What is sales enablement?
Sales enablement is the process of equipping your internal and partner-led sales teams with the necessary tools, resources, and knowledge to sell your products or services effectively. It’s even more important in the channel, ensuring that your partners have everything they need to succeed and sell your products while complying with your brand standards.
Consider this scenario: you’re a cybersecurity company that sells its product via channel partners. These partners may vary in their understanding of the cybersecurity industry, your product, and the problems it solves. That’s where sales enablement comes in. You provide your partners with training, detailed product information, and sales strategies, enabling them to sell your product as effectively as your internal teams would.
Whether enabling internal or partner sales teams, sales enablement activities can include:
- Training courses, workshops, webinars, and on-demand resources about your products
- Presentations and collateral on successful sales strategies and techniques, including sales scripts
- Access to marketing materials like brochures, website content, and social media assets
Sales enablement isn’t a one-time thing. It’s an ongoing process that requires you to continuously support your partners, keep them updated on product changes, and provide refreshed sales strategies as markets evolve. A good sales enablement strategy can significantly boost your partners’ sales performance, improving both their success and yours.