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Key Responsibilities and Required Skills for Sales Enablement Program Manager

💰 $ - $

🎯 Role Definition

The Sales Enablement Program Manager designs, implements, and scales programs that increase sales productivity, accelerate ramp time, and drive quota attainment across field and inside sales teams. This role partners cross-functionally with Sales Leadership, Product Marketing, Learning & Development, Revenue Operations, and Customer Success to deliver enablement content, onboarding, coaching, and analytics that align to go-to-market priorities and product launches.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Sales Operations Specialist transitioning into enablement
  • Product Marketing Manager with GTM and collateral experience
  • Learning & Development (L&D) or Instructional Designer moving into sales-focused training

Advancement To:

  • Senior/Lead Sales Enablement Manager
  • Director of Sales Enablement or Revenue Enablement
  • Head of GTM Programs or VP of Revenue Operations

Lateral Moves:

  • Product Marketing
  • Revenue Operations / Sales Ops
  • Customer Success Enablement

Core Responsibilities

Primary Functions

  • Own end-to-end planning and execution of sales enablement programs (onboarding, product launches, playbooks, certification tracks) that measurably reduce ramp time and increase win rates across quota-carrying teams.
  • Design and manage a scalable new-hire sales onboarding program with defined learning paths, role-based milestones, and objective assessments to ensure consistent readiness for field deployment.
  • Develop and maintain role-based sales playbooks, battle cards, objection-handling guides, and ROI messaging in coordination with Product Marketing and Sales Leadership.
  • Create and manage structured certification and micro-certification programs to validate seller competency, monitor proficiency, and tie attainment to promotion/comp plan milestones.
  • Lead launch readiness for new products and major releases: produce sales training materials, enablement timelines, FAQs, competitive analyses, demo scripts, and go-to-market checklists.
  • Partner with Revenue Operations and Sales Ops to define KPIs, implement tracking, and deliver dashboards (CRM + LMS data) that measure curriculum impact, content adoption, and seller behavior change.
  • Build and maintain a content library and enablement portal using platforms such as Seismic, Highspot, Showpad, or internal CMS — ensuring content discoverability, version control, and consumption analytics.
  • Deliver live and on-demand training (virtual instructor-led, webinars, microlearning modules) and design exercises for role-play, coaching, and peer-to-peer reinforcement.
  • Facilitate ongoing field coaching and enablement sprints with frontline managers to reinforce behaviors, review pipeline conversations, and drive application of training in live deals.
  • Partner with Sales Leadership to analyze skill gaps and prioritize enablement investments that deliver the highest impact on quota attainment and deal velocity.
  • Implement and refine learning design methodologies (ADDIE/AGILE) to iterate quickly on content, assessments, and reinforcement strategies based on seller feedback and performance data.
  • Manage stakeholder relations across GTM functions, serving as the single point of contact for enablement needs, escalation, and program governance.
  • Create and optimize sales automation assets (cadences, templates, email sequences) in Sales Engagement platforms (Outreach, SalesLoft) to support repeatable prospecting and follow-up motions.
  • Collaborate with Marketing to translate product and value messaging into prospect-facing collateral, pitch decks, and demo scripts that align to buyer personas and stages of the funnel.
  • Establish best-practice onboarding for managers of sellers — enable frontline leaders with coaching frameworks, observation guides, and 1:1 agenda templates.
  • Conduct qualitative and quantitative assessments (surveys, quizzes, LMS metrics, CRM funnel analysis) to measure program effectiveness and inform continuous improvement cycles.
  • Lead cross-functional enablement launches with a detailed project plan, RACI, timelines, readiness checkpoints, and post-launch retrospective to capture lessons learned.
  • Manage external enablement vendors and content partners, negotiating scopes, SLAs, and deliverables for training, content production, or technology integrations.
  • Create compelling enablement communications and launch campaigns (email series, one-pagers, kickoff events) to drive adoption, awareness, and usage of assets.
  • Maintain, version, and retire enablement content based on product changes, win/loss analysis, and usage metrics to reduce content clutter and increase relevance.
  • Use competitive intelligence and win/loss insights to update objection-handling materials, pricing justification tools, and competitive battle cards used by sellers in live deals.
  • Drive adoption of enablement technology stack (LMS, content management, sales engagement, analytics) including implementation roadmaps, training, and feedback loops.

Secondary Functions

  • Support ad-hoc enablement data requests, build custom reports, and deliver insights for leadership reviews and quota planning.
  • Contribute to the long-term enablement strategy and roadmap aligned to company revenue goals and product milestones.
  • Work with RevOps to translate business requirements into technical configurations for CRM, LMS, and enablement platforms.
  • Participate in sprint planning and agile ceremonies for cross-functional GTM projects, ensuring enablement deliverables meet sprint commitments.
  • Assist in forecasting enablement resource needs, vendor budgets, and program ROI to support business case development.
  • Organize and run regular enablement office hours, community of practice meetings, and a “train-the-trainer” program to scale knowledge across the organization.
  • Maintain enablement documentation standards (naming conventions, version control, ownership) and enforce adoption across content contributors.
  • Champion change management for new sales processes and tools, creating adoption plans and manager enablement to mitigate disruption and accelerate usage.

Required Skills & Competencies

Hard Skills (Technical)

  • Sales Enablement Platforms: experience with Seismic, Highspot, Showpad, or comparable CMS for sales content management and analytics.
  • Learning Management Systems (LMS): hands-on with platforms such as Docebo, Lessonly, Cornerstone, or WorkRamp for course creation and tracking.
  • CRM & Analytics: strong working knowledge of Salesforce (or comparable CRM), ability to pull and interpret pipeline and performance data for enablement insights.
  • Sales Engagement Tools: practical experience configuring and enabling Outreach, SalesLoft, or similar cadencing tools.
  • Content Authoring & Instructional Design: proficiency creating e-learning modules, microlearning, assessments, and instructor materials using Articulate, Rise, or PowerPoint.
  • Data Literacy: ability to work with enablement metrics, KPI dashboards, and basic data manipulation (Excel/Google Sheets; knowledge of SQL or BI tools like Tableau/Looker a plus).
  • Program & Project Management: proven track record managing complex cross-functional programs with multiple dependencies and stakeholders.
  • Demo & Call Coaching: strong experience creating standardized demo scripts, battle-tested objection handlers, and call review frameworks.
  • GTM & Product Knowledge: deep understanding of SaaS GTM motions, buyer personas, and product value propositions.
  • Content Governance & Version Control: experience implementing taxonomy, ownership, and retirement policies for enablement assets.
  • Vendor & Budget Management: ability to manage contracts, vendor relationships, and program budgets to deliver cost-effective enablement solutions.

Soft Skills

  • Exceptional verbal and written communication tailored to both executive stakeholders and frontline sellers.
  • Strong stakeholder management and influencing skills; ability to build consensus across Sales, Product, Marketing, and Operations.
  • Coaching and facilitation skills to lead workshops, role-plays, and manager enablement sessions with high energy and engagement.
  • Analytical mindset with a bias for measurable outcomes and continuous improvement.
  • Empathy and customer-centric thinking focused on seller experience and practical application.
  • Strong prioritization and time management skills in a fast-paced, ambiguous environment.
  • Creative problem-solving and adaptability to refine programs based on feedback and performance data.
  • Collaborative team player who fosters a culture of knowledge sharing and enablement best practices.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Business, Marketing, Communications, Education, Organizational Psychology, or related field.

Preferred Education:

  • MBA or advanced degree in a related field is a plus.
  • Certifications in instructional design, project management (PMP/Agile), or enablement platforms (e.g., Seismic certification) are desirable.

Relevant Fields of Study:

  • Business Administration
  • Marketing or Product Marketing
  • Learning & Development / Instructional Design
  • Organizational Psychology / Communications

Experience Requirements

Typical Experience Range: 4–8 years of progressive experience in sales enablement, sales operations, product marketing, or L&D supporting revenue teams.

Preferred: 5+ years specifically in Sales Enablement or Revenue Enablement at a SaaS or technology company, with proven results in onboarding, program design, and enablement analytics.

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