Table of Contents
Sales enablement strategy and responsibility is shared by many people within your business. The brunt of the responsibility will fall to your sales and marketing teams, as well as any other group that works with sales enablement tools and execution.
Throughout the course of this article, we’ll cover the following topics in depth:
What sales enablement strategy is
What a sales enablement strategy should look like
What the sales process looks like
Role of your sales team in this process
Read on to learn all about who contributes to sales enablement strategy and how each of these groups works together to strengthen sales effectiveness.
What is Sales Enablement?
Sales enablement is the process of providing sales reps with the necessary resources, materials, and content management system to aid sales effectiveness.
Your sales enablement team owns sales enablement, meaning that you should have a designated group to help manage each sales enablement program and sales rep individually.
You should have sales managers who work with sales teams on implementing sales enablement technology and other resources into the selling efforts.
What makes sales enablement important is that it is something meant to unite your entire sales organization and strengthen everyone involved, rather than just your sales team.
A successful strategy will utilize and improve both marketing and sales teams, as well as the buying process for customers.
Let’s outline how best to implement sales and marketing alignment within your sales enablement process.
What Does a Sales Enablement Strategy Look Like?
A solid sales enablement strategy will utilize the following items:
Sales enablement software
The talents of your marketing team for content creation
Frequent sales training
A database filled with sales enablement resources
Designated sales leaders meant to drive effective sales enablement
A set sales enablement platform for each department to refer to
Your sales enablement tools and strategy will be constantly changing and evolving to accommodate an influx of leads and sales, so be sure to have time each week to set aside and evaluate your sales enablement effectiveness.
Use your sales enablement platforms in a way that supports your sales team and makes sense to everyone involved in the process.
What is the Sales Process?
Since sales enablement is all about aiding the sales process, let’s take a moment to outline all of the steps involved in the cycle and how sales enablement tools can provide help within it.
After your leads have been generated and placed within a landing page, your sales teams are now able to speak with leads and answer any questions they may have.
Sales operations teams are hard at work at this stage and constantly emphasizing the value of your products and services.
At this point, sales enablement processes are coming into play. Potential customers may want to see certain charts and graphs, so these will need to be prepared in advance to aid the buyer’s journey.
Convert leads into customers!
The sales process will look a little different for each lead, but the structure will remain the same.
Because of this fixed structure, your sales enablement manager should take the time to orchestrate specific content and graphics for your marketing and sales teams to use, as well as specific sales training ideas to optimize the sales cycle.
Sales success is the most important item here, so make sure that each sales enablement initiative lends itself well to this goal.
Role of Your Sales Team in Sales Enablement
Sales enablement success depends on the efforts of your sales team.
Since your sales reps are primarily concerned with selling, it can seem like the people aiding the sales team are the ones who primarily drive sales enablement.
However, this is not entirely the case.
Sales enablement programs are designed solely to streamline the sales process and make selling easier for sales reps, but these sales reps need to use the resources provided to them in order to make the strategy work.
With this in mind, here is what your sales teams need to do to be successful:
Use marketing content effectively
Implement sales enablement best practices
Improve knowledge based sales interactions
Have a sales enablement plan
Use relevant content to entice leads
Improve sales communications
Take initiative to improve sales productivity
Partake in customer relationship management
Test each sales enablement tool for effectiveness
Their duties go well beyond selling effectively.
It is up to your sales team to use the resources given to them and continue providing feedback to everyone involved in sales enablement.
This communication and constant cycle of feedback will result in a strengthened sales enablement team and a more cohesive sales strategy.
How Kennected Uses Sales Enablement Strategy
Here at Kennected, sales enablement drives everything in our business.
Like other software companies, our sales team drives revenue and keeps everything in our business running smoothly.
If you want your business to thrive, take the time to develop your sales enablement team and strategy fully.
Keep learning and striving for improvement, and your business will reap the benefits of your efforts.
Hop-On The Kennected Train
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