The Power of Data and Sales Enablement

Posted by Lindsay Toomey on Jul 15, 2021 2:31:21 PM

What impact is data making on B2B? In the age of digitalization, businesses are increasingly using data to generate insights that help them grow their business.

Sales enablement platforms can generate a wealth of data for sales and marketing managers to leverage.

The power of data and sales enablement

This article will outline how data can be used to improve the sales cycle, gain better understanding of your customers, and empower sales to manage their sales process with more accuracy.

Are your salespeople taking time to engage with your most valuable prospects? Data from sales enablement can show you which potential customers are actively engaging with your brand. Investing in these accounts may increase opportunities for lead conversion.

What is a sales enablement platform?

In a nutshell, a sales enablement platform provides your sales team with the tools they need to convert leads and improve their selling process. It does this by centralizing marketing content, offering training and coaching resources, creating and delivering personalized presentations, and providing data insights. 

Check out our beginner’s guide to sales enablement for more information.

The power of data in the sales process

CRM, marketing automation, and other commercial systems all collect and hold a tremendous amount of data about your clients and prospects. But without proper methods of handling and interpreting this data, it’s just noise.

Sales enablement systems can allow you to turn this data into strategic direction. It can help empower salespeople with a variety of benefits, from personalizing the customer experience to improving lead nurturing to helping to accelerate the sales pipeline.

Data management for the sales team

By using insights gleaned from customer data, sales enablement systems can help you create detailed customer profiles and gain a better understanding into customer behaviour. Aligning those profiles with suggested sales and marketing content allows sales reps to easily personalize and customize the customer experience.

For example, a company could utilize its sales data from CRM to create targeted presentations and collections of selling resources for reps to use in the field with prospects.

Sales enablement platforms can also help sales reps avoid pursuing customers that don’t fit with the ideal customer profile (ICP) and can highlight opportunities that they didn’t know existed.

Despite the amount of data that you collect, not all of it is relevant or even necessary. To get the most out of the data, you should be using tools that help you easily break that data down into actionable

Collecting all this sales data to analyze sounds like it requires a lot of effort, and it might if you don’t have a good process setup with your sales team to automate it in your CRM.

Entering sales data manually is still one way to get it done, but it requires time and resources you might not be prepared to use.

However, with the proper tools, some of that manual effort can be alleviated. In this day and age, CRM, sales enablement, and marketing and sales automation expedite the process of collecting data. They are key to improving sales efficiency.

How customer data can be used to improve sales

One of the main ways that data analytics can be used to improve sales is by aiding in precise sales forecasting. Poor or ambiguous sales forecasting can result in reduced efficiency and resource management.

With tools like sales enablement and its accompanying analytics, sales teams can get a better view of how customers are engaging in the sales cycle, and ultimately push them through the funnel with higher velocity.

To aid in moving the pipeline faster, sales and marketing teams can use these tools to identify what solution their prospects are most interested in and customize their communication to meet their needs. Few things can speed up the cycle more than personalization and a targeted approach!

With sales enablement, teams can track how customers are engaging with your content and ensure they are reading it.

Did they open it? Did they look at the content you shared? How long did they look at it? What did they spend the most time with?

These are all questions a good sales enablement platform can answer. With that data, you’ll have a better understanding of how to move the sale forward, how to add value at every touchpoint, and how to avoid sending irrelevant emails.

Knowing what’s important to your prospect and demonstrating that it’s important to you too, will go a long way to building trust and closing the deal.

What are some benefits of using customer data?

No matter what industry you target, collecting data about your customers helps improve nearly every aspect of your business.

The following is a simple breakdown of the benefits.

  • Insight into your market

    Data makes it easy for you to understand your customer’s needs and wants and how they prefer to engage with both you and your brand.
  • Improved customer database

    You can collect information that includes email addresses and even phone numbers. You can leverage this data to reach out to them in the future, improve your lead generation and gauge the level of interest in your company.
  • Improved marketing strategies

    Data will inform you which marketing campaigns and tactics you’re using that your audience is responding to best. Armed with that knowledge, you can create more effective and more targeted future campaigns.
  • Greater opportunity for customization

     63 percent of consumers expect personalization as a standard of service when it comes to any sort of communication with a business. The collection of data allows you to meet your customer’s expectations and by meeting those expectations there is a higher likelihood of closing the sale.

How sales enablement solutions transform data into direction

Sales enablement tools like,, provide data analytics that show users real-time content performance reporting on customer engagement, email opens, and click through rates.

But good systems go further than that. One of the key pieces of the puzzle is finding out what your customer is most interest in and then gearing your interactions with them to that interest.

By examining the length of time a piece on content was viewed or shared, sales reps can customize their approach to make sure they are highlighting the products and services that are most important to their customers.

Coupled with the data collected from marketing systems and teams, this information plays an important role in the development of superior sales strategies.

To learn more about sales enablement solutions and how they can help support your marketing strategy, contact us for a free demo of, a sales enablement solution built just for B2B.

Topics: Sales enablement, data analytics, b2b sales, sales and marketing