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Sales Enablement Tools


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HubSpot CRM logo
 
With its cloud-based, customer relationship management platform, HubSpot helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of segments, including... Read More
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With its cloud-based, customer relationship management platform, HubSpot helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of segments, including... Read More
 
Salesforce.com logo
 
As one of the leading CRM systems on the market, Salesforce.com offers a complete suite of sales, marketing and service products for businesses of all sizes and industries, with a range of sales enablement tools and integrations.
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As one of the leading CRM systems on the market, Salesforce.com offers a complete suite of sales, marketing and service products for businesses of all sizes and industries, with a range of sales enablement tools and integrations.
 
Infusionsoft logo
 
Infusionsoft is a cloud-based sales and marketing platform that brings Customer Relationship Management (CRM), Marketing Automation, and E-Commerce together in one centralized system, so small businesses can deliver personalized sales... Read More
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Infusionsoft is a cloud-based sales and marketing platform that brings Customer Relationship Management (CRM), Marketing Automation, and E-Commerce together in one centralized system, so small businesses can deliver personalized sales... Read More
 
Results CRM logo
 
Results CRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and... Read More
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Results CRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and... Read More
 
ProsperWorks CRM logo
 
ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More
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ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More

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Chime logo
 
Chime is a marketing and customer relationship management (CRM) suite designed for small and midsize real estate businesses. Chime provides team management features, lead and customer management and content management. Chime sends... Read More
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Chime is a marketing and customer relationship management (CRM) suite designed for small and midsize real estate businesses. Chime provides team management features, lead and customer management and content management. Chime sends... Read More
 
Base logo
 
Base CRM is the web and mobile-based customer relationship management (CRM) application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. Base CRM features... Read More
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Base CRM is the web and mobile-based customer relationship management (CRM) application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. Base CRM features... Read More
 
Less Annoying CRM logo
 
Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
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Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
 
Claritysoft logo
 
Claritysoft is a cloud-based customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within... Read More
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Claritysoft is a cloud-based customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within... Read More
 
BoomTown logo
 
Boomtown provides marketing and sales automation solutions for the real estate industry. Through Boomtown, brokers can select and customize a lead generation website, track and nurture leads, and monitor team success and sales. The... Read More
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Boomtown provides marketing and sales automation solutions for the real estate industry. Through Boomtown, brokers can select and customize a lead generation website, track and nurture leads, and monitor team success and sales. The... Read More

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BNTouch Mortgage CRM logo
 
BNTouch Mortgage CRM is a mortgage-specific CRM system that offers mortgage brokers and bankers alike a solution featuring marketing automation capabilities. The software offers features for each step of the mortgage process, from... Read More
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BNTouch Mortgage CRM is a mortgage-specific CRM system that offers mortgage brokers and bankers alike a solution featuring marketing automation capabilities. The software offers features for each step of the mortgage process, from... Read More
 
LeadMaster logo
 
LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
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LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
 
SalesOutlook CRM logo
 
SalesOutlook CRM is a comprehensive customer relationship management (CRM) and email marketing system that embeds into Microsoft Outlook. SalesOutlook CRM automatically syncs all customer data at one place. All files and email correspondence... Read More
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SalesOutlook CRM is a comprehensive customer relationship management (CRM) and email marketing system that embeds into Microsoft Outlook. SalesOutlook CRM automatically syncs all customer data at one place. All files and email correspondence... Read More
 
PlanPlus Online logo
 
PlanPlus Online uses the Franklin Covey business planning methodology to help organizations and professionals in real estate, insurance and finance sectors manage both time and customers. The system provides an all-in-one solution... Read More
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PlanPlus Online uses the Franklin Covey business planning methodology to help organizations and professionals in real estate, insurance and finance sectors manage both time and customers. The system provides an all-in-one solution... Read More
 
Salesforce.com Service Cloud logo
 
Service Cloud from SalesForce is a cloud-based customer service management solution that is designed to initiate customer service activities from anywhere. Built on the Salesforce1 Platform, Service Cloud works to centralize and optimize... Read More
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Service Cloud from SalesForce is a cloud-based customer service management solution that is designed to initiate customer service activities from anywhere. Built on the Salesforce1 Platform, Service Cloud works to centralize and optimize... Read More

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Cosential logo
 
Cosential is a cloud-based CRM and proposal automation tool that allows business developers, marketers and principles to access and act upon the information specific to their role that compliments cross-functional workflows. The solution... Read More
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Cosential is a cloud-based CRM and proposal automation tool that allows business developers, marketers and principles to access and act upon the information specific to their role that compliments cross-functional workflows. The solution... Read More
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
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Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
 
Pipeliner CRM logo
 
Pipeliner CRM is an end-to-end customer management system that provides better visibility and transparency into the entire sales process. It is a web-based system that is both Mac and Windows compatible, as well as offering an app... Read More
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Pipeliner CRM is an end-to-end customer management system that provides better visibility and transparency into the entire sales process. It is a web-based system that is both Mac and Windows compatible, as well as offering an app... Read More
 
MyCRMonCall.com logo
 
MyCRMonCall is a cloud-based customer relationship management (CRM) solution suitable for small to midsize manufacturing businesses. Key features include sales force automation, social CRM, marketing automation, document management,... Read More
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MyCRMonCall is a cloud-based customer relationship management (CRM) solution suitable for small to midsize manufacturing businesses. Key features include sales force automation, social CRM, marketing automation, document management,... Read More
 
OnContact CRM logo
 
OnContact CRM is a mid-market customer relationship management (CRM) solution that can be deployed on-premise or in the cloud. OnContact includes complete sales automation, marketing automation, customer service and contact center... Read More
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OnContact CRM is a mid-market customer relationship management (CRM) solution that can be deployed on-premise or in the cloud. OnContact includes complete sales automation, marketing automation, customer service and contact center... Read More

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Buyer's Guide

by Andrew Friedenthal,
Market Research Associate
Last Updated: December 13, 2017


There's a reason that so many dramatic movies are made about the world of sales. It's a hard job, full of quick thinking, stubborn refusal to quit pursuing a deal and, of course, a whole lot of pressure. There are really only two things that consistently work to make the day-to-day lives of salespeople better: Pepto Bismol and software.

While there's no "anti-stomach-acid software" available just yet, there's plenty of sales software to help sales teams close the most deals possible in the most efficient way possible. One particular type of software that will prove extremely useful to those teams is sales enablement software.

Sales enablement tools help sales teams keep abreast of best practices and marketing messages that will help them to refine and deliver their sales pitches in a manner that will convert more leads, close more deals and drive business growth.

This Buyer's Guide will explain what sales enablement tools are, explore some of their common features and functions and discuss the particular considerations you may have regarding which sales enablement software to buy for your business.

Here's what we'll discuss:

What Is Sales Enablement Software?
Common Features of Sales Enablement Tools
What Type of Buyer Are You?
Key Considerations

What Is Sales Enablement Software?

In today's business environment, departments are often heavily siloed, such that two different teams may rarely contact one another. In the case of your sales and marketing teams, that can be to both groups' detriment.

Your marketing team works hard to create a branded message for your business, which is reflected everywhere from advertising material, to outreach to other businesses, media placement and even your company's logo.

But how often do your marketing team and your sales team sit down together to make sure that clear, consistent message is also expressed in sales pitches? Similarly, how often does marketing take into consideration the sales team's real-world experience with the users of your product or service when they refine that marketing message?

Sales enablement tools help solve this problem by providing sales teams with access to marketing assets that will allow them to keep their sales pitches on message and consistent with your company's marketing material. What's more, these tools provide general sales guides and playbooks of best practices that inform the sales team of what particular message tends to work best at each particular point in the sales cycle.

Thus, sales enablement software allows you to unify your company's message across the board, sharing information about best practices between teams in order to create the best possible combination of sales and marketing within a crucial "smarketing" alignment.

Common Features of Sales Enablement Tools

Asset database The core functionality of sales enablement tools. An assets database allows sales team members to access marketing materials and implement them as a part of their sales process, as well as providing a repository for other sales team best practice guidelines and playbooks.
Sales performance management Automatically monitor the success and failure rates of your sales team in order to recognize what (and who) is working effectively for the team versus what is not. This information is transparent and, as much as possible, unbiased, giving a clear picture (often in the form of scorecards) of which best practices actually work best. It can also be set to provide alerts for processes and individuals in need of extra assistance.
Email tracking By tracking all sales emails, both incoming and outgoing, this feature lets sales team members and managers monitor their email exchanges in order to oversee and maintain messaging consistency. This also allows for an easier gathering of data and analytics regarding email messaging success and failure rates.
Outbound call tracking This functionality allows the sales team to jump on prospects as quickly as possible by dialing directly out to those prospects through the software. They can then record and track that call in order to keep extensive interaction notes as well as monitor for quality assurance and ensure that these calls are remaining on message.
Sales training Though sales training is not the primary intention of sales enablement tools (there are specific software systems for such training), they are used by many businesses to onboard new trainees and to coach existing employees in the best practices of your sales team.

MarcomCentral's marketing assets dashboard for sales enablement

MarcomCentral's marketing assets dashboard

What Type of Buyer Are You?

Sales teams of any size may have a need for sales enablement tools, but the robustness of those tools will vary significantly depending on your team or business's size. Smaller teams can get by with fewer features and less expensive software, while larger teams will want the most comprehensive tools they can get so they can best manage and support the large number of team members.

You will likely find your team falling into one of the following categories:

  • Small sales team (under 10 salespeople). With so few salespeople, it shouldn't be terribly hard to train, monitor and keep track of the success rate of team members. As such, the most important aspect of sales enablement tools for such a small team will be the asset database that provides the entire team with access to the marketing materials and messages that will help them close more deals.
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  • Midsize sales team (10-50 salespeople). With a slightly larger team, you probably have more than one manager and don't have time to individually coach each team member. Here's where features of sales enablement software such as sales performance management and sales training will come in handy, allowing for a more automated monitoring of key successes and failures among the team.
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  • Large sales team (50-100 salespeople). Once you have a sales team this large, you will likely find that features such as email tracking and outbound call tracking are useful to you. With such a large team, it can become difficult to monitor those emails and phone calls for consistency and best practices without the aid of software, and robust sales enablement tools can provide you with those.

Key Considerations

Other factors to take into consideration when choosing the right sales enablement tools for your business include:

  • Integration with other systems. Since it is likely that your sales team and your marketing team use two different software systems, it is crucial that your sales enablement tool—particularly in regard to the asset database—can integrate with the software systems you already have in place. Consult with the vendor you are considering buying from in order to make sure that what you are purchasing will work smoothly and efficiently with what you have already purchased.
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  • Cloud-based software vs. on-premise software. As the name suggests, on-premise software is software that is physically housed on the premises of your business. In essence, you're also buying hardware, not just software, and you need physical space as well as the dedicated IT knowledge and resources needed to maintain that hardware. However, with the widespread success of the cloud-based model, on-premise software is quickly becoming a thing of the past, particularly for smaller businesses. Cloud-based software has no need for any hardware—it's all housed by the vendor and accessed over the internet. Small to midsize businesses, with less available space and fewer IT resources, usually find cloud-based solutions much simpler and easier, particularly since they also avoid the upfront setup costs associated with on-premise solutions.

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