Sales enablement and CRM systems: What’s the difference?

Customer Relationship Management (CRM) systems and sales enablement technologies share a lot. However, when you compare them side by side, we can see key distinctions and understand the different value an organization gets from each. Indeed, both are essential for sales teams to succeed.

When you hear the term sales enablement, you may think: doesn’t our CRM system do this? But CRMs were never designed to accomplish sales tasks. They are not a central repository that can automatically deliver the right expert knowledge, customer insight, training, relevant content and sales tools for a seller to use in specific scenarios.

Both are essential for sales teams to succeed, but they accomplish different tasks.


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