Why Sales Enablement Technology is Critical to the Future of Selling

Why Sales Enablement Technology is Critical to the Future of SellingBy Jillian Eyl (@MsBiz_Chicago

Let’s face it: sales organizations invest in a crap ton of tools.

For all the salespeople out there, think about how many portals and systems you’re expected to log into every day. If you were to tell me a number below 7, I probably wouldn’t believe you!

Though it’s easy to feel bogged down by technology, it’s actually a god-send. Can you imagine reverting back to finding names in a phone book or managing contacts in an address book instead of accessing them in CRM? High-five to all the salespeople out there who lived through these days – as a millennial and digital native, I feel blessed to have dodged this bullet!

Sales technology is evolving. Is your tech stack keeping up?

Many companies that decide to invest in sales technology begin with an investment in CRM … and then pause until CRM is well established before adding additional tools to the sales stack.

CRM is no doubt a strong foundation when it comes to purchasing sales technology… But it’s not enough. These systems are predominately built for salespeople to track interactions during the customer lifecycle – and for sales leaders and sales ops to audit seller behaviors; they alone do not improve what actually happens during these engagements.

Fortunately, the market has shifted since the introduction of CRM in the 1990’s. Nowadays there are tools that pick up where CRM leaves off that help sellers maximize customer engagements at each step in the buying process (not just keep a record of them).

It’s time to add “systems of engagement” to your sales technology stack.

To be disruptive in the sales process, you need to compliment “systems of record” like CRM with technologies that are customer-facing, interactive, and personalized.

“Systems of engagement” like Sales Enablement ensure that your salespeople have the tools they need to boost customer engagements… and properly equip champions to sell internally on your behalf.

Is it time you expand your sales technology stack to include tools that improve customer engagements – not just internal processes? Read our latest eBook to see if Sales Enablement is right for your team!

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Jillian Eyl
Jillian Eyl is the Senior Manager of Marketing Program Strategy and Design at SAVO. In this role, she develops brand positioning, manages the content and email marketing strategy, and owns demand gen programs from conception through execution. A globetrotter at heart, Jillian loves to travel, critique BBQ joints, and visit family and friends in her home state of Ohio.

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- The long-term value of implementing a sales enablement program
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