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Feeling like you're sending your sales teams to battle without the best ammo?
That's where sales enablement tools come in.
With the right tools, your sales team can be equipped with the necessary information and assets to engage prospects and close deals with ease.These powerful resources can streamline your team's processes, boost productivity, and drive success.
67% of sales professionals use 4 to 10 digital sales tools, and sales tech budgets have increased by 5% from 2020 to 2021, earning 2021 the title 'sales tech mayhem'.
But with so many options to choose from, it can be difficult to know where to start.
That's why we've done the research for you!
From content management and training to analytics and reporting, our list of tools covers everything your team needs to succeed in today's competitive marketplace.
So get ready to suit up with the latest and greatest sales enablement tools and lead your sales team to victory!
What is a Sales Enablement Software?
Sales enablement software encompasses a range of technologies and applications that aim to enhance the performance of sales teams, enabling them to operate more efficiently and successfully conclude deals.
With sales enablement tools, you can align your marketing, sales, and content teams so that every stage of the sales funnel works together seamlessly. These tools also provide complete visibility into the sales cycle, allowing you to make changes to the sales process as needed.
Some companies prefer all-in-one solutions that act as a dashboard for the sales funnel, while others use multiple tools to track sales results.
There are many types of sales enablement tools - such as business intelligence, sales engagement tools, customer experience, sales automation, sales analytics, sales readiness platforms, content management, gamification, and more. These tools empower your team with the right sales assets and content across the sales cycle, making it easier to make a sale.
12 Best Sales Enablement Tools to Try in 2023
Check out our top picks for the 12 best sales enablement tools to try in 2023:
Highspot
G2 Rating: 4.7 ⭐
Ideal for: Sales Leaders and Sales Reps at B2B Companies
Highspot is an intelligent sales enablement platform with AI-powered analytics and end-to-end features such as content management, training, and customer engagement. Its advanced filtering system allows easy access to content, while tailored pages or "kits" can be created for specific audiences. Sales analytics provide insights to refine sales strategies, making Highspot a powerful tool for improving sales processes and increasing revenue.
Top features we liked:
- Highspot's AI-powered recommendations, predictive content, and analytics provide intelligent insights
- The sales plays feature delivers step-by-step guidance, enabling sales reps to ramp up their productivity quickly
- Advanced analytics empower marketing and sales teams to optimize content performance across the sales cycle
- The platform offers various functionalities to onboard, upskill, reskill, and enhance the performance of sales reps
- Supports integration with more than 70 tools and can handle over 40 different types of content
Pricing:
As per online reviews, Highspot is priced at $600 per user annually, with a minimum requirement of 50 users. You can explore the product through the free demo available on the official website.
Showpad Content
G2 Rating: 4.6 ⭐
Ideal for: Sales and marketing teams at B2B companies
Showpad is a comprehensive sales enablement platform that offers a variety of tools to streamline the sales process. It integrates seamlessly with other commonly used tools, including CRM and CMS. Showpad's content management features help sales reps find the most relevant content when they need it, and its marketing rules and machine learning capabilities provide customized content recommendations.
Top features we liked:
- Intelligent search and filtering features enable sellers to quickly locate the content they need to move deals forward
- Lets you personalize and differentiate every buyer interaction
- Showpad's analytics feature helps sales and marketing teams to identify and address funnel gaps and track their progress
- Showpad integrates with various applications, including email platforms (Gmail, Outlook), CRMs (Salesforce, MS Dynamics), marketing automation tools (Marketo), cloud storage services (Box, Dropbox, Google Drive), and social media platforms (LinkedIn, Facebook, Twitter, WhatsApp)
Pricing:
Showpad offers two products, Content and Coach, each with different pricing plans: Essential, Plus, and Ultimate for Content and Essential and Plus for Coach. You can request a quote for these plans and also request a demo to see which plan suits you best.
Seismic
G2 Rating: 4.7 ⭐
Ideal for: Sales enablement teams, sales teams, marketing teams, and customer service teams across all industries (primarily Financial Services, Healthcare & Life Sciences, and Technology)
Seismic is an AI-powered sales enablement platform that optimizes marketing strategies with its comprehensive set of tools. With features like content management, campaign planning, and audience engagement, along with content compliance and automation, Seismic helps sales reps manage resources and deliver personalized content for each buyer. Plus, Seismic's instructional design and curation tools assist in creating visually appealing content, while its data-informed content can help win deals faster.
Top features we liked:
- The platform's predictive content recommendation feature suggests relevant content during the right stage of the selling process, which can save your team time and improve their success rate
- Seismic offers engagement tracking features with a powerful dashboard that helps you monitor your sales cycle, optimize performance, and measure ROI
- Insights and analytics capabilities provide actionable data that you can use to track KPIs and monitor user engagement
- You can view your data from Seismic with any BI tool, and it also integrates with many other platforms such as Salesforce, Outlook, and Google Drive
- Allows you to customize control permissions for content, so you can ensure that the right people have access to the right materials
Pricing:
According to customer reviews, Seismic typically costs between $384 and $780 per user per month. The pricing is based on an annual contract, giving you a full year of access to Seismic's sales enablement platform.
Storylane
G2 Rating: 4.8 ⭐
Ideal for: Sales Solution Engineers, Sales Reps, Product Marketers, and Customer Success Teams
Storylane is an intuitive product demo platform that allows businesses to create visually stunning demos with ease to help businesses convert visitors, shorten sales cycles, and accelerate onboarding. With auto-personalization features, each prospect's unique needs are catered to, resulting in higher engagement and conversions.
You can also use these demos as leave-behinds, empowering champions to get buy-in within their organization and close deals faster. Real-time analytics help track performance, while interactive product walkthroughs can be shared on multiple platforms, increasing visibility and sales. With advanced features and an intuitive interface, Storylane is a powerful tool that can help your sales team drive revenue growth by shortening the sales cycle.
Top features we liked:
- No-Code Personalization: Storylane Token variables that allow for complete personalization of demos without the need for any coding knowledge
- Interactive Guides with Flows and Product Tours: You can highlight product focus areas and create a wide range of flows and product tours to keep prospects engaged in the demo
- Analytics and Valuable Insights: With full replays of prospects' demo experiences, you have access to aggregate as well as individual lead engagement data
- Integrates with all your tools: Storylane has 3000+ integrations through Zapier and native integration with HubSpot, Salesforce, Marketo and Pardot.
- Team Collaboration: Your entire team can work together seamlessly to create the perfect demo experiences for your prospects
- Solo plan - Free
- Starter plan (requires min. 2 user seats): $40/month
- Growth plan (for 5 user seats): $500/month
- Enterprise plan: Custom pricing
Mindtickle
G2 Rating: 4.7 ⭐
Ideal for: Sales Leaders, Frontline Sales Managers, Sales Ops teams
Mindtickle is a cloud-based sales readiness and sales enablement platform designed to help revenue teams improve their sales skills and increase revenue growth. Its powerful features include onboarding and sales training tools, as well as capabilities for content management and conversation intelligence. With Mindtickle, you can define your Ideal Rep Profile™ and create customized programs that reinforce knowledge quickly. It also offers engaging learning methods such as micro-learning, videos, quizzes, and gamification to keep reps motivated and involved in the training process.
Top features we liked:
- Sales Training feature that streamlines content management and knowledge base management to help you sell better - with videos, assessments, and role-playing exercises that cover everything from product knowledge to sales strategy
- Continuous learning with bite-sized sales training modules that reps can complete at their own pace, challenges, and badges that reward successful completion of learning activities
- Performance management tools like incentives, badges, scorecards, and reviews to help you monitor progress and reward success
- Personalization and customization of profiles and dashboards to meet your specific needs
- Data-driven insights that allow you to measure the effectiveness of your training program with detailed reports and metrics, helping you see which activities are helping reps build their skills
Pricing:
To get pricing details for Mindtickle, you can request a quote that is tailored to your desired features and number of users. The platform's pricing structure typically includes a monthly cost per user, which falls between $30 and $50.
HubSpot Sales Hub
G2 Rating: 4.4 ⭐
Ideal for: Sales Reps and Managers
HubSpot Sales Hub is a feature-rich, all-in-one sales software that makes it easy for sales professionals to manage their leads, track sales activities, and forecast revenue. It offers powerful sales analytics, sales engagement tools, advanced permissions, and a built-in CRM that provides clear insights into leads, accounts, and stats. Available in multiple languages, HubSpot Sales Hub is an enterprise-grade tool that provides a complete sales solution for teams around the globe.
Top features we liked:
- Salesforce automation and desktop integration, which allow you to automate sales processes and easily integrate with other tools
- Video recording, which lets you capture videos of yourself, your screen, or both, making it easy to create engaging content
- Additional features such as calling, call tracking, a product library, playbooks, sales automation, and scheduling meetings to help you manage your sales tasks more efficiently
- Email marketing, lead qualification, and territory management capabilities, which are somewhat unique features that are not available in all CRM solutions
Pricing:
Editions start at:
- $0/month (Free)
- $45/month (Starter)
- $450/month (Professional)
- $1,200/month (Enterprise)
Guru
G2 Rating: 4.7 ⭐
Ideal for: Sales teams, marketing teams, sales engineering teams, support teams, and product enablement
Guru is a knowledge management solution that caters to B2B, B2C, SaaS-based companies, and educational industries. It offers a complete platform for HR, Finance, and Sales, and is easy to implement and start with. This tool enables sales reps to quickly locate valuable information and organize it into a single source of truth. With Guru, you can accelerate the sales cycle, provide better customer communication, and help reps close more deals. Guru also offers customizability by letting sales reps organize content with collections, boards, groups, and cards, and it integrates with multiple sources, like Google Docs or Slack.
Top features we liked:
- With Guru's Chrome extension, you can access your knowledge base from any web page and receive suggested information based on the content you're viewing
- Content creation and automated verification workflows help you ensure that the knowledge in your base is accurate and up-to-date
- Track which articles are being viewed most frequently and which topics are causing the most support requests, helping you proactively address common issues
- The Slack integration prevents data loss by allowing users to capture knowledge immediately, categorize it, and assign an expert to manage it without leaving the Slack app
Pricing:
- Starter: Free plan (3 core users)
- Starter: $5 per user per month
- Builder: $10 per user per month
- Enterprise: Contact Sales
Salesloft
G2 Rating: 4.5 ⭐
Ideal for: Account Executives, Sales Development, Customer Success
Salesloft is a highly effective sales engagement platform that streamlines the entire sales cycle, from email to client interaction, freeing up the sales team to focus on their core task: selling. It sets up efficient cadence management systems and automates tasks like periodic follow-up emails. The Sync Log feature provides real-time insights into data transferred, allowing admins to make data-driven decisions. The platform also combines automation tools with analytics to help reps create personalized outreach campaigns and manage conversations with prospects.
Top features we liked:
- Salesloft's cadences allow for pre-defined sequences that can be customized and automated for outreach efforts. Steps include contacting prospects via phone or social media
- Campaign management feature that aids in client interactions and updates
- Calling feature allows for click-to-call and call recording
- The platform's analytics provide detailed insights into outreach performance, enabling sales reps to optimize campaigns for better results. Salesloft also offers real-time pipeline health information to track deal progress from start to finish
Pricing:
Ranges from $125 to $165 per user/month, depending on the Salesloft plan that you go with (Essentials, Advanced, or Premier). Contact Sales for more details.
Outreach
G2 Rating: 4.3 ⭐
Ideal for: Sales leadership, sales reps, and sales development leaders
Outreach is a sales execution platform that helps businesses achieve predictive revenue goals and boost sales. It offers advanced features like real-time enablement, AI-driven reports, and an integrated sales dialer to streamline outreach efforts and communication with prospects. Outreach's standout feature is providing sales reps an enlarged and sorted view of customer-related information in one place. It's highly customizable and provides analytics and insights for deep understanding of outreach performance, allowing reps to optimize campaigns. Its automation and machine learning capabilities give valuable insights on when to call and follow up with prospects. With Outreach, you can drive more meetings, grow engagement, and close more deals.
Top features we liked:
- The ‘Outreach Everywhere’ Chrome extension allows sellers to track prospects from platforms like Gmail and Salesforce, making the process more streamlined
- AI-powered machine learning uncovers valuable customer insights, leading to informed sales decisions
- Always-on assistant automatically extracts vital customer information and updates records
- Sequences assist sales agents in determining the timing and manner of each customer interaction
Pricing:
Contact Sales to get pricing
ZoomInfo SalesOS
G2 Rating: 4.4 ⭐
Ideal for: Sales Professionals and Product Marketing Teams
Consider using ZoomInfo if you want to optimize your marketing strategies and streamline business processes. It's a powerful sales intelligence tool that provides valuable information about potential clients and existing customers. Unlike before, where companies had to purchase email lists for leads, Zoominfo makes it easy and cost-effective to find contact information. This feature speeds up outreach efforts. Additionally, Zoominfo's lead enrichment capabilities improve lead quality by filling in missing information about prospects, utilizing a vast database and advanced data analysis tools.
Top features we liked:
- Extensive database - With over 240 million companies and more than 100 million contacts, ZoomInfo SalesOS boasts a vast and constantly updated database, ensuring that users have access to accurate information
- CRM integration - ZoomInfo SalesOS integrates seamlessly with popular CRM systems, making it easier for businesses to transfer contact data and lead details, improving efficiency and saving time
- Lead scoring and prioritization - By segmenting and scoring leads based on their potential to become customers, ZoomInfo SalesOS helps teams focus on the most promising leads, which can help improve conversion rates
Pricing:
While ZoomInfo does not display its pricing publicly, you can easily get a customized quote by filling out a form. Although the pricing is not disclosed, online sources suggest that ZoomInfo's pricing plan starts at $14,995 per year.
Membrain
G2 Rating: 4.6 ⭐
Ideal for: Sales leadership and sales teams
Membrain is a powerful Sales Effectiveness Platform that offers a range of sales enablement solutions, including Sales Process Execution, Sales Coach Enablement, and Strategy Optimization. It provides a complete end-to-end sales enablement software experience that helps sales reps execute sales processes, manage content, automate tasks, receive training, and more. This helps create an efficient and functional sales cycle and pipeline.
Top features we liked:
- Sales Coach Enablement: With Membrain, you can identify which sales team members need coaching and in which areas they need it, thanks to this feature
- Integrations: Membrain can easily integrate with other popular platforms like Salesforce, Hubspot, and Zendesk
- Deal-level Strategies: Helps you create personalized sales enablement strategies for each unique sales opportunity to optimize your sales process
- Story Stream: Membrain's Story Stream feature allows you to see the full picture of every sales project or activity.
Pricing:
- Prospecting: $49 per user/month
- Active Pipeline: $59 per user/month
- Account Growth: $69 per user/month
There are other add-ons for an additional price, such as Dynamic Process, Sales Analytics+, Content Hub, and more.
DocSend
G2 Rating: 4.7 ⭐
Ideal for: Sales teams
DocSend is a sales enablement platform that offers secure document sharing, along with additional features such as analytics, eSignature, data rooms, and dynamic watermarking. It provides real-time tracking and smart insights to drive business and helps sales reps focus on engaged prospects by monitoring interactions with their sales deck. With valuable page-by-page analytics, this tool eliminates confusion by storing all sales documents in one place. DocSend also ensures the security of sensitive data with its high-security measures.
Top features we liked:
- Great Sales Enablement experience with its features for content creation, import, and storage
- Easy to manage Boards by allowing document sharing, permission access, and e-signatures
- With forward tracking, you can easily identify who else is reviewing your documents and influencing your deal
- Secure file view option ensures high data security to protect confidential and sensitive data
- You can leverage the analytics provided by DocSend to create sales decks with a higher open/read rate
Pricing:
- Personal (for individuals): $10 per user/month
- Standard (for business teams): $45 per user/month
- Advanced (for advanced security & integrations): Upwards of $150 per month
- Enterprise (for large teams): Contact sales for pricing
Factors to Consider While Choosing a Sales Enablement Software
You don't want missed sales opportunities because your sales enablement tool isn't great, do you? Your B2B buying process is important. Here's what to consider before investing in a sales enablement tool:
Easy for You and Your Team to Use
When considering a new sales enablement platform, it's important to inquire about the onboarding process and average time for adoption. Also, requesting references from similar companies can provide valuable insights. The user experience should also be a priority, with consideration given to the learning curve and time investment required for mastery. If the platform solves challenges or can be customized, investing in training may be worthwhile, but if it's needlessly complicated, moving on to a simpler tool may be the better choice. An intuitive, user-friendly interface can accelerate the sales cycle, while a cumbersome one will hinder adoption and productivity.
Production and Management of Content
Sales enablement is centered on content, as having the right sales content at the right time can make or break a deal or even a client's trust. The ideal sales enablement solutions should help you organize and deliver relevant content with ease. Some tools go beyond this by allowing you to create new marketing content as well. This is particularly useful when you're looking to expand your reach and cater to the requirements of new market segments. An efficient sales enablement platform should make it easy for you to create, organize, and deliver content that meets the needs of your clients and team.
Data and Analytics for Actionable Insights
When choosing a sales productivity tool, it's important to consider whether it reports on the data you're interested in tracking. With so many metrics available, it's easy to get overwhelmed. To kickstart your journey in optimizing your sales enablement, the first step is to evaluate your sales enablement strategy and pinpoint the functionalities that align with your goals. Look for a tool that tracks these and any related numbers in an accessible way. A valuable sales enablement tool will generate insights from your sales content, empowering your team to assess asset performance and identify what's working and what's not.
Scalability
Alister Wood, Owner of VisitUs, says:
"When choosing a sales enablement software it's important to consider its scalability – can the system handle large volumes of customers? Does it provide flexibility when you need more features? Any additional costs associated with scaling up usage? These answers will ensure that you're investing in a product that not only meets your current needs but will also grow with your company’s future requirements, without incurring extra costs."
Integration with Your Existing Tech Stack
Daniel Chabert, CEO & Founder of PurpleFire
"When evaluating sales enablement software, I would suggest considering the platform's ability to integrate with other existing systems and technologies. This is important because it allows for an efficient and seamless transition between different applications in order to gain a holistic view of customer data."
To ensure that your sales team can focus on what really matters, it's essential to find a sales enablement tool that integrates with all your existing software. This means you won't have to waste precious time copying and pasting data between different apps. Look for programs that are designed to integrate smoothly with leading CRMs, or consider a tool that delivers content, training materials, and analytics directly within your existing CRM.
Mobile-Friendly
In today's fast-paced world, sales professionals need to be mobile and connected to their devices. As a result, it's important to find sales tools that can keep up with their hectic schedules. Look for sales engagement platforms that are optimized to work on-the-go, so your team can easily add notes, respond to emails, and deliver content remotely. The last thing you want is for your sales platform to slow your team down, so make sure it's designed with their needs in mind.
Robust Customer Support
When it comes to choosing sales software, it's important to read the fine print. Unfortunately, not all providers offer 24/7 support. Some sales organizations only offer online knowledge bases, while others may only offer support in certain countries or regions. It's important to keep in mind that the level of support you receive often depends on the subscription plan you choose. Make sure to do your research and choose a provider that offers the level of support you need to keep your sales team running smoothly.
Having a Good Search Functionality
Alex Kracov, CEO and Co-Founder at Dock, says:
"In building Dock and interviewing account executives, we found that 99% of sales reps just want to be able to search for an asset in the tool’s search bar, so it’s critical these tools have good search functionality, or they won’t get adopted."
Alvin Wei, Co-Founder and CMO of SEOAnt, says:
"Powerful search is the key thing I recommend all B2B sales leaders consider when they are investing in sales enablement software. A powerful search function in the software significantly boosts your sales reps' efficiency and allows them to analyze data on leads quickly to help with their sales process approach."
Benefits of a Sales Enablement Software
Sales enablement platforms are a game-changer when it comes to boosting your sales team's productivity and success. They simplify and improve every aspect of the sales process, making it easier to measure and act upon. Let's look at a few benefits:
Helps You Diagnose and Fix Sales Process Bottlenecks
Sales enablement tools can be incredibly helpful in driving results and making your team more effective. Without these tools, it can be difficult to identify and address issues within your sales process.
For example, if you don't have software that tracks your team's results, you won't be able to provide effective sales coaching to help them improve. Similarly, without a comprehensive learning platform, training new hires can be a real challenge. It's also tough to improve your process if you don't have a clear view of your sales pipeline, and if your sales content isn't well-organized and easy to find, your sales reps won't be able to effectively nurture leads.
By using sales enablement tools, you can optimize your content to improve win rates and keep track of KPIs and goals.
Breaks Down Silos with Centralized Content Access
According to Forrester, one of the most significant challenges for sales teams is, "not having the right content".
This is where sales enablement tools come in handy. They allow your enablement team to categorize content based on buyer persona, sales funnel stage, customer outcome, or stakeholder relevance. Your reps can then easily search for relevant content and access the knowledge they need to progress conversations with prospects, boost their win rates, and close more deals.
Alvin Wei, Co-Founder and CMO of SEOAnt, says:
"Content centralization is what I love most about sales enablement software. When sales reps access all the sales enablement content they need fast from one place, they save precious time assisting the customer through their problem-solving cycle. How efficiently a rep can help the customer through this process is the difference between a conversion and failed one."
Bridges Gaps for Improved Cross-Collaboration
Sales enablement tools allow marketers to see how sellers are using their marketing content in their sales conversations, and they can get measurable data on how different content types impact the sales process. And for sellers, they can easily see what marketing content has been produced and get updates about new case studies or product sheets they can use in their nurturing flows.
By using sales enablement, both teams can see which messaging, content, and campaigns are working, so they can collaborate to improve overall sales performance. It's important to align sales and marketing teams with clear goals, tasks, and knowledge sharing to ensure success.
Increased Transparency Amongst Sales Teams
Sales enablement is like a personal coach for sales reps, providing them with all the content, resources, and training materials they need to build their skills and knowledge. But it's not just the reps who benefit - sales leaders can also use this technology to get a clear view of how their team is performing.
Antonio De Lellis, Head of Sales at MaxOptra, says:
"As a leader within the business, sales enablement software has given me instant visibility of my team’s volume of work and successes. This is invaluable in monitoring my team’s overall performance, as well as meaning I can accurately forecast and deliver numbers to my seniors."
This data-driven approach helps managers make informed decisions on how to support their team's growth and development, resulting in improved sales performance and success.
Conclusion
Now's a good time to reiterate that sales enablement is not a one-time task, but rather an ongoing process that requires constant improvement. It's crucial to keep identifying gaps in your strategy and, if need be, fill them with the best software available.
To truly supercharge your sales efforts, your software must offer the ability to educate your team, easily roll out product demos, and track prospect interactions to refine your approach. And that's where Storylane comes in. With Storylane, your team can deliver interactive product demos that help prospects understand the value of your product, all in a single platform.
Don't just take our word for it - see Storylane in action for yourself! Schedule a free demo today and discover how Storylane can help increase your team's conversion rate and close more deals.
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