14 Sales Enablement Tools and Software for 2021

Katie Holmes
9th March 2021

Sales enablement tools and software provide your sales, marketing and customer success teams with the necessary insight, training, and content to boost productivity and convert more sales-ready leads into lucrative opportunities.

Implementing sales enablement tools can provide your teams with the appropriate content and data-driven insights to help open up conversations with prospects, optimise processes and sell more efficiently.

With so many vendors available, how do you go about choosing the right sales enablement tool for you?

Well, we’ve put in the research and shortlisted some of the best sales enablement tools, designed to increase pipeline efficiency and help your reps close more leads into sales.

For this article, we’ll discuss:

Without further ado, let’s get started.


Closed-loop marketing allows sales and marketing teams to collaborate on conversion and revenue data to determine which specific marketing activities are most effective in driving sales. 

Download the closed loop marketing guide

Firstly, what is sales enablement?

To ensure that we’re all on the same page, it helps if we discuss the definition of sales enablement.

Quite simply, sales enablement provides sales teams with data-driven insights to guide buyers through the customer cycle and helps businesses optimise strategies to drive higher quality leads.

Sales enablement typically involves multiple departments such as marketing, sales and customer success. They all work together to provide sales with the necessary content, insight and processes to increase sales execution and revenue growth.

Think about it this way, as talented as Lionel Messi and Christiano Ronaldo are, they didn’t become the greatest footballers in the world through their own accord. They became the best with intensive training and support from world-class football clubs and coaches.

The same method applies to sales enablement.

With the right guidance, salespeople can go about their jobs more efficiently and  score achieve more positive business outcomes.

What is a sales enablement tool?

A sales enablement tool can be anything that makes the process of sales more streamline.

Generally, a sales enablement tool closes the loop between marketing, sales, and customer support teams, allowing businesses to track and deliver content to the prospect at the appropriate time throughout the customer journey.

Here are a few things that you should look out for when considering a sales enablement tool.

Integrations: Seamless data integration will provide your sales team with the insight they need to make smarter decisions right within the tools they use every day.

Actionable data: Your sales team should have access to actionable data which makes it easy to identify what is working, and what isn’t. The sales enablement tool you opt for should provide content creators with actionable insight to produce the right marketing and sales materials.

Affordability: The tool you choose to invest in must be affordable, and you should also ensure that you have the time, money, and expertise to build and maintain your collateral long-term.

Best Sales Enablement Tools for 2022

There isn’t a one-size-fits-all tool when it comes to marketing attribution. So, to make things easier, we have grouped all the tools by category.

Here are a few of the most prominent and popular sales enablement tools to get you started.

Sales Analytics and Attribution Tools

To accelerate sales and drive efficiency, you’ll need to start making data-backed decisions based on the activity that drives the most value. With sales analytics and attribution software, you can expect to uncover additional insights that will help you optimise your campaigns and convert more of your traffic into sales-ready leads.

Ruler Analytics

Ruler Analytics is a visitor level multi-touch attribution product for forms, phone calls and live chat, evidencing every step a visitor makes in their journey and matching revenue back to the source. By closing the loop between sales revenue and marketing activity, Ruler’s platform provides a single point of truth to identify which campaigns drive revenue, allowing organisations to make meaningful decisions to optimise advertising spend. Ruler integrates with analytics tools, CRM and other products, to close the loop between leads and revenue.

sales enablement tools - ruler analytics - www.ruleranalytics.com

Price: From £199/month


Want to know more? See first-hand how Ruler can track your entire customer journeys and attribute revenue to your marketing leads.

Download the guide on how Ruler Analytics works


As Demandbase is an ABM platform, you’ll have the ability to match your marketing attribution data directly to your accounts and find out how engaged your leads are.

sales enablement tools - demand base -www.ruleranalytics.com

Price: From £89/month


Seismic is a powerful sales intelligence and analytics solution that allows businesses to improve their impact on revenue income. The functionality in Seismic is easy to navigate, and it’s flexibility allows you to access your documents and insights in a few simple clicks.

sales enablement tools - seismic - www.ruleranalytics.com

Price: Available on request


Terminus is a powerful analytics solution that offers a variety of features that helps with your ABM workflows. You can see information on how all your campaigns tie back to revenue, and how effectively they work.

sales enablement - terminus - www.ruleranalytics.com

Price: Available on request

Sales Prospecting and Intelligence Tools

With prospecting and intelligence tools, you can automate your entire outreach strategy, help build the pipeline quickly and efficiently with higher quality contacts and convert more of your sales-ready leads into paying customers.


Apollo is a data-first engagement platform that provides sales reps with intelligence to help improve the quality of their conversations. Apollo integrates with Salesforce, HubSpot, Outreach, SalesLoft and Marketo so that you can take advantage of the data straight from the tools you use every day.

sales enablement tools - apollo - www.ruleranalytics.com

Price: From $99/month


Brainshark allows you to transform documents into voice enriched video presentations so that you can share your sales collateral directly with prospective buyers. The tool prepares your sales teams with knowledge and messages they need to convert more leads into opportunities.

sales enablement tools - brainshark - www.ruleranalytics.com

Price: From $15/month


Prospect.io is a powerful tool that helps marketing and sales reps find contact information associated with any website. The solution allows you to import your lists or search and import from Linkedin, which is very effective for outreaching and sales prospecting.

sales enablement tools - prospect - www.ruleranalytics.com

Price: €89/month


TechTarget provides actionable insights and allows you to see which companies, and sometimes specific end-users of the company, that are interested in your company’s products and services.

sales enablement tools - techtarget - www.ruleranalytics.com

Price: Available of request


Yesware is used by sales teams to close deals more efficiently. It’s an all-in-one solution that helps track emails, schedules meetings, creates templates and more straight from your inbox.

sales enablement tools - yesware - www.ruleranalytics.com

Price: Free


Sales Acceleration and Engagement Tools

Sales acceleration and engagement tools help improve productivity, streamline pipeline movement in the CRM and allow you to provide more value at each stage of the customer’s buying journey.


Self-declared the #1 sales enablement tool, Groove is the perfect solution for full-cycle sellers and cross-team collaboration. Groove is simple to use, but at the same time, offers a lot of value when trying to connect and sell to new customers.

sales enablement tools - groove.io - www.ruleranalytics.com

Price: Available on request


Highspot is a sales enablement solution that allows sales reps to develop customer conversations and help increase growth rates. The Highspot platform consolidates intelligent content management, training, contextual guidance, customer engagement, and actionable insights to help sales teams sell more effectively.

sales enablement tools - highspot - www.ruleranalytics.com

Price: Available on request


Mindtickle allows you to develop, coach and improve the performance of your sales reps. The functionality keeps sales teams prepared to face customers and prospective buyers with the most relevant information and solutions.

sales enablement tools - mindtickle - www.ruleranalytics.com

Price: Available on request


Outreach delivers powerful insights that result in more efficient selling. Users of Outreach have described the tool as extremely flexible and easy to use. One of the most popular features of Outreach is that it allows you to track when someone has opened an email and how they have engaged with it in real-time.

sales enablement tool - outreach - www.ruleranalytics.com

Price: Available on request


Salesloft creates a solution for sales teams to communicate with customers, navigate the sales process, and strive toward revenue success. The Chrome extension makes it easy to add prospects to an outbound cadence and notifies you if a lead is in an active cadence or communication with another sales rep.

sales enablement tools - salesloft - www.ruleranalytics.com

Price: Available on request

Final Thoughts

There you have it.

With sales enablement tools, you can unlock powerful data across the entire sales cycle, and more importantly, evidence the effectiveness of your marketing campaigns based on positive business outcomes.

Have we missed out any sales enablement tools? Let us know your thoughts by getting in touch below.

Book a demo Ruler Analytics