing and sales content to be used by sales representatives
- Allow users to upload a variety of collateral or build and edit content directly within the tool
- Provide analytics and reporting that track engagement or internal usage of sales enablement resources
- Offer sales coaching, training, or onboarding programs that provide feedback and actionable insights to enhance sales performance, such as role-playing simulations, pitch reviews, call analysis, and learning assessments
- Integrate with CRM software and other third-party systems
