What is Sales Enablement?
by Christopher Cureton
Sales Enablement is the practice of equipping your sales team with the content, context, and confidence they need to close deals.
In a brand-led organization, Sales Enablement activates strategy and brand positioning at the point of sale. It ensures sales teams have access to the right narratives, proof points, and context, so they can reinforce clarity, not improvise it.
Sales Enablement does not create alignment.
When strategy, brand, or product are unclear, sales enablement tools only amplify inconsistency. Enablement works when clarity already exists, and fails when it’s asked to compensate for misalignment upstream.
Sales Enablement is most effective when it operates within a system that operationalizes strategy.