Traditional sales enablement strategies no longer cut it in today’s evolving B2B landscape. For example, sales enablement often focuses solely on arming sales teams with tools and resources without considering the broader revenue generation ecosystem. Imagine a conductor only enabling the flutists in their orchestra or coaches only coaching one position on their team. Revenue enablement takes a more holistic approach, integrating various components to drive revenue growth and empower go-to-market teams in a rapidly changing business landscape.
“The term 'sales enablement' is no longer an effective description of how most B2B organizations support their customer-facing roles with the competence, confidence, and content required to deliver a seamless customer journey.” – Peter Ostrow, Jennifer Bullock, & Peter Zines in the Forrester report “The Future Of Sales Enablement Is Revenue Enablement.”
Several key factors have facilitated the need to shift from sales enablement to revenue enablement, including:
Revenue enablement is a comprehensive strategy to empower entire revenue teams - not just sales to drive growth. It involves organizing and distributing relevant content, leveraging data and analytics to gain actionable insights, analyzing sales conversations, adopting value-based selling techniques, and developing the skills and capabilities necessary for modern revenue professionals.
Before “revenue enablement,” there was “sales enablement,” which focused on providing sales teams with tools, training, and content to enhance sellers’ effectiveness. However, as the B2B landscape has evolved and smooth, consistent buying journeys across multiple channels have become table stakes, traditional sales enablement is no longer enough. Today, revenue enablement focuses on the entire go-to-market team, including sales, marketing, and post-sales teams, to create a seamless customer experience throughout the revenue generation process. It ensures all these functions are aligned, leveraging the same data and analytics to drive decision-making, optimize strategies, and tailor customer interactions. The evolution of revenue enablement reflects the growing importance of collaboration, data-driven insights, customer-centricity, and sustainable growth in achieving revenue goals.
Revenue enablement drives growth by aligning sales, marketing, and customer success efforts to shared goals and outcomes. That alignment ensures a smooth and effective buyer journey improving overall revenue performance. It provides every member of the revenue team with the necessary insights, tools, and training to engage buyers effectively and close more deals. According to Sirius Decisions, organizations that focus on alignment earn up to 19% faster revenue growth and up to 15% higher profitability. By aligning marketing initiatives with sales objectives, revenue enablement ensures that targeted campaigns align with buyer challenges, generating high-quality opportunities and improved conversion rates. Ongoing training and development programs coupled with insights to identify the right personality traits for every position empower every member of the revenue team to operate at their full potential in the right role to drive growth. Revenue intelligence helps identify growth opportunities, optimize sales processes, and make data-driven decisions by leveraging real-time, accurate data and analytics.
Revenue enablement increases revenue teams' productivity and effectiveness by identifying successful behaviors and content. True revenue enablement provides revenue teams with the necessary insights, tools, and training to prioritize and engage the right buyers at the right time in the right channels. It helps map solution capabilities to buyer success drivers to accurately predict the value each buyer will see from the solution. It ensures members of the revenue team are operating in roles best suited to their skills and personalities. Revenue enablement also leverages data and analytics to provide insights into customer behavior. Revenue teams use this information to personalize their messaging and prioritize high-value opportunities. Revenue enablement equips go-to-market teams with relevant content, collateral, and training to speed up deal cycles and build long-lasting, trusting customer relationships. By implementing technology and automation platforms, revenue enablement streamlines sales processes, freeing up time for reps to focus on building relationships and driving revenue.
Returning to the analogies about orchestras and sports teams, traditional sales enablement only focuses on one function of the revenue team. It’s a disjointed strategy that creates friction internally and externally throughout the deal cycle. Revenue enablement facilitates effective communication, and collaboration between all revenue functions via shared goals and KPIs. This leads to a more cohesive and coordinated approach where all marketing, sales, and post-sales teams are on the same page regarding target customers, messaging, and strategies. Revenue intelligence provides each function with the same accurate data - from a shared source of truth - including market trends, customer feedback, metrics on which content and actions work best at specific times, and competitive intelligence, all of which can be utilized to refine marketing campaigns and sales strategies. Revenue enablement also promotes the development of shared resources, such as content, and sales playbooks, which align messaging and positioning across all teams. With data and analytics from conversation and revenue intelligence, enablement provides visibility into the impact of marketing efforts on sales outcomes, enabling both teams to assess and pivot accordingly.
“Evolving B2B buyer preferences and selling processes are driving companies to increase alignment between customer-facing functions. Disjointed messaging and operations across sales, marketing, service and other customer-facing roles create barriers instead of growth. Plus, the increasing number of customer touchpoints means different functions are working against different KPIs, which causes chaos and poor performance.” – Jordan Turner, in Gartner Report “What Shifting to Revenue Enablement Can Do for Your Organization”
As a result of the increased alignment between revenue functions that revenue enablement brings, the customer journey becomes increasingly connected, smooth, and consistent across every touchpoint - with or without a seller. With easily accessible content sellers are less likely to use outdated content or create their own non-approved content. Insights from sellerless engagements, effective training and coaching, and top-tier tools enable revenue teams to deliver a more personalized and engaging buying journey. By leveraging revenue intelligence for valuable insights, revenue enablement helps identify opportunities to optimize customer interactions, anticipate buyer needs, and proactively provide solutions. Additionally, revenue enablement emphasizes using technology and automation to streamline processes, reduce friction, and enhance the buyer experience.
Consider content from two perspectives - the buyer’s and the seller’s. From the buyer's perspective, all content should be memorable, helpful to help solve problems, and consistently on-brand across multiple channels - from searches to the website, to ads. From a seller's perspective, content should be easily accessed and customized. The right content at the right time helps sellers establish their expertise and build credibility and trust with potential customers. Effective content creation and management can differentiate sellers from their competitors by delivering unique and valuable content at the right time in the customer journey. Especially now, when B2B sales often involve longer sales cycles and ongoing customer relationships, great content allows sellers to stay connected and provide value even after the sale. Use content to continue to engage and educate customers, fostering loyalty.
Revenue intelligence helps identify gaps, successes, and trends within the revenue system to empower go-to-market teams to optimize performance, make data-driven decisions, and scale successful behaviors effectively. Insights related to customer interactions, sales activities, and revenue outcomes help craft personalized training programs and inform decisions about resource allocation and process improvements. Revenue intelligence also plays a key role in aligning all revenue teams. By analyzing data related to marketing campaigns, content engagement, and lead generation, revenue teams can understand the impact of marketing activities and content on revenue generation and scale accordingly.
Conversation intelligence (CI) is crucial to revenue intelligence. It’s a vital source of data and insights providing valuable information on how to best engage buyers.
Forrester Principal Analyst Seth Marrs believes “conversation intelligence capture is the key to actionable seller insights.” Effective CI captures as many buyer/seller conversations as possible. Gartner predicts that by 2025, 50% of B2B sales organizations will record 75% of conversations with buyers. Every recorded conversation helps AI technology learn and produce accurate and actionable seller insights. Missing interactions create gaps in conversations that reduce the ability to make accurate insights. CI helps businesses understand customer needs, identify effective sales techniques, support coaching and training, optimize sales messaging and content, monitor sales effectiveness, and align efforts with revenue goals.
Value selling enables sales teams to effectively map and demonstrate their products' or services' unique value and benefits to customers’ specific revenue drivers. By leading with value, sales professionals can go beyond product features and price discussions, positioning themselves as consultative, strategic partners who truly understand and care about customers' needs and challenges. Value selling differentiates suppliers from competitors, addresses customer pain points, and empowers sellers to easily justify purchases to finance and procurement departments. This approach increases customer satisfaction, builds trust, and ultimately leads to higher conversion rates, larger deals, and increased revenue.
Coaching and upskilling your GTM team to ensure they can meet new buyer demands is key, but talent optimization doesn’t stop there. To maximize every employee’s potential, organizations must ensure they have the right people in the right roles will drive innovation and success. The right people in the wrong roles will cost your organization revenue, while the right people in the right roles can help. Assessing your revenue team and identifying the personality traits that can maximize each employee’s potential is imperative to enable them to reach their full potential.
So, where do you start when you want to shift from sales enablement to revenue enablement or simply implement a revenue enablement strategy? You must:
Implementing a revenue enablement strategy, whether brand new or shifting from sales enablement, is no easy task. It takes buy-in from the very top, and there will be hurdles to jump over and rings to jump through on your way to standing up an effective enablement program. Some of the common challenges organizations face are:
A successful revenue enablement program can drive growth and lift your organization to new heights, making B players A players and ensuring everyone in the revenue org is as effective as possible. However, it is not a task to be taken lightly. Ensure you have buy-in from the very top of your organization. Be patient, vetting tools to ensure they’re suitable for your org. Involve key stakeholders from each function to meet their team’s needs and gain champions for the program from the very beginning. Lastly, ensure you’re continuously evolving your program to keep it fresh and aligned with ever-changing market dynamics.
Thanks for sticking with us through this long yet brief introduction to the era of Revenue Enablement. There’s a lot of ground to cover,, and this space is evolving quickly, but keep in mind small steps are perfect. After all, you have to crawl before you walk and eventually run.
Look at Revenue Enablement tools. See how Mediafly can help kickstart your revenue enablement project and partner with you to take your organization to the next level. Check out case studies showing how top revenue teams employ Revenue Enablement to increase revenues and shorten sales cycles. View our customer case st