Sales enablement refers to providing sales teams with the training, content, tools, technologies, and resources required for salespeople to effectively engage buyers and consistently close deals. Enablement spans product knowledge, selling skills, objection handling, competitive intelligence, ROI calculators, content libraries, and more.

Robust enablement helps sales organizations improve rep success, shorten ramp up, scale expertise, and reduce churn. An integrated enablement program also achieves tight alignment between sales and marketing. However, adoption depends on relevance, accessibility, and addressing rep knowledge gaps.

The most strategic enablement functions take a consultative approach to truly understand sales needs and challenges. When done right, enablement serves as a competitive advantage that boosts rep confidence, productivity, and ultimately revenue growth achieved through skilled frontline client interactions.

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