What is the right type of sales enablement software for you

Veronika Traublinger
April 16, 2021

Learn what type of sales enablement software is the right one for your challenges, team size, and sales processes.

As a sales leader, your goal is to increase revenue. You want to enable your sales team to close more deals efficiently by equipping them with the right resources. 


But how can you do that?


This is where sales enablement software comes into play. 


Sales enablement software allows your team to manage and access resources from a central location at any point with ease. G2 defines sales enablement as follows: 


“Sales enablement software provides a repository for marketing collateral and sales playbooks to supply sales representatives with content that is productive, useful, and opportune during all aspects of the selling cycle.”


But an increased complexity of the sales process, a multi-channel, digital sales approach, and a large number of sales enablement software vendors out there, have made finding the right tool for one's needs complex.  


That’s why we want to introduce you to the 4 types of sales enablement software, each having their own strengths and core functionalities to help your business accelerate sales success. Depending on your sales team’s size, challenges, and processes you may find some solutions are a better fit than others.



Sales Content Management software


Sales content management platforms are a centralized repository for sales and marketing teams to create, organize, and access sales-relevant content. It helps reps to find relevant content for their deals, easy and fast.


The integrated analytics in the platforms allow you to track the usage and engagement of the content, allowing you to consistently increase content quality, detect content gaps, and improve sales efficiency. 


The challenge to solve with sales content management software.


You have trouble organizing and accessing relevant content and align your sales and marketing team to build an effective sales funnel? Then a sales content management software is the right solution for your team. You can create content, organize them into relevant categories, make it easily accessible and track how prospects engage with it.


Leading sales content management systems include:


  • Highspot Content
  • Seismic



Sales Engagement software


Sales engagement platforms function as centralized tools for sales reps to interact with their customers via various channels. By integrating their separate communication channels such as email and LinkedIn, they can oversee all their digital sales-related activities.


Most sales engagement platforms also allow you to create automated workflows and sequences for scalable outreach and prospect nurturing campaigns.


The tools also provide analytics on how effective different channels and sequences are, so they can be continuously improved.


The challenge to solve with sales engagement software.


If you’re trying to increase the productivity and efficiency of your prospecting efforts, a sales engagement platform is the perfect sales enablement tool for you. You can track the most effective outreach tactic and implement a scalable process with automated sequences and workflows.


Leading sales engagement platforms include:


  • HubSpot Sales Hub
  • Outreach
  • SalesLoft 



Sales Training software


To successfully close a deal, sales reps need to be able to add value to the buyer’s journey and function as a trusted advisor. Therefore, regular sales and soft skill training is essential. To make those trainings more sustainable, sales training software allows you to reinforce what has been learned using online practice and coaching assessments.


Some sales training platforms also allow users to record “practice takes” of their sales pitch and share it with peers or their managers for feedback.


The challenge to solve with sales training providers and software.


If you’re struggling with training your remote sales force regularly and cost efficient, you should implement a sales training software. It helps you to provide your team with up-to-date training content which they can consume whenever they have time from wherever they are.  


Leading sales training platforms are:


  • Brainshark
  • Lessonly



Sales Acceleration Assistants


LiveHive CMO Micheline Nijmeh defines sales acceleration as "a set of tools that drives, pushes, promotes the sales cycle — their goal is to push a sale across the finish line." In short, it's all about increasing the efficiency and speed of your sales process. The objective: move your prospects through the sales funnel faster and more seamlessly.


Sales Acceleration tools offer many benefits for a sales organization. They provide easy-to-access, up-to-date, and insightful data that sales managers and sellers need to move a deal forward.


The challenge to solve with sales training providers and software.


If your challenge is in collecting meaningful data of your customer interactions, sales acceleration assistants are the right tool for you. They automatically capture insights from customer conversations, understand their context, and derive insights and action recommendations from them. 


Leading sales training platforms are:


  • Ciara
  • Wingman


What is your biggest challenge?


There you go. These are the 4 main types of sales enablement software. Every solution 


When looking for a sales enablement tool, start by evaluating your biggest challenges and decide where you need the most help with.


If you need support in the process of finding and purchasing the right solution, feel free to check out our article on “How to choose sales acceleration software for your team.” Although focusing on sales acceleration software, the described process can be easily transferred to finding a sales enablement software.