B2B sales teams are under pressure. Cycles are getting longer, buyers show up more informed and reps are expected to hit targets without always having the right tools or support.
Sales enablement saves time and resources, so your team avoids wasting time chasing unqualified leads or hunting down content instead of selling.
In this guide, you’ll discover how B2B sales enablement aligns marketing, streamlines processes and boosts rep performance. You’ll learn what enablement means, why it matters and how to build a strategy that helps salespeople close deals faster.
What is B2B sales enablement?
B2B sales enablement is a cross-functional business strategy that ensures salespeople have the resources, content and support they need to engage and convert other businesses.
With B2B sales, your reps aren’t selling to individual consumers. They’re engaging with multiple stakeholders, often across departments, at other businesses. These deals tend to be higher value, longer in cycle and more complex in decision-making.
That complexity means salespeople need more than just a pitch. They need access to relevant, timely resources that speak to specific buyer needs at each journey stage.
Many reps lose valuable time looking for sales decks or rewriting messages. A good enablement strategy solves that by connecting sales and marketing. Marketing is responsible for producing the sales content, while the sales team ensures it’s aligned with what they need – allowing for both teams to stay on the same page and focus on what buyers need.
Take a SaaS company selling HR software to mid-sized businesses. When enablement is missing, reps will have to:
Create their own sales materials, such as email lead nurturing campaigns or decks
Reuse outdated templates that may no longer contain the most up-to-date messaging
Rely on guesswork to handle objections or competitor comparisons
With a sales enablement program in place, they can pull the latest case studies or battle cards from inside their CRM or project management software, giving them a better chance of moving leads through the sales funnel successfully and improving win rates.
Note: In SaaS sales enablement, B2B strategies rely on speed, messaging consistency and CRM integrations due to the technical nature of the product and longer deal cycles.
Sales enablement focuses on what helps reps in the moment. It’s different from sales operations, which handle systems and forecasting. And it goes beyond onboarding by supporting reps throughout the sales cycle, not just in their first few weeks.
Marketing teams support content creation, but enablement teams ensure that content fits the buyer’s journey and is easy to use during live conversations.
Why does sales enablement matter in B2B?
Over the last few years, sales enablement has become a business priority for most companies.
According to research from Sales Enablement Pro, 90% of companies now have a dedicated person, team or program focused on sales enablement. That’s because enablement works. Teams that invest in it see measurable results.
In the same research, organizations with dedicated enablement efforts report a 9-point boost in average win rates compared to those without. For companies not using any enablement strategy, not one reported a win rate increase.
The research shows a clear trend: businesses that support their reps with the right systems and content are better positioned to drive consistent performance.
That need is only growing. As go-to-market (GTM) teams expand, enablement becomes essential to keep everyone aligned. In 2025, 57% of executives expect their sales and marketing teams to grow. That growth brings more roles, touchpoints and complexity across the sales cycle.
As sales cycles stretch and buyer expectations rise, sales enablement helps teams adapt. Whether through messaging guides, decks or competitive analysis, enablement gives sales reps what they need to improve their sales performance.
Who are the key stakeholders in B2B sales enablement?
Sales enablement doesn’t succeed in a silo. It depends on strong collaboration across go-to-market teams, especially between sales, marketing and product marketing.
While marketing creates messaging and content, sales brings frontline insights.
Product marketing plays a unique role by connecting product knowledge with real customer needs. The product marketing function helps ensure that what sales reps say in the field aligns with what the product delivers.
Here’s a breakdown of the key players and how each contributes to effective enablement:
Owner | Function |
Sales leadership | Sets performance expectations, defines priorities and ensures enablement aligns with business goals. |
Sales managers | Deliver ongoing coaching, reinforce enablement initiatives and share feedback from the field. |
Marketing teams | Create relevant content, manage campaigns and support alignment on messaging and timing. |
Product marketing | Translates product features into customer value, creates battle cards and supports competitive positioning. |
Revenue operations | Manages systems, reporting and process design to ensure a smooth sales funnel. |
Marketing operations | Oversees content delivery platforms, lead scoring systems and campaign execution. |
Customer success | Shares post-sale feedback, identifies upsell opportunities and supports onboarding insights. |
When each stakeholder contributes to the sales enablement effort, teams can reduce friction in the sales process and improve overall performance.
9 steps to creating the perfect sales strategy (with free template)
B2B sales enablement content examples
Sales enablement content should help reps move leads through the sales funnel. The most effective pieces are actionable, easy to digest and tailored to the B2B buyer journey.
Here are four core content types every sales enablement team should prioritize.
Case studies
Case studies highlight real customer success stories that showcase outcomes, use cases and resolved pain points. They build credibility with prospects and offer proof that your product or service delivers measurable results.
Here’s an example of one of our own. Pipedrive’s Tiffany Largie case study shows how we helped the company grow to $2.5 million in annual revenue:
Case studies are especially useful in the decision stage of the sales cycle, when buyers need validation before making a purchase.
For example, a sales rep might send a case study to a lead in the finance industry showing how a customer in the same industry improved onboarding speed and cut implementation time in half.
The study gives the buyer a concrete example of what to expect and helps move the deal closer to closing.
Battle cards
Sales battle cards are quick-reference guides that help sales reps handle objections, differentiate from competitors and stay aligned on product positioning. These cards typically include competitor comparisons, pricing counters and feature breakdowns.
Below is an example of what a battlecard template looks like:
Reps may prepare for a demo by reviewing battlecards if they know the prospect is evaluating specific competitors. Battlecards also help reps:
Get clear on pricing
Address competitor claims with confidence
Highlight specific strengths or gaps based on buyer priorities
For example, if a prospect mentions Salesforce, a rep can reference a battle card that outlines how Pipedrive offers a shorter sales cycle and a simpler onboarding process.
Sales playbooks
For newer sales reps, a sales playbook can be foundational.
Playbooks provide proven steps, messaging and best practices that reps should follow throughout the sales process. They help standardize how sales teams respond to buyer behavior, objections and stage-specific challenges.
Some of the key parts of a sales playbook include:
Company information – An overview of the company’s mission, vision and value proposition so reps stay consistent in how they represent the brand
Products and pricing – Clear breakdowns of product lines, features, common use cases and pricing structures to support confident conversations
Sales methodology – The approach your team follows, such as the MEDDIC sales process or SPIN, to guide how reps qualify, pitch and close deals
Sales process – Stage-by-stage instructions on what actions to take, what tools to use and what content to send at each phase of the buyer’s journey
Target audience – Details on who the buyer personas are, including job titles, common pain points and decision-making factors
Sales plays – Specific strategies for different situations, like re-engaging a stalled deal or handling a pricing objection
Key Performance Indicators (KPIs) – Sales metrics used to measure rep performance and track progress across the team
A well-crafted playbook helps reduce guesswork and shortens ramp time for new hires. Playbooks also ensure the entire sales organization moves in sync, especially as the team scales.
Email templates
Sales email templates give reps a ready-made framework for prospecting, follow-ups or deal nurturing. These save time and help ensure messaging stays aligned across the sales team.
A rep might use a pre-approved follow-up email template after a demo to recap key pain points, share relevant content and set next steps. Instead of writing from scratch, the rep can focus on personalizing the message and moving the deal forward quickly.
Here’s an example of what a follow-up email template could look like:
Subject: Great to chat, [Name] – here’s a quick recap
Hi [Name],
I really enjoyed our chat earlier and learning more about [their company name or a relevant detail].
As promised, here’s a quick recap:
- [Top takeaway or value discussed – e.g., “How we could simplify your workflows and cut turnaround times”]
- [Second point – e.g., “The integration potential with your existing tools”]
- [Third point – optional]
I’ve attached [link to content – e.g., a case study, product sheet or video] that I think you’ll find helpful based on our discussion.
Let me know if [insert proposed next step – e.g., “you’d like us to loop in your tech team” or “you want to dig deeper into pricing”]. I’m happy to keep things moving at your pace.
Thanks again,
[Your name]
Email templates like this give reps a clear starting point and help them send high-quality sales messages more quickly.
Note: Pipedrive’s AI email writer helps reps save time and write better emails, faster. Just enter a simple prompt, and it generates professional, high-converting messages in seconds. You can also summarize long email threads with one click, making follow-ups easier and more efficient.
How to build a winning B2B sales enablement program in 5 steps
A strong sales enablement program is built through clear priorities, consistent collaboration and the right tools.
If you’re building from scratch, following a structured B2B sales enablement guide can help you avoid common pitfalls and focus on what drives impact.
1. Align sales and marketing
Sales enablement begins with alignment. When the sales and marketing strategy is aligned, the marketing team creates the right content so it gets used.
B2B marketing sales enablement ensures that marketing teams produce assets tailored to sales conversations, not just top-of-funnel awareness.
According to Pipedrive’s State of Sales and Marketing Report, one in three sales teams is investing more in sales and marketing alignment.
This growing focus reflects how critical alignment has become – not just for efficiency but also for driving revenue and ensuring a consistent buyer experience across every touchpoint.
To build alignment:
Set up monthly syncs between sales, marketing and customer success to review campaign performance and feedback.
Use shared KPIs to track goals like content usage, lead quality or conversion rates.
Create a single source of truth for messaging and positioning with tools such as Notion or Confluence for shared documentation.
Involve sales in content creation by gathering feedback on what works in the field. Slack, for example, is a popular real-time messaging app that could help as part of your tech stack.
Alignment ensures your sales enablement efforts support the people doing the selling.
2. Understand your customers
Sales enablement only works if it’s rooted in real customer insight. To support reps effectively, you need a deep understanding of your buyers: who they are, what they care about and what’s slowing them down during the purchase process.
Your CRM is the best place to start. According to Pipedrive’s research, 87% of companies now use CRM software to track sales activity. Adoption is especially strong among small businesses, highlighting how essential customer relationship management has become for staying organized and competitive.
To get closer to your customers:
Review recent deals in your CRM to identify common traits in wins and losses
Create or refine buyer personas based on job titles, industries and key pain points
Map the buyer’s journey to highlight what content or actions are most useful at each stage
Use notes and call recordings to surface trends in objections, timing or expectations
How Pipedrive can help: If you’re looking for a CRM that makes this process easier, Pipedrive is built with sales teams in mind. Pipedrive enables you to tag buyer personas, track deal stages, organize call notes and surface the insights reps need to act fast. Pipedrive also offers automation features that streamline repetitive tasks.
Pipedrive’s AI CRM also has some great features to help you save time and improve performance. For example, Pipedrive’s AI Sales Assistant uses AI to analyze your actions to help you find the most effective ways to improve your workflows.
3. Develop targeted content
Relevant content is at the core of every effective sales enablement program. It helps reps answer tough questions, overcome objections and move decision-makers forward.
To be effective, content should address buyer pain points and match the lead’s stage in the sales cycle. That means creating materials for early interest, mid-funnel education and final decision support.
Here’s how to create content that gets used:
Audit your current sales materials and remove anything outdated or unused
Partner with sales and product marketing to identify gaps based on real deal feedback
Build a library of key assets like case studies, product sheets, pricing guides and objection-handling templates
Use a content management system to organize content by funnel stage or buyer persona so reps can quickly find what they need
Well-targeted content isn’t just about supporting your sales development reps. It’s about helping your business achieve its business and revenue goals.
4. Keep training your reps
Effective sales coaching can be a game-changer for sales reps and teams. For example, a seller with effective management is 63% more likely to be a top performer.
It’s not just about performance, either. As products evolve and buyer expectations shift, reps need regular coaching to stay aligned with both.
Here are some ways to build sales training into your enablement strategy:
Use call recordings to highlight what top reps are doing differently
Set up regular coaching sessions to review real examples and reinforce techniques
Create a feedback loop by tagging wins, losses and objections to refine future training
Make training continuous, especially when onboarding new hires or launching new features
Tools like Gong can help with this. Gong captures customer interactions and provides call tracking insights on sales performance and team effectiveness.
It shows which messaging resonates, how competitors come up in calls and where deals go quiet. Sales leaders can use these insights to tailor coaching and help reps improve faster with less guesswork.
Timely feedback helps reps improve faster, build confidence and stay consistent.
5. Measure and optimize
Even the best enablement efforts fall flat if you don’t track what works. A modern sales enablement platform brings training, content and performance tracking together in one place, making it easier to scale what works.
Effective measurement starts with clear KPIs for sales. These might include enablement KPIs around content usage or specific sales KPIs around win rates.
Either way, the goal is to connect enablement activities to real outcomes so you can adjust based on what’s driving results.
How Pipedrive can help: If you want to create custom KPIs, Pipedrive’s Insights and Reports are a strong place to start. The platform makes tracking, visualizing and sharing sales and enablement metrics easy.
Reports are fully customizable, so you can monitor default data like new deals and revenue or build reports around specific goals. With Piedrive’s AI report generator, you can now also use AI to instantly generate reports based on your text input.
These kinds of B2B sales enablement tools help teams move beyond static dashboards and focus on insights that drive results.
Final thoughts
B2B sales enablement is a critical driver of sales performance, buyer alignment and revenue growth. When sales, marketing and product teams work together, reps get what they need to close more deals with less friction.
Whether you’re just getting started or looking to refine your enablement strategy, the key is to stay focused on your buyers, align your teams and track what works to ensure sales success.
The right tools – like Pipedrive’s AI-powered CRM – can help you scale your efforts without adding complexity. Get started now and try Pipedrive free for 14 days.
