In competitive B2B sales, even the most talented professionals can only perform as well as the tools and support around them. From CRM systems to coaching programmes, “sales enablement” has become the backbone of high-performing teams — but what actually matters most to the people using them?
We asked over 300 B2B sales professionals across the UK to share what kind of enablement helps them succeed. The results are clear: the best sales teams are powered by marketing alignment, not micromanagement.
The Enablement Leaders: What the Data Shows
When asked which enablement resource has the biggest impact on their results, salespeople said:
- Warm leads / marketing – 70 %
- Sales coaching – 20 %
- Strong CRM / operations – 10 %
That 70 % is striking. It shows that while process and coaching matter, nothing boosts confidence and conversion rates like a steady flow of qualified leads.
Marketing Alignment: The Ultimate Sales Advantage
For years, sales and marketing operated in silos. Today, alignment is a competitive advantage.
A well-executed marketing engine — strong brand awareness, clear messaging, consistent lead generation — gives salespeople a warmer start to every conversation.
Instead of cold outreach, they’re engaging with prospects who already know and trust the company. That shortens sales cycles, increases win rates, and keeps morale high.
Recruiter insight: Candidates frequently ask about lead generation during interviews. A vague answer about “shared responsibility” is often a red flag. Being able to demonstrate marketing support instantly makes your opportunity more attractive.
Why Sales Coaching Still Matters
Only 20 % selected sales coaching as their top enablement factor — but that doesn’t make it unimportant. Coaching builds consistency, especially for new hires who need to adopt a company’s methodology and messaging quickly.
When combined with data-driven feedback from CRM and performance tools, coaching helps convert warm leads into loyal customers. The takeaway? Coaching isn’t the driver — it’s the multiplier.
CRM and Operations: The Unsung Heroes
10 % might sound low, but it reflects a truth: a strong CRM is most valuable when it disappears into the background. Salespeople shouldn’t have to fight their tools. Clean data, automated reporting, and clear visibility allow them to focus on what they do best — selling.
What This Means for Employers
If you want to attract and retain high-performing B2B salespeople, focus on enablement that makes their lives easier, not busier.
That means:
- Investing in marketing and lead generation to give teams a real head start.
- Providing ongoing coaching tied to measurable outcomes.
- Maintaining efficient systems that support, rather than slow down, the sales process.
When these three areas align, you don’t just get better performance — you get happier, more loyal employees.
Key Takeaway
The best sales enablement doesn’t overwhelm; it empowers.
For 70 % of sales professionals, the top priority is clear — help me start warmer conversations.
Need Help Building a Sales Team That Performs?
At Totaco, we connect companies with proven B2B sales talent — people who thrive when the right support and structure are in place.
Let’s talk about how your enablement setup could give new hires (and your bottom line) a head start. Get in touch to discuss your next sales hire.