Accelerating the Sales Process
Increase your revenue, productivity, and win rates while increasing your speed to revenue, accelerating your sales cycle period, and reducing customer churn. That’s the magic of sales enablement. Sales enablement is defined by research company IDC as the people, processes, and technology used to ensure “the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward.”
Sales enablement is defined by research company IDC as the people, processes, and technology used to ensure “the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward.”
BEST PRACTICES | Sales Enablement.
Get the best result from sales enablement by observing these best practices.
- Sales and Marketing collaboration
It’s important for both your sales and your marketing teams to get behind the same goals and understand how to structure messaging to be effective at every stage of the buying process. Rather than have marketing imposing or dictating Sales Enablement tools and materials, these should be developed and refined collaboratively by both teams.
- Streamlining sales workflows
The number one goal of sales enablement is to “enable the sales team to sell”. Adapting tools and processes that allow your sales reps to work smartly with increased efficiency and productivity to drive results is key. A good and robust CRM, such as the Sales Enterprise, can help you stamp out time wasted on grunt work and free your time for selling.
- Aligning content andtools with the salescycle.
Arming your sales team with the right words and collaterals to use before, during, and after conversations with prospects, leads, and clients is paramount.
- Consistently trainingand evaluating salesteams.
Ample training and continuously reinforcing the learning through regular monitoring and evaluation of sales performance can lead to the discovery and refinement of tactics that drive successful customer interactions. It can also establish benchmarks for all stages in the sales talent management lifecycle.
- Maintaining continuitybetween sales toolsand marketingmaterials.
According to CSO Insights, 52% of sales managers aren’t certain whether their teams are delivering consistent messages. Aligning the two departments and creating (and updating) collaborative playbooks will help prepare sales reps for a series of conversations with current and prospective customers and ensure messages are on point across the board.
Optimizing Sales Content
Organizing your content is the first step in sales enablement. You need to centralize all existing content under one location so that they can be accessible to your sales team and easy to navigate by type, use case, and topic. Take the following steps to organize your content:
- Conduct a full content audit
- Review the content and update any outdated information
- Upload this content to a library or resource center where you can store the files. Make sure everyone in your sales team has access to the files and that they are organized into respective file folders. Utilize your internal wiki or cloud system for easy access.
As a rule of thumb, your company should aim to launch at least one case study highlighting a product within six months of its launch. With Sales Hub Enterprise, you will be able to analyze which content types and topics are gaining the most traction and are out instrumental for converting leads in the sales funnel. Here are other content types you can create:
- Customer case studies
- Videos, white papers and ebooks
- Product demo decks
- Pricing and discount information
- Competitive intelligence briefs