The average quota attainment for B2B sales organizations is a rather dismal 47%. How can you give your own sellers a leg up? The answer lies in sales enablement tools.
Companies using sales enablement tools are 19% more likely to see an increase in their win rate each year. But which sales enablement tools will give your sellers the boost they need?
Let’s talk about the best sales enablement tools available today and how they can help.
Consensus: Demo automation
Salesloft: Buyer intent signals
GTM Buddy: AI coaching
Zoho CRM: Cloud-based CRM
Membrain: CRM with productivity tools
Salesforce: Advanced CRM
HubSpot: Free CRM
iSpring Learn: Learning management solution
Highspot: AI-enabled training and coaching
Mindtickle: Individualized custom learning paths
Allego: AI-driven content, training, and coaching management
Seismic: Content and learning initiative creation
SalesHood: Content and learning tracking
Showpad: Content and learning management
Guru: Knowledge management
PandaDoc: Document management
DocSend: Document sharing
Storydoc: AI content creation
SharePoint: Document collaboration
Intercom: Customer service support
Outreach: Pipeline management
Gong.io: Conversation intelligence
ZoomInfo: Buyer intelligence
Dealfront: EU sales intelligence
Chorus: Conversation intelligence
Sales enablement is the process of providing sales teams with the training, information, content, and tools they need to better engage with potential buyers and drive more conversions. Companies that focus on developing their sales enablement strategy and providing their sales teams with the right sales enablement tools see shorter sales cycles, bigger deal sizes, and more closed deals.
A sales enablement tool is a type of software that provides training, content, information, and other material to all salespeople in your company in one centralized location. While there are different types of sales enablement tools that serve diverse purposes, the ultimate goal of a sales enablement tool is to make sales teams more efficient and prepared.
Types of sales enablement tools include:
Today’s sales enablement tools make your sales processes more efficient, save sellers time, and boost your overall buyer relationships. Here’s what to look for to choose the best tool.
Workflow automation helps reduce the amount of time sellers spend on manual tasks—which is essential as today’s sellers only spend 30% of their time actually selling. Sales enablement tools can automate outreach and engagement workflows, a vital time-saver and another reason why salespeople love sales enablement tools.
Nearly 70% of salespeople also say they’re overwhelmed by their tech stack. By using a sales enablement tool that has easy integrations, you can better consolidate your tech stack.
Sales enablement can look different for every company. By using a tool with customization options, you can ensure that the software you choose fits your goals and brand identity.
Sales enablement’s job is to make selling easier and make sellers more productive. A sales enablement tool that isn’t easy to use and doesn’t have an intuitive interface isn’t fulfilling that job.
More advanced analytics means more insight into your buyer, their intent, and their engagement level. You’ll also learn what type of content gets the most engagement, which improves your selling process.
These sales enablement tools focus on providing sellers with the information they need to determine who to engage with, when to engage with them, and how.
Consensus is a one-of-a-kind sales enablement tool designed to create a truly inspiring, engaging, educational, personalized buyer journey. Consensus’s product tour software lets you create interactive product tours with winning video demos, dynamic product content, and all the assets you need to make buying simple—both for your buyers and your sellers.
Your buyers tell Consensus what features they want to see the most, and then the platform customizes their demo experience for a perfectly personalized tour. Consensus then empowers them to share their demo with key stakeholders and become your champion. You boost your stakeholder discovery—which is essential when the average B2B buying experience includes six to 10 stakeholders.
As your champions and stakeholders go through their product tours, you receive vital intent data. You’ll see who is viewing your tours, which demos champions and stakeholders key coming back to, who is sharing your demos the most, and much more. Consensus users see shorter sales cycles, bigger deals, more deals—and overall better relationships with their buyers.
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Pricing: Consensus builds custom plans based on licenses and use cases. Contact the Consensus team to create your custom pricing plan.
Salesloft is a sales enablement tool focused on revenue growth. The platform utilizes AI to unearth buyer signals through analytics tracking and conversation intelligence. It then sends GTM teams tasks and information to move buyers down the sales pipeline.
Photo courtesy of Salesloft
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Pricing: Salesloft has two pricing plans: Advanced and Premier. Both have custom pricing.
GTM Buddy uses AI to assist with multiple facets of sales enablement. Users can receive tips for potential sales plays, role-play with AI for training and coaching, and get actionable insights from buyer engagements with content and digital sales rooms.
Photo courtesy of GTM Buddy
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Pricing: GTM Buddy doesn’t publicly display pricing.
Sales enablement doesn’t end when a deal closes. These sales enablement tools focus on creating one place for managing the lifecycle of a customer relationship—from the first interaction to after they’ve become your longtime champion.
Zoho CRM is a cloud-based customer relationship management (CRM) platform with features for sales, marketing, and customer success teams. It lets users create customized buyer journeys, generate quotes, access sales scripts, and predict deal closure rates.
Photo courtesy of Zoho CRM
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Membrain is a B2B growth platform that offers a CRM, as well as built-in productivity tools. In addition to CRM capabilities, the platform provides content management, engagement playbooks, sales analytics, and email integration with templates.
Photo courtesy of Membrain
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Salesforce is an AI-enabled CRM with a suite of tools for marketing, sales, and customer success. Users can receive AI assistance with lead scoring, lead nurturing, account research, content creation, coaching, conversation intelligence, and revenue forecasting.
Photo courtesy of Salesforce
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Pricing: Salesforce pricing varies by use case and number of users.
HubSpot is a customer platform with tools for marketing, sales, and customer service, including a free CRM. The CRM comes with features like an AI-assisted email writer, live chat software, and a meeting scheduler.
Photo courtesy of HubSpot
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Pricing: HubSpot has a free CRM. Pricing for additional features depends on the use case and number of users.
These sales enablement tools focus on the teaching, training, and coaching parts of sales enablement.
iSpring Learn is a cloud-based LMS. It provides one location to store all learning content, follow training courses, run reports on employee performance, and track updates at the corporate office.
Photo courtesy of iSpring
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Highspot is an AI-enabled sales enablement tool that offers sales training and coaching. Personalize training paths, deliver real-time coaching feedback, automate content creation, and get insights from enablement analytics and conversation intelligence.
Photo courtesy of Highspot
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Pricing: Highspot does not publicly display pricing.
Mindtickle takes an individualized approach to sales training and coaching, creating custom learning paths. It also offers content management, sales and sales enablement analytics, and conversation tracking.
Photo courtesy of Mindtickle
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Pricing: Mindtickle doesn’t publicly display pricing.
Allego is a sales enablement platform that offers learning and content management capabilities. Sync and maintain sales content, receive engagement analytics, run AI-powered dialogue simulations for coaching, and deliver training with AI-enabled recommendations.
Photo courtesy of Allego
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Pricing: Allego pricing is determined by the use case, features, and number of users.
Seismic is a cloud-based enablement platform. Create and launch enablement initiatives, store and measure the effectiveness of content, build coaching programs, and automate content creation.
Photo courtesy of Seismic
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Pricing: Seismic doesn’t publicly display pricing.
SalesHood functions as both a CMS and an LMS. Organize and share content, get AI-powered content recommendations, develop action plans for buyers and sellers, build custom learning paths, and track content and training engagement.
Photo courtesy of SalesHood
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Showpad offers CMS and LMS capabilities with AI-enabled features. Get content recommendations, interact with buyers on a custom microsite, create continuous learning programs, and track content and learning analytics.
Photo courtesy of Showpad
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Pricing: Showpad doesn’t publicly display pricing.
These sales enablement tools put the focus on storing, maintaining, syncing, sending, and tracking content.
Guru aims to create a single source of truth as a knowledge management platform. Store all information in one place, pulled from apps, docs, and chats, and then Guru finds the answers needed through AI.
Photo courtesy of Guru
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PandaDoc is a document management system. Create and collaborate on documents with automated features. Capture signatures through the platforms, track the trail of the document, and embed payment gateways for customers.
Photo courtesy of PandaDoc
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DocSend, which was acquired by Dropbox, is a document-sharing platform. Control document access, receive analytics on documents, automatically update files for all recipients, and share multiple documents in a single place.
Photo courtesy of DocSend
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Storydoc is a content creation tool. Create presentations, pitch decks, business plans, and more written and visual content. Generate content with AI and with premade templates, edit, share, and track.
Photo courtesy of Storydoc
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SharePoint, a Microsoft product, is a CMS that lets users upload documents, collaborate on them, and share them with people both inside and outside their organization. Users create intranet and extranet pages to share content.
Photo courtesy of Microsoft
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Pricing: $5 per user per month or $12.50 per user per month for the entire Microsoft 365 suite
A common misconception is that sales enablement is just for sales teams, but 50% of CSOs believe that enablement will support marketing and customer success in the next three years. These sales enablement tools help support customer success.
Intercom is a customer service platform that’s AI-focused. It utilizes AI to answer questions and provide support to customers, support agents, and support leaders, integrated anywhere customer support works.
Photo courtesy of Intercom
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Outreach is a sales execution platform for sales, customer success, and other RevOps teams. Forecast revenue, onboard and coach employees, and manage deals and pipelines with AI capabilities.
Photo courtesy of Outreach
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Pricing: Outreach doesn’t publicly display pricing.
These sales enablement tools can be a handy addition to a tech stack in need of some help with prospecting, lead qualification, and pipeline management. They provide insights into buyers.
Gong.io, which perfectly integrates with Consensus, is a revenue intelligence platform that uses AI capabilities for forecasting, analytics, coaching, and improved buyer interactions. Detect customer trends, find the answer to any question across different accounts, and use prior interactions to improve coaching.
Photo courtesy of Gong
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Pricing: Gong creates custom pricing based on the number of users.
ZoomInfo enables users to prospect and engage customers in one place. Receive AI-driven insights into buyers, get recommended actions based on previous interactions, and automate workflows.
Photo courtesy of ZoomInfo
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Pricing: ZoomInfo doesn’t publicly display pricing.
Dealfront is a sales intelligence solution with a database of European companies and contacts. Build a list of prospects based on an ICP, capture leads from web traffic, clean company data in a CRM, and build advertising to target specific companies.
Photo courtesy of Dealfront
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Pricing: Dealfront doesn’t publicly display pricing.
Chorus is a tool from ZoomInfo that’s focused on conversation intelligence. Capture all calls, emails, and meetings to use for sales coaching, relationship management, and forecasting.
Photo courtesy of ZoomInfo
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Pricing: Chorus cannot be purchased individually. It comes with a subscription to ZoomInfo.
One of the key facets of sales enablement is providing GTM teams with the content they need to close more deals. That’s where Consensus comes in.
Consensus creates a customized buyer journey that helps your buyer envision using your platform and empowers them to become your champion. Your buyer tells Consensus what features matter most, and Consensus builds them a unique, interactive demo journey with personalized videos and product tours. Consensus then provides one location for them to share their demos with key stakeholders while you track engagement analytics that help you see who your true champions are, which demos are getting the most eyes, and how your demos are driving engagement.
The result? Twice as many deals, 50% larger deals, and a 30% shorter sales cycle.
Interested in learning more about sales enablement tools? Our handy FAQ can help you get started on your new sales enablement strategy.
The three pillars of sales enablement are sales content management, sales training and coaching, and a sales enablement tech stack.
Some sales enablement KPIs include: demo proficiency, tool adoption, knowledge retention, opportunities created, quota attainment, and length of sales cycle.
Sales enablement tactics include: identifying sales goals, assessing current sales processes and content, creating individualized training and coaching plans, aligning sales and marketing teams for better lead qualification, and using sales enablement tools.