Sales enablement is booming – but are the basics being overlooked? In this article, we explore the power and pitfalls of technology when it comes to selling

CREDIT: This is an edited version of an article that originally appeared in SBI Growth

Sales enablement has experienced rapid growth in recent years, becoming a cornerstone of modern sales organisations. According to the State of Sales Enablement Report 2023, a remarkable 90% of businesses now have a dedicated sales enablement team, up from 75% just a year prior. As the landscape continues to evolve, so too does the definition of what sales enablement tools encompass.

Often considered a catch-all term, sales enablement covers a broad spectrum of practices designed to boost sales productivity. These can include everything from strategic planning and process development to analytics, training, lead generation, tool selection and content management. With such a wide remit, it’s no wonder that the function has become indispensable to many growing businesses.

The Promise – and Pitfalls – of Technology

Today’s sales teams have access to an impressive array of technologies promising to streamline and enhance the sales process. However, while the proliferation of tech solutions offers exciting possibilities, it also introduces significant complexity.

In fact, research from Gartner shows that sellers working within organisations that implement overly complex sales enablement systems often experience lower conversion rates than those in less system-heavy environments. The reason? These sophisticated systems, while powerful on paper, can be difficult to use and distract sellers from the core activities that drive revenue – engaging effectively with buyers.

Master the Fundamentals Before Scaling Up

As sales enablement expands in scope and sophistication, it’s crucial not to lose sight of the fundamentals. Many sales teams invest heavily in tools and systems before mastering the basic elements that truly drive success.

To begin with, it’s essential to clearly define your target customer and understand how they make purchase decisions. This insight should form the foundation of a sales process that aligns seamlessly with the buyer’s journey. Without this alignment, even the most advanced sales tools are unlikely to deliver meaningful results.

Additionally, organisations must understand the activity levels required from their sales reps to meet overall goals. This level of clarity ensures that sales enablement efforts are focused on behaviours that actually move the needle.

Skills Before Systems

Technology can facilitate more sales interactions, but it doesn’t guarantee better ones. That’s why the selling skills of your reps are just as important – if not more so – than the tools they use. Before investing in automation or AI-driven insights, it’s crucial that your team is equipped to have impactful, meaningful conversations with buyers.

Sales enablement, when done right, can be transformative. But without a strong foundation – clear processes, strategic alignment and skilled sellers – it risks becoming a distraction rather than a driver of growth.