What Is Sales Enablement?

Sales enablement tools have proliferated the digital selling market, and while they have helped sales professionals reach customers in new ways, they have led to massive application overload and workflow interruption. Because of this, Aragon predicted that the fractured sales enablement category would consolidate into the sales engagement market.

Today, some sales enablement providers are now offering a complete digital selling platform—what Aragon calls a sales engagement platform (SEP). SEPs streamline and condense digital selling tools to make it easier for sales teams to generate leads, engage with prospects, and support their customers.

Sales professionals looking to turn missed opportunities into winning numbers will benefit from leveraging a sales engagement platform.


Sales Engagement - Sales Enablement
Aragon expects the worldwide sales engagement platform market to grow from U.S. $1.57 billion in 2017 to $5.59 billion by 2023.
– Jim Lundy, CEO and Lead Analyst
Sales Success - Sales Enablement

How to Improve the Sales Process

Sales engagement platforms are fully functional digital work hubs that feature several key capabilities including advanced content analytics, task automation, facilitation of communications, and automatic logging of calls, email, and engagement. Combined, these features enable faster outcomes and promote a stronger sales pipeline.

We help our customers address the following sales engagement and strategy questions:

  • Who are the vendors making a difference in sales technology?
  • What criteria should I use to evaluate emerging sales engagement platform providers?
  • How can enterprises prepare for and succeed with a digitally-enabled sales team?

Complimentary Webinar

Sales Enablement: 5 Winning Strategies for 2019

With: Jim Lundy, CEO and Lead Analyst at Aragon Research

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Complimentary Infographic

Customer Revenue Optimization: A Guide For Your Sales Team


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Featured eBook

eBook 7 Trends in Sales Enablement  - Sales Enablement

7 Trends in Sales Enablement 

The need for sales tools has never been greater than today. Sales enablement platforms–which combine sales content management and sales communications into one platform–have become the new digital workhub for sales teams. These seven trends will be key to follow and adapt to in the near future. This eBook will:

  • Provide definitions for key sales enablement terms
  • Walk you through 7 trends in sales enablement to pay attention to

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Featured Checklist

SDR Checklist - Sales Enablement

Interactive Checklist for Remote SDRs

Sales development representatives (SDRs) are under pressure to find and qualify leads, even under the unique circumstances of COVID-19. Potential customers may be facing budget cuts as they navigate job security challenges, loss of business, and more, and this may make them more difficult to engage. It’s critical that SDRs have the appropriate tools, technologies, and strategies to sell remotely—especially as more and more businesses become increasingly digital. This assessment will help SDRs and their managers determine the gaps in their strategy.

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The Aragon Research Technology Arc for Sales and Marketing, 2020

This edition features 45 technology profiles that are split between the emerging, adopting, and mature arcs.

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Hot Vendors in Sales Enablement, 2020

For 2020, Aragon has identified 4 vendors in sales enablement that are making a difference in the sales enablement market.

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The Aragon Research Globe for Sales Enablement Platforms, 2020

The Aragon Research Globe ™ for Sales Enablement Platforms covers the technology providers that allow an enterprise to manage all aspects and touchpoints of the sales process.

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Hot Vendors in Customer Revenue Optimization, 2019

CRO, also referred to as ‘guided selling’, is a new category that makes sales methodology an automated process that can be integrated with a CRM platform. Aragon identifies 3 Hot Vendors who are making a difference in the market.

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Seismic Takes Content Interactive and Prepares for IPO

This blog discusses the recent changes at Seismic and its likely IPO.

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Salesforce Wants You to Collaborate With Salesforce Anywhere

This blog discusses this new offering and Salesforce's past attempts at collaboration.

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Salesforce Closes the Deal with Velocity

In this blog, we review the acquisition and what it may mean for Salesforce moving forward.

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Top 3 COVID-19 Initiatives for Sales Leaders

This blog post will outline the top 3 initiatives to focus on now and for the coming year.

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