What is Sales Enablement?

There are several well-settled sections of corporate companies which include accounts section, finance, and marketing. But when it comes to sales enablement, there are discrepancies in how it is defined in the view of the businesses. The underlying reason for this difference can be attributed to the fact that there is no such word as 'enablement' in the dictionary definitions. The various defining factors of sales enablement like its goals, reporting, funding, and responsibilities vary greatly.

Sales Enablement as a function of Sales

Of the whole companies in our database, over 46% of them have the sales enablement section reporting at the sales section. Of the rest,32 percent reports at marketing and the balance 22% at varied business sections. According to this report, we have analyzed that sales enablement will function by reporting towards the sales section as its duties and domains are broadly classified.

Role of Sales Enablement

Companies were questioned on the responsibilities handled by the sales enablement section. It had produced four main answers-

1. Utilizing the sales assets – 78%

2. Best ways to ensure share management – 73%

3. Creating sales assets – 71 %

4. Providing information regarding the merchandise – 68%

This report directly reflected that the sales enablement function had its role in marketing. But the majority of the replies had connected the service to develop better sales. This includes choosing and using selling technologies, increasing communication for sales and giving the training to improve sales effectiveness. The responsibility of the section thus covers a wide area from providing assets for increasing sales to training the sales representatives to use those assets to increase sales. Client feedback also put down the job of recruiting new sales reps along with the other duties of the enablement section.

Measure of Sales Enablement

The primary role of the section is to take care of delivery related concerns like training and content. This sets the measurement to be based on consumption values. It includes an evaluation of the information acquired by the reps and how efficiently are they completing their training modules. But in contrast, the businesses end up evaluating the function by its impact on business development based on the customer conversions and the time required for the new recruits to become productive.

The Small and Capital 'E's

The increasing popularity of the role of sales enablement section is being recognized to improve the coordination between sales and marketing sectors. The small letter 'e' stands for the factors that enable which include the HR, operation of the sales section, marketing arenas, product information and its promotion, on-field promotions, collaborative marketing based on the accounts and better communication. These act as the base factors to ensure the 'Enablement.' It makes the capital 'E' which picks up the enabling factors and delivers them effectively into the market scenario with reps who can easily contemplate this information.