Sales enablement is the process of providing a sales organization with the tools and technology needed to sell more effectively and drive revenue. 

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Successful sales enablement requires alignment between sales, marketing, and enablement/Go-to-Market to jointly agree upon ways of working and develop an open dialog and a healthy, constructive feedback loop.

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This open communication helps ensure sales is current on the company’s products and latest news, and that marketing and enablement are generating relevant content that is aligned with the sales conversations.  

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The delivery of these sales enablement assets is as important as the tools themselves. During my first tenure at PayPal, we called this Internal Communications Program: Great Content.

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At EIS, this communications program for our customer-facing teams was branded Enablement Insights. 

 

In both cases, the purpose of the program was to provide  important content on:

• Our company: product press releases, blogs, sales tools, etc

• Our customers: customer press releases, video testimonials, case studies, etc.

• Our industry: industry trends & our POV, analyst insights, industry conferences, etc.

 

Delivered in a consistent format and cadence, the newsletters served easy-to-consume content in 'bite-size' pieces so our customer-facing teams could scan, click, & file for later reference.

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Tracking the performance of these internal communications is critical to understanding which content the sales and customer success teams found the most valuable and skewing future content for relevancy and usage.​​​​​​​