Sales enablement is a crucial aspect of any business’s success, and it’s becoming even more essential in today’s hyper-competitive market. It’s a process that equips sales teams with the resources, tools, and knowledge needed to drive more significant revenue growth, reduce costs, and improve customer satisfaction. This includes decks, guides, techniques, sales training, digital tools, and more. With 2024 fast approaching, it’s time to start thinking about how to create a winning sales enablement strategy that helps your business succeed.

Studies have shown that implementing a sales enablement strategy can increase win rates by up to 18%. This approach involves optimizing every step of the sales and marketing funnel through collaboration and shared resources. Both sales and marketing teams create assets to support the buyer’s journey, such as blog content, case studies, technical documentation, and sales scripts. Marketing typically creates some of these assets, which sales can then utilize to reinforce the product’s value or answer technical questions during the sales process. With a sales enablement methodology, a sales rep can quickly access relevant case studies and integration information from a shared knowledge bank to provide to a prospect after a demo.

Sales teams and marketing teams have different roles in the customer journey. Marketing is responsible for creating a content strategy and measuring social media engagement, while sales are focused on closing deals and measuring win rates. Collaboration between the two teams can be beneficial, as marketing can use data and analytics from sales to inform their content creation, and sales can use marketing’s content to win over customers and close deals. A sales enablement strategy brings these teams together to optimize every step of the sales and marketing funnel.

Define Your Objectives

Creating a winning sales enablement strategy for 2024 involves several steps, the first of which is defining your objectives. Take time to consider what you want to achieve and how it aligns with your overall business goals. Is your main focus on increasing sales, reducing costs, improving customer satisfaction, or some other objective? It’s important to be specific and clear in your objectives, so you can create a roadmap that will guide you toward success. Once you have defined your objectives, you can start to develop a plan that will help you achieve them.

This roadmap should outline the steps you need to take, the resources you’ll need, and the timeline for each action. Consider what tactics you will use to reach your goals, such as developing new sales materials, investing in training programs, or implementing new technology. It’s also important to regularly assess your progress and make adjustments as needed. This may involve gathering feedback from your sales team, monitoring sales metrics, or conducting market research. By staying flexible and adaptable, you can ensure that your sales enablement strategy remains effective and relevant in a constantly changing business landscape.

Identify Your Target Audience

To create a winning sales enablement strategy, you need to know your target audience. Who are your customers? What are their pain points? What are their goals? Once you have a clear understanding of your target audience, you can tailor your sales enablement strategy to meet their needs. Businesses need to identify their ideal customer and tailor their marketing efforts to their needs and preferences. The passage suggests conducting market research through customer surveys, focus groups, interviews, or any existing customer interaction to understand customers’ unique concerns and how the product or service can fulfill those needs.

By grouping customers into behavioral segments and considering factors such as the typical demographic split of customers, their preferred method of contact, and the factors that influence their purchase decisions, businesses can differentiate themselves in the market and appeal to specific customer groups. This will help them learn how their product or service can specifically help each group and ultimately increase their chances of success.

Develop and Implement a Sales Enablement Plan

A sales enablement plan is a roadmap that outlines the resources, tools, and knowledge needed to drive more significant revenue growth, reduce costs, and improve customer satisfaction. It includes training programs, sales collateral, content marketing strategies, and more. To create a winning sales enablement plan, you need to understand your target audience, your objectives, and your resources.

Creating a sales enablement strategy that empowers reps

A successful sales enablement strategy involves equipping your sales team with all the necessary resources and tools to close deals. However, there is no one-size-fits-all approach to developing a sales enablement strategy, as each company’s needs and gaps in its current selling strategy differ. To start, assess your sales team’s requirements and identify where the gaps in your current selling strategy are. Analyze the resources your sales team has on hand to determine what content you need to add to your sales enablement efforts to help them sell more convincingly.

Conduct a thorough audit of your sales funnel to identify weak points. For instance, if your sales team is booking enough demos but your close rate is low, you need to investigate the problem. It could indicate a lack of assets such as case studies or testimonials to help convince prospects to buy, insufficient training, or stalled demos. After conducting an initial audit of your current strategy, explore ways to foster collaboration between your sales and marketing teams.

Focusing on sales content creation you can use to sell your product

Sales reps can incorporate marketing content into their conversations with prospects to help close deals. Examples of marketing initiatives that can be used include whitepapers, ebooks, product walkthroughs, infographics, webinars, blog posts, sales scripts, content wikis, case studies, and magazine features. Using blog posts and case studies as persuasive techniques can be especially helpful. Blog posts can build authority and move prospects down the sales funnel, while case studies demonstrate that your product works and highlight how it has helped other customers overcome pain points or reach goals. Metrics should be included in case studies to back up claims.

To create a winning sales enablement strategy, start by collecting customer statistics and developing case studies as soon as possible. Prospects are more likely to reach out when they see how you’ve helped customers with similar problems. Sales scripts are also helpful guides for reps in any sales enablement strategy, and they should be fluid enough to give reps freedom while reminding them to cover important product features. A typical script should include an introduction, an opener, a reason for calling, a value proposition, leading questions, and a close. Scripts should also cover how to handle objections.

Making videos of these scripts can engage sales reps and show them how to overcome objections in real life. All sales enablement content, including scripts, should be stored in a shared space for easy accessibility. Tools like Google Docs or Customer Relationship Management (CRM) can store content libraries and make them instantly accessible to sales reps. Choose a tool that allows salespeople to tag and search for assets to quickly find and share content with prospects.

Investing in software to help with reporting and analytics in sales enablement

Sales enablement tech helps sales managers track content engagement, productivity, and performance metrics to improve sales strategy. Metrics to track include average sales cycle length, deal win/loss percentage, and revenue forecasts. A winning sales enablement plan requires understanding your audience, objectives, and resources. Collaboration between sales and marketing teams is beneficial, and it’s crucial to equip your sales team with the necessary resources and tools. If you want to know if Pipeliner is the tool for you, simply book a meeting or demo with us now.

Relevant marketing content can be useful in closing deals. Automation can free up time for salespeople to focus on closing deals, and measuring and analyzing data is crucial to creating a winning strategy. By defining objectives, identifying the target audience, developing and implementing a sales enablement plan, and measuring and analyzing results, businesses can succeed in today’s market.

Determining whether anything in your sales process can be automated

One way to free up time for salespeople to focus on closing deals is to automate several steps within the sales funnel. Tasks that can be automated include lead nurturing and prospecting, as well as sending follow-up emails if prospects do not respond within a specified period. Automating these workflows can help sales reps save time while filling their calendars with potential leads. By automating these tasks, sales reps can focus on higher-priority activities like demos and meetings.

Assigning a sales enablement leader

Assigning a sales enablement manager can help successfully implement and launch a sales enablement program. This manager’s role is to support the sales enablement team and build bridges to other departments so relevant content can be sourced and shared easily. They also coach sales reps on using tools like sales enablement platforms, wikis, and content hubs to find and share assets when closing deals.

The manager sources and stores assets from marketing, customer success, and sales operations, acts as a bridge between different departments and stakeholders, tracks and analyzes which assets get used, learns new sales strategies, and trains reps on sales enablement processes. The ideal candidate will have a mix of sales, marketing, training, and customer success knowledge and be organized and comfortable with researching and implementing cross-departmental strategies. A typical sales enablement manager’s salary is around $93,000 a year, while senior sales enablement managers make an average of $130,000 annually.

Measure and Analyze Your Results

Measuring and analyzing results is crucial for a successful sales enablement strategy in 2024. By tracking progress and analyzing data, you can identify areas for improvement and adjust your strategy accordingly. This step involves setting KPIs such as win rates, deal cycle time, sales productivity, and revenue growth, and regularly reviewing your results to ensure you’re meeting objectives. To measure the success of your sales enablement program, identify its ROI by analyzing its cost against revenue generated by your sales team. Positive ROI indicates the value provided by your program. Conduct surveys and use data analytics to track sales team performance and identify areas needing additional resources or training.


Creating a winning sales enablement strategy for 2024 is critical for any business that wants to succeed in today’s hyper-competitive market. By defining your objectives, identifying your target audience, developing and implementing a sales enablement plan, and measuring and analyzing your results, you can create a winning strategy that drives more significant revenue growth, reduces costs, and improves customer satisfaction. Use this guide as a starting point to create a sales enablement strategy that helps your business succeed in 2024 and beyond.

Sales enablement is a crucial element in achieving business success in today’s competitive market. By equipping sales teams with the necessary resources, tools, and knowledge, businesses can drive significant revenue growth, reduce costs, and improve customer satisfaction. Collaborating with marketing teams can be particularly helpful, as they can create content that sales can use to reinforce the product’s value or answer technical questions during the sales process.

By investing in sales enablement tools, businesses can exchange information and useful content, improve collaboration between sales and marketing, and ultimately close more deals. By building credibility in your brand through the right content, you can let the stories of successful customers convince prospects that your product will work for them.