To integrate sales and marketing to increase sales of products and services in the most efficient way, here are our top picks for sales enablement software.
1. Best overall
2. Best for communication
3. Best for collaboration
4. Best for info
5. Best for content
6. FAQs
7. How we test
Selling is the most important part of every enterprise. Any business exists to sell its products and make profits, so the sales staff generally control the fate of a company. No matter how good your product or service is, it won’t generate much revenue without a talented and skilled sales team.
Sales personnel can’t do all the work alone. Selling is often challenging, especially when working with many leads simultaneously. Hence, businesses need sales enablement software to simplify the process.
Sales enablement software enables your sales staff to manage all their relevant materials and content from a centralized location. They let them create, share, edit, and manage sales materials easily. All sales reps in your company can access any relevant information they want from the sales enablement software, allowing them to collaborate and speed up deals.
Essentially, sales enablement tools equip your sales team with the tools they need to engage with leads and convert them into buyers. There are many such tools on the market, and it can be confusing to select a good one.
We tested different sales enablement software to identify the best ones. We narrowed our list based on important factors including features, pricing, customer support, ease of use, etc.
Also check out our guide to the best content marketing tools.
The best sales enablement software of 2024 in full:
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Best overall
HubSpot is the most popular sales software platform. It provides a lot of tools to help your staff accelerate the sales process and bring in revenue for your enterprise.
You can manage all your contacts from one place, either leads or existing customers. Hence, anyone that needs to contact a potential customer or an existing one can easily find their email address.
HubSpot has integrations with email tools, so you don’t even need to leave the platform to send an email. It provides email templates designed by professionals that you can customize to fit your tastes. It offers email tracking, so you'll get an alert the moment a lead opens your email, and you can follow up faster.
You can build a library of sales content to onboard new staff or teach existing staff how to perform better. This platform lets you automate mundane tasks, such as sending personalized emails.
HubSpot has a very intuitive interface. Despite packing many features, the platform is designed in a way that’s easy to understand and navigate.
There’s a free version of HubSpot with limited features that won’t serve you much. The premium plan starts from $500 per month, which is pricey.
Best for communication
Salesloft styles itself as a sales engagement platform. It provides tools that make it easier to find, nurture, and close deals.
Salesloft’s product is split into three main parts; Cadence, Deals, and Conversations. Cadence is a platform designed to build and nurture a sales pipeline. It's a centralized database of contact information for leads and existing customers. Sales reps can easily get access to any contact information they need on this database.
Deals is the main aspect that gives sales staff visibility into the entire selling process. Users can see every detail about a deal, down to the staff handling it, the current stage, and any additional notes written by the team. This tool can also help you with sales forecasting and risk identification.
Conversations makes it easy to communicate with leads and existing customers. You can launch video and audio calls from Salesloft and record every part of it. When you're done, an artificial intelligence tool can scan the recording to help you identify which parts of the conversation need improvement.
Salesloft does not have standard pricing; the final bill is based on the features you choose, and you’ll need to contact the company’s sales team for a quote. We observed that customers often highlight Salesloft as offering good value for money.
Best for collaboration
Pipedrive is a sales customer relationship management (CRM) and pipeline-building platform. CRM is a subset of sales enablement. Yet, Pipedrive offers many extra features that make it a viable sales enablement tool.
Pipedrive lets you set up a customizable sales pipeline; you can add custom stages and fields. Once you're done building the pipeline, you can always visualize your sales process from a bird's eye point.
You can manage all your contact information with Pipedrive, and employees can easily retrieve any information they want. You can automate mundane tasks such as sending email reminders for meetings or following up on deal pitches. Pipedrive supports extensive collaboration, so employees across different departments can work together to speed up the sale process.
Pricing for this tool starts from $9.90 per user per month, and the highest plan costs $59.90 per user per month. You can find plans suitable for both small and large enterprises.
Best for info
Hypothetically, you have a good product and have found a company that’ll be an ideal customer. But you don’t know how to get in touch with an employee at that company to pitch your product. That’s where ZoomInfo comes into the sales enablement process. This platform offers a vast, unrivaled database of contact information for businesses across the globe.
After you’ve identified the company you want to sell to, you can run a lookup on ZoomInfo, and it’ll possibly point you to the email address or phone number of an employee or executive at that company. The information is not always accurate or up-to-date, but it works most times.
ZoomInfo offers one of the largest databases of business contacts that you’ll find. It was a pioneer in this sector, so has the timing advantage over newer entrants. Pricing depends on the number of licenses and features you want. You'll need to contact ZoomInfo's sales team for a custom quote, but you can take advantage of the free trial to test the features first.
Best for content
Highspot is a tool that helps improve the productivity of your sales team. This platform makes it easy to create and organize content. Thus, sales reps can easily access any information they need to engage with leads or customers, which makes closing deals likelier.
You can use Highspot to create onboarding programs for your sales teams. You can create courses and video tutorials to make them familiar with your organization and hit the ground running.
This platform is very user-friendly. It’s easy to navigate, and users can easily search for and find any information they want. Highspot makes it easy to control what content gets published, how it's shared, and with whom it’s shared.
This platform lets you convert your business data into insights that can help you make better decisions. However, we observed that the analytics and reporting metrics aren’t as broad as what you’d get on other platforms.
We've also featured the best sales management software.
FAQs
How to choose a sales enablement software platform
Cost
Cost is the main consideration when choosing any software. It’s essential to pick something that you can afford in the long term. Most sales enablement tools have transparent pricing that involves paying an annual or monthly fee for each user. Yet, read the fine print to see if there are any hidden charges. If available, use the free trial period to test the platform’s features before making your final decision.
User interface
It’s essential to select a tool with a user interface that’s easy to navigate. Most sales staff aren’t technical, so will find it difficult to navigate complex interfaces. Picking a platform with an intuitive interface makes things easier for all sales staff and speeds up the sales process and general productivity.
Collaboration
The tool should make it easy for people across different departments to collaborate in the sales process. It should be easy to share files and any other information needed to court leads or engage with existing customers.
Reliability
Your tool should work well and respond to user commands effectively, even on a high workload. Any platform that lags because of high usage will also lag your sales figures, which is undesirable.
Essential features of sales enablement software
1. Training module
The platform should have a training module for onboarding new sales staff. This module should contain ready-made courses and video tutorials for the new staff to learn how the sales process works within your organization. It takes away a lot of stress often experienced when trying to onboard new sales staff and teach them the ins and outs of their new organization.
2. Third-party integration
No tool delivers all the features you want. Hence, it’s important that your sales enablement software should have integrations with other third-party tools for extra functionality. For example, you can integrate it with your video-conferencing tool for seamless communication with the customer or your enterprise messaging tool for seamless information exchange between employees.
3. Automation
Your sales enablement platform should let you automate mundane sales tasks, such as replying to simple customer inquiries and sending reminders for meetings. Automation makes the sales process easier for everyone.
4. Analytics
Your sales enablement platform should be able to generate insights from your business data to help you figure out what needs improvement. You should be able to convert your business data into insights at the click of a button.
How we test
We test the best sales enablement software by evaluating them across numerous factors. To start with, we look at their feature set, the types of tools they specialize in, and what size of businesses they'd be ideal for. We consider how easy the setup is, the simplicity of the interface, and whether there's sufficient documentation and tutorials for users to utilize the tools optimally.
We assess how well the services integrate with other relevant and popular third-party apps, and check the overall scalability of the service. We also analyze whether there are collaboration features for multiple users, and lastly, we judge the quality of the customer service and the different pricing plans available.
Read how we test, rate, and review products on TechRadar.
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