As a marketing leader, it’s critical to enable your reps with the right tools. These tools should support the team— and their skill set—to win more sales and excel at their job. With so many sales enablement platforms on the market, though, how do you determine which one is right for your business? There is an abundance of different types of sales enablement tools and plenty of individual options in each product category.

Any chief marketing officer (CMO), RevOps specialist, and sales or marketing team member can tell you that there can be a significant disconnect between the marketing and sales teams. This disconnect isn’t just a potential cause for tension, but it can also cause substantial lost revenue. And while everyone plays a vital role in sales enablement, it’s clear that you need marketing and sales fully aligned for everyone to be more successful.

Knowing exactly what your role is at work and what you’re responsible for is crucial. You don’t want to drop anything accidentally that’s supposed to be on your plate. It’s also important because you need to know who owns certain tasks, or it’s easy for different departments or team members to end up arguing over who exactly is responsible for specific responsibilities. Sales enablement feels like a prime example. As it’s the process of getting the sales team helpful info, resources, and tools to increase sales, there can be a lively debate about who exactly owns it.

When you’re marketing and selling your product, it’s important to know what to lead with so that you’re most likely to drive the sale. Do customers love your pricing? Are your products or services higher-quality, with unique features? Or maybe you’re known for outstanding customer service and fast response times. People make buying decisions based on a number of different factors, but your best chance at driving the conversion is knowing how to leverage value-based selling to get them to purchase from you.