10 Key Sales Enablement terms defined

Sales Enablement was defined by Forrester as “ a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.” In order words, Sales Enablement can be defined as the iterative process providing salespeople with the right tools to improve their performance and efficiency.

10 Key Sales Enablement definitions:

1. Sales Content Management
2. Sales Readiness
3. Sales Productivity
4. Sales Enablement tool
5. Buyer persona
6. Lead qualification
7. Lead Generation
8. Lead Engagement
9. Sales training
10. Sales coaching

It is very intricate and has an impact on various aspects of a company. So, whether you’re new to Sales Enablement or are deep into applying it to your organization, it is always helpful to have these key concepts in mind.

1. Sales Content Management

Sales content management is about creating, organizing and optimizing sales collateral for teams to use throughout the entire sales process. Sales content management has two main goals:

  • Ensure that sales collateral is accessible to sellers;
  • Develop and organize content specific to each stage of the sales process.

Sales Content Management can be the sole focus of some Sales Enablement strategies, which are described as content-based. It is a strong way to boost the effectiveness and productivity of your sales team. Indeed, it suppresses wasted time and contributes to marketing and sales alignment.

2. Sales Readiness

Sales readiness is about making sure salespeople have the skills and knowledge required to have effective conversations with their prospects throughout the buyer’s journey. Sales readiness serves two main goals:

  • Increase conversion;
  • Impact prospects with the sales speech.

In other words, sales readiness goes beyond closing deals. Indeed, even if a prospect or deal is lost, they must be impacted by the sales speech. No matter the outcome, it is important that your prospects are left with the thought that they had an enriching conversation with someone that they can consider an expert in their domain.

3. Sales Productivity

Productivity can be defined as getting a higher output for the input invested. Therefore, sales productivity can grossly be defined as closing more deals in the time your sales teams invest. Moreover, sales productivity is the product of two other factors:

  • Sales efficiency: refers to the smart allocation of sales resources such as budget and especially time. It involves maximizing the amount of productive time for the sales team.
  • Sales effectiveness: refers to how resources are used to achieve settled goals. It involves maximizing the output from the same level of input.

4. Sales Enablement tools

Sales Enablement strategies and initiatives are often powered by technological tools that come in different forms and address different needs. Some solutions automate customer experience in order to impact engagement, others automate certain functions allowing both sales and marketing teams to focus their efforts on revenue-growing activities, 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. The most wholesome products, which aim to be end-to-end solutions are referred to as Sales Enablement platforms.

Related articles

Sales Enablement tools: 3 areas where they can help you!

5. Buyer persona

A buyer persona is a detailed description of someone who embodies the audience you wish to target. It is a fictional person that has the characteristics of your best potential customers. A complete buyer persona should include demographic details, interest, behavioral traits and even a name. This allows marketing teams to understand the potential customers’ goals, pain points and behaviors. The goal is to create content targeted specifically for them by guiding the brand’s voice or channel of communication for example.

6. Lead qualification

Lead qualification is determining if a lead fits your buyer person and has a good chance of becoming a customer. To do so, sales and marketing collaborate to decide on which leads are more likely to convert.

7. Lead Generation

Lead generation is the process of attracting prospects to convert them into building an interest into a company’s products or services. There are various lead generations strategies that include for example:

  • Paid Ad media
  • Blogging
  • Events and Seminars
  • Landing pages on websites

Lead generation strategies are diverse and can be used simultaneously. They differ according to industry, company size, structure or goals.

8. Sales engagement

Sales engagement can be defined as the interactions between buyers and sellers. An engagement is any kind of action a prospect takes on a channel owned by the seller. Actions such as opens, clicks, likes, replies or emails can be considered sales engagement. In other words, sales engagement is also the result of a good lead qualification and lead generation strategy.

9. Sales training

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.

10. Sales coaching

Sales coaching is about helping sales representatives fix specific points and continually improve as individuals. Contrary to sales training, who 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.

Ready to accelerate your sales?