As modern sales approaches evolve, more companies are embracing sales enablement. CSO Insights’ annual sales enablement report reveals that 61% of companies use dedicated sales enablement tools, up 42% over five years. Another 8.4% will implement these tools within the next year, with approximately two-thirds of respondents turning to dedicated enablement tools.

Whether you’re invested in sales enablement or just seeing its potential, every business needs to understand what’s on the horizon. Here’s what you can expect from sales enablement tools in the future. 

What is Sales Enablement? 

Put simply, sales enablement means giving sales reps everything needed to succeed when talking to clients. When you utilize a sales enablement platform, you provide easy access to the content needed to transform prospects into loyal customers. That includes everything from product specs and videos to case studies and anything else that drives conversions. If your reps use content, your sales enablement tool should make it easy to access anytime, anywhere, and on any device. 

Sales enablement also connects marketing and sales. Marketing can access real-time analytics on how reps use content, making it easier to understand what reps – and customers – need in the future. With constant feedback, it’s possible to effortlessly achieve full sales and marketing integration. 

Looking Ahead

The potential for sales enablement seems limitless, and artificial intelligence (AI) and machine learning offer some of the most exciting developments. Gartner reports that AI usage increased by 270% over four years, while a study by IDC predicts worldwide spending on AI will grow to $35.8 billion in 2019 – up 44% in just one year.  

Sales and marketing have been early adopters of these technologies, looking to AI 40% more often than other departments, according to Forbes. Doing so can harness the power of the sales team as a unit, using data-driven insights to sell more effectively, close sales faster, and identify opportunities for cross-selling that an individual perspective might miss. 

AI also creates new opportunities for cross-company integration of departments and tools. The days of forcing every team to mold its functions to a single platform will be over. Instead, AI will support real-time communication between purpose-driven, highly specialized tools, making the exchange of data easier than ever before. 

Get Ahead of the Curve

It’s not enough to just provide the best in sales enablement today, have an eye on what will be needed tomorrow, too. StorySlab is committed to what’s new and what’s next to give our clients fully customized sales enablement platforms that empower reps and drive conversions. To learn more, use our ROI calculator to see how StorySlab can benefit your business and download a free demo today.