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

In our highly competitive environment, sales operations and processes have become increasingly complex to provide prospects with the right information at the right time. In this context, the market for Sales Enablement tools has grown accordingly, with a wide range of different solutions available. This can be explained by the fact that supporting a Sales Enablement strategy with the right technology can be a game-changer.

Where can Sales Enablement tools help ?

1. Sales Readiness

2. Sales Content Management

3. Sales Engagement

A Sales Enablement tool is a system or a platform providing increased visibility across the sales content lifecycle. If chosen wisely, it can be of major help aligning your sales and marketing teams, managing branded content, qualifying leads, or providing analytics. Forrester noted on their key takeaways for the sector that the sophistication of Sales Enablement automation has increased and will continue to do so.

However, as we mentioned in our Sales Enablement Guide for 2021, every tool doesn’t necessarily fit any type of structure, industry, or company size. With so many Sales Enablement tools available on the market, it can be difficult to determine which kind fits a company’s specific needs. In this context, we have defined three main areas where Sales Enablement tools can help and categorized different types of tools to help you have a better overview of what’s available.

1. Sales Readiness

Sales readiness is about determining whether salespeople have the skills set and knowledge required to have effective and enriching conversations with the prospect through their buying journey. It is the iterative process of creating, executing, and reviewing strategies to ensure an organization's sales team is well equipped to meet its customer’s needs and therefore their business objectives.
When? Sales readiness-focused tools are useful when you are actively working on enabling your sales representatives to maximize their productivity and effectiveness.
Sales Enablement tools focusing on sales readiness include:

  • Sales training: This type of tool is structured and focuses on specific skills or concepts. Sales training is usually a good fit for onboarding, as the same training can be used for a group.
  • Sales coaching: This type of tool is less structured and focuses on continued skill development. Sales coaching is usually a good fit for individual use as they adapt to each of your sales representatives' weaknesses.
  • Guided selling: This type of tool is used to help sales representatives during the buyer’s cycle. Guided selling solutions recommend content, actions, and communication tactics according to the sales situation.
  • Sales gamification: This type of tool uses engaging visualizations of sales metrics, rankings, and rewards to create friendly competition around sales performance.

2. Sales Content Management

Sales content management is about creating, managing, modifying, and optimizing sales collateral throughout the sales process. The goal is to make content relevant as well as easily accessible for sales representatives. Sales content management is usually key in a Sales Enablement strategy as it increases conversion by finding the right content and the right time.
When? Sales content management-focused tools are useful when you are actively working on aligning your Sales and Marketing teams by working on content creation and usage.
Sales Enablement tools focusing on Sales Content Management include:

  • Content management: This type of tool helps marketing ensure that branded content is conveyed appropriately. For example, our solution, Bricks.ai, allows marketing to upload and manage the content used by sales representatives.
  • Content generation/customization: This type of tool helps marketing and/or sales teams create relevant sales collateral efficiently. For example, our solution allows sales representatives to choose the specific content needed for a presentation that they can customize further after downloading.
  • Content analytics: This type of tool is used to measure content usage and impact as well as performance. For example, Bricks.ai provides marketing with statistics on which content was used (or not) by sales representatives so they can adapt accordingly.
  • Content distribution: This type of tool helps brands to spread their content to large targeted areas. This can be achieved across a variety of channels such as websites, paid search, or social media for example.

3. Sales Engagement

Sales engagement is about the interactions between sales representatives and prospects or customers. It refers to the way you communicate, at what frequency, and the body of your interactions.
When? Sales Engagement focused tools are useful when you are actively working on streamlining and automating your sales process.
Sales Enablement tools focusing on Sales Engagement include:

  • Workflow automation: This type of tool reviews automates repetitive tasks in the sales process such as deal follow-ups for example.
  • Prospecting: This type of tool helps create a reliable database of potential customers to address. Prospecting tools can qualify leads or help you find the right contact in a company you target for example
  • Sales Dialer: This type of tool helps to automate calls to prospects. Sales dialers can limit your calls to comply with local regulations regarding cold-calling or provide deep insights regarding your prospect to lead your conversation.
  • Email tracking: This type of tool helps send and track email sequences. It can track whether your email has been opened (and how many times), or if links have been clicked for example.

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