How Sales Enablement Can Help Make Your Business Boom

Sales enablement is a term that you might hear more often these days. But what is it exactly? This term is about giving your sales crew the tools and resources they need to bring great results. When you invest in sales enablement, you're investing in your company's future. In this blog post, we'll explore how enabling your sales team can help your business reach new heights.

How Sales Enablement Can Help Make Your Business Boom

Sales enablement: from A to Z

Sales enablement (SE) is a relatively new role in many businesses, but it's growing in importance. After all, a great product is no good if your team can't sell it. That's where SE comes in.

Interesting fact: the number of people googling the phrase “Sales Enablement” increases by 51.2% every year.

Definition: what is it?

Sales enablement is an expression that is often used in the business world, but what does it actually mean? This term is used to describe various methods and techniques for supporting the sales force in achieving their goals. This can include things like training materials, product information, customer data, and more. Basically, anything that can help a salesperson do their job better and enhance dealing engagement falls under the sales enablement umbrella.

Role: why does it matter?

SE is a key function in any company that sells products or services. Without it, selling and marketing teams would be left to their own devices to figure out the best way to sell the company's products. This would lead to a lot of wasted time and effort, and ultimately, lower the number of closed deals.

By empowering your traders with useful resources, and constantly training and coaching them, you ensure they work more productively and efficiently. Usually, their managers can provide employees with various supporting materials and software: market survey results, product information, customer data, and more.

In short, SE plays a vital role in supporting and enhancing the selling process. When done right, it can be the difference between a successful sales team and one that struggles to meet its quotas. To prove that fact, take a look at the results of the Hubspot research: 65% of business leaders that managed to outperform against revenue targets have a dedicated SE person or team involved in the work process.

Activities: what do sales enablement teams do?

The activities of such a team usually vary depending on the needs of marketing and sales teams, but some common are the following:

- Training sales reps on new products and updates

- Arranging a proper onboarding process

- Creating marketing collateral (e.g. product sheets, case studies, website copy, etc.)

- Developing sales scripts and playbooks

- Planning and executing tradeshows and events

- Managing the CRM, apps providing video conferencing for sales, and sales enablement software

Sales managers: what is their role?

Empowering an SE team with the right tools, processes, and training obviously helps to achieve the company's sales goals. However, it is the manager who is ultimately responsible for leading the team to success.

As a sales leader, you need to be able to motivate and inspire your team, while also providing them with the resources and support they need to succeed. Here are a few tips to get you started:

  1. Define your team's goals and objectives. What are you trying to accomplish?
  2. Assemble the right team members. Choose people with the right skills and attitudes.
  3. Put together a solid training plan. Your team should be well-prepared before they start selling.
  4. Provide ongoing support. Your team members will need constant support to be productive.
  5. Set realistic expectations. Don't set your team members up for failure by aiming for unrealistic goals.

By following these tips, you'll be well on your way to leading a successful SE team.

Benefits for teams

SE is a hot topic in the business world right now. And it's no wonder why - it can have a profound impact on a sales team's productivity and effectiveness. Here are just some of the benefits this process can bring your business:

1) Boost team productivity

2) Stimulate sales-readiness

3) Improve customer relationships

4) Increase company revenue

5) Bring higher win rates

6) Increase customer satisfaction

7) Create a more positive customer experience

Sales enablement strategy: 10 ways to boost your business

When it comes to sales enablement, you can't just wing it. You need a strategy. But where to start? Here are the ten steps to follow:

1) Work on your mission

Your company's SE strategy should start with a clear mission. It will guide everything from the types of content you create to the way you train your sales team. Without a mission, you'll have a hard time aligning your dealing goals with your sales empowering activities. And if they aren't aligned, all your efforts to boost the sales process will be less effective.

So what should your mission be? It should be something that inspires and motivates your team. It should be something that gets them excited to come to work every day and sell your product or service.

Your mission should also be something that you can measure. That way, you can track your progress and ensure your team is moving together toward your common goal.

Finally, your mission should be something that you can achieve. That way, you can set realistic intermediate goals and targets for your enablement efforts.

Once you have a mission, you can start developing a plan for how to achieve it.

2) Collect useful data

With the right niche sales data, you'll be able to better understand your customers, personalize your approach, optimize sales operations, and close more deals, as a result.

But how do you know which is the right data? And once you've collected it, what should you do with it?

First, you'll need to identify the data that's most important to your business. This may vary depending on your industry and your specific commercial goals. However, some common points that are often useful for empowering sales include customer demographics, profiles, psychographics, and buying habits.

Once you've identified the data you need, you should find a way to collect it. There are several different ways you can do this, but some of the most common are surveys, interviews, focus groups, and data mining.

3) Hire the right people

Your sales empowering success entirely depends on the team you put in place to execute your strategy. That's why it's crucial to find people with the right skills and experience.

Hence, when interviewing possible future hires, look for people who are:

- Both passionate about selling and knowledgeable about your company and the products you sell. These are the people who will be able to best execute your strategy of empowering sales and helping your workers reach their goals.

- Organized and disciplined. This team should be able to keep track of all the resources and training your reps need.

- Always eager to learn. The best employees are always looking for ways to improve and boost their knowledge.

4) Define responsibilities

Sales and marketing teams must have a clear understanding of their roles and responsibilities in the sales enablement process. By defining this, you can avoid overlap and ensure that everyone is aligned with the common goal of driving revenue.

The first step is to sit down with your sales team and map out all of the tasks necessary to close a deal. Once you have a complete list, you can start assigning each task to a specific team member. Of course, some tasks will need to be completed by more than one person, but this is where you can start to see who should be responsible for what.

A clear definition of roles and responsibilities will not only ensure everyone is on the same page but also help to identify any gaps in the process so that they can be addressed.

5) Provide helpful sales enablement tools

To help your employees reach great results, it's essential to provide them with the right technology and tools. Tailored perfectly to the chosen strategy, they will give your team the ability to access the right information, at the right time, and in the right format.

The first step is to identify the specific needs of your salespeople. What type of information do they need to be successful? What format would they prefer to receive this information in? Once you have the answers to these questions, you can begin to look for the technology and tools that will best meet your team's needs.

Some of the most popular sales enablement platforms include:

By the way, according to Hubspot research, many business leaders find video conferencing more effective for selling remotely than CRM platforms.

6) Create a portrait of your ideal client

Your strategy is only as good as your ability to identify and target your ideal customer profile (ICP). Without a clear understanding of who your ideal customers are, you'll likely struggle to generate quality leads and close deals.

What is ICP? It's a detailed description of your ideal target customer, including demographic information, buying habits, and other factors. Knowing your ICP also allows you to create content and commercial materials that are tailored to your target audience.

There are a few key things you can do to get a better understanding of your ideal customer profile. First, take some time to research your target market and understand their needs and pain points. Then, create buyer personas that represent your ideal customer. Once you gather all this information, you can proceed with developing a strategy that will help you reach them.

7) Continuously analyze the team's performance

By constantly analyzing performance, you can identify what's working and what's not and make adjustments to improve results.

There are a few key performance indicators (KPIs) you should track, such as conversion rate, close rate, and average deal size. By analyzing these KPIs, you can gain insights into your dealing process and make improvements that will help you close more deals and increase revenue.

To get started, you'll need a good sales enablement platform that allows you to track KPIs and analyze data. It can be any reliable CRM. Once you have a platform in place, you can start collecting data and analyzing your performance. With the right data, you can make your strategy even more effective and help your business grow.

8) Remember about sales and marketing alignment

By aligning the goals of marketing and sales, you can ensure the right content is getting to the right people at the right time.

Not sure where to begin? Start by asking the following questions:

  • Have you defined rules and criteria to qualify leads?
  • Do you have an official SLA (sales & marketing service level agreement)?
  • Do these two departments have a possibility to communicate with each other?

After answering these questions and identifying where your marketing and trade teams can be aligned, you can move on to further refine your strategy.

9) Work on case studies

By creating case studies for a specific target market, you can show would-be customers that you understand their needs and can help them achieve their desired outcomes.

Creating niche case studies is a great way to differentiate your company from the competition. And when done right, they can be extremely effective in boosting sales. How to create them?

First, identify a target market that you want to focus on. Once you've identified it, research their specific needs and pain points. Next, create a case study that demonstrates how your company helped a customer in that target market achieve their desired outcome. Finally, promote your product and evaluate the results.

10) Provide training and support

Of course, you can't just give your reps a few training sessions and send them on their way. You need to continuously provide them with the resources they need to excel. That means having an up-to-date training manual, a well-stocked training library, a powerful online training and sales readiness platform, and a dedicated sales enablement team.

With the proper training and support, your reps will be more effective, and your company will be more successful as a result. So if you're not already doing so, start investing in your sales reps today.

How do you measure the effectiveness of your sales and marketing efforts?

Two critical functions for any business are sales and marketing. But how do you know if their efforts are actually effective?

1) Check key metrics

One way to measure effectiveness is to track key metrics such as leads generated, website traffic, and conversion rate. By tracking these metrics, you can get a better idea of how your commercial departments are coping with their responsibilities and make necessary adjustments to improve their results.

2) Undertake a customer survey

Another way to measure effectiveness is to conduct customer surveys. By surveying your clients, you can get valuable feedback on your employees' efforts and learn what is working well and what needs to be improved.

3) Ask your employees

You can also ask your team to provide reports on their activities and results. By regularly reviewing these reports, you can get valuable insights into the work of your commercial departments and ensure they are producing the desired results.

To wrap things up

Sales enablement is a process, not a product. It’s the how of sales, not the what. Just as there is no single silver bullet for success in closing deals, there is no one-size-fits-all solution for building this process properly. The possible solutions can take many different forms, everything depends on the unique needs of your organization.

However, while the specifics may vary, all successful sales enablement solutions have one thing in common: they make it easier for traders to do their jobs and close more deals. By streamlining processes, providing easy access to the most relevant information, and giving reps the tools they need to be successful, SE can help your team get more wins and drive revenue growth.

Your only goal is to guide, coach, and support. Then success will not be long in coming.

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