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Five Ways to Create a Robust Sales Enablement Strategy

Without sales, businesses are unable to thrive and grow, so it’s worth investing in a dedicated and talented salesforce to drive your business forward. Key to this is having a sales enablement strategy.

In this feature, we’re going to look at what it means to have a sales enablement strategy and how it can help your business flourish.  

Sales enablement definition 

You’ve heard the term before, but what does it really mean? Simply put, sales enablement is about ensuring that the sales team have the right tools, support and infrastructure in place to carry out their job to its full potential.

It’s simple business logic – equip your team members with the necessary tools they need to carry out their job, and you can expect to see greater results. According to hubspot, these resources could include “tools, knowledge, and information to effectively sell your product or service to customers”.  

How can sales enablement support business goals? 

As with all areas of a business, the greater you invest in it, the better performance you can expect. Studies have found that having a robust sales enablement strategy in place can massively impact on business results. Specifically in sales operations, this means higher sales quota attainment and lead conversions. One study alone found that over 75% of companies that adopted sales enablement tools reported higher sales, with nearly 40% reporting growth of 25% or more. 

Top tips for a sales enablement strategy 

Every organisation will have its own set of challenges to deal with around delivering sales. But, these five tips can help enhance your sales enablement strategy, to produce real-time results. 

1. Identify and close in on gaps 

First of all, it’s important to know where you are as a business. A good place to start is undertaking an audit of your organisation’s sales team, to identify where the gaps are and where the opportunities lie.

As the customer journey continues to evolve and change, is your business equipped and ready to change with it? What problems are your salesforce encountering at this current time and does everyone have the tools needed to perform to their optimum? These are all important questions to address during the audit. 

2. Invite feedback, get stakeholder buy-in

Communication is key, so ask for feedback from team members and try to see where the gaps could be plugged. For instance, do you need to invest further in training, in software, or even in expanding the team?

It’s important to get company-wide buy in when it comes to planning a sales enablement strategy. A successful way to achieve this is to invite valuable stakeholders from across the business to share their views and feedback too. Use this as an opportunity to find ways to support their objectives as a wider team. 

3. Define your vision 

Before you start making changes to your salesforce, think about what you want to achieve as a business. Developing a sales enablement plan will help to identify what you want to achieve, and the processes to put in place to get you there. Not forgetting the value of the customer journey. It’s important to keep this at the heart of your operation, as we’ll come on to. 

4. Align values with the customer journey 

Customers that feel valued, understood and appreciated will be more receptive to your sales messages. As part of your sales enablement strategy, think about all the customer touchpoints in the process, and really learn to understand how buyers make their decisions.

Knowing what they look for, how they find it, and all elements of the sales funnel, will help you to drill down into that good stuff. Because once you can understand the customer journey, you can successfully align your communications to each customer persona. 

5. Stay relevant 

Finally, customers and colleagues needs continually change and evolve. For your sales enablement strategy to be successful, it too needs to be updated and evaluated from time-to-time.

In terms of customers, this means keeping on top of trends and analysis to ensure you’re connecting in the right way. For instance, more customers are turning to mobile-based apps and social media for communications – and expect businesses to have a presence on these. There’s a growing wealth of digital tools that can assist too, from scheduling tools to video conferencing facilities too. 


A sales enablement strategy is integral to any business in order to reach its goals. Investing in your salesforce, in the right tools and in customer touchpoints is essential if you want to see maximum results. These five tips are just some of the ways to help you achieve this. 

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