Sales enablement integrates knowledge, data, or software into business operations to enhance sales effectiveness. By automating tasks, enhancing communication, and providing valuable insights, sales enablement tools help sales reps maximize productivity and performance.
With access to more accurate data and advanced features, sales teams are better equipped to generate more opportunities, drive sales, and boost revenue growth. We evaluated dozens of software products and identified the 10 best sales enablement software solutions.
- HubSpot: Best for analyzing payment revenue
- Freshsales: Best for AI-based guided selling
- Mailchimp: Best for digital marketing
- Apollo.io: Best for cloud-based cold emailing
- Zapier: Best for creating automations between apps
- Nextiva: Best for cold calling
- Canva: Best for designing sales collateral
- UpLead: Best for B2B prospecting
- Ambition: Best for all-around sales coaching
- Showpad: Best for centralizing enablement resources
- Top Sales Enablement Tools & Software Compared
- HubSpot CRM: Best for Analyzing Payment Revenue
- Freshsales: Best for AI-based Guided Selling
- Mailchimp: Best for Digital Marketing
- Apollo.io: Best for Cloud-based Cold Emailing
- Zapier: Best for Automation Between Apps
- Nextiva: Best for Cold Calling
- Canva: Best for Designing Sales Collateral
- UpLead: Best for B2B Prospecting
- Ambition: Best for All-around Sales Coaching
- Showpad: Best for Centralizing Enablement Resources
- How We Evaluated the Top Sales Enablement Tools
- Frequently Asked Questions
- Bottom Line
Top Sales Enablement Tools & Software Compared
| Provider | Starting Monthly Price | Free Plan |
|---|---|---|
 | $15 per user | ✓Up to 5 users |
| Visit HubSpot | ||
 | $9 per user | ✓Up to 3 users |
| Visit Freshsales | ||
 | $13 for three users | ✓1 user |
| Visit Mailchimp | ||
 | $49 per user | ✓10 export credits |
| Visit Apollo.io | ||
 | $19.99 for one user | ✓100 tasks |
| Visit Zapier | ||
 | $18.95 per user | ✕ |
| Visit Nextiva | ||
 | $10 per user monthly for annual billing | ✓1 user |
| Visit Canva | ||
 | $74 per user | ✕Only 7-day free trial |
| Visit UpLead | ||
 | $19 per user | ✕Only 14-day free trial |
| Visit Ambition | ||
 | Contact for pricing | ✕ |
| Visit Showpad | ||
HubSpot CRM: Best for Analyzing Payment Revenue
HubSpot Monthly Pricing*
- Free: Free for up to 5 users
- Sales Hub Starter: $15 per user**
- Starter Customer Platform: $15 per user
- Professional Customer Platform: $1,170 for five users
- Enterprise Customer Platform: $4,300 for seven users
- Free Trial: 14 days
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
**Sales Hub Starter exclusively includes sales features. Other Hubs, including marketing, customer service, CMS, and operations software, can also be purchased individually or bundled for a higher price.
Users like HubSpot because of its easy setup, data migration, and user navigation. They can easily use this general-use customer relationship management (CRM) software to pull sales data and reports and build workflows and automations. Users also like its customization options and robust integrations. However, users find the price plans more expensive than those of other similar providers.
At the time of writing, HubSpot received the following ratings on popular review websites:
- Capterra: 4.5 out of 5 based on 4,158 reviews
- G2: 4.4 out of 5 based on 11,009 reviews
- Trustpilot: 2.8 out of 5 based on 721 reviews
Our Expert Opinion
HubSpot CRM offers multifunctional sales enablement capabilities for users to organize sales data, automate repetitive tasks, engage customers, and collaborate with team members in one system. It’s especially useful for businesses that use a revenue operations structure, where sales, marketing, and customer success management functions fall under one umbrella.
This is primarily because HubSpot offers sales, marketing, content management, and customer service modules. Users can create customized dashboards like gross payment revenue to analyze sales data and overall revenue performance for a specified period. Additionally, each sub-product has an intuitive interface and a free plan for five users. Read our HubSpot CRM review.
Freshsales: Best for AI-based Guided Selling
Freshsales Monthly Pricing*
- Free Plan: $0 for three users
- Growth: $9 per user
- Pro: $39
- Enterprise: $59
- Free trial: 21 days
Add-ons
- Configure, Price, Quote: $19 per user, per month for quote document templates, invoicing, and document activity tracking
- Additional Bot Sessions: $75 for 1,000 bot sessions per month for automated customer or lead support
- Workflows: $5 for 10 workflows
- Phone Credits: Starts from $5
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
Users choose Freshsales because of its simple, intuitive interface and sales activity reports. They also love the various communication channels for lead management, including email, phone, and third-party messaging apps. Some users find support hard to reach.
At the time of writing, Freshsales received the following ratings on popular review websites:
- Capterra: 4.5 out of 5 based on 611 reviews
- G2: 4.5 out of 5 based on 1,183 reviews
- TrustRadius: 7.9 out of 10 based on 127 reviews
Our Expert Opinion
There’s no better enablement tool than AI to complete tasks or analyze data for your sales reps. Freshsales stands out for its Freddy AI tool, which supports multiple functions within a sales operation. It can be used as an automated chatbot to engage website visitors, generate leads, and detect buying intent. As a result, sales teams can benefit from AI-based guided selling to manage more sales opportunities and close more deals.
Additionally, Freddy can conduct lead scoring for leads and provide deal insights to evaluate the best opportunities for reps to focus on. Finally, the CRM AI features assist with tedious data-related tasks like record deduplication and revenue forecasting. This gives you clean, accurate data to gain valuable insights for intelligent sales decision-making. Read our Freshsales review.
Mailchimp: Best for Digital Marketing
Mailchimp Monthly Pricing*
- Free: Up to one user for 500 contacts
- Essentials: $13 for three users for 500 contacts
- Standard
- Premium
- Free Trial: 30 days
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
Users love how Mailchimp helps them track their audience and categorize them for various types of emails for lead generation and nurturing. They like the simplicity of sending out a campaign to all contacts with saved templates using this sales enablement tool. However, some users find customizable features limited.
Mailchimp is considered one of the best email marketing tools available. Learn about alternatives in our guide to the best email marketing software for small businesses.
At the time of writing, Freshsales received the following ratings on popular review websites:
- Capterra: 4.5 out of 5 based on 17,152 reviews
- G2: 4.3 out of 5 based on 12,449 reviews
- TrustRadius: 7.9 out of 10 based on 127 reviews
Our Expert Opinion
Mailchimp uses communication and automation features like a customer journey builder to automate SMS and email marketing campaigns. Automation frees up sales rep time and ensures their pipeline is always full. Mailchimp also lets users manage social media accounts where they can publish ads and schedule posts on Facebook and Instagram.
Mailchimp even allows A/B testing and has a built-in creative assistant to maintain campaign quality. Finally, users can put their campaigns on autopilot through prebuilt custom journeys, scheduled deployments, and multistep automation based on actions like clicks, opens, or purchases.
Apollo.io: Best for Cloud-based Cold Emailing
Apollo.io Monthly Pricing*
- Free plan: $0 Unlimited email credits
- Basic $49 per user**
- Professional: $79**
- Organization: $119 (minimum of three users)**
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
**Unlimited email credits (minimum of 120,000 per account yearly)
Users choose Apollo because of its complete sales tools for finding prospects and building touchpoints for sending emails and making calls. They also love this sales enablement tool for its well-designed sequence, which can be used in cold email outreach and integration with LinkedIn and Chrome. However, some users find support limited—self-help resources could be improved.
At the time of this writing, Apollo.io received the following ratings on popular review websites:
- Capterra: 4.6 out of 5 based on 344 reviews
- G2: 4.8 out of 5 based on 7,021 reviews
- TrustRadius: 8.3 out of 10 based on 210 reviews
Our Expert Opinion
Apollo.io has a built-in AI email generator that can help you create personalized emails, making it one of the best sales enablement tools for communication. You can mention a recent business achievement, the latest news about a lead’s company, or a mutual connection to catch the reader’s attention.
With Apollo’s AI sequence builder, you can launch cold email outreach campaigns to quickly reach more prospects and convert them into paying customers. Apollo can analyze email content and provide you with a score and writing recommendations to increase your reply rate. You can also split test subject lines to determine what best resonates with your audience.
Zapier: Best for Automation Between Apps
Zapier Monthly Pricing*
- Free: Up to one user
- Professional: Starts at $19.99 (one user)
- Team: $69 per month (unlimited users)
- Enterprise: Contact provider for pricing
- Free Trial: 14 days
*Pricing is based on annual billing on a per-user monthly breakdown of Zapier’s workflow automation plans. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
Users love the robust, endless app integrations of Zapier. They like how it is easy to set it up, use, and automate workflows and complex processes, especially for sales and marketing tasks. However, some users find the high-tiered plans a bit costly.
At the time of writing, Zapier received the following ratings on popular review websites:
Our Expert Opinion
Zapier is a workflow connection tool that lets users easily automate between applications through “zaps.” Users can run a multistep CRM automation between tools where if a LinkedIn Ads lead submits a web form, a contact record is autocreated in HubSpot.
Then, an email is automatically sent to the contact, and a notification is sent to a sales rep in Slack. Automation streamlines your operations, and Zapier lets you both build and connect automations.
Furthermore, Zapier can even integrate CRM systems with social media. For instance, the best Facebook CRM integrations like Freshsales and Pipedrive use Zapier to manage leads.
A few examples of the integrations available in Zapier (Source: Zapier) 
Zapier shows how a “zap” (connecting tools) works. (Source: Zapier)
Nextiva: Best for Cold Calling
Nextiva Monthly Pricing*
- Digital: $20 per user
- Core: $30 per user
- Engage: $40 per user
- Power Suite: 60 per user
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. Additional set-up, implementation, and usage fees may apply to these features. While we update pricing information regularly, we encourage our readers to check current pricing.
Users love the excellent call quality and intuitiveness of Nextiva. They also like how easy it is to integrate with other apps and its customizable options for omnichannel communication. Some also find the cost good. However, some users find integrations and video conferencing limited.
At the time of writing, Nextiva received the following ratings on popular review websites:
- Capterra: 4.6 out of 5 based on 897 reviews
- G2: 4.5 out of 5 based on 3,189 reviews
- Trustpilot: 4.7 out of 5 based on 3,411 reviews
Our Expert Opinion
Nextiva is a voice-over-internet-protocol (VoIP) and communications system. As a phone system, sales teams can centralize their cold calling activity by making, logging, and tracking calls on one platform. Nextiva also comes with calendar sync and meeting scheduling for reps to easily get sales meetings on the calendar after successful introductions.
Additionally, the product comes with shared contact management, notes, and internal chat tools to help team members collaborate effectively. Users can also adopt Nextiva to deploy short message service (SMS) campaigns and manage video calls. Read our Nextiva review.
Canva: Best for Designing Sales Collateral
Canva Annual Pricing*
- Canva Free: $0 for one user
- Canva Pro: $10 per user monthly
- Canva for Teams: $100 (minimum three users)
- Canva Enterprise: Custom pricing
- Free Trial: 30 days
*Pricing is based on annual billing. Monthly billing is also available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
Users like Canva because of its free plan, which allows businesses to create various graphics for sales and marketing purposes. They love the thousands of font and color options for social media, slide presentations, etc. While the advanced features are useful, some users find them expensive.
At the time of this writing, Canva received the following ratings on popular review websites:
- Capterra: 4.7 out of 5 based on 11,884 reviews
- G2: 4.7 out of 5 based on 4,711 reviews
- TrustRadius: 9.2 out of 10 based on 1,497 reviews
Our Expert Opinion
Canva is a designer website where users can create presentations, social media posts, logos, printed materials, and marketing assets. It’s one of the best sales enablement services, particularly for small sales teams that need a quick and simple process to design their own materials for networking events, trade shows, and other meetings.
Canva’s AI-powered features include Magic Design (describe a design and watch it come to life) and Magic Write with brand voice (generate personalized and on-band text). These capabilities streamline designing sales materials. On top of its broad design capabilities, Canva has a free plan and it’s easy to use, even for those without any graphic design experience.
UpLead: Best for B2B Prospecting
UpLead Monthly Pricing*
- Free Trial
- Essentials
- Plus
- Professional: Contact provider for custom pricing
*Pricing is based on annual billing on a per-user monthly breakdown. Monthly billing is available for a higher cost. While we update pricing information regularly, we encourage our readers to check current pricing.
Users choose UpLead because they can use this B2B lead database to access the full contact information of decision-makers in a company. They love this tool because it automatically verifies the accuracy of email data. Some users recommend enhancing UpLead’s integrations with other business tools.
At the time of writing, UpLead received the following ratings on popular review websites:
Our Expert Opinion
UpLead is an online database for purchasing B2B leads. It is one of the best B2B sales enablement tools on the market, saving sales reps time by not having to spend hours on online research to find prospects. It uses a credit-based system where, depending on the subscribed plan, users can use a credit to unlock a contact data record.
The online service also allows teams to purchase multiple leads at once, then download the list as a spreadsheet or export it into a CRM system. Once added, reps can begin cold calling or doing email introduction campaigns. Read our UpLead review.
Ambition: Best for All-around Sales Coaching
Ambition Monthly Pricing*
- Recognition & Visibility: $19
- Sales Gamification: $40
- Sales Coaching Platform: $55
*Pricing is based on the web-downloaded pricing details with per-user monthly billing. While we update pricing information regularly, we encourage our readers to check current pricing.
Users love the gamification tools of Ambition. They can quickly check their performance stats and compare them with peers for healthy competition. While metric customization options aren’t that many, Ambition’s dashboard is helpful in tracking individual and team metrics.
At the time of writing, Ambition received the following ratings on popular review websites:
- Capterra: 4.6 out of 5 based on 20 reviews
- G2: 4.6 out of 5 based on 572 reviews
- TrustRadius: 9 out of 10 based on 16 reviews
Our Expert Opinion
Ambition is a complete sales performance management system that includes sales gamification, performance tracking, and coaching features on one platform. Managers can view metrics, such as outreach activity, revenue closed, and behavior trends, to gain insight into how individuals and teams are doing.
In terms of enablement, Ambition improves production through knowledge transfer and coaching. This sales enablement technology’s coaching orchestration module is equipped with tools to monitor sales metrics, manage one-to-one meetings, create coaching agendas, set goals, and execute plans of action for reps to improve.
Showpad: Best for Centralizing Enablement Resources
- Showpad Content Plans: Essential, Plus, Ultimate
- Showpad Coach Plans: Knowledge Building & Certifications, Skill Building Through Training, Practice & Coaching
*Please contact the provider for custom pricing across all plans and products. While we update pricing information regularly, we encourage our readers to check current pricing.
Users say many good things about Showpad, such as being an excellent content management tool. The search function makes it easy to find what you are looking for. Moreover, users love how they can access all sales content in an organized way with customizable pages. They said that display formatting and admin controls need improvement.
At the time of writing, Showpad received the following ratings on popular review websites:
Our Expert Opinion
Showpad is built as a sales enablement platform that stores and centralizes critical sales resources. One of the modules, for instance, is the Showpad Content system, where users can store sales and marketing assets for reps to use for outreach and nurturing. It’ll even make content recommendations based on insights from other team members and machine learning technology.
Sales managers can also use the Showpad Coach module to help train and assess sales reps. With the tools, managers can upload and assign courses, develop training programs, and track improvements on one platform. These capabilities are important in various aspects of sales management, especially during onboarding.
How We Evaluated the Top Sales Enablement Tools
Sales enablement encompasses a variety of resources, including software, intelligence, or knowledge. Hence, it cannot be evaluated apples-to-apples, so we made a more direct comparison.
- Pricing: This covered the costs of using the sales enablement technology, free plan availability, and scalable pricing options that could support growing businesses as their capacity and need for features change.
- Sales Enablement Features: Most sales enablement tool examples include capabilities, either through built-in features, third-party integrations, or additional services. Hence, we evaluated the availability and comprehensiveness of these features to compare the platforms included in this list.
- Customer Support: When evaluating top sales enablement tools, this criterion touched on the accessibility of customer support by each provider, evaluated in terms of availability hours and channels such as phone, email, chat, and self-service resources.
- Expert Score: We looked into how real users feel about each product or service provider in terms of how they like the features, product ease of use, and the value they felt they gained by using the above sales enablement tool examples.
Frequently Asked Questions
What is the best sales enablement platform?
The best sales enablement platform depends on your needs. For instance, HubSpot is our top recommendation if you’re looking for revenue operation features because of its multifunctional sales enablement capabilities. Apollo.io is a good choice for cold emailing, whereas Nextiva is best for cold call outreach.
What are sales enablement tactics?
Sales enablement tactics refer to strategies sales teams implement to close more deals and boost revenue. The ultimate goal is to improve sales rep productivity and overall sales performance by accessing helpful content (like knowledge base resources, intranet, AI-generated scripts, etc.), coaching, and training throughout the sales cycle.
What are the best features of sales enablement software?
Sales enablement software systems help salespeople improve their productivity and performance by using centralized tools for content management, reporting, coaching, and training. Some of the best features include automation tools like predictive analytics and AI forecasting to tackle repetitive tasks so salespeople can focus more on selling.
Bottom Line
Sales teams engage in many daily activities that sales enablement software can streamline, saving time and effort. With sales enablement, sales managers can focus more on coaching underperforming sales reps, and salespeople can concentrate on improving their selling strategies. This technology boosts efficiency, analytical thinking, creativity, and client relations, contributing to sales quotas and overall revenue growth.
