Sales enablement strategy is the backbone of your brand. Setting the right sales objectives and then providing your sales team with the right tools, resources, content, and information will help them meet and exceed sales goals. You can employ different tactics and techniques to successfully implement sales enablement processes and help your salespeople do their jobs effectively.
The first step is drawing a line between the marketing and sales team. A robust sales enablement strategy begins with clear roles and responsibilities of both marketing and sales departments. If your sales team assumes that the work it is supposed to do is the responsibility of the marketing team, your brand will have some serious issues.
And the only way to make your sales enablement strategy work is by setting boundaries and defining responsibilities. There should be a clearly defined chain of command and roles.
When everyone in the team knows what they're supposed to do, it brings clarity and reduces confusion. Responsibility brings accountability and in the absence of clearly defined responsibilities, you can’t hold anyone accountable when your sales enablement goals aren’t achieved.
Clear responsibilities help you achieve sales enablement goals seamlessly.
2. Build Sales-Marketing Alignment
One way to define and enforce responsibilities is by aligning sales and marketing departments.
How often do marketing and sales departments sit together for a session? Are your sales and marketing departments in sync?
Communication and collaboration among departments (especially sales and marketing) is a key ingredient for a successful sales enablement strategy. Marketing and sales are closely related as their collective job is to generate sales and revenue. Aligning sales and marketing departments simplifies the sales process as it reduces friction and ambiguity.
A successful and effective sales enablement strategy requires tight alignment of sales and marketing departments. These two can’t perform independently; rather, they must work together by fostering communication and collaboration:
The marketing department sets the ground for the sales team. It lays the foundation. No matter how hard your sales reps try, if the foundation is weak, they won’t succeed.
3. Provide Tools and Resources
An average small brand uses up to 73 apps per customer, while large companies use more than 175 apps per customer. Sales enablement can’t be done without apps, SaaS, tools, and resources.
Sales reps need to educate, guide, and help potential customers in making the right choices. And you need to make their job easier by providing them with the resources they need.
As much as 65 percent of salespeople reported in a survey that they can’t find content to send prospects. A major tactic for an effective sales enablement strategy is to provide the sales department with the much-needed tools, apps, and resources, including:
Sales enablement tools such as Cloze or HubSpot — these tools integrate marketing, content, and the sales cycle, making it super-easy for your sales team to perform better
Email marketing tools
Communication and collaboration apps
One of the key issues sales reps face is that they keep using outdated content and brand guidelines with prospects. This ruins not only salespeople’s efforts but the marketing department’s efforts too when the prospect sees outdated content towards the end of the funnel.
Providing sales with the right resources and giving them access to the most appropriate tools can turn the tables.
4. Sales Collateral Accessibility
Salespeople don’t create content. It is the job of the marketing team. Even if you give all the tools to your sales team, if it doesn’t have access to sales (and marketing) collateral, you'll struggle to achieve your sales enablement goals.
A whopping 80 percent of marketing content is rarely or never used by sales. This could be due to several reasons, such as decentralized content repository, lack of collaboration between sales and marketing teams, ambiguity on how to use content, and so on:
The sales team must have access to all the content your brand produces. It must have access to content strategy, editorial calendar, buyer personas, CMS and LMS, and content tools. This is the only way your sales department can effectively use the best available collateral at the right time for the right prospect with full confidence.
5. Sales Training
Invest in training your sales team. Qualification, tools, and resources aren’t just enough — training plays a key role in making your salespeople better at what they do.
Sales training has an ROI of 353 percent, which translates into $4.53 for every dollar spent on training. Sales training doesn’t just contribute to sales; it has other outcomes too, such as employee satisfaction, motivation, agility for the brand, employee retention, and more:
In the absence of a training and onboarding process, your sales enablement program will not work. Your team must understand its value, role, and how it contributes to overall organizational success. Training, coaching, and consistent guidance will help achieve desired sales goals.
Sales Enablement Strategy Shouldn’t Be Isolated
Marketing plays a crucial role in the success of the sales enablement program. The content and information come from the marketing department, and this is why your marketing strategy is directly linked to the sales enablement strategy.
If your focus is on inbound marketing, your sales team must have access to the same content and it must focus on content for sales. You can spend lavishly on generating leads via inbound marketing, but if your sales department fails to convert those leads, it will all lead your brand nowhere.
Sales enablement isn’t just about giving resources and information to the sales team; rather, it is about empowering them and giving them full control.
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