Sales enablement refers to the strategic process of providing go-to-market teams with the tools, resources and knowledge needed to effectively engage prospective customers and close deals. Effective sales enablement increases sales as a direct result. Unlike sales training, which focuses on teaching specific sales skills, sales enablement encompasses a broader approach that aligns technology, processes and people towards achieving common sales goals.

The goal of sales enablement is to empower sales teams or partners with the education, training, and strategic guidance necessary to navigate complex sales processes and deliver value through informed interactions with customers. This includes equipping teams with comprehensive product knowledge, sales collateral, competitive insights and effective sales methodologies.

Sales enablement tools and initiatives aim to streamline sales through the sales cycle, enhance productivity and improve collaboration across different departments within an organization. In B2B partnerships, the most common types of sales enablement include product training, sales collateral like brochures and presentations and access to tools like partner relationship management (PRM) software to track and manage leads.