Creating a sales enablement method contains two critical things. The necessary elements and resources to attract, qualify, nurture, educate and convert leads and the training material to speed up the process. All this is done through a sales enablement method which is an expansion of content strategy.
What is a sales enablement strategy?
The sales enablement method is defined as a strategy adopted by organizations with the critical content, tools, and training to increase their productivity. The sales enablement technique includes different teams, and they all work together with the sales team to qualify prospects and close deals.
The marketing department produces blog posts, case studies, and other marketing materials that the sales team uses to educate prospects. Different materials are used in various stages of the sales funnel. The resources can also be used to provide coaching that makes them understand how to use certain materials.
The main aim behind the sales enablement procedure is to improve the sales process by bringing all the departments on one page throughout the buyer’s journey.
What are the functions of the sales enablement strategy?
The primary function of a sales enablement strategy are:
- Optimizing the use of different technology.
- Creating relevant content to varying stages of the sales funnel.
- Managing different teams and other tasks related to them: like, training, on-boarding, sales enablement, coaching, and performance analysis.
- Making sure the customer is satisfied throughout the sales process.
- Creating and executing different marketing strategies along with tracking KPIs for continuous improvement.
What is the purpose of sales enablement?
A sales enablement journey aims to help the sales team do their job more effectively. The activities can range from prospecting, conducting customer meetings, and closing deals. The content created in the sales enablement process quickly separates the qualified leads from unqualified ones. It also helps in educating the customers along with showing them the proof of the products, which makes it easy to convert leads.
Sales enablement technique is created for the buyer
It’s a misconception that a sales enablement method is for the sales. But it’s not true. A sales enablement procedure is created for the buyer. The strategy is implemented to convert more leads, improve the sales quota and provide the relevant information to keep prospects engaged. Most of the time, salespeople know what customers need; the requirement is to provide them with the relevant content (case studies, blog posts, testimonials) to educate and move them down further in the sales funnel.
Let’s take a look at some of the best strategies for building a sales enablement method.
How to build a sales enablement strategy?
Developing a sales enablement strategy is not tricky. But the tricky part is to make sure that the resources are leveraged effectively.
Create an effective marketing process
It’s often a tough decision for companies to figure out who owns the sales enablement process — the sales team or the marketing team. The marketing department is assigned with generating good leads, and the sales department is assigned with qualifying and converting those leads into customers. In the end, the marketing team has to create an effective process that can run properly with the regular feedback given by the sales team.
You have to create a solid value proposition and core differentiator that should be existing at every touchpoint of the sales enablement process.
Track collateral procedure
Sales teams always require new materials to move prospects further down the sales funnel. These materials can be anything from case studies, videos, presentations, and one-sheeters. But it isn’t always necessary to create what different people desire. They may or may not be helpful in the long run.
It’s necessary to determine what materials you will need in the long run, which will be required to qualify leads and which aren’t.
Assign someone the duties of foreseeing all the process
A favorable sales enablement process bridges out the gap between the sales and marketing teams. To do so, there needs to be someone that should take care of the whole process. That one should foresee the entire process and make sure everything is on track.
As a sales enablement strategy brings together two different teams, it’s common to have different views and different processes. You should give them enough creative freedom to do their job while keeping them on the same page.
Sales teams can work more quickly when their prospects are already educated. It’s easy to sell products to someone when they are already aware of their pain points and what they want. Educating leads is the job of marketing teams. The work is done quickly when both departments work together as a team.