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Integrated Marketing Association

Sales Enablement

In short, sales enablement describes a multi-faceted approach to empowering sales teams, ultimately leading to more conversions. While the concept is straightforward, the process has many moving parts. For example, sales enablement requires representatives receive in-depth training and have access to analytical data, both of which can help them be as prepared as possible when addressing prospects.

Another large part of sales enablement is content. In fact, sales enablement initiatives often have a large content component, and it is the job of the marketing team to deliver the resources necessary for sales to have more productive interactions with customers. Content conducive to sales enablement can include product-centric pieces like brochures, datasheets, white papers, blog posts, case studies, slide presentations and even prospect objection handling. Marketers can also create condensed, digestible versions of long-form content for sales teams to hand out in situations that call for more impact and brevity; these are often called flyers or “one pagers.”

In addition to creating content and making it accessible, marketing can contribute to sales enablement by organizing content based on the qualifiers important to sales: Topic, relevancy based on stage in the funnel, content type, and targeted persona.

Sales enablement is often emboldened by technology, such as Customer Relationship Management (CRM) programs. Just as sales teams require access to analytics to be effective, analytics are required to examine the effectiveness of sale enablement initiatives. For example, businesses should track metrics like the percentage of sales representatives using the sales tools created by marketing—and how much that costs incrementally. In addition, teams should look at how many—and how often—reps are accessing CRM programs.

Sales enablement must not be confused with sales training. Sales training tends to be a onetime or scheduledoccurrence while sales enablement is an on-going process.

IMA has assembled a long list of sales enablement tools on Martec showcase we highly recommend you review when developing your sales enablement strategy

 

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