What exactly is sales enablement & as a founder, why should YOU care? Some have described it as, “Breaking the complexity of sales into practical ideas through scalable and repeatable practices that will lead to accelerated speed-to-revenue, increased seller productivity and customers for life that leads to increased revenue.” While this is a baseline explanation, it’s value goes beyond that as a founder. I define it as, in my bestselling book Sales Enablement 3.0. The Blueprint to Sales Enablement Excellence as, “An innovative, approach focused on increasing sales productivity through a systematic, personalized, and collaborative approach designed to support buyers that will fuel the conversation economy!” When done as a collaborative function inside of a company, sales enablement can be a powerful tool for increasing revenue. It helps sales teams develop the skills and knowledge they need to effectively sell products or services to potential customers. By investing in enablement, founders can not only increase their revenue, but also improve recruiting, customer satisfaction and retention. One way revenue enablement can increase revenue is by teaching sales professionals how to identify and target the right customers. This includes understanding the needs and wants of potential buyers, as well as knowing how to effectively communicate and sell to a specific ideal customer profile (ICP). With this knowledge, sales teams can more effectively close deals and increase their overall sales volume.

As a founder, maximizing revenue and achieving growth are likely at the top of your list of priorities. Sales enablement can be a powerful tool for founders to help you to increase revenue and achieve growth. Whether you’re the leader at a startup or a high growth company, revenue enablement can help you take your business to the next level. Clear, concise, & consistent sales enablement can be a powerful tool for increasing revenue in any business. Outlined below are a few examples.

  1. It helps founders understand the sales process: Many founders come from a technical or product background and may not have a lot of experience in sales. Sales enablement can help founders understand the sales process and how to effectively sell your product or service.
  2. It helps founders build a strong sales team: A strong sales team is essential for the success of any business. sales enablement can help founders hire and train a team of high-performing salespeople who can drive revenue and grow the business.
  3. It helps founders improve their own sales skills: As the leader of the company, founders are often responsible for driving sales and securing new business. sales enablement can help founders improve their own sales skills and close more deals.
  4. It helps founders build customer relationships: Sales enablement can help founders understand how to build and maintain strong relationships with customers. This is important for retaining customers and driving repeat business.


I recently recorded a podcast, called Why Hope is NOT a Sales Strategy for Founders focused on how consistent enablement can increase revenue is by helping sales professionals learn how to effectively negotiate with customers. This includes understanding the value of the product or service being sold, as well as how to effectively communicate that value to potential buyers. By learning how to negotiate effectively, sales teams can close deals at higher prices, resulting in increased revenue. In addition, sales training can help sales teams learn how to upsell and cross-sell to existing customers. This involves identifying additional products or services that may be of interest to current customers and effectively communicating the value of those offerings. By upselling and cross-selling, businesses can increase their revenue by selling more products or services to existing customers.

As I mentioned earlier, by investing in sales enablement businesses can improve the skills and knowledge of their sales teams, resulting in increased sales volume, higher prices, and more satisfied customers. The benefits of sales enablement for founders are clear. From improving sales skills and the ability to close more deals, to building a stronger sales team and better customer relationships, sales enablement can partner with founders maximize revenue and achieve growth. The success stories of founders who have invested in sales enablement are proof of its value. If you’re looking to take your business to the next level, consider investing in a conversation with sales enablement. practitioner around how It may be just the boost you need to achieve the revenue and growth you desire. I’d like to leave you with this thought. I’m not foolish enough to believe that enablement is what will keep a company’s doors open, however, a lack of or poorly supported and resourced enablement team and strategy will ensure that the doors will eventually (sometimes faster than you expect or plan for) close!

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