Guide to Sales Enablement
Sales enablement is about providing sales teams with the information, content, tools, training and assets they need to impress customers, add value throughout the sales funnel and close more deals.
By intuitively providing prospects or customers with answers to their questions about a product or service, or by helping them identify and then solve their problems, you improve the customer experience (CX) and create a higher likelihood of advocacy.
However, sales enablement is not only about creating sales assets. It is about using cross-channel tools and customer engagement insights (social, chat, email, website browsing history etc) to make it easier for sales reps to deliver the right content and information to the right people at the right time.
Types of Sales Enablement Content
- Case studies and testimonials
- White papers and guides
- Calculators and client business templates
- Product/service one pagers
- Insight articles and video solutions
- Competitor comparisons
- Brochures and catalogues
- Company capabilities documents
- Phone scripts and email templates
Sales enablement and the buyer journey:
Given the role of sales enablement in nurturing prospects through the buyer journey, sales enablement strategies must be aligned with that journey and people’s informational desires in different stages.
Someone just beginning their journey will not be interested in a specific solution if they are yet to define their problem!
It is therefore critical to ensure that marketing and sales teams work closely together to clearly define and map that journey and the various touchpoints and informational desires along the way.
Find out what questions sales teams are asked about specific products or services and start building out solutions and delivery mechanisms such as 1:1 sales templates that reps can access from within their inbox, as well as drip campaigns and cross-channel sales automation.
If you don’t currently have a sales enablement strategy in place, then you will likely see tangible benefits of implementing one quite quickly, however how will you measure and report on it to management?
Furthermore, sales enablement is not set and forget. It must be constantly refined, the success of which must also be measured with KPIs.
And with those performance benchmarks in place it will become easier to determine the areas in which specific reps need training, as well as which reps are excelling in certain areas and whose processes can be replicated.
Sales Enablement Strategy KIPs
- Current customer engagement and purchase rates
- New lead generation rates and channel performance
- New lead close rates and channel performance
- Prospect-to-customer conversion speed
- Time spent in specific stages of the buyer journey
- Sales email and asset engagement rates
- Which sales reps are putting in the required effort
Source of truth and version control:
Ensure you have single source of truth that houses all sales assets and outlines who they should be shared with and why/when.
Version control should also be in place. Sales enablement assets will be constantly updated and it’s common to see sales teams all using different/old versions of the same asset, which can be detrimental if service offerings, pricing or branding has changed.
Keep your sales assets in the cloud so everyone has the same process for accessing them and you can measure when prospects or customers view them.
By replacing the primary document link source that reps use, rather than providing them a new document, there will never be any confusion about whether they are using the correct version.
Use CRM technology to bring it all together:
Having all your sales and marketing tools and assets in one integrated system like Hubspot makes sales enablement far easier to manage.
Use your marketing insights to inform sales processes and have sales reps spend their time on high value prospects who are ready to buy! With interconnected tools for every aspect of sales, marketing and service, and deep reporting insights on it all with customisable reporting dashboard both sales and marketers will have everything they need to delight customers and drive sales.
Kudos Media are Hubspot Certified Partners. Contact us to find out if it’s the right solution for you.
Invest in training:
A good sales enablement process must include new sales rep onboarding and regular sales team training, with reps given the opportunity to develop their skills and knowledge.
Sales reps must understand the assets they have at their disposal, how to use them effectively and the benefits they will see.
The result will be improved sales rep satisfaction and retention along with their performance and sales figures while also driving a positive customer experience (CX).
Regular training is also an opportunity for reps to provide further feedback around which sales enablement assets could be updated or created.
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