4 Steps of a Successful Sales Enablement Strategy

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The main goal of sales enablement is to offer sales reps all the resources such as content to get more sales and convince more customers. You might have a sales enablement strategy that includes training, sales technology, sales playbooks, and content. 

Using effective sales enablement software such as Content Camel is crucial for a successful strategy.

Sales enablement helps in empowering the sales teams by using the right content, tools, and training so they can become great at their job. This way, the salespeople are well-equipped at every stage of the sales process for any customer. The success of your sales enablement strategy depends on clear you are in terms of vision and scope of sales enablement and your execution.

To ensure a successful sales enablement strategy, here are four main steps you should follow to create one:

  1.       Form a Charter for Sales Enablement

A charter would map the purpose, scope, and goals of sales enablement within the organization. This document is necessary to keep focus or else the team will be distracted. A sales enablement charter should include:

  •       A mission statement that shall highlight the goal of sales enablement in your business.
  •       The key stakeholders mean which other teams shall sales enablement support apart from sales.
  •       Measurable outcomes by listing KPIs such as sales tool adoption, using enablement content, and increased productivity.
  •       Scope of enablement which shall define the activities that fall within the scope of sales enablement. The activities other teams should take up.

See that you keep the charter short and to the point. This way, the reader can know what role sales enablement plays in business.

  1.   Align Sales with Product and Market Teams

When your sales, product, and marketing departments are not on the same page in terms of goals and understanding of the target market, a sales enablement strategy can fall apart fast. When there is no alignment between marketing and sales, then marketing might not be able to achieve high-quality leads. Whereas, when sales and product teams are not aligned, the sales reps might end up short-selling the product or selling features that are not complete yet.

To ensure all three departments are aligned, here are a few ideas:

Sales and Marketing Alignment

  •       Allow both teams to give insights regarding the buyer journey
  •       Assign similar goals to sales and marketing
  •       Allow both teams to discuss both content and campaign ideas
  •       Enable smooth content sharing between both departments

Sales and Product Alignment

  •       Define your product-market directly
  •       Create a sales-oriented roadmap
  •       Allow reps to share suggestions for features as found on sales calls

This would also assist the manager to carry on meetings with product and marketing teams to know about the progress. Eventually, each of the teams wants to increase sales in some way or the other. Ensuring that these three teams work together is best to achieve the goal faster.

  1.   Work to Make Sales Training Interesting & Engaging

Along with using the top sales enablement tools, coaching and training are necessary for every sales enablement strategy. Traditional and lecture-style training is boring and makes sales reps lose interest. Personalizing sales coaching develops interest. Meeting with the sales reps, knowing their struggles, and answering their questions is will bring noticeable results. Avoid complex structured training sessions.

  1.   Use Sales Technology

Since sales enablement best practices such as integration with CRM and other tools are part of a sales rep's daily routine, it makes sense to also use sales technology and tools in your sales enablement strategy. But one can use sales techniques to their advantage only if they adopt them well and use them daily, or else it will be just an obstacle in the workflow. Improving training sessions and onboarding for these tools is necessary to ensure that sales reps use sales tech.

Offering real-time and personalized ongoing training assists reps retain features within the sales apps. When you offer different training modules to the sales reps and let them access training material in real-time. This way, they can refer quickly and know how to perform key actions in an app. It is your best bet to assist the sales team in using complex sales tech while strengthening the success of your sales enablement strategy.

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