Sales Enablement Manager

A sales enablement manager is responsible for developing and implementing sales strategies, processes, and tools to support and enhance the effectiveness of a sales team.

Their primary goal is to ensure that sales representatives have the necessary resources, training, and support to maximize their productivity and achieve their sales targets. This includes aligning sales and marketing efforts, providing relevant training and coaching, implementing technology solutions, and optimizing sales processes to drive revenue growth and improve overall sales performance.

The role of a sales enablement manager is pivotal in driving the success of a sales team. Their aim is to improve sales performance and the overall effectiveness and motivation of the team while simplifying the sales process.

Key responsibilities and functions include :

• Developing sales strategies aligned with the company's objectives, including analyzing market trends, identifying target customers, and devising plans to reach and engage them
• Implementing processes and tools to streamline the sales cycle and improve efficiency; leveraging customer relationship management (CRM) systems and sales automation tools; analyzing sales data, identifying bottlenecks, and streamlining operations and technologies supporting the sales team, as well as addressing inquiries, resolving issues, and providing guidance on strategies and best practice
• Training and coaching sales representatives, onboarding new hires, and offering continuous support
• Working closely with marketing teams to develop sales collateral, pitches, and marketing materials
• Tracking and measuring sales performance using data analytics to assess strategies, initiatives, and areas for improvement, and making data-driven decisions to drive sales success

Also known as business development executives and sales strategists, sales enablement managers are trained to consult, collaborate, and cooperate with potential clients and buyers, so that their sales teams have all the resources, information, marketing insights, and support they need to generate sales effectively and efficiently, ensuring marketing integrity and compliance.

Time-saving and overall productivity fall under their area of expertise and, as a core member of their sales team, they have to understand how to track outcomes. Essentially, a sales enablement manager needs to have vision.

Since sales enablement is a multifaceted tactical initiative as well as a vital process, hard and soft skills are required to strategically aim for sales success and adapt sales to the evolving marketplace and buyers. Thus, the skills a sales enablement manager must possess include:

• Creating a framework and knowing how to prioritize, plan, and execute it so as to reduce the workload of sales and customer service teams
• Being data-driven, as well as having a clear understanding of go-to-market motions and where enablement fits in
• Using sales software and tech stack tools, such as CRM systems, sales automation software, content management platforms, and data analytics tools
• Leveraging technology to streamline sales processes, enhance productivity, and improve decision-making
• Being an expert in project management

The ability to learn complex, technical subjects quickly is essential so as to keep pace with ever-changing technologies.

A Master degree and several years of sales or marketing experience, and courses in sales techniques, customer relationship management (CRM), and business analytics are particularly appropriate in preparing for a sales enablement role.

emlyon business school provides the MSc in Global Sales Excellence program that equips students to run a large, culturally diverse international sales force, direct data-driven platforms, and implement the most up-to-date digital sales technologies. The strategic, business, negotiating, managerial, and operational skills they learn at emlyon enable them to become the effective and holistic leaders of the future.

The essential nature of sales in every business guarantees a high degree of job stability, and the demand for sales enablement is growing so rapidly that it has almost doubled since 2017.

Gartner expects sales enablement budgets to increase by almost 50% over the next four years. Whereas salaries reported depend on the information source, geographic location, and experience level, in 2023 sales enablement managers earned between US$100,000 and US$110,000 a year, plus bonuses and commissions.

From this position, there is the likelihood of a promotion to sales engagement director, a senior role that involves managing and overseeing sales operations, designing plans to meet targets, developing and cultivating relationships with clients, and evaluating costs to set pricing.

Established in 1872, emlyon business school is a French business school located in Lyon, affiliated with the Lyon Chamber of Commerce and Industry. The institution offers a wide range of academic programs. It also features a wide portfolio of Executive Education programs for senior executives and experienced managers.

Consistently ranked among the best business schools in France, emlyon business school is a Top 10 Business School in Europe in the FT European Business Schools ranking, and its flagship Masters in Management program is ranked among the Top 10 programs worldwide in the 2022 FT MiM ranking.

All of emlyon’s programs are ranked in the top four in France. emlyon is a place to exchange, to learn, and to live for all those involved in the enlightened transformation of themselves and the world, and who strive for greater justice, solidarity, and sustainability. Its aim is to train informed managers, develop an entrepreneurial spirit, and promote social diversity in an international environment.