What are some ways that Marketing can help enable Sales?
~ Proposing a strategy for Sales enablement
~ Sharing information and insights about the market, competition, the buyer, and buyer’s journey
~ Creating a buyer persona, including identification of buyer’s needs and challenges and a buyer-centric value proposition
~ Reviewing, planning, and developing high-quality, customer content
~ Developing a plan to provide a seamless transition from marketing to sales during the buyer’s journey down the marketing funnel.
~ Helping your sales team become perceived as experts in the field by positioning them through bylines, blogs, release quotes, reports and more.
~ Informing your sales team when a new campaign, event or program is being launched so that they are ahead of the curve.
~ Creating sales team briefings, cheat sheets and other internal communication materials to help them understand the content being created for buyers, prior to distribution to the buyer audience.
~ Providing sales with the content they need, when they need it…‘right content at the right time’.
~ Continually fostering and improving collaboration between marketing and sales.
~ Providing training and development to optimize sales effectiveness.
~ Conducting analytics to understand how Marketing provided tools, resources, etc.…are working internally and externally.
Sales teams may be the recipients of an effective sales enablement strategy, yet marketers play a very important role in its implementation and continued success.
Why is Sales Enablement important?
It helps the sales organization conduct a more effective and efficient sales process and ultimately, close more/better sales which is important to the entire organization. It also helps a sales organization to scale by empowering the sales team with the knowledge, resources, materials, tools, and best practices to continue to grow and be more successful.
Sales enablement is important to the overall business by generating increased sales revenue by reaching more leads and converting them into customers, and by retaining and adding value to current customer relationships. Sales enablement is a critical component within the four primary ‘vanes’ of marketing to achieve and sustain business growth.