Sales enablement is a framework that is specific to each and every company and brand. There is no one size fits all sales enablement solution.
Here is everything you need to know about sales enablement or corporate communications:
What is sales enablement?
Sales enablement refers to the process by which sales teams procure all of the data, information, resources, and tools they need to nurture and engage prospects throughout the buyer journey. With all of the insights and collateral on hand, sales agents are able to close deals quickly through innovation, personalization, or automation. Sales agents are able to create relationships through sales enablement.
What are the benefits of sales enablement?
Here are some of the biggest benefits of sales enablement and how sales enablement is able to unlock bottom-line return on investment or ROI:
Marketing and sales unification. Every marketing and sales director or executive wants complete transparent collaboration between marketing and sales teams for mutual gain. Sales enablement requires the full participation and integration of sales and marketing processes from end to end. It’s important to dissolve silos and get everyone to collaborate together, but you need the right protocols and tools in place. For example, a sales enablement platform helps bring the sales and marketing departments together. This platform serves as one collaborative tool for all marketing collateral, customer insights, and sales data.
Sales efficiency. One of the biggest benefits of sales enablement is that your sales team is able to operate more efficiently on a technical level. You can integrate sales enablement data with existing CRM and DAM systems. And every strategic realignment or process change you make within your sales department can be easily scaled as necessary. You don’t need to worry about contrasting data sets or time spent manually updating various software. Since you don’t need to worry about manual update time, you can spend more time focused on sales rather than data entry. This results in reduced overhead, more uptime, and less admin.
Cross-selling and upselling. Sales enablement initiatives and programs produce immediate returns on investment in the form of closer collaboration, cleaner workflows, and more opportunities at the point of sale or pre-sale. Sales enablement programs also empower you to re-sell, upsell, and cross-sell existing customers, which drives commercial value and broadens the impact of the sales enablement. It’s fairly common, for example, for brands to see a huge increase in upsells and cross-sells after deploying an effective sales enablement reboot.
Empowering sales managers. Sales managers are the key implementers of sales enablement, so it’s important to get their buy-in. Strategic training and coaching of reps can take several months, and ongoing professional development is typically an annual goal. Backed by user-friendly and sophisticated technology, a great sales enablement program empowers managers to hire better and ramp faster. Sales enablement platforms are typically pre-loaded with self-service tools, asynchronous learning modules, and interactive developmental milestones. This takes the burden off of sales managers who would otherwise do all of the manual heavy liftings.