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Sales Enablement Defined

What is sales enablement? Defining sales enablement isn’t an easy task. In fact, not everyone agrees on one single definition. And, it seems to be different for every company. So let us ask you, “how do you define sales enablement?”

Here at Lessonly, we essentially define sales enablement as sales readiness. When reps are trained on everything they need to know and have the right content and sales tools at their fingertips, they’re ready to sell.

Let’s take a look at some other popular sales enablement definitions, how it works, and why it’s so important for the modern rep.

Sales Enablement Wikipedia

Like so many, we turned to the most reliable source for our definition of sales enablement, Wikipedia. Surprisingly, sales enablement doesn’t have its own page, but mobile sales enablement does. By omitting all things mobile related, the definition is helping sales representatives by providing helpful resources thus driving engagement.

Well, that’s helpful. So, according to Wikipedia, sales enablement is continuing to provide amazing content to sales representatives so they can pass it along to clients. That sounds simple enough, but how would a business go about improving their sales enablement tools?

Sales Enablement Defined by HubSpot

We also turned to our friends at HubSpot to see what they have to say about sales enablement. They believe that sales enablement is “the iterative process of providing your sales team with the resources they need to close more deals. These resources may include content, tools, knowledge, and information to effectively sell your products or services to customers.”

Sure, we may not all define sales enablement the exact same way, but each of these definitions shares a few things. At its core, sales enablement includes a variety of resources including knowledge, tools, and content for reps to use during the sales cycle to close more deals and do better work.

Why is Sales Enablement Important?

Sales enablement is important for any company. It’s no secret that the world of sales is fast-paced, and sales reps need to be prepared for every stage of the sales funnel. A great sales enablement strategy equips reps with training, feedback, and tools to overcome changes, stay up to date, and learn sales operations best practices. Let’s take a look at some enablement best practices to ensure your team is up-to-snuff.

Sales Enablement Best Practices

Know Your Customer

The easiest way to improve sales enablement is to increase communication between sales and marketing. If you have people in marketing making content, make sure it is relevant to the problems sales representatives are seeing. If your content is focused on marble manufacturing, it might be interesting, but it might not be helping any of your customers. By knowing your customers, you can help solve the problems faced by your current customers and prospects.

Add Tools to the Toolshed

Some companies look to sales enablement companies to help them with the organization or management of sales. Depending on the sales enablement tool your company chooses, you could more easily create content and CTA’s, or even repurpose your already-existing content in new ways. Outsourcing may be able to help your company, but it’s important to weigh the pros and cons of any system before implementation.


Some sales tools will even help you maintain the relationship you have with a customer. It will let you organize what customers are looking for what so you can keep them coming back to your company for advice. It’s not enough anymore to just send a document to a customer and disappear from the picture. Your prospects want help, and you need to be the one to volunteer. Solving the problems of your prospects shows your expertise as well as your willingness to serve.

Sales Enablement Software

You may find that you don’t need a CRM or a content repurposing tool, but rather a sales enablement training software. The best thing for your sales members may be to ensure your employees are educated about your product, service, or how your customers are using your software. If your sales representatives are experts of their product as well as your prospects’ industries, your sales funnel will seem closer to a firehose.

Sales enablement is difficult to define solely because it has so many parts, and so many different paths your business can take. But, what it boils down to is taking the path you believe will generate the most leads for your company. No decision is necessarily wrong, but some may be more right than others.

Do Better Work with Lessonly’s Sales Enablement Training Software

Are you ready to take sales enablement to the next level on your team? See why more than three million learners and sales teams across the globe use Lessonly as part of their sales enablement framework. Click here to hear from our customers, or click below to get a demo preview of Lessonly.

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