Your sales and marketing teams need to work together, because that cooperation is what closes deals.
That’s what sales enablement tools are for. Think you can’t afford another digital platform?
When sales reps are spending 440 hours per year searching for the right content, instead of selling, you absolutely can. In fact, you probably can’t afford not to.
Sales enablement tools integrate with your existing CRM and marketing automation tools, so you don’t need to spend tons of time getting them set up. And because the systems are designed to be flexible, they’ll work with your existing sales and marketing processes.
The only thing left to do is choose the right sales enablement tool for your company.
There are a lot of options out there, and the choices can be paralyzing. So we’ve collected six of the best platforms here, and recommended solutions for specific needs (we’ll also tell you which tool earned companies $24 million over three years).
If you want to get right to the recommendations, you can skip ahead.Otherwise, let’s talk about how we chose these tools
What Makes a Great Sales Enablement Tool?
The number one thing that you should look for in sales enablement software is that it meets your company’s needs. If you have a sales enablement process in place, the app you choose needs to work with that process.
Of course, if you don’t already have a process, then you can be a bit more flexible.
The core of a sales enablement app is content sharing. That’s what helps your marketing and sales departments get the most useful content when they need it. But the best sales enablement platforms don’t stop there.
Training delivery is one of the most important functions your app of choice should provide. From onboarding and basic sales training to professional development and compliance, an app that delivers training is going to help improve the performance of your sales team.
How will you know if their performance has been improved, though?
Through analytics. Content, sales, and marketing analytics help you see which pieces of content are resonating with your customers. Which attachments are they opening? Which links are they clicking? Which pieces of content are best at converting leads into customers?
Effective sales enablement analytics will tell you all of these things. Not every platform will give you this many insights. But if you can spring for one of the higher-end tools available below, you’ll get a headstart on figuring out how to optimize your content for conversion.
Another great feature of high-end sales enablement tools is automation. Some platforms let you automatically build content based around specific ideas, or using certain statistics. This lets you create new content, specifically tailored to a customer, without spending tons of time doing it.
It’s possible to align your sales and marketing teams without this kind of software. But these features will make the process easier and more effective than using Google Drive or an Excel spreadsheet.
For Maximum Versatility: Continu
Continu can serve as a hub for all of your company-specific content, and makes it easy to distribute the necessary information to the right people.
As a dedicated learning management system, it helps your sales reps not only get the marketing content they need, but also complete trainings, development courses, and other types of activities that will help them succeed in their jobs.
The system lets you share documents, videos, presentations, ebooks, and any other type of content with a few clicks. And you’ll see which types are getting the most engagement, so you can tell where to put more effort in training and development.
With the ability to easily create learning courses and tracks, you can make sure that your sales team is going through the necessary information in the right order and at the right time.
Continu facilitates all types of learning across your team, including sales enablement. There’s a reason why big names like Eventbrite, Nerdwallet, and Stuart Weitzman are already using it.
By combining content sharing with analytics and automation, you have a system that expedites not only sales enablement, but continual learning across your entire company.
And with prices as low as $2 per user per month, it won’t use your entire sales budget.