What is sales enablement with video?

The term sales enablement refers to the training, coaching and tools that empower sales teams to communicate confidently with stakeholders at every stage of the customer journey – and ultimately close deals more effectively.

Achieving this requires strategic planning that involves multiple departments, perspectives and forecasts in order to understand potential customers as deeply as possible and provide them with personalized, innovative advice.

Since both the market and customer needs are constantly evolving, sales enablement is never truly “finished.” Instead, it should be treated as an ongoing process – one that’s continuously refined and optimized to create lasting impact and drive revenue growth.

Why use video? Key advantages

The learning benefits of video are well documented. By combining visuals, audio and motion, and by engaging multiple senses at once, video content helps viewers understand complex topics faster than text alone.

Beyond cognitive benefits, videos also create emotional and motivational impact. Viewers can pick up on facial expressions and gestures, which helps them connect more personally with the speaker.

Another major advantage: when videos are available on demand, learners can control the pace themselves. They can pause, rewind or rewatch sections as often as needed.

When used as part of a sales enablement strategy, this leads to several clear advantages:

Cost savings

Live training sessions for onboarding and upskilling sales staff can be expensive – especially when you factor in travel, accommodation and trainer fees every single time. Using video for sales enablement allows companies to significantly reduce these costs.

Once recorded, training videos can be viewed as often as needed and accessed at any time.

Of course, it still makes sense to host live Q&A sessions via livestream to enable real-time interaction between trainers and participants. But even those sessions should be recorded and made available on demand.

Time savings

Video-based training saves time in several ways. Preparing for sales conversations and gathering relevant information can take sales teams hours each week. But when all resources are stored in one central location – such as a well-organized video library – information becomes quick and easy to find.

Remote training also eliminates the need to travel to in-person sessions, saving even more valuable time.

Location flexibility

Sales reps are often on the road, which makes attending in-person training sessions logistically challenging. During a pandemic, travel might not even be an option at all.

By using video for sales enablement, companies make it possible for their teams to access training content anytime, anywhere – and on any device they choose. ‍

Increased team productivity and engagement

An effective sales enablement strategy includes the knowledge and insights of the team itself. Employees can easily record short videos using their phone or webcam and share them with colleagues via the company’s video platform.

Social features like comments, likes and notes on individual clips also help boost collaboration and engagement across the team.

Greater efficiency

In sales enablement, videos aren't just useful for internal training – they can also be valuable tools during customer interactions.

Explainer videos, announcements and personalized video presentations help sales reps communicate with potential customers in a clear, engaging and persuasive way.

Implementation: how to roll out a sales enablement strategy

An effective sales enablement strategy is just as individual as the company behind it. The departments involved will vary depending on company size and industry. As with any new strategy, it’s important to begin with a thorough analysis of the current state. From there, the product owner – together with all relevant departments – should define future goals: Which stakeholders should be addressed? What are their needs? What materials already exist and what needs to be created from scratch? Which step in the customer journey should the video support? What platforms will be used to deliver the content?

Once these questions are answered, the focus shifts to video production. Marketing managers are usually responsible for developing relevant content and crafting compelling messaging. They are then supported by internal or external video producers to bring the clips to life.

When the videos are complete, it’s important to inform the sales team when, where and how the content will be made available. In most cases, HR or a corporate learning and compliance manager will coordinate the rollout and be available for follow-up questions.

Next comes the training phase. With on-demand videos, sales reps can build knowledge independently. At the same time, live-streamed training sessions led by sales coaches should be included to encourage direct interaction. These live sessions help deepen understanding and provide an opportunity for questions.

After the intensive training phase, it’s important to evaluate how well the knowledge transfer worked. Online quizzes and surveys can help identify and close any gaps. Testing the level of knowledge is essential to understand how well the training was received, how clear the videos were, and how effectively the information was presented.

If the test phase is successful, your sales team will be well-prepared for future conversations. In addition, the long-term impact of video training on sales performance should be reviewed regularly. Metrics such as the number of closed deals, revenue generated and deal size can provide helpful insights.

Platforms and tools: how to deliver your video content

To build a successful video-based sales enablement process, you need a reliable enterprise video platform. movingimage offers powerful solutions for a wide range of use cases.

Looking to manage your training videos with ease? The VideoManager Pro content management system lets you organize, edit and host your video portfolio. Its wide range of features includes AI-powered tools such as automatic subtitles in multiple languages.

Want to give your sales team secure, on-demand access to videos in a user-friendly way? CorporateTube is a web-based video portal where employees can watch, share and rate company videos using any device or browser. The platform supports fast uploads, high-quality streaming and top-level security.

If you’re planning to offer live training sessions, movingimage has two additional tools to support you. The Webcast tool allows you to plan, configure and broadcast large-scale one-to-many online events in top quality. Prefer smaller, more interactive workshops? Then our Virtual Events platform is the right fit. It offers a wide range of interactive features and networking opportunities for participants.

Conclusion

With the right preparation and a reliable enterprise video platform, any company can successfully implement a video-based sales enablement strategy. Regular content updates and testing phases provide the ideal foundation for confident, successful sales conversations.

Interested in using video to train your sales team? Get in touch – we’re happy to support you.