Sales enablement (SE) is still evolving. It’s a work in process—a moving target. In fact, it’s moving too fast to pin it down to one definition everyone can agree on. But for the purposes of this post, let’s say sales enablement is “the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively.” But how does this democratize selling and the data it generates?

What does democratize mean in a selling context?

The answer needs to begin with the standard definition. When we see that democratize means to “make (something) available to all people: to make it possible for all people to understand (something),” it becomes a little clearer.

Every sales force has its star performers. And when you factor in the variables of experience, confidence, and personality, there will always be unevenness across a sales team. But sales enablement functions as an equalizer. It gives every sales person the potential to improve performance—and the chance to excel.

Digging a little deeper into sales enablement

Sales enablement helps larger teams of salespeople to achieve quota in a way that’s both scalable and repeatable. This means that the team works together to hit the quota instead of just relying on a few star players.

In the same way, sales enablement helps organizations scale way beyond what the over-achievers can accomplish. It equips all the sales reps with the tools, knowledge, training, and resources they need to be successful at their job.

How to democratize data generation

Data analytics is the process of transforming raw data into usable data. Too many sales organizations are controlled by data dictators who keep the game-changing insights data analytics provides closely guarded secrets. Access to and the understanding of sales data is a look inside selling’s inner sanctum.

It’s time to ask: Who needs that access and understanding more than anyone else? Who is in a position to leverage them to improve performance? Salespeople, of course.

Empowering sales with data transparency

Data transparency empowers salespeople to make informed decisions based on real numbers. It puts them in the driver’s seat and equips them with the tools and visibility to continually monitor their own progress.

The result? Sales people who believe they are trusted enough to have been given a role in shaping their own success.

Data analytics + coaching = empowered sales

When data analytics is coupled with careful coaching, the results can be dramatic. In Data Driven, Jenny Dearborn makes a compelling case to make data analytics the backbone of sales planning, organization and prediction. In our four-part blog series about the book, we addressed the role of coaching in Part III “A coach in your corner”:

“While data analytics may seem cold, impersonal and detached, the impact can be just the opposite: warm, personal and highly engaged.” Data insights make it possible to see who needs what and why. Best of all, it makes it possible for reps to see for themselves the weaknesses in their performance.


Sales enablement maximizes the opportunity for all reps to excel. But insights gleaned from data analysis—shared democratically with all relevant parties—hones in with cruise missile accuracy on the specific areas individual reps most need to improve. Multiply that individual transformation times the number of reps on a sales team, and you have a force for change of seismic proportions.

Looking for a great sales enablement platform?

Check out Loop.

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