From Strategy to Execution with Sales Enablement

In this blog post, we’ll explore what sales enablement is, why it’s relevant for sales professionals, and how sales enablement software in Salesforce can help to support your sales team. So, dive in and discover how to supercharge your sales!

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Are your sales professionals struggling to close deals in today’s hyper-competitive business environment? Do they have access to the right tools and resources to engage with customers effectively? If not, it may be time to consider implementing a sales enablement strategy. In fact, sales enablement adoption has increased by 343% over the last 5 years. Yes, you read that right, three hundred and forty three percent.

What is Sales Enablement?

Google searches for “sales enablement” continue to increase by over 51% year over year. The reason may be found in today’s hyper-competitive business environment, where sales professionals face numerous challenges. Customers are more informed and have higher expectations, and sales cycles are becoming longer and more complex.

This is where sales enablement comes into play. By equipping sales reps with the right resources and skills, sales enablement can help them overcome these challenges and achieve their sales goals. And the numbers speak for themselves: Over 77% of companies with a sales team exceeding 500 people have a dedicated sales enablement process in place.

So, what exactly is sales enablement? Think of it as a strategic and holistic approach that combines technology, content, training, and coaching to empower sales reps and drive revenue growth. At its core, sales enablement is about aligning marketing and sales teams to ensure that they are working together towards a common goal.

Because, get this: Sales and marketing misalignment (including misalignment around content creation and distribution) results in a loss of $1 trillion each year in wasted efforts and decreased productivity. So creating a content and messaging framework that is tailored to the needs of the sales team, and providing them with the tools and information they need to engage with customers effectively is extremely important. This can include sales training, customer insights, competitive intelligence, product knowledge, and marketing collateral.

And the best part? Sales and marketing alignment can contribute to a 67% increase in closed deals.

Sales Enablement Software

In addition to the above, sales enablement software is a tool or a set of tools designed to support sales professionals by providing them with the information and technology they need to close more deals and achieve their sales goals. In fact, studies show that effective coaching of reps can improve the sales team’s win rate by almost 30%.

Sales enablement software can include a variety of features and functionalities, such as content management, sales training and coaching, analytics and reporting, and customer relationship management (CRM) integration. Basically, sales enablement software provides a centralized location for managing all your sales materials and content. With sales enablement solutions, you can create, share, edit, and manage your resources effortlessly.

The software enables all team members to access the information whenever necessary, and promotes collaboration between marketing and sales teams on the content they develop and share with prospects and clients. This is extremely important, considering that 42% of sales reps don’t feel like they have adequate information before reaching out to a prospect.

But, How Can Sales Enablement Help Me?

More specifically, sales enablement can help sales professionals by:

  • Increasing sales productivity

    Sales enablement tools and resources can help sales reps to automate manual tasks and streamline their workflows. This can free up more time for them to focus on building relationships with customers and closing deals.

  • Improving sales effectiveness

    By providing sales reps with the right messaging and content, sales enablement can help them to engage with customers more effectively and build trust.

  • Accelerating sales cycles

    Sales enablement can help to shorten sales cycles by providing sales reps with the information they need to make informed decisions and move deals forward.

  • Boosting revenue growth

    By enabling sales reps to close more deals, sales enablement can help businesses to increase revenue and drive growth.

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Okay, So How Do I implement a Sales Enablement Strategy?

If you’re eager to implement your sales enablement strategy, here are some key steps you need to take:

  1. Define your sales process: Before you can implement a sales enablement strategy, you need to have a clear understanding of your sales process. This involves mapping out each stage of the sales cycle, from lead generation to closing the deal.
  2. Identify your target audience: To create effective sales messaging and content, you need to have a deep understanding of your target audience. This includes their pain points, challenges, and buying behaviors.
  3. Create sales content and messaging: Once you have identified your target audience, you can create sales content and messaging that is tailored to their needs. This can include case studies, product demos, and other marketing collateral.
  4. Provide sales training: To ensure that sales reps are equipped with the right skills and knowledge, you need to provide them with regular sales training. This can include product training, sales methodology training, and customer engagement training.
  5. Leverage technology: To scale your sales enablement efforts, you need to leverage technology. This can include sales enablement platforms, CRM systems, and marketing automation tools. 
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What Key Features Should My Sales Enablement Software Include?

  1. Content management: Sales enablement software often includes a content management system (CMS) that allows sales reps to access and share relevant content with their prospects and customers. This can include product sheets, case studies, presentations, and other marketing collateral.
  2. Sales training and coaching: Sales enablement software may include training and coaching resources to help sales reps develop the skills they need to engage with customers effectively. This can include onboarding materials, sales methodology training, and products training.
  3. Analytics and reporting: Sales enablement software can provide sales reps with insights into their performance and the effectiveness of their sales content and messaging. This can include metrics such as open and click-through rates, engagement levels, and deal velocity.
  4. CRM integration: Sales enablement software can integrate with a company’s CRM system to provide sales reps with real-time information about their prospects and customers. This can include contact information, sales history, and other relevant data.
  5. Personalization and automation: Sales enablement software may offer features that allow sales reps to personalize their communication with prospects and automate certain tasks, such as sending follow-up emails or scheduling appointments.

Sales Enablement in Salesforce

Sales enablement is all about equipping sales reps with the resources and tools they need to succeed. ARPEDIO’s account-based selling platform in Salesforce can help sales teams do just that by providing them with a comprehensive view of their accounts and enabling them to tailor their approach to each customer’s unique needs and preferences.

Here are a few ways that ARPEDIO can support sales enablement:

By allowing sales reps to create and share account plans with their team and managers. These plans can include information such as account objectives, key contacts, and potential roadblocks. By having a clear understanding of the account’s goals and challenges, sales reps can develop a more effective sales strategy and collaborate more effectively with their team.

By providing sales reps with a visual pipeline view of their opportunities. This allows them to quickly identify which deals are at risk and which ones require more attention. By having a clear view of their pipeline, sales reps can prioritize their activities and focus on the opportunities that are most likely to close. 

By enabling sales reps to map out the relationships between different stakeholders within an account. This can help sales reps identify decision-makers and influencers and tailor their messaging accordingly. By understanding who the key players are and what their priorities are, sales reps can better engage with customers and build stronger relationships.

Overall, ARPEDIO can be a valuable sales tool for sales leaders and professionals looking to improve their sales enablement capabilities. By providing a comprehensive view of accounts, the solution can help sales teams work more efficiently, close more deals, and drive revenue growth.


In conclusion, sales enablement is a critical component of any sales strategy. By providing sales professionals with the right tools, resources, and training, sales enablement can help them to overcome the challenges of today’s business environment and drive revenue growth.

To implement a successful sales enablement strategy, sales professionals need to define their sales process, identify their target audience, create sales content and messaging, provide sales training, and leverage technology. Sales enablement software, like ARPEDIO’s, can help support this strategy by providing content management, sales training and coaching, analytics and reporting.

Additionally, ARPEDIO’s account-based selling platform can be a powerful tool for sales leaders and professionals in the context of sales enablement. By providing a comprehensive view of accounts and enabling relationship mapping, ARPEDIO’s platform can help sales teams work more efficiently, close more deals, and drive revenue growth.

Ultimately, whether you choose to leverage sales enablement software or an account-based selling platform like ARPEDIO’s, it’s crucial to prioritize sales enablement as a key strategy for driving sales success. By empowering sales reps with the resources and support they need to engage with customers effectively, you can help your team achieve their goals and drive growth for your organization. And the numbers speak louder than words: As a result of sales enablement, 76% of business organizations have seen an increase in sales between 6% and 20%.

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