A strong Sales Enablement program undeniably empowers businesses, drastically improving sales productivity. It entails several benefits such as an increase in sales efficiency, sales readiness, conversion rates, or an alignment between Marketing and Sales.
Sales Enablement strategies and initiatives are often powered by technological tools that come in different forms and address different needs. Some automate certain functions allowing both sales and marketing teams to focus their efforts on revenue-growing activities. They can also provide key sales intelligence or qualify leads for example. Many of these tools are powered by AI and machine learning to properly leverage data and generate sales boosting content or insights.
Below, 5 key benefits that come from a successful Sales Enablement tool implementation.
1. Organize ressources
Today customers crave content, so businesses are equipped with a wide range of it. This content might include case studies, articles, tutorials, social media posts, business proposals, or white papers to name a few. In this context, sales collateral is crucial as it delivers a message to the customer while conveying the brand’s image. A strong array of relevant content for every stage in the sales cycle is a major asset to better meet the customer’s needs and expectations. On the contrary, if this content is not necessarily relevant, up to date, or easy to access it can harm the Sales pipeline.
For Sales, Sales Enablement tools that centralize content are extremely helpful. Indeed, they guarantee easy access to content that is adapted to each stage of the customer’s journey. This way, sales representatives can address their prospects faster and more efficiently.
For Marketing, Sales Enablement tools can help adjusting content creation efforts according to actionable data and insights.
2.Contribute to Marketing & Sales alignment
If Marketing and Sales are two different departments serving different purposes when it comes to Sales Enablement their alignment is key. Indeed, discrepancies between them can harm several aspects such as conversion or customer experience for example. Yet, the tricky point remains to make these two different departments work together. It might not be easy to achieve, but if left unaddressed this point can render each department’s efforts vain.
Sales Enablement tools can contribute to the collaboration between Marketing and Sales. Both teams can easily communicate using the same platform and, in time, achieve alignment.
3. Improve Sales training & Coaching
Sales training is about providing high-level knowledge to boost sales representatives in the understanding of their environment. To be effective, new sales representatives must understand their customers, product, and territory. Sales training will focus on actionable strategies or best practices that can be applied to any sales environment. It is usually suited for onboarding new hires.
Sales coaching is about helping sales representatives fix specific points and continually improve as individuals. Contrary to sales training, which focuses on developing groups, sales coaching focuses on how each can improve their overall sales ability. Sales representatives are individually assessed first to identify their weaknesses and work on improving overtime.
In this context, Sales Enablement tools can be used to centralize Sales Training and coaching content. Moreover, Sales Enablement platforms can include training and coaching modules to ensure a continuous learning curve for sales representatives.
4. Create and follow KPIs
Once your Sales Enablement strategy is in place, it is essential to measure its success to adjust it accordingly. However, finding the key metrics that will effectively measure this success is not always easy and is often focused on quantity rather than quality. For example, knowing about how many business opportunities were seized to reach the company’s goals is one thing, but what about all the lost opportunities? An effective sales strategy will set these goals involving Marketing, Sales, and IT departments and align on short-term as well as long-term goals and relevant metrics to measure success and pinpoint where improvement is needed.
Sales Enablement tools can help you track different key metrics related to content or sales productivity for example. Some Sales Enablement platforms can even associate customer insight based on data.
5. Synchronize Sales systems
At the end of the day, technology is used in Sales Enablement to help overall sales productivity. In other words, it is supposed to help sales representatives work smarter and invest their time in the most valuable activities. However, if there are too many tools available the effect is the opposite. Salespeople have a hard time acclimating to all these new systems and they do not achieve optimal adoption.
If there are several improvements that can be addressed with new technology, successive implementations are not the best idea. Instead, a performing Sales Enablement platform can help centralize all their needs. Nowadays, they can also be connected to other bigger systems within the company such as the CRM for example.