How CMOs Can Drive Sales Enablement Success

April 12, 2023

Sales enablement is a critical function within any organization, and the Chief Marketing Officer (CMO) plays a key role in driving its effectiveness. Sales enablement provides the sales team with the tools, resources, and knowledge they need to close deals effectively. It requires collaboration between the marketing and sales teams to create a seamless process that supports the sales team in their efforts to close sales. In this article, we will discuss some ways CMOs can drive sales enablement's effectiveness.

1. Leadership Collaboration

Effective sales enablement requires collaboration between different departments, including marketing and sales. CMOs should take the lead in fostering collaboration between these departments, ensuring they work towards a common goal. This involves creating a culture of collaboration and communication, encouraging feedback, and developing a shared understanding of the sales enablement process.

2. Implementing a Content Management System

A content management system (CMS) can help ensure that the sales team can access the most up-to-date and relevant content. The CMS should be easy to use, allowing the sales team to search for and access content quickly. It should also allow for collaboration between the marketing and sales teams, enabling them to create new content and update existing content.

3. Creating Relevant Content

The marketing team should create relevant content that supports the sales team's efforts. This includes case studies, whitepapers, product sheets, and other collateral the sales team can use to educate and persuade potential customers. The content should be tailored to the buyer persona and easily accessible to the sales team.

4. Providing Analysis and Insight

CMOs must have access to relevant data and insights to drive sales enablement success. This includes data on buyer behavior, sales performance, content effectiveness, and more. By analyzing this data and gaining insights into what works and doesn't, CMOs can make informed decisions about improving the sales enablement program.

5. Training the Sales Team

The sales team needs to be trained on the content and tools that are available to them. The CMO should work with the sales team to create a training program covering relevant content and tools. This should include training on the buyer personas, the sales process, and the tools available to support the sales process.

6. Measuring Program Effectiveness

To ensure that the sales enablement program is effective, it is essential to measure its impact. CMOs should work with the sales team to identify key performance indicators (KPIs) that can be used to track the program's success. This could include metrics like the number of deals closed, the length of the sales cycle, and the average deal size.

7. Using the Latest Technology

Technology is critical in sales enablement, and CMOs must stay up-to-date with the latest tools and platforms. This includes content management systems, customer relationship management (CRM) software, and sales enablement platforms. CMOs should work with the sales team to identify the technology that will most effectively support the sales enablement process and ensure the technology is integrated with the overall sales strategy.

8. Identifying Areas for Improvement

Finally, it is essential to improve the sales enablement program continuously. The CMO should work with the sales team to identify improvement areas and implement program changes accordingly. This could involve creating new content, updating existing content, or changing the training program.


Sales enablement is a critical function that requires collaboration between marketing and sales teams to drive success. CMOs play a key role in fostering collaboration, implementing tools like a content management system, creating relevant content, providing analysis, training the sales team, measuring program effectiveness, using the latest technology, and identifying areas for improvement. By following these guidelines, CMOs can drive sales enablement success and help the sales team close more deals effectively.

The Sales Group is a professional sales consultancy and outsourcing firm that provides sales advisory services to organizations throughout North America. Our unmatched team of sales industry experts has been implementing sales development techniques that have proven successful time after time. If you need permanent sales placement, now is the time to do it. Get in touch with us and let’s talk.

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Donna Gliha, Chief Sales Officer / President

A proud nominee of the 29th Annual  RBC Canadian Women Entrepreneur Awards

Alyssa Huizenga
Director, Business Development

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