Top 25 Sales Enablement Tools You Should Use For Success in 2024 Revealed: Our Clear Guide

Sales enablement tools are your key to achieving that goal.

This article will help you become an expert in those tools. We’ll also walk you through some of the most worthwhile sales enablement solutions on the market today.

What is sales enablement?

Sales enablement is the continuous process of giving your sales teams everything they need to drive conversions and engage customers on an ongoing basis. Since it’s an evolving process, it requires more of a holistic approach to supplying and supporting sales teams than a one-and-done deal.

Principles of sales enablement

If you’re looking to get started with sales enablement, you’ll need to stick to the following three principles:

• Commit to your process: Sales enablement is all about ensuring you adequately support your sales team at all times and in all ways. That non-stop process doesn’t happen without substantial dedication. That’s why the first principle of sales enablement is commitment to doing things right in the long run.

• Get your sales team involved: Your sales professionals can tell you concretely what they need, when they need it. This lets you adjust and adapt your enablement strategy to reflect their input so you’re always able to secure the best possible results.

• Focus on engagement: Salespeople can only do their best work when they’re consistently able to engage leads, as this lets them drive conversions. So, direct your focus to boosting engagement as much as possible. A highly engaged lead is easier to connect with and drive towards making a purchase decision; conversely, a disengaged lead is more likely to lose interest. 

Examples of sales enablement

Before we start exploring the current sales enablement software market, it’s important to know what sales enablement looks like, so you can compare practical examples to different providers’ offerings.

Some examples of what counts as sales enablement include, but are not limited to:

• Sales training for new sales professionals

• Advanced sales training for experienced salespeople

• Analytics that combine information on leads and existing customers to generate actionable insights

• Lists of prospects for cold and/or warm calls

• Communication tools that help salespeople connect with leads

• Virtual platforms for logging progress on ongoing sales

What is sales enablement software?

So, what are sales enablement tools, and why might you need them?

Sales enablement software provides top-level support to all salespeople within your company, giving your team a centralized location to manage all relevant material, contacts, deals, and other content.

Since there are many different needs among sales teams, ranging from demand generation to analytics, sales enablement technology encapsulates various solutions. But they should all have a running theme: making it easier for sales teams to do their job and do it well.

Types of sales enablement software include customer relationship management (CRM), content management systems, sales analytics tools, and even training software.

Let’s explore what you should look for in these tools and some of the best sales enablement software available, so you can see what they look like in practice and choose the best solution for your team.

Key features of sales enablement tools

Any sales enablement tool worth its salt will need, at minimum, the following features.

1) Automated workflows

The main purpose of sales enablement tools is to make things easier for your sales team. Automation helps with this, since it lets salespeople focus on the tasks only they can do while turning repetitive tasks over to machines.

2) Robust analytics

A sales enablement tool without analytics is missing a metaphorical limb. That’s because analytics let you learn about and understand sales prospects and existing customers alike, which makes it much easier to drive sales.

3) CRM

Customer relationship management is a key aspect of sales, since salespeople need to cultivate strong connections to customers. To empower them to maintain those connections, you need strong CRM features in your sales enablement tools.

4) Integrations

The more integrations your sales enablement tools include, the more customizable those tools are. That’s why you need strong integrations, so you can create the ultimate sales supporting tool for your teams.

4 benefits of sales enablement tools

As with any solution, you want to be sure your chosen sales enablement platform will deliver a return on investment. So how can you be sure?

The following advantages come with deploying sales enablement platforms in the workplace.

1) Driving growth

If what you’re after is sales-led growth, then you need a dedicated sales enablement tool, because the two go hand-in-hand.

The best sales enablement tools will actively contribute to your business’s overall growth by creating the perfect working environment for your sales team. When they can focus purely on their work, they can close more sales, which brings in more and steadier revenue.

2) Boosting sales department productivity

Your salespeople have busy work days. They need to connect with leads and prospects as well as existing customers. More importantly, they need to adopt the correct approach for each one so they have a higher chance of closing more deals, more quickly. On top of that, they need to track their work and, in many cases, create tailored content.

The end result is that they don’t have time to waste on menial tasks like logging information. A sales enablement tool can do this for them, saving precious time so they can spend a greater portion of their day making sales.

3) Improving the customer experience

The top sales enablement tools don’t just provide benefits on your end. When sales teams have all the tools and support they need to do their work well, they can provide a much higher standard of customer experience for your clients.

That makes the whole process of interacting with your company much more seamless for every customer. And when your customers are happy, they’ll be inclined to stay loyal to your brand.

4) Regulating support for sales teams

If you choose the right sales enablement tool, you can track all the support you’re offering your sales department in one place. This allows you to standardize processes, keep resources like training material and sales documents up-to-date, and provide the team with real-time insights into their performance.

Providing consistency and clarity in this way makes it easier to continue offering support on a regular basis, so your team always has everything they need to be at the top of their game.

25 best sales enablement tools in 2024

Let’s dive into the best sales enablement software on the market at the moment.

1. Dealfront

Dealfront is all about using data to give your sales teams an edge. Our suite of integrated products supports sourcing high-quality leads and connecting salespeople with sales-ready contacts, which in turn helps drive conversions and shorten sales cycles.

Features:

• Filtering options for various use cases, including firmographics, geographics, and financials

• Comprehensive company profiles to help your B2B sales team better understand leads

• Integrations with other sales and marketing tools, including Salesforce, Zoho, and HubSpot

Pros:

• All-in-one solution with an integrated suite of SaaS products, including Target and Leadfeeder, that can be used simultaneously

• Identify buying intent instantly and accurately

• Fully security-compliant data

Cons:

• Feature-richness means teams may need additional onboarding and training to master everything Dealfront lets them do.

2. Membrain

Built from three standalone products, Membrain is a sales effectiveness platform that supports a more cohesive sales pipeline. The suite of solutions supports sales coaching, strategy optimization, content creation, automation, and process execution. 

Features:

• Story Stream offers insights into individual sales, projects, and activities

• Active pipeline helps salespeople nurture and convert leads

• Sales Coach Enablement analyzes and identifies training needs

Pros: 

• All-in-one solution

• CRM-focused

• Mobile apps help everyone stay connected

Cons: 

• More expensive upfront than other similar solutions

3. HubSpot

Almost every major sales enablement program offers an integration for HubSpot. So it’s clear that HubSpot itself is a great product. This multi-purpose tool lets you customize pipelines and create content in one place.

Features:

• Built-in CRM software

• Operations hub for working with data

• Various integrations for a holistic sales experience

Pros: 

• Highly specialized for sales

• Includes marketing creation tools

• Options for free plans for every type of hub

Cons: 

• Integrates into other software, so you could also access it as an integration

4. LevelEleven

LevelEleven centers on activity management, so helps sales teams better understand what their leads are doing and why. It offers insights into behavioral patterns and sales tactics that have resulted in closed deals.

Features:

• Gamification of the sales process

• Real-time insights

• Salesforce integration

Pros: 

• Gamification can boost employee performance and engagement

• Integrations are seamless and in-app for top experiences

Cons: 

• Heavy focus on Salesforce; if you don’t like it, LevelEleven isn’t right for you

5. Salesforce

Salesforce is incredibly popular as an integration and offers valuable insights into your sales team’s performance. As a comprehensive CRM solution, it provides plenty of data to help drive sales and conversions.

Features:

• Numerous integrations and cross-compatibility

• Easy management of multiple clients and their preferences

Pros: 

• Often seen as an industry standard, meaning your teams are probably familiar with it

• User-friendly and customizable

• Data-based platform

Cons: 

• Not a full sales enablement tool but rather an important component of one

6. Ambition

If your goal is to empower and upskill your sales team with a dose of friendly competition, Ambition is worth considering. This performance-tracking tool is designed to ensure your sales teams smash their targets.

Features:

• Gamification and visuals like leaderboards

• In-app onboarding for managers to train new employees

Pros: 

• Customizable benchmarks set by sales managers

• Intuitive user interface

• Real-time trigger and reporting capabilities

Cons: 

• Only works with the data in your CRM

• Users must log their sales activities for tracking to work

7. Emissary

A non-traditional sales enablement tool, Emissary doesn’t take the AI route. Instead, it focuses on connecting sales teams with experienced salespeople who can offer advice and insights. It’s like having a one-to-one conversation with executives, whenever you want!

Features:

• Real-time advice on closing deals

• Direct access to high-level industry executives

Pros: 

• Valuable insights direct from seasoned professionals at VP level or above

Cons: 

• Slower thanks to lack of reliance on AI

• Aimed at enterprise sales

8. WhatFix

Marketing itself as a training and digital adoption platform (DAP), WhatFix focuses on training and guiding salespeople. Through in-app training, they can learn on-the-job, reducing the time between learning and implementation.

Features:

• Real-time walk-throughs provide interactive guidance

• Self-Help widget offers easy question resolution

• Multiple training formats, including annotated videos and slideshows, caters to different learning styles

Pros: 

• Reduces support costs

• Personalizes the onboarding experiences

Cons: 

• Heavy focus on training is less useful for experienced salespeople

9. Highspot

Context is the name of the game with this AI-powered sales enablement tool. It offers advanced content management, training, and selling support based on the lead a sales rep is working on.

Features:

• High-level analytics offer insights into content performance

• AI delivers intelligent recommendations and predictive content

• Chrome extension offers seamless access to Gmail templates and content 

Pros: 

• Multifaceted and highly versatile

• Consistent AI support

Cons: 

• Not as integration-rich as other solutions in this list

10. Zoho

This software suite is used as an integration in many popular sales enablement tools. It’s focused on both CRM and privacy, and allows sales reps to log and track customers throughout the sales funnel.

Features:

• Salesforce automation

• Process management and manager overviews

• Omnichannel sales support

Pros: 

• Integrates with communication platforms like Dialpad

• Highly customizable

Cons: 

• Less feature-rich than other similar solutions

11. Unboxed Advisor

This mobile platform is designed to train enterprise sales teams in a way that empowers them to not only consistently close more deals but also improve customer satisfaction overall. 

Features:

• Contains five enablement solutions, including guided selling and a content library

• Interactive demos can be adapted to a company’s products and services

• Reporting capabilities offer insights into a team’s performance

Pros: 

• Mobile platform reduces training time

• AI-driven skill platform helps drive employee growth

• Custom content library provides a central location for sales materials

Cons: 

• No personal specific training offered

12. MindTickle

MindTickle is a training platform aimed at increasing sales by increasing sales knowledge. It does this by generating real-time sales profiles based on customer behavior and providing training based on sales behaviors that have historically led to closures.

Features:

• Trademarked Ideal Rep Profile provides real-world profile analysis

• Call insights to break down call patterns, including topics asked and talk-to-listen ratio

• Forecasting capabilities help identify opportunities 

Pros: 

• Analysis of real-world successful sales and providing training to emulate those behaviors

• Individualized training for sales growth

Cons: 

• Ideal Rep Profile can be stereotypical and not always accurate

13. DocSend

When it comes to sales enablement software companies, few are more dedicated to content engagement than DocSend. The platform tracks lead interactions with sales decks, so agents can target the most engaged leads.

Features:

• Page-by-page document analytics shows which parts of a sales deck are most read

• Centralized document storage offers easy access to sales materials

• Update function lets you change decks even after sending, giving everyone real-time views

Pros: 

• Analytics help monitor key metrics and fine-tune sales decks

• Advanced tracking helps you monitor who’s touched what

Cons: 

• Incredibly document-focused but lacking in other areas

14. Hoopla

Another gamification-focused tool, Hoopla lets you create leaderboards to encourage healthy competition within your team and drive conversions.

Features:

• Live broadcast of results

• Multiple integrations, including Slack and Salesforce

• One-on-one challenges between reps

Pros: 

• Boosts employee motivation by celebrating achievements

• Faceoff Challenges encourage friendly competition

Cons: 

• May not always foster collaborative but rather competitive work

15. Cloze

Unifying lead communications is essential if your outreach spans multiple channels. Cloze pulls together messages and interactions across all platforms, helping your team create a seamless approach to all leads.

Features:

• Automatic data entry

• Document organization that tracks sharing

• Simple UI offers a comprehensive overview of client interactions

Pros: 

• Centralizes all client communications 

• Saves time and effort

• Prevents repetition

Cons: 

• No AI support

• Lacks CRM focus

16. GTM Buddy

GTM Buddy is a content intelligence tool that helps newer or less experienced salespeople close deals faster. It does this by making information quickly and easily accessible so sales reps are always prepared.

Features:

• Auto-indexing of content makes it easy to find

• Real-time notifications signal prospect activity

• Digital sales rooms put relevant buyer content, updates, and action plans at reps’ fingertips

Pros: 

• Closing the gap between high- and low-performing salespeople

• Creating a cohesive approach to sales

Cons: 

• Not strongly CRM-focused

17. Intercom

One of the best tools to have on your side in today’s sales environment is AI. That’s why Intercom is such a useful solution; it lets you leverage the power of chatbots to find engaged customers and funnel them to sales teams.

Features:

• Easy handling of leads that have lots of questions

• Integration with Salesforce 

• Personalized messages for better conversion rates

Pros: 

• Handling the bulk of sales teams’ repetitive tasks by answering customers’ basic questions

• Generating leads without the need for input from your sales teams

• Turning your website into a space to gather and nurture leads

Cons: 

• Some customers may prefer human interactions over chatbots

• Complex questions still need to be sent through to the sales team

18. PandaDoc

If your sales team’s main concern lies with creating, sending, and managing documents, PandaDoc is a solid choice. The SaaS platform allows you to use templates to quickly create professional, well-designed documents that sales teams can use to convince leads and drive conversions.

Features:

• Huge selection of pre-built templates, from proposals to contracts

• Drag-and-drop functionality is easy to use and allows personalization

• Revision-tracking shows who’s added what

• Document collaboration speeds up and simplifies the process

Pros: 

• Saves sales team’s time in document creation and management

• Can be used company-wide

Cons: 

• Focus on templates makes it harder for teams that want to use their own designs for layouts

• Emphasis on documents over other formats means it’s not ideal for teams that prefer to give presentations over sending documents

19. Boomerang

Reaching out to potential leads can be very time-consuming, which is why tools like Boomerang are so useful. Tailored to email, Boomerang helps sales teams send out highly effective cold and warm emails to increase response times.

Features:

• Native analytics help sales teams nail down the best cold email approach

• Automation improves open rates

• Built-in calendar integration works seamlessly with Gmail and Outlook

Pros: 

• Lets you fine-tune your email strategy over time

• Helps teams increase email engagement rates

Cons: 

• Tailored for cold emails over everything

• Not optimized for other email clients

20. Vyond

Vyond is all about one thing—easy video creation—and it does that one thing very well. The online video animation software gives sales reps access to video templates that can increase engagement with leads.

Features:

• Template library allows reps to create professional video templates, guides, and webinars

• Brand Management Suite ensures consistent brand image across all content

• Instant translation capabilities convert text into speech or scripts in over 70 languages

Pros: 

• Video creation is quick and easy and requires no editing experience 

• Professional content helps companies stand out among competitors

Cons: 

• Video doesn’t suit every sales strategy, meaning it won’t always get used

• Video content can’t be updated as easily as written text, so you’ll need to make more videos to accurately target different leads

21. Guru

Guru is a knowledge management solution that aims to compile all customer and lead information into a single source so salespeople can access it instantly and easily.

Features:

• AI-powered search function gives team members accurate contextual information

• Slack integration allows for seamless workflows

• Browser extension gives a team access to knowledge hub from anywhere, any time

Pros: 

• Acts as a knowledge base for everyone in the company

• Increases sales team productivity

• Ensures consistency in client communications

Cons: 

• Updating cards takes time and effort, meaning things may become outdated

• Not all features are fully customizable

22. Templafy

Templafy lets you build up a library of bespoke, pre-approved templates for everything from presentations to contracts. It ensures all documentation follows brand guidelines and communicates your brand identity consistently.

Features:

• Flexible templates can be customized

• CRM integration allows for real-time data access for easy personalization

• Automatic formatting and style correction saves time

Pros: 

• Ensures stronger brand identity

• Reduces the sales cycle by streamlining document creation

Cons: 

• Not an all-in-one comprehensive solution, so you’ll need multiple tools

• Templates have to be approved, which can create bottlenecks

23. Chorus

Chorus is a conversation intelligence tool that gives sales teams insights into past interactions. Acting as an analyst, it identifies key factors underpinning successful communications.

Features:

• Real-time transcription powered by AI

• Automatic call note-taking and summaries 

• Seamless integrations, including Salesforce

Pros: 

• Ideal for training new agents who can learn from custom playbooks

• Effective at generating summaries and condensing material

• Optimized conversion becomes better over time

Cons: 

• Must be integrated with Zoom

24. Crayon

Crayon is an AI-powered sales enablement tool that helps sales teams close deals by tracking what the competition is doing. This type of competitive intelligence allows your teams to retain an edge in today’s fast-paced sales environment.

Features:

• Real-time information that updates regularly

• Integrations with tools like Highspot and Seismic

• Unlimited users, so the whole team gets access

Pros: 

• Saves time on research and fact collation

• Simple onboarding, so you can start using it right away

• Great customer service

Cons: 

• Scale of available data means more time spent sorting information

• Not equally effective across all social media platforms

25. Sharepoint

Sharepoint is compatible with other Microsoft Office software, so if you’re already using Microsoft tools in the workplace, Sharepoint can be an effective choice.

Features:

• Automation for simple, recurring tasks

• Document management

• Content collaboration

Pros: 

• Cost-effective

• Seamless integration with other Microsoft tools

• Accessible from any device

Cons: 

• Finding and organizing content can be challenging

• Not cloud-optimized

Best sales enablement software quick comparison

Here’s a side-by-side comparison of the top three solutions on our list.

How to choose the right sales enablement tool

Evaluating sales enablement software can be difficult, especially with such a long list of sales enablement tools to choose from.

Here are our top tips to help guide your sales enablement software evaluation.

1. Look at providers’ customer service When you choose a sales tool, you’re getting more than just the tool itself—you’re also going to be working with the provider of that tool. Even the best tool will drag you down if the provider doesn't offer adequate support. So, check what people are saying about their customer service.

2. Analyze value for money Cheaper is not necessarily better. You need to know that the price you’re paying gets you the right features, and that everything you need is included. Carefully consider different packages, the features and integrations included, as well as other benefits, and weigh up those against the cost. You may even find that particular features will save you money on other software.

3. Consider the features you need Your company and sales department’s specific needs should be paramount. Compare each provider’s offerings to the list of features or capabilities you definitely need, so any tools that you consider are guaranteed to give your sales teams the support they need.

4. Prioritize user-friendliness A tool that can do a million things, but only after you spend hours learning how to master it, may not be worth the effort. You need a solution that’s intuitive and user-friendly. This makes it easier to onboard new team members and to upskill existing employees. It also helps sales team members focus on making sales, not on learning how to use a complicated platform.

5. Check with your sales teams Make sure that the people who will be using your chosen solution are happy with it. Get a free trial where possible and gather direct feedback to ensure the tools align with the team’s needs and business goals. 

6. Read real-life reviews Seeking out the opinions of your peers could answer all the questions above at once. Existing customers of a solution will have opinions on its features, value for money, customer service, and usability. Check review sites to see if a vendor is well-known and well-regarded, or check the vendor’s own site for testimonials from satisfied customers. Make sure to check if they have customers in your sector, as they could provide extra-useful, industry-specific insights.

Sales enablement tool must-haves

The top sales enablement platforms should all have the following features:

• An intuitive interface that’s easy to use

• Optional features you can add or remove to customize the solution

• Flexible integrations to tailor the tool

• Built-in analytics that relies on real-time data

• An app version for on-the-go sales support

• Cross-platform compatibility for all your team’s devices

• Native tools for organizing and labeling content

Sales enablement tool pricing and costs

Why use sales enablement companies?

It is technically possible to close sales without support. The problem with that approach is that it doesn’t get the best results, which means losing out on sales and potentially closing worse deals than you otherwise could.

Sales enablement companies have access to a wealth of data. Using their tools gives you a central location for accessing this data. So your sales teams can reach more leads in less time and gain more accurate insights into their efforts.

What is the difference between learning management systems (LMS) and sales enablement software?

Learning management systems (LMS) are:

• Aimed at teaching and learning

• Specifically created to help deliver training modules

• Used throughout an entire organization

On the other hand, sales enablement software is mainly focused on:

• Providing dedicated sales support with relevant data and tools

• Managing the flow and distribution of resources to sales personnel

• Optimizing sales processes

Trends in sales enablement tools for 2024

Whether you’re creating a new B2B sales strategy or putting together a plan for influencer marketing, you need to stay on top of trends to act in your company’s best interests. Here’s what you need to know for 2024:

A new love for AI

AI seems to be in everything these days.

The biggest benefit here is in automating tasks that would otherwise be very resource-heavy for human employees. This makes them very useful for sales teams that need to log and process large volumes of information. But we could start to see AI used more contextually in sales enablement tools, guiding agents to accelerate decision-making according to individual situations.

Emphasis on personalization

Personalization is becoming increasingly effective across sales and marketing in both B2B and B2C. More customers are expecting a personalized experience, and the approach is becoming more effective. Plus, thanks to AI, sales teams can take a tailored approach to individual clients without spending too much time rewriting every pitch or researching each company.

Sales enablement tools are often built with this in mind, helping salespeople effortlessly contact customers one by one and give each lead an individual experience.

Data over everything

Data is becoming more important than ever. Information is the backbone of any good strategy, especially when it comes to sales.

Sales enablement tools could start offering increased options for collecting and processing data. This will help sales teams work with observed information instead of conjecture, leading to better results.

Give your team all the sales enablement tools it needs to win any European market

Every team’s needs are unique. But all sales teams deserve a strong, multi-purpose tool to support them. This is where Dealfront’s sales enablement solution shines.

Dealfront offers diverse features and functionalities with cross-product use cases so your teams can work seamlessly. It’s user-friendly and rich in integrations for full customizability.

Ready to dive in? Check out Dealfront’s solution for yourself, or reach out for more info.

FAQs about sales enablement tools

How is user engagement tracked?

There are a few key ways to track user engagement, all of which rely on choosing KPIS and observing user behavior over a set period of time. Examples of KPIs include average session duration, return frequency, and social media engagement.

How secure is the data within sales enablement software?

It’s up to sales enablement software providers to offer a safe, secure set of data security protocols. The best ones will be fully compliant with data regulations like GDPR, taking care to protect potentially sensitive client information.

Does sales enablement software support collaborative selling?

While some sales enablement tools aren’t built with collaborative selling in mind, the strongest ones will have taken different sales approaches into account. So, if you’re after a tool that will empower your sales teams to work on their collaborative selling, make sure you choose one that can support this.