what is sales enablement

How To Create Content That Converts: Enabling Sales

Creating conversion content is crucial for any business looking to increase its sales. In today’s digital age, a solid content marketing strategy is essential for reaching and engaging potential customers.

However, creating content that converts them into paying customers can be a bit more challenging. One key aspect of creating content that converts is ensuring that it is sales-enabled. This means that the content is tailored specifically to the sales team’s needs and is designed to support the sales process.

This guide will explore what is sales enablement, the importance of content for sales enablement, and how it works, and provide practical tips to create content that converts by enabling sales. From understanding the buyer’s journey to creating targeted content and measuring success, we will cover all the essential steps to help you boost your sales through effective content marketing.

What is Sales Enablement?

It is a method companies employ to empower their sales teams with the essential training, tools, and content to enhance their productivity.

This approach encompasses multiple teams, including marketing, to assist sales in reaching potential clients and closing deals more efficiently.

Marketing’s Role in Sales Enablement

The marketing division plays a significant role in sales enablement, creating various resources such as video tutorials, blog posts, case studies, etc. These materials assist salespeople in educating leads during meetings and pre-qualifying them before connecting with sales.

Additionally, these resources demonstrate the advantages and results of using the products and services being sold. The marketing team also designs training and onboarding materials and provides coaching to make sure that the sales team can effectively utilize the available resources.

The Objectives of the Sales Enablement

The ultimate goal is to aid sales representatives in performing their duties more proficiently. From finding potential clients and conducting customer interactions to finalizing deals, sales enablement streamlines the process by providing relevant content and materials that assist salespeople in educating and converting leads with greater efficiency.

It’s about the buyer

Contrary to popular belief, sales enablement is not solely about sales but instead centered around the buyer. Businesses that adopt sales enablement recognize that sales representatives must have a deep understanding of their prospects and the most effective ways to connect with them to boost sales figures. Sales enablement is about providing the buyer with what they desire, whether it’s information from the top of the funnel, such as whitepapers, educational guides, videos, and blog posts, or the bottom of the funnel, like testimonials, case studies, etc.

Training sales teams to use resources

Providing sales teams with the resources required is just the beginning; it is equally important to instruct them on how to utilize them properly.

This training should encompass various techniques, such as initiating contact with potential clients, addressing objections, and utilizing the materials provided to improve sales.

Additionally, it is crucial to guide them on effectively utilizing a CRM to access customer information and appropriate resources for each opportunity.

To stay current with new products/services and changes in consumer behavior, ongoing training and coaching are necessary to keep your sales team at the forefront.

Sales enablement for any size business

Contrary to popular belief, sales enablement is not limited to only large corporations; it can and should be implemented by businesses of all sizes.

One of the advantages of sales enablement is its flexibility; it can be tailored to suit any organization’s unique requirements, whether a solo entrepreneur or a large multinational corporation. Sales enablement can benefit businesses of any size; especially small businesses. It’s not restricted to more prominent companies.

Why is the Sales Enablement so Important?

Having a sales enablement strategy is no longer an option, and it’s an essential component for businesses of all types. Whether running a small family-owned business, a digital marketing firm, or an online store, implementing a plan is crucial for success.

One of the critical benefits of sales enablement is its ability to enhance conversions through personalization.

Research indicates that 78% or more of consumers prefer to do business with companies that tailor their sales approach to their specific needs. Additionally, sales enablement helps businesses stay competitive in today’s market.

How To Create Content That Converts

To craft a sales enablement strategy that genuinely empowers your reps, it’s essential to understand your sales team’s unique needs and challenges. Begin by evaluating your current approach and identifying any areas that require improvement. Analyze your reps’ resources and determine what additional content or tools they need to close deals effectively.

Thoroughly examine your entire sales funnel and pinpoint any weak spots. For instance, if your reps are scheduling plenty of demos but need help to close deals, it may indicate a lack of persuasive assets such as case studies or testimonials. Or, it could result from inadequate training in selling strategy or handling objections.

Additionally, ensure that the technology and strategies used during demos are up to par, as these can make or break a deal. Once you’ve identified these issues, explore ways to bridge the gap between your sales and marketing teams to maximize their combined efforts and achieve better results.


Creating conversion content is a crucial aspect of any sales enablement strategy. Businesses need to understand the buyer’s journey and develop targeted, sales-enabled content that supports their sales team and converts leads into paying customers. The goal is to provide the correct information at the right time to help prospects make an informed buying decision.

However, creating content is just the first step. To truly maximize the impact of your sales enablement strategy, it’s essential to measure the performance of your content and make adjustments as needed. This could include fine-tuning your messaging, experimenting with different formats, or exploring new channels to reach your target audience.

A solid content marketing strategy is the key to reaching and engaging potential customers and driving sales growth. Following the practical tips outlined in this guide, businesses can create content that converts by enabling sales. This includes identifying your target audience’s pain points and needs, developing a clear and compelling value proposition, and making straightforward content to consume and share.

Additionally, it’s essential to consider how you can repurpose and reuse your existing content to maximize its value. For example, you could turn a blog post into a podcast episode or a whitepaper into a webinar. By effectively leveraging your content, you can amplify its impact and reach a wider audience.

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