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Sales Enablement Explained

What is Sales Enablement?

Sales enablement can be defined in a wide variety of ways, but essentially it is tools used to increase the productivity of a business's sales team.

These tools can be in the form of training, educational materials or software.

In recent years, increasing emphasis has been placed on software for sales enablement, as technology companies work hard to equip professionals with the tools they need to locate leads and close deals.

As the business world begins to rely more heavily on data analytics for business decisions, this information is also seen as a sales enablement tool, allowing sales teams to learn as much as possible about leads before contacting them.

Best Practices

To truly gain success with sales efforts, a multi-phase approach is necessary. It starts with building a team of talented sales professionals, then investing in training for those employees to make sure they fully understand the product they'll be selling.

In addition to sales skills, today's professionals must also have the technology knowledge to make the most of the tools they'll be using.

After you've built a team and provided the tools they need to succeed, it's time to measure the effectiveness of these tools.

Whether you're measuring the success of educational or automation-based enablement, pulling reports on your sales figures on a regular basis can provide this insight. You'll be able to use this information as the basis for decisions you make about your team moving forward.

Sales Enablement Tools and Software

There are many tools on the market that can drive your sales team to success. Here are some of the most popular sales enablement tools, along with some basic information about how they can help your team.


The most popular CRM on the market can serve as one-stop shopping for all of your sales enablement needs.

One of the best things about Salesforce is that it integrates with a large number of apps, allowing businesses to add onto the solution as their needs change.

Plans start at £16 per user per month.

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Cornerstone OnDemand

Cornerstone OnDemand Logo

Training isn't just valuable for new employees. Morale is higher when workers feel that their employers are making an investment in their careers.

Cornerstone OnDemand gives teams cloud-based access to training tools that are specifically geared toward a business's goals.

Coursework is individually priced.


Attivio Logo

Attivio is designed for today's data-driven businesses, giving sales teams the information they need to close deals. The platform searches a business's data stores and delivers back insight into a business's operations.

Personalized pricing is available upon request.

Atomic Reach

Atomic Reach Logo

Content is an important part of winning over prospects. From emails to presentations, written content can be an essential part of closing a deal. Atomic Reach helps sales teams craft content that matches their target audiences.

A free lite version is available, with more inclusive plans starting at £18.64 per month.

Hearsay Social

Hearsay Social Logo

Social media has given sales teams the ability to research potential customers before approaching them.

Hearsay Social is designed for B2B sales teams, using predictive technology to help teams locate opportunities before competitors find them.

Personalized pricing is available upon request.


Sitecore Logo

Many of today's leads come directly from a business's website. Even customers who don't contact sales reps through the website are likely to conduct thorough research before making a decision.

Sitecore is designed to help businesses see their websites through the eyes of their customers so that they can create the best experience possible. Customized pricing is available upon request.