How to Choose a B2B Sales Enablement Platform That *Truly* Drives Pipeline

Sales enablement is a squishy term. 

It deals with everything pre-sales but, boil it down, and it’s really just a tool for making sure the right salesperson has the right content at the right time. 

A sales enablement platform is more than just a product in your tech stack. It’s a living, breathing component of your sales ecosystem. 

In this context, your choice of sales enablement platform should be rooted in a deep understanding of how each piece of your sales strategy aligns. 

Does it act as a cohesive force in your pipeline? 

Does it empower your team not just with tools, but with insights that guide smarter actions? 

These are just some of the questions to consider when choosing the right platform. 

Yes, a sales enablement platform is technically a tool, but it also determines how people move through the sales process and how efficient that process is overall. 

Why Most B2B Sales Enablement Platforms Fall Short 

Most B2B sales enablement platforms promise streamlined workflows and faster, better sales outcomes. 

In reality, many fall short because of a combination of things, including but not limited to:

• They may not integrate with your existing top-of-the-sales-funnel tech stack. 

• They may not have the automation capabilities to manage and deliver the right content at the right time. 
• They may not have the kind of detailed analytics you need to make informed decisions. 

When these platforms don’t perform as promised, there are obvious ripple effects. According to McKinsey, reps spend 9.3 hours a week searching for information while disconnected systems lead to 15% slower deal cycles, translating to millions lost every year. 

6 Features Your B2B Sales Enablement Platform Must Have 

The truth of the matter is, every sales enablement platform is different. There’s no “one-size-fits-all” and no best-in-class for every single company. 

In reality, it comes down to personal preference and your unique sales process. B2b sales enablement platform

Jim Meyer, Senior Business Applications Manager at Experlogix, pins it as a choice akin to choosing “whether you prefer chocolate chip cookies with dark chocolate or milk chocolate”. 

That being said, there are some things to consider before you take the plunge. 

1. Content Management and Personalized Content Delivery

Your platform should ideally have a centralized, easily searchable repository for all sales collateral. 

Your team shouldn’t have to hunt down relevant case studies, pitch decks, or product sheets. Instead, a well-organized repository with something like an AI-powered search can quickly surface the most relevant materials based on the buyer’s industry or deal stage. 

2. Advanced Analytics

A “good” sales enablement platform should have real-time insights into rep performance and buyer engagement signals. This includes tracking which content resonates most, identifying bottlenecks in the sales funnel, and understanding which reps close deals fastest. 

3. Personalized Training 

Different sales reps need different kinds of help. Look for a platform that can deliver personalized, actionable advice for your reps based on their behavior and performance metrics. So, if a rep struggles with, say, objection handling, the platform might recommend specific training or surface relevant, tailored scripts. 

4. Scalability 

Having a platform that scales with you is an absolute must. Look for solutions that can easily handle increasing team sizes and support global operations. 

5. Seamless Integration

Sales enablement platforms should, at the very least, integrate with your existing pre-sales tools, including (but definitely not limited to) your CRM. This means reps can view all necessary information without constantly toggling between systems. 

6. Collaboration Tools 

Sales and marketing alignment is crucial in a successful sales pipeline. 

Collaboration tools, like shared workspaces and feedback loops, make it easy for teams to co-create and refine collateral. For example, marketing could use rep feedback to adjust messaging so that sales have the most effective materials to hand. 

How to Evaluate Platforms for Pipeline Impact 

Choosing a sales enablement platform is ultimately a strategic decision that can directly impact the health of your pipeline. 

It can be hard to spot the nuances between the different platforms, but it’s these nuances that tell you which platform is the best fit for you. 

Here are some ways you can go beyond just “reading” about these platforms and do the hard work to determine if they’re right. 

Test for Ease of Use and Adoption Rates

A platform’s value hinges on whether your sales team will actually use it. 

This is one of the hardest things about implementing a new tool because lots of sales reps have their own ways of working that they’re accustomed to and don’t want to change. 

To give yourself the best chance of choosing the right tool, test its interface and workflows to make sure they’re user-friendly. In particular, look for things like drag-and-drop functionality, AI-powered suggestions, or automation tools that simplify repetitive tasks. 

Most importantly, involve your sales and IT teams during these evaluations. Their feedback on usability, integration, and scalability will help you choose a solution that meets everyone’s needs.

Make Sure It Integrates With Your Existing Tools

We’ve mentioned this a lot here, and there’s a reason for that. 

It’s much easier to get reps on board and have a seamless transition if the sales enablement platform you choose integrates with your existing tech stack. It means reps don’t have to switch between platforms and can get a unified view of customer interactions. 

Look For Case Studies and ROI Examples

Case studies from other platform users can show you how it performs in real-world scenarios. In particular, look for examples from companies in similar industries, that are a similar size to yours, or those that have similar challenges.

You can also use ROI metrics to get solid data on what you can expect. This might be reduced sales cycle times or higher win rates. Whatever the metric, this can give you tangible proof that the platform will have a positive impact on your pipeline. 

Why Experlogix Stands Out 

“There are many different ways to pick the right sales enablement tool,” says Meyer. “There are great tools like Salesforce and Microsoft Dynamics 365, but the one constant thing is that you need to have your salespeople be able to turn around quotes faster. They need to focus on the prospects and their clients rather than administrative stuff.” 

One of Experlogix’s great advantages is that you can use the tools you already have. The CPQ element integrates seamlessly with whichever sales enablement platform you settle on and transfers data automatically between the two.  

“We write everything right into the system,” says Meyer. “You don’t have to do anything extra with the CPQ. You just use the same analytics you’re using in your CRM.” 

So, ultimately, it doesn’t matter if you’re using Salesforce or Dynamics 365, because all your data is already in the system. 

The idea behind this is that everything happens automatically in one place. 

“All of a sudden, you’re taking these manual processes and automating them,” says Meyer. “Where something took several days, it now just takes a few minutes. But, really, it comes down to the fact that CPQ becomes a multiplier.”

This is because it takes away all of the other things you have to do—the spreadsheets, asking questions, making mistakes, etc. 

Discover how Experlogix integrates seamlessly with your existing tech stack to drive real pipeline growth. Book a demo today. 

Benefits of the Right Sales Enablement Platform 

Choosing the right sales enablement platform comes down to what you need. There’s no right answer, only the answer that fits with your pipeline, deal type, and team. 

So how will you know you’ve chosen the right platform? 

There will be some signs… 

An Increase in Sales Productivity 

A great sales enablement platform brings to life the old adage of “work smarter, not harder”. 

Streamlining your sales workflows cuts out time-consuming manual tasks like searching for content, managing customer data, and drafting follow-up emails. 

A good platform will allow reps to access centralized content libraries and CRM integrations so they can spend less time on admin and more time closing deals. 

Better Buyer Engagement 

Modern buyers have come to expect personalized, timely interactions, and the right sales enablement platform will help your team deliver the right content at every stage of the buyer journey. 

For example, AI recommendations might help reps share case studies, whitepapers, or demos tailored to the buyer’s specific needs and pain points. 

Some platforms even provide engagement analytics, so your reps can see which content resonates most and adjust their approach accordingly. 

The Ultimate Benefit… More Revenue 

The most obvious (and coveted) benefit of a good sales enablement platform is revenue growth. It aids this by bridging the gap between sales and marketing, usually by providing a shared repository for marketing-approved assets and insights into buyer behavior. 

This alignment creates a space where teams can collaborate and track success metrics, as well as analyze win rates, deal velocity, and pipeline trends so they can close deals faster.

So how will you know you’ve chosen the right platform?

There will be some signs…

An increase in sales productivity. Better buyer engagement. More revenue.

Ready to streamline your sales process and give your team the tools they need to close deals faster? Book a demo here.