• All Services

    As a HubSpot Partner Agency, Market Veep is committed to helping our clients reach the right people at the right time through a wide range of digital marketing channels.

  • Onboarding

    Get a faster time-to-start with pro onboarding solutions from HubSpot Certified Trainers

  • Integrations

    From Salesforce to Zoho, expertly integrate your sales and marketing systems

  • Migrations

    Move off of Pardot, Pipedrive, and other systems into your shiny new HubSpot portal

  • Blog

    A collection of marketing, sales, and HubSpot knowledge - with a look inside of the culture here at Market Veep.

  • Ebooks

    Regardless of the industry that you’re in, we’ve got an ebook full of fresh and actionable marketing insights to help catapult your brand to continued success.

  • Events

    Join us for our upcoming events and webinars or download recordings of previous events, webinars, podcasts, and more.

  • Case Studies

    Browse our case studies to see the real results we've achieved for real clients, just like you.

  • Tools

What is Sales Enablement? Myth Busted!

Shape
What is Sales Enablement? Myth Busted! When you purchase through links on our site, we may earn an affiliate commission.

What is sales enablement, really? Sales enablement may sound intimidating, but it is completely attainable as proven by the following examples of businesses that have been successful at it for years.

Sales enablement means providing your sales team with the content, resources, and tools they need to sell better and faster. It may include sales scripts, sales decks, eBooks, comparison sheets, and other content that helps streamline the sales process.

It requires sales and marketing alignment, wherein there is consistent collaboration between both department towards shared goals.

So, under all the definitions and buzzword phrasing, what is sales enablement? Essentially, sales enablement is achieved by taking the insights your salespeople have gained from their conversations, challenges, and successes and using it to develop content that does a better job nurturing leads and closing deals.

Here are a few examples of companies that have aligned marketing and sales teams and developed content that can be used to drive sales.

Shape
What is Sales Enablement? Myth Busted! Featured Image Bottom Icon
When you purchase through links on our site, we may earn an affiliate commission.

The Advanced Guide To Sales & Marketing

Blogs - Paycom

Blogs are valuable tools that serve purposes beyond your marketing efforts. They can actually help your sales team address common objections or questions that arise in their conversations with prospects by giving them short, compelling content to share.

Paycom Blog Example

Take Paycom, for example, a company that assists with hiring, compensation, and other human resources needs. As is the case with many businesses, they've likely heard objections over cost come up time and time again within their sales process. To solve for this, they have written sales and marketing content that directly address those financial concerns, including titles such as:

  • Inefficient HR Processes Come with a Hefty Price Tag (and We'll Calculate Yours)

  • Your Company Uses Too Many HR Systems (and That Costs You Big)

These titles are very likely based word-for-word on actual statements that their sales team has either heard from prospects or said to them to close a deal.

Paycom's blog is also categorized by their customers' pain points, making it easy for a salesperson to quickly find a sharable resource that relates to their prospects' specific concerns.

Content Offers - HubSpot

Content offers such as eBooks are often rightfully used for lead generation, but their benefits don't stop there. They can also help to nurture leads and close deals by providing detailed information to a prospect about a particular interest or need they have. In addition to sharing these pieces of content directly, your sales and marketing teams can use content offer downloads as a measure of prospect engagement and warmth and use that information to steer their sales conversations.

HubSpot is an excellent example of how a business can use a content library to increase leads and drive sales. Theirs contains nearly 500 content offers including eBooks, templates, webinars, courses, guides, and more. Categorization comes in handy once again here, allowing both leads and salespeople to quickly find the resources that address the problem at hand.

HubSpot Content Offer Example

It's important to recognize that their content is written with their buyer personas in mind. Some of their resources are specifically geared towards startups, while others relate to e-commerce businesses or B2B companies. Browsing through their content offers, it quickly becomes clear that their content writers are collaborating closely with their salespeople in order to effectively develop content that makes the process of selling faster and easier.

Product Sheets - Adobe

Whether they are printable one-pagers or webpages on your site, product sheets and comparison guides can be highly effective tools for closing deals. The content writers and designers on your marketing team can take your sales team's most compelling selling points and arrange them into visually appealing pieces of content that can be embedded in emails, handed out at trade shows, or otherwise distributed to leads on the edge of a decision.

Adobe offers a number of different products with similar capabilities, which can make it difficult for prospects to determine which product would be right for them. They also sell to a variety of buyer personas, so their sales content has to be tailored to the specific needs and concerns of each type of lead who may purchase their software.

Adobe Product Sheet Example

Their website features pages dedicated to achieving exactly that end. For example, they have a product specs page comparing different creative cloud options for users who are students. It is organized in a clean and clear way, showing the variations in price and functionality between all of the options. This page is easily shareable and can be used to sell specifically to their student buyer persona.

The companies from these examples did not achieve sales enablement overnight. Each of them approaches the "what is sales enablement?" question in their own way. But no matter what point in your sales enablement journey you are currently at, you can take the lessons taught by these examples and apply them to your own content development processes.

The Advanced Guide To Sales & Marketing

Get The Latest From
Market Veep

rapidgrowth

Get Growing! 

Download our eBook and get advice from 8 CEOs of  Inc. 5000 companies in their own words.

team-member

GREAT MARKETING PARTNER

Market Veep is a great firm that handles all of our marketing efforts. This is the second time that I have used the firm. I highly recommend Market Veep!
team-member

Cres F.

team-member

EXCEPTIONAL EXPERIENCE

Market Veep's Onboarding Experts in Inbound Marketing are an absolute game-changer! From the get-go, their approach was top-notch. Market Veep's team has undoubtedly set the bar high for excellence in inbound marketing. Five stars aren't enough to commend their outstanding service!
team-member

Matthew W.

team-member

BEST PARTNER EVER!

As a growing business, setting up our first-ever HubSpot account was a crucial step towards enhancing our marketing and customer management strategies. From the moment we contacted MarketVeep, their team demonstrated professionalism, expertise, and a genuine desire to help us succeed. Overall, our experience with MarketVeep was exceptional, and we couldn't be happier with the results. Thanks to their guidance, we are now utilizing HubSpot to its fullest potential, streamlining our marketing efforts, and nurturing leads more effectively.
team-member

Jean M.

team-member

SET UP FOR SUCCESS!

We had an exceptional experience with Market Veep! Their team is professional, super organized, and friendly, and I truly enjoyed working with them. They executed on time and made the process super easy with their organization and documentation. In addition, they provided additional guidance and answered my many questions as I was new to HubSpot, and provided documentation resources for future use. We're now set up to leverage all that HubSpot marketing has to offer, and we couldn't have done it without Market Veep's expertise.
team-member

Bailey G.

team-member

OUTSTANDING WORK

There aren't enough words to describe the outstanding, professional work MarketVeep has provided to our company. From start to finish, the website design/development team at MarketVeep assigned to our project was extremely knowledgable, respectful, efficient and timely. The results went above and beyond our expectations and we could not be more thrilled with the improvements to the user experience on our website! Bravo MarketVeep, we'll absolutely be back with more projects!
team-member

Nadine B.

team-member

5 STARS FOR MARKET VEEP!

We had a fantastic experience with Market Veep! Their expert team seamlessly guided us through implementing HubSpot and provided comprehensive training across Sales, Service, and Marketing Hubs. Their knowledge and support significantly enhanced our workflow and overall efficiency. Highly recommend Market Veep for top-notch HubSpot solutions!
team-member

Anneke C.

ARE WE A FIT?