What is Sales Enablement?
Sales enablement is the process of providing your sales team with the resources they need to close more deals. This includes content (decks, one-pagers, case studies), tools (demos, ROI calculators), training (product knowledge, competitive intelligence), and processes (playbooks, qualification criteria).
Why Sales Enablement Matters
Even with great inbound marketing, deals are often won or lost in sales conversations. Sales enablement ensures that sales teams can answer any question, handle any objection, and tell a compelling story. It's the bridge between marketing content and closed revenue.
How to Implement
- 1 Audit what sales actually needs (interview your sales team)
- 2 Create modular content that can be customized
- 3 Build competitive battlecards
- 4 Document common objections and responses
- 5 Make content easily accessible (not buried in drives)
Common Mistakes
X Creating content marketing wants, not sales needs
X Making content hard to find or customize
X Not updating content as product/market changes
X Ignoring sales team feedback
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