What is sales enablement? Sales enablement means different things to different people. There are countless definitions out there from research firms, analysts, and experts. In some firms sales enablement may be a role, in others it could be a range of tasks performed by different sets of people in marketing, sales, and sales operations. Put simply, sales enablement boils down to one goal – ensure sales can sell. This may encompass tools, content, people, and processes that support sales reps.