Sales Enablement Manager

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What Is a Sales Enablement Manager

A Sales Enablement Manager is responsible for equipping sales teams with the tools, resources, and training necessary to improve sales execution and drive revenue. They work to bridge the gap between the sales strategy and the sales team’s ability to execute on that strategy, ensuring alignment throughout the organization.

Key Responsibilities:

  • Developing sales training programs
  • Creating and managing sales content
  • Measuring sales effectiveness and performance
  • Implementing sales technologies
  • Coaching sales representatives

The role of a Sales Enablement Manager involves a mix of strategic planning and hands-on tasks. They often analyze sales data to identify areas for improvement and implement solutions that empower sales teams. Collaboration with marketing teams to ensure the success of sales collateral and messaging is also an integral part of their job.

Skills and Qualities:

  • Strong communication and leadership skills
  • Proficiency in sales analytics and reporting
  • Ability to manage projects and stakeholders
  • In-depth knowledge of sales processes and techniques

Sales enablement serves to make sure that every salesperson has the necessary tools, skills, and resources to engage effectively with buyers. 

The Sales Enablement Manager has a direct impact on the productivity and effectiveness of the sales team, aligning sales strategies and objectives with training and development initiatives.

What Does a Sales Enablement Manager Do?

A Sales Enablement Manager provides leadership and management to enhance the productivity and effectiveness of a sales team. They develop and implement a sales enablement strategy that aligns with the company’s goals, aiming to increase revenue and improve the efficiency of sales operations.

Key Responsibilities:

  • Training and Onboarding: They design and deliver educational programs for sales representatives, ensuring new hires effectively integrate into the company and existing sellers continually improve their skills.
  • Creating and Managing Sales Content: Developing relevant content that aids in selling and buyer engagement is crucial. This content is leveraged throughout the sales process and tailored to fit the industry-specific needs of potential customers.
  • Sales Tool Deployment: Managers are responsible for selecting and overseeing sales enablement tools and platforms that assist in virtual selling, tracking KPIs, and streamlining workflow.
  • Coaching and Development: Continuous coaching helps in improving the sales team’s performance, focusing on areas such as win rate and quota attainment.
  • Cross-functional Collaboration: They work closely with cross-functional teams, such as marketing and customer success, to ensure there is a consistent and effective approach to sales.
  • Project Management and Reporting: Sales Enablement Managers handle multiple projects simultaneously, from content creation to training initiatives, and report on their impact on sales cycle length and overall sales performance.

They actively communicate with stakeholders to keep them informed and ensure there is alignment with the broader business strategy. Their role is to bridge any gaps in the sales process and equip sales talent with the necessary resources and knowledge for effective selling. 

By focusing on these initiatives, Sales Enablement Managers play an important role in improving the efficiency and consistency of the sales team.

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Sales Enablement Managers are pivotal in bridging the gap between sales and marketing with an array of skills that span both the strategic and tactical realms.

They must be proficient in leadership and communication to align departments towards common sales goals.

Communication is key, as they convey concepts and strategies effectively across the organization. Early on, these managers cultivate a deep understanding of sales tactics and marketing principles to synergize team efforts. Their experience ensures they can mentor sales teams with insight and clarity.

Their role requires a data-driven mindset to dissect performance metrics and optimize sales processes. Adept in creating and distributing content, they ensure that the sales force is equipped with persuasive and relevant materials.

A balanced blend of hard skills includes CRM proficiency and an analytical aptitude for sifting through sales data. On the flip side, their soft skills are reflected in their ability to negotiate, empathize, and motivate teams.

Adaptability is essential; as markets evolve, Sales Enablement Managers adjust strategies promptly. They must anticipate changes and prepare the sales team to face new challenges effectively.

Regarding core competencies, the following table outlines the essential skills of a Sales Enablement Manager:

Hard SkillsSoft Skills
CRM and Sales SoftwareLeadership
Data Analysis and ReportingCommunication
Content Creation and ManagementEmpathy
Market ResearchMotivational
Performance Metrics TrackingNegotiation
Sales Process OptimizationAdaptability

Their expertise is the backbone that supports a dynamic sales environment, ensuring that both strategies and personnel are finely tuned to meet the competitive demands of the marketplace.

The Sales Enablement Manager help with optimizing performance during the sales process. He or she is responsible for leading the sales enablement team and is tasked with developing a coherent sales enablement strategy that aligns with the company’s objectives.

Responsibilities include:

  1. Developing Training Content: Crafting and updating relevant training content is crucial. It ensures that the sales team acquires necessary skills and knowledge to effectively engage with prospects.
  2. Implementing Sales Enablement Platforms: Selecting and overseeing sales enablement software and tools that enhance sales productivity.
  3. Measuring Effectiveness: Utilizing analytics to measure the success of sales enablement content and strategies. Monitoring KPIs to gauge behavior changes within the sales team and the impact on performance.
  4. Collaborating with Leadership: Working closely with executive leadership to align enablement activities with broader company goals.
  5. Building a Cohesive Team: Encouraging a collaborative environment within the sales enablement team, ensuring all members support one another and share best practices.
  6. Continuous Improvement: Regularly seeking feedback on enablement resources and tools to drive continuous improvement and ensure they remain effective.

The success of a sales enablement manager hinges on their ability to facilitate these responsibilities and foster an environment of growth and efficiency within the sales department.

A Sales Enablement Manager plays a pivotal role in streamlining the sales process and aligning marketing and sales strategies. However, the job title might vary across companies. Here’s a list of positions that are synonymous with a Sales Enablement Manager:

  1. Field Enablement Manager: Focused on empowering sales teams geographically distributed in the field.
  2. Sales Productivity Manager: Prioritizes enhancing the efficiency and productivity of the sales team.
  3. Sales Enablement Lead: Often a supervisory role, leading sales enablement initiatives.
  4. Marketing Manager: While not a direct equivalent, some of their responsibilities may overlap, especially in smaller companies where roles are less defined.
  5. Director of Sales: A more senior position that often encompasses strategic planning and execution of sales enablement.
  6. Sales Enablement Specialist: Typically an entry- to mid-level role, focusing on specific areas of the sales enablement process.
  7. Sales Trainer: Specializes in educating and training sales staff, which is a component of the Sales Enablement Manager’s role.

Organizations may choose titles that reflect the specific nuances of the role as it applies to their business operations.

It is essential to understand the core responsibilities associated with each title to appreciate the different facets of sales enablement within a company.

A Sales Enablement Manager and a Sales Trainer both focus on enhancing the performance of sales teams, but they differ in approach and scope. The Sales Enablement Manager is typically responsible for the overall strategy and tools needed for sales efficiency and effectiveness.

They are concerned with equipping the sales team with the necessary resources, which include content, tools, knowledge, and information to sell effectively.

Sales Enablement ManagerSales Trainer
Implements tools and processes for sales efficiency.Focuses on delivering sales training programs.
Analyzes sales metrics to improve strategies.Concentrates on developing sales skills and knowledge.
Aligns sales and marketing efforts.May not be involved in broader strategic decisions.
Collaborates with multiple departments.Typically works within the scope of the sales department.

The Sales Trainer, on the other hand, is typically focused on the training aspect, aiming for behavior change through dedicated sales training initiatives. They have a more direct role in improving the sales team’s skills through educational programs, workshops, and coaching sessions.

While both roles aim to increase sales performance, the Sales Enablement Manager has a broader, more integrated role that involves ensuring the sales team is effectively utilizing all of the available resources in the sales process. The Sales Trainer, in contrast, is more specialized, concentrating on teaching and reinforcing sales techniques and best practices.

In essence, the Sales Enablement Manager provides the infrastructure for sales success, overseeing the deployment of tools and content, whereas the Sales Trainer is charged with the personal development of the sales team through skills training and behavior reinforcement.

Both roles are integral to the growth and efficiency of a sales team, with the Enablement Manager often relying on the Trainer to execute the educational component of the strategic plan.

In any sales-driven organization, the roles of a Sales Enablement Manager and a Sales Manager are both pivotal, yet distinct. The Sales Enablement Manager focuses primarily on empowering the sales team through education, tools, and content that improve the sales process.

They act as a bridge between marketing and sales, ensuring that sales representatives are equipped with the right resources to enhance their sales performance.

Sales Enablement ManagerSales Manager
Equips sales team with tools and training.Oversees the sales team’s activities.
Develops strategies to improve sales processes.Sets sales goals and monitors performance.
Collaborates closely with marketing.Directly responsible for driving revenue.
Measures & analyzes the effectiveness of sales tools.Manages individual and team sales quotas.

In contrast, the Sales Manager holds a direct leadership role, managing the sales team and being accountable for meeting revenue targets. Their work revolves around strategically steering the team towards meeting sales objectives through motivation, management, and performance tracking.

The management style between these roles also differs. Sales Enablement Managers lean towards a supportive role, optimizing strategies and facilitating training, while Sales Managers are more focused on guiding and directing sales efforts, often being the force driving the team’s targets and accountability.

As both roles tightly intertwine, effective communication and collaboration between Sales Enablement Managers and Sales Managers are critical. It ensures alignment and a cohesive approach to reaching the company’s sales goals, ultimately contributing to a robust sales infrastructure.

A Sales Enablement Manager plays a critical role in aligning the sales strategy with marketing resources and tools to increase sales force productivity and effectiveness. Typically holding a bachelor’s degree, this professional should possess not only a strong educational background but also relevant certifications that augment their knowledge of sales processes and enablement strategies.

Qualifications and Experience:

  • Educational Background: Bachelor’s degree in business, marketing, or related field.
  • Experience: Proven experience in sales or marketing, with a preference for candidates who have transitioned into a leadership position.
  • Certifications: Desirable certifications may include Certified Sales Enablement Professional (CSEP) or similar.


  • Strong analytical and problem-solving skills.
  • Excellent communication abilities to serve as a liaison between departments.
  • Proficiency in sales enablement software.
  • Agile in adapting to company size and changing needs.


  • Designing and implementing a sales enablement strategy.
  • Providing ongoing training and support to the sales team.
  • Developing and maintaining sales support materials.

Company Size and Job Openings:

  • Job openings may vary depending on company size and industry demands.
  • Larger companies often require more structured and systematic enablement programs.

Average Salary:

  • The average salary can vary widely based on geographic location, company size, and individual experience.

A Sales Enablement Manager must exhibit robust leadership skills to guide and uplift the sales team, ensuring they have the necessary tools and knowledge to perform optimally in their roles. This position acts as a bridge between different departments to drive unified goals and targets.

To embark on a career as a Sales Enablement Manager, one typically starts with obtaining a bachelor’s degree in business, marketing, communications, or a related field. This educational foundation is crucial for developing an understanding of sales and marketing principles.

  • Experience: Gain experience in sales operations or inside sales. This practical exposure aids in understanding sales processes and challenges.
  • Leadership: Develop leadership and management skills, which are essential for guiding sales teams and implementing enablement strategies.

Prospective candidates should consider obtaining relevant certifications. For instance, HubSpot offers certifications that are highly regarded in the realm of sales enablement.

Career Progression Step Description
Sales Enablement Specialist Begin as a Specialist to master the tools and techniques of enablement.
Writer/Marketing Manager Evolve into roles that involve content creation and marketing strategies, furthering your expertise in the dynamics of effective sales material.
Networking/Social Media Engage in networking, often via social media, to stay abreast of industry trends and connect with professionals in sales enablement.
Sales Enablement Professional Aspire to become a Senior Professional who strategically leads sales teams towards achieving organizational goals.

Continuous learning through market research and being attuned to the latest sales methodologies will keep sales enablement managers on top of their game.

Qualifications: A Sales Enablement Manager should be well-versed in the use of sales enablement tools and CRM systems, possessing the ability to analyze sales metrics and drive sales performance improvements.

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