Sales productivity. For a B2B organization, there is no metric more important.

On a basic level, sales productivity is the rate at which a salesperson secures revenue for a business.

A recent shift in the buyer’s journey has lead to a staggering decrease in productivity.  This is because B2B buyers have more control than ever before. In fact, studies show that buyers are able to complete nearly 57% of the customer’s journey before even signaling their interest in a product or service (source).

Because of this, B2B sales reps are under more pressure to convert leads to customers and contribute to the bottom line.

What is sales enablement?

According to Highspot, Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey (source).

To put it simply, sales enablement is vital to the success of your business. In fact, companies with best-in-class sales enablement strategies experience

  • 7% annual increase in deal size or contract value
  • 62% higher team quota attainment
  • 205% more revenue growth
  • 725% higher sales velocity
  • 23% increase in lead conversion rate


The ultimate goal of sales enablement is to increase the efficiency and effectiveness of the sales team which, in turn, can drive more revenue, at a faster rate (i.e. – improved sales productivity). In fact, according to one recent study, organizations with sales enablement programs often see increases in sales productivity twice as fast as organizations that have no sales enablement program (source).

top sales enablement tools

Sales enablement tools for productivity

One of the biggest components of a successful sales enablement strategy is technology – specifically, providing your sales teams with the sales enablement tools they need to succeed.

While tech can’t replace a strategic sales enablement plan, it can aid in its success. Choosing the right sales enablement tools will help to simplify and streamline the often mundane, tedious, and often time-consuming tasks plaguing sales productivity.

In today’s post, we’ll take a look at some of the most popular sales enablement tools:

1. CRMs

CRMs enable your sales team with access to insights and intelligence on the buyer’s journey to streamline their workflows. This information can be used to fine-tune the communication between a sales rep and a prospect and can automate time-consuming tasks such as data entry and report generation.

With effective implementation and usage, CRM applications can help increase sales by up to 29% and improve sales productivity by up to 34% (source).

2. Prospecting Tools

One of the most time consuming and difficult sales tasks is sales prospecting. In fact, 33% of reps say they struggle most with prospecting (source). Whether they’re trying to cultivate a list of viable prospects, or simply learn more about a specific individual, the time spent prospecting adds up – fast.

Luckily, prospecting tools have simplified this process.  Sales reps can now automate the tedious processes of lead discovery and qualification. Prospecting tools not only provide sales reps with the means to connect with a prospect (contact information), but can also indicate which prospects have the greatest probability to purchase.

3. Document management tools

The process of printing, scanning, signing and manually mailing documents is more time consuming than you may think. Additionally, lengthy paper trails can increase your chances of losing a sale.

Instead of dealing with the back and forth process of mailing or emailing contracts to your customers, consider investing in a digital document signing software. This technology will allow your reps to quickly and efficiently send, receive, and sign documents and close deals faster closing.

One study suggests this technology has the potential to shorten the contract portion of the sales cycle by 10% or more (source).

4. Sales asset management tools

A primary goal of sales enablement is to create more meaningful engagement between a sales rep and their prospects. One way to do this is to provide prospects with valuable, relevant content and messaging. However, for many salespeople, this process is often a huge inhibitor of productivity. Consider these statistics:

  • 65% of sales reps say they can’t find content to send to prospects—the most common complaint of sales teams (source).
  • 31% of reps’ time is spent searching for or creating content (source).

Asset management tools make content more easily accessible for sales teams by organizing the content library into easily navigable categories. Additionally, many of these tools have the ability to recommend pieces of content to salespeople based on specific situations.

An added bonus of asset managers is their capabilities to monitor a prospect’s content usage, which can provide valuable insights that can help you determine what types of content are helpful during the buyer’s journey.

top sales enablement tools

Top Sales Enablement Tools Increase Sales Productivity

If driving revenue and exceeding sales goals is important to your B2B organization than improved sales productivity should be your top priority.

Give your sales teams the tools and technology they need to succeed by investing in sales enablement tools. With streamlined workflows and more efficient & effective processes, your sales team can get back to doing what they do best – selling.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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