Keep upgrading your skills, your knowledge and your network with:

Certificate: Sales Enablement & Sales Operations Essentials

With course instructor Carlos Doughty


Built around the LXA 5Ps of Sales Enablement & Operations Framework, this 12-week course will provide you with a holistic overview of the what, why and how of the operations, tech, content and training for sales. It will help you uncover valuable insight around auditing your sales maturity and developing your sales enablement, sales operations and salestech strategy with impact.

TCPDS CERTIFIED -  transparent



12 weeks to learn at your leisure



18 hours




The Course Formula

The Certificate: Sales Enablement & Sales Operations Essentials course is developed around the 5Ps of Sales Enablement and Ops framework visualised here in our periodic table.


Explore this Course

Download the course brochure


Certificate: Sales Enablement &
Sales Operations Essentials Curriculum


Module 1: Understanding the Sales Enablement, Sales Operations and SalesTech Landscape

  • Definition of sales enablement and sales operations
  • The history and evolution of sales enablement

Module 2: Sales Planning & Strategy

  • The sales enablement ecosystem
  • Sales enablement vs sales operations
  • Understanding your customers
  • Understanding sales methodologies and the sales process
  • Understanding the customer buying journey
  • Aligning your B2B sales process to the buyer's journey
  • Competitor analysis
  • Sales enablement maturity & goal alignment
  • Marrying maturity to goals, initiatives, measurability

Module 3: Sales Process – Content, Data, Operations

  • Sales enablement & operations governance essentials
  • Content strategy
  • Content mix & match to the customer journey
  • Lead generation, demand generation & ABM / content outreach
  • Lead routing, engagement, coverage & conversion
  • Data management best practice
  • Sales metrics that matter
  • Building sales reporting & dashboards

Module 4: Sales Platforms & Apps

  • The essential tools in sales enablement
  • Stack gap analysis
  • Sales stack, design & development
  • Selecting tech the right way
  • System stability and performance

Module 5: Sales People & Teams

  • Sales enablement & ops roles, functions & RACI
  • Building powerful sales teams
  • Sales capability assessment & maturity
  • Sales capability diagnosis
  • Recruitment & onboarding

Module 6: Sales Pioneer & Pilot

  • Sales pioneering & piloting framework
  • The future of sales
  • Course project work
  • Wrap up

Your Resource Tool Kit

Alumni unlock access to a library of downloadable, practical tools, frameworks and resources that are ready to use beyond the course

Sales tool capability assessment
ICP & persona templates
Lead scoring and routing
Automation workflow mapping
Content campaign briefing template
Sales team capability assessment
Sales process mapping planner
Sales CX journey map
Sales tool gap analysis calculator
Sales maturity assessment model
Business goal to sales initiative alignment
Sales ops & enablement team RACI
Sales stack design canvas
Salestech vendor score card
Sales enablement & operation function job description templates

Course Instructor: Carlos Doughty

  • Founder & CEO of LXA. Bootstrapped the business from his sofa to the global leading education business in salestech
  • Built a 0 to 30k+ community of salestech lovers
  • Rich experience in digital transformation programmes from digital selling process roll outs to CRM implementations
  • Experience in consulting on projects for enterprise through to start ups, cross industry, for brands such as HSBC, Euromoney, JP Morgan, and Freshfields
  • Global experience delivering projects across London, New York, Beijing, Hangzhou, Singapore, and more
  • Regular keynote speaker at tech events across the globe
  • Nearly two decades of growth, marketing, and sales experience
  • Host of the #MarketingBookClub and events series having interviewed the likes of Aaron Ross, Gary Vee, and Pam Didner to name a few
  • Named 2022 MarTech Business Leader of the Year (UK)

Learning Outcomes

  • Understand the sales enablement ecosystem, core sales operations components and the salestech landscape
  • Recognise where sales enablement and sales operations overlap and differ 
  • Map and align activities to key stages of the customer buyer journey 
  • Conduct competitor analysis 
  • Audit and map your current and future sales enablement and sales operations maturity 
  • Understand and implement sales methodology, sales process and governance excellence  
  • Generate an effective sales content strategy 
  • Uncover lead generation, demand generation, and account-based marketing fundamentals
  • Develop a plan for lead routing, engagement, coverage, and conversion 
  • Adopt data management best practices 
  • Measure sales metrics that matter 
  • Design and develop a sales stack for greater efficiency 
  • Select technology the right way 
  • Understand the range of sales enablement and operations roles, functions, and RACI 
  • Conduct a sales capability assessment and maturity analysis 
  • Develop a powerful sales function 
  • Monitor and track future sales trends 
  • Develop your sales strategy, process and roadmap with clear alignment to business goals, CX,
    and gap analysis

Course Design

Why SalesTech Matters



Is the size of the global salestech and martech market. Gain the skills to navigate a half a trillion-dollar industry.



Of CSOs agree that ‘the market is lacking sales professionals with the necessary salestech, data, sales content or sales operations skills and knowledge’.



Of CSOs agree that ‘advancing our organisation's sales enablement strategy is key to driving our business performance’. 

Who is this course for?


  • Sales Operations
  • Sales Enablement
  • Sales Technology
  • Sales Analysts
  • Revenue / Growth Operations
  • Marketing Operations
  • Marketing Technology
  • CRM / Database / System Admin
  • Content
  • Coach / Trainer
  • ABM / Demand Generation


  • Sales
  • Business Development
  • Marketing
  • Career Movers


  • Sales
  • Revenue
  • Growth
  • Marketing
  • Digital
  • Transformation

L&D Teams


Are you looking to build your company's digital capabilities?  Get in touch to find out how we can tailor the Certificate: Sales Enablement & Sales Operations Essentials for your team.


NPS Score: 63

On average across all courses, LXA alumni rate their experience 9.1 out of 10. 84% would recommend the course to their network

"The course at LXA has equipped me with the latest tools, techniques, and industry best practices, empowering me to drive results and exceed expectations in our ever-changing market landscape. Now, armed with new knowledge and skills, I am eager to implement innovative approaches that will optimise our sales and marketing efforts, unlocking new opportunities and achieving greater success for our team and organisation."
Head of Marketing Operations
Legal & General


"While the sales focus of this certification isn't directly applicable to my role, because we have such a strong sales enablement team, I found the coursework and the assets useful as a foundation for thinking about how I might shape marketing enablement for the organisation."
Senior Manager Marketing Operations
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5 Reasons Why Alumni Rate Our Courses

Courses are informed by insights from over 1k CSOs, CGOs, CMOs and CROs through our market surveys and research.
Sessions delivered at our events from over 100 speakers per year including salestech heavyweights Aaron Ross, and Pam Didner.
Tool and technology research and practitioner interviews to develop over 20 reports and platform guides published per year.
We partner with the markets most recognised martech companies including  Mindtickle, Seismic, HubSpot and Outreach and plenty more.
Courses are crafted by industry leading practitioners with decades of experience working with world’s leading brands such as AWS, JP Morgan, Euromoney, Indeed and more.

Book your spot here

Course booking deadline: 31st May

Single Course

Learn at your leisure

£995 / $1250
per course, per person
Single course
Access period: 12-weeks
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops


12-months all you can learn

£2450 / $2995
per person, per annum
Unlimited courses: 50+ lessons, 10+ workshops & courses
Access period: 12-months
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops

Need help or have a question? Get in touch with the team: / +44 (0) 203 2863766

Book a Chat

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