Sales Enablement Strategy
Without the correct information and resources, any company’s sales team is likely to run into some challenges. Neither they nor the marketing team will be able to produce the content they need to efficiently make a sale. Sales reps also need access to internal information, data about the product they’re selling, and insight into their potential customers. Employees at any organization need to understand how to use the information and resources they have at their disposal to optimize their results.
Sales enablement strategies are intended to provide organizations with a proper structure for coaching sales teams, providing them with any tools and resources they may need throughout the selling process, and giving them access to relevant information. However, it’s not enough to simply copy and implement a sales enablement strategy designed for another organization.
All companies have unique team structures, sales reps, industry needs, and company goals. Combining these factors leads to a unique blend of requirements that the organization will need from its sales enablement strategy. Because of this, a given business or organization must put thought and effort into its sales enablement strategy. But the work doesn’t stop once a strategy is created. Once a system has been implemented, leaders should also diligently gather and analyze data and feedback. Using this feedback, a company and sales org can refine the sales enablement strategy until it’s the best it can be.
The Sales Enablement Definition
Before we dive into how to create a sales enablement strategy, it’s important to first understand what the term sales enablement means.
The simplest sales enablement definition is a process through which an organization provides its sales employees with everything they need to close leads and successfully bring in new customers. Sales enablement is about ensuring your sales reps can perform their jobs as efficiently as possible. You can do this by providing them with the right resources, processes, and technology to be effective. Sales enablement, especially Seismic sales enablement, maximizes every engagement point for salespeople and buyers, thus improving everyone’s overall experience.
Who’s Responsible for Sales Enablement?
Sales enablement is a vital part of both the marketing and the sales team’s jobs. Without dynamic enablement strategies, everything may take twice as long, and employees could waste time trying to re-learn things. Sales skills might become dull, and reps’ overall performance could become stagnant or even decline.
But then who is responsible for sales enablement? Typically, the process of developing a sales enablement framework and implementing it works best if there’s a group of dedicated people on a sales enablement team. From there, it’s up to a sales enablement manager to assign different team members to appropriate sales enablement roles that suit their unique skill sets.
Even if you have a team dedicated to establishing a sales enablement strategy, it still requires some responsibility and cooperation from the sales and marketing teams. Implementation is a joint effort between the sales enablement team, the sales workers, and the marketing team. During the sales enablement process, there needs to be ongoing communication between the sales reps and the marketing team for any of this to work, since their tasks are so closely intertwined.