Understanding the Differences (And Similarities) Between Sales Enablement and Marketing Content

Marketing content and sales enablement are buzzwords you have probably heard in the B2B world.

Over the past several years, content marketing has become a critical part of every marketing strategy. However, sales enablement is rapidly becoming an essential piece of the puzzle for sales teams as well. The tricky part is that the line between marketing content and sales enablement is getting very blurry. In many ways marketing content and sales enablement are one in the same.

The question becomes, what is the difference between sales enablement and marketing content?

Let’s discuss!

The Definitions of Sales Enablement and Marketing Content 

Sales Enablement:  

Sales enablement is the strategy, content, technology, and training that empowers sales teams to sell smarter and faster.

Marketing Content: 

Marketing content is content that is planned, created, distributed, shared, and published via channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and more. 

Examples of Sales Enablement and Marketing Content 

Sales Enablement Content:  

• Case studies 

• eBooks  

• One-pagers with visuals and accessible information to scan 

• Internal sales training materials 

• One-Sheets that explain company products/services 

• Competitive landscape information 

• Podcast episodes that positively reinforce your brand 

Marketing Content: 

• Case Studies 

• eBooks 

• Blogs 

• Brand Videos 

• Infographics 

• Checklists 

• How-to Guides 

The Differences Between Marketing Content and Sales Enablement 

One specific difference is the initial reason for creating the content. Marketing content focuses on attracting prospects and converting them into leads, whereas sales enablement content helps support sales reps and simplifies the sales process. 

Another key differentiator is where in the sales funnel the content falls. Content marketing typically supports the top and middle sections of a sales funnel (there are many exceptions, though), and sales enablement often works its’ magic in at the middle and the bottom. Although this is not a hard and fast rule, a video that you would share on the website about a specific product/service may not be something a sales rep would use in their sales process. 

The Overlap Between Marketing Content and Sales Enablement

The way consumers make buying decisions has dramatically changed, and salespeople are expected to add tons of personalization to the sales process – more than ever before.

Salespeople can no longer get away with transactional selling. Content marketing makes sure that prospects are educated before engaging with a sales rep and will remain engaged after. I like to think of it as marketing content is the overarching idea and sales enablement often falls into the marketing content bubble. Again, very blurry lines! And truly, lots of marketing content really IS sales enablement - that is the purpose of creating content that speaks to the ideal customer. 

Overall, both marketing content and sales enablement are essential for organizations. If you are interested in making more sales enablement content, check out this recent webinar of ours that discusses how to create sales enablement content that drives revenue.