What is Sales Enablement?
The process of providing sales teams with the content, tools, training, and data they need to close deals effectively.
Definition
Sales enablement bridges the gap between marketing content and sales execution. It covers four areas: content management (battlecards, case studies, decks), training and coaching (onboarding, call coaching, certifications), tools and technology (CRM, engagement platforms, content management systems), and data and analytics (win/loss analysis, content usage tracking, rep performance). The function has grown from a marketing sub-team into a standalone department at many B2B companies.
Why It Matters
Sales enablement determines which tools get adopted and how effectively reps use them. A well-equipped enablement function ensures reps can find the right content, use their tools correctly, and act on data insights. Without enablement, companies buy expensive tools (CRM, engagement platforms, intent data) that reps barely use. It's the difference between having tools and having productive tools.
Example
A sales enablement team implements Gong for call coaching, creates battlecards comparing their product to competitors (using data from DataStackGuide), builds a training program for new reps on Salesforce and Salesloft, and tracks which content reps share most during deal cycles.