Unquestionably, digital transformation is key for a company's growth nowadays. According to a study ACSEL, In 2021, nearly half of companies say that digital contributes to 41% of their revenue.Sales enablement is an iterative process that provides salespeople with the right tools to improve their performance and efficiency. These are often digitalized, making sales enablement an acceleration vehicle for your digital transformation.
In this article, we will see how sales enablement can be the best ally of your result-oriented digital transformation!
Sales Enablement for digital transformation
A tailor-made discipline
In a word, sales enablement is a discipline that adapts to the specific needs of each company. Subsequently, to be truly effective, the company must define the main areas of improvement in advance, such as
- Sales efficiency
- Collaboration between the different stakeholders
- The sales cycle of the prospect/customer
- Sales engagement
Correspondingly, the company is able to guide the digital transformation to its employees.
Technology at the forefront
As has been noted, technology is at the service of sales intelligence to improve the performance of salespeople. In like manner, digital transformation implies the optimized use of data. A good mastery of this data enables better decision making regarding your sales strategy.
Data is one of the pillars of sales enablement. Thus, it supports your digital transformation by working on data management and visualization.
The place of the prospect and customer
On the other hand, digital transformation leads to a change in the relationship with your prospects and customers. The latter must be at the heart of your transformation.
For this purpose, your sales enablement strategy must also improve the customer experience. In this context, digitalization plays a crucial role as it accelerates and smoothes the sales process:
Detect trends: Understand the needs of your potential customers to better respond to them. Review your successes and failures through data to learn from them.
Sort your prospects: Use data to establish a lead scoring strategy for your prospects and trigger personalized actions.
Elevate your content strategy: Offer clear and personalized content on all company channels to prospects and customers.
In essence, sales enablement and digitalization combine to make the most of the opportunities available to become more productive.
Sales Enablement practices to boost your digitalization
A sales process based on the customer journey
First and foremost, sales enablement involves a review of your internal sales process. This is all the more important as customers are becoming more and more demanding. To be successful, the different steps in your process must be aligned with the customer journey.
A well-designed sales process includes an important digital component. Indeed, while working on it, you may have to review, among other things:
- Your CRM;
- Your targeting and prospecting campaigns;
- Your content strategy;
- Your training and coaching programs for sales representatives.
In short, harmonizing the customer journey and the sales approach ultimately requires taking an additional step towards the digitalization of your processes.
A digital content strategy
It is important to note that content management is inherent to any successful sales enablement strategy. The creation, management, and distribution of content as well as the collaboration of the teams involved are indeed key.
In this context, working on the content strategy often implies taking a step further towards your digital transformation. Indeed, several solutions are available to companies that wish to combine content management and digitalization of processes. This synergy can be done at several levels, to illustrate here are some examples:
- Team collaboration: Linking teams in the creation of content.
- Content management: Centralize and rationalize existing content to facilitate its use.
- Content distribution: Manage content distribution channels and scheduling.
Provide teams with better tracking of their effectiveness
Finally, every sales enablement strategy has key metrics associated with it. These indicators allow you to measure success on both qualitative and quantitative aspects. They can be gathered in dashboards that allow a better strategic management at different levels.
As previously mentioned, data management is one of the pillars of digitalization. Therefore, the implementation of KPIs and associated dashboards are perfectly in line with a digitalization approach.