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You’re in luck: in this interview, Canto’s Head of Sales Enablement, Braxton Carr, reveals his number one tip for effective sales enablement, the most common mistake people make and the best way to streamline the sales process for both your sales team and customers! Sales enablement may be […]","How do you achieve effective sales enablement? You’re in luck: in this interview, Canto’s Head of Sales Enablement, Braxton Carr,...","\u003Cp class=\"wp-block-paragraph\">How do you achieve effective sales enablement? You’re in luck: in this interview, Canto’s Head of Sales Enablement, \u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fbraxtoncarr\u002F\" target=\"_blank\" rel=\"noopener\">Braxton Carr\u003C\u002Fa>, reveals his number one tip for effective sales enablement, the most common mistake people make and the best way to streamline the sales process for both your sales team and customers!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sales enablement may be one of the latest buzzwords in marketing, but with good reason! We’re seeing the most successful companies break down the traditional silos between sales and marketing, and having these functions intersect to create more efficient sales processes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not convinced? Check out these stats:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Cem>Companies with a sales enablement team are 52% more likely to have a sales process that’s tightly aligned with the buyer’s journey. (\u003Ca href=\"https:\u002F\u002Fwww.highspot.com\u002Fblog\u002Fhow-sales-enablement-is-transforming-sales-rep-experiences\u002F\" target=\"_blank\" rel=\"noopener\">Source – HighSpot\u003C\u002Fa>)\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Cem>59% of companies that surpassed revenue targets and 72% that exceeded them by 25% or more – have defined sales enablement functions, compared to only 30% of underperforming organizations. (\u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fforbespr\u002F2015\u002F10\u002F20\u002Ftop-performing-organizations-prioritize-sales-enablement-says-forbes-insightsbrainshark-report\u002F#515387ec495d\" target=\"_blank\" rel=\"noopener\">Source – Forbes\u003C\u002Fa>)\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191106\u002FBraxton-Employee-Spotlight-1024x536.png\" alt=\"Braxton Carr, Head of Sales Enablement at Canto.\" class=\"wp-image-47263\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191106\u002FBraxton-Employee-Spotlight-1024x536.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191106\u002FBraxton-Employee-Spotlight-450x236.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191106\u002FBraxton-Employee-Spotlight-768x402.png 768w, \u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191106\u002FBraxton-Employee-Spotlight.png 1200w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Hi Braxton! Thanks for taking the time to share some of your sales enablement expertise! How would you describe sales enablement to someone who doesn’t work in sales or marketing?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I like to think of the movie, Iron Man. It’s about putting a person with a certain skill set into a suit that augments that skill set. It’s the same thing with sales enablement; you’re helping augment your sales team’s skills with technologies and processes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What do you do in your role as the Head of Sales Enablement at Canto?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I primarily run the onboarding process for the sales team and help streamline the sales process. I came into this role because of my prior experience in the DAM industry, so I help educate our sales team about the space, competitors and how to engage prospects at each stage of the sales process.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I started by creating presentations about the industry, competitors and how Canto works in the space; then, I built out our learning management system that’s like an online course for our sales team to learn how to sell our product. Next year, I’ll work more in automating processes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What’s your number one tip for effective sales enablement?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A lot of people go into sales enablement thinking, “How can I make my sales people better?” That’s the wrong way to think about it. My role is really focused around the customer experience. Sales enablement is about easing the process through which customers acquire the product. It’s about making it easier to buy from us through a more fluid and cleaner process.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">As a marketer, a lot of the content I create is for sales enablement. From your perspective, what role does content play in sales enablement?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The best way to enable your sales team, especially when the buying process is mostly digital, is with content. I create so many kinds of content: timelines of deals, multimedia files such as audio and video recordings, charts, presentations and more. It’s impossible to store this all in my Macbook Air, so having a content repository in Canto makes it so much easier to not only store everything in one place, but also to deliver the content to the team at the right time. Though we do use a learning management system for training, Canto is the go-to place for resources after the training is done.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We have a sales portal that everyone knows to go to for sales content. That way, they can access content on the fly. If they’re dealing with a certain situation on a call, they can pull up the relevant content in the portal and be equipped to handle it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When you democratize your content, your team is more agile and customer-centric.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What’s a common mistake you see people making with sales enablement?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Trying to be everything to everybody. ‘Sales enablement’ is a loose term and there’s no standard operating procedure for how people buy. As a result, there are lots of areas that you might want to solve. But you can’t go in saying I’m going to change it all at once. The biggest mistake I see people make is taking too much of a macro view. What I like to do is break down process step by step.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Thanks, Braxton! Check out how companies use Canto for sales enablement \u003Ca href=\"\u002Fblog\u002Fpowering-your-sales-team-with-dam\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>",4,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19193201\u002Fsales-enablement.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19193201\u002Fsales-enablement-450x300.jpg","",683,1024,[43],{"id":44,"slug":44,"title":45,"path":46},"inside-canto","Inside Canto","\u002Fpost-category\u002Finside-canto\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2026\u002F07\u002F29180723\u002FBest-in-DAM_n-1-450x225.jpg",78548,"2026-best-in-dam-winners","Meet the 2026 Best in DAM winners ","Canto's Best in DAM awards honor customers transforming digital asset management. Meet the 2026 winners pushing workflows and creativity forward. ","\u002Fblog\u002F2026-best-in-dam-winners\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192720\u002FUCDA-Canto-Portal-450x256.png",39924,"how-canto-customers-streamline-sharing-assets-with-portals","How Canto customers streamline sharing assets with Portals","From reducing image requests to sharing contest winners, there are a myriad of ways to use portals. Here are some of our favorite portals from our customers!","\u002Fblog\u002Fhow-canto-customers-streamline-sharing-assets-with-portals\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192453\u002FImage-from-iOS-5-450x338.jpg",41249,"canto-connects-the-sf-creative-community-to-discuss-the-art-of-visual-storytelling","Canto connects the SF creative community to discuss the art of visual storytelling","Our Canto Connect event series brings creatives from different fields together to share and learn from each other.","\u002Fblog\u002Fcanto-connects-the-sf-creative-community-to-discuss-the-art-of-visual-storytelling\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790226105005]