Sales Enablement: Is This Going to Really Help Me?


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The team has a steady stream of leads coming from Marketing.  Furthermore, your team’s prospecting efforts are paying off.  Pipeline size is well above the company’s average.  In fact, your recent research shows you are outpacing industry pipeline to quota ratios.  You should be making your number every single quarter, but you are not.  Why?  Your team cannot execute the last mile.

In SBI’s Annual Research Report, the last mile is defined as the sales call.  “The moment of truth.”  Your team works hard to obtain the appointment only to let it slip away.  This happens because the tools and talk track varies from rep to rep.  This creates inconsistencies and ineffective buyer experiences.  You can read more about the last mile by downloading the report here.

In this post, we will focus on how Sales Enablement affects performance.  When done correctly sales enablement is a critical component of sales strategy.  Sales Enablement helps a rep create value at every stage of the buying cycle.  Let us explore why organizations struggle with sales enablement.  Then we will discuss the benefits.

The Problem

How do we define Sales Enablement? 

Many organizations are confusing the role of Sales Enablement.  They build up an organization focused on processes and tools for field oversight.  This is using an inward out approach.  As a Manager, you need to teach your enablement team who is the buyer.  How do they make purchasing decisions?  Now you can have a sales force that understands how to solve customer’s problems.

Where does Sales Enablement live?

Many organizations think it should either fall under Sales or Marketing.  The right answer is both.  The issue here is that you lose the ability to integrate across functions.  Sales Enablement needs to have the ability to leverage marketing and sales tools alike.  Things like marketing automation, product development, sales process, etc.  It aligns resources to provide the highest value for a customer.

What type of content do we need?

This one is simple.  The kind your buyers like to consume.  As a leader, you can no longer rely on the “silver tongue” rep.  The internet and highly informed buyers have neutralized this advantage.  Today’s rep needs to know how to spot a buyer and align their selling activities accordingly.  You do this with an orchestrated performance of content, tools, and talk tracks.  All of these appease your buyers. It tells them “this rep understands my problems and how I can fix them.”

The Benefit

As a frontline Sales Leader, you play a critical role in sales enablement.  You are the conduit between Sales Enablement and the field.  If you care about it, then your team will care about it.  Here is why you should care:

Demand Metric launched a study to measure the impact of sales enablement on organizations.  75% of participants rated their enablement function as having a moderate to significant contribution.  In today’s competitive market, you need any advantage you can get.  Download SBI’s Annual Research Report here to learn how Sales Enablement can help your team.  Here are a few benefits when Sales Enablement is done right:

  • Accelerates Sales Cycle- Sales Enablement provides the right content at critical moments of a buyer’s cycle. This allows your buyers to answer critical questions and progress through their buyer’s journey.
  • Improves Win Rates- Sales Enablement creates value in the eyes of your customers. They help your sales force be different from the competition.  Different helps you win opportunities and provide solutions your competitors cannot match.
  • Improves Average Deal Size- Customers are willing to pay more when your solution is different and unique. You accomplish this when you are able to collaborate early in the sales process.  Hence, you can ask for a premium on your solutions.

You might not be in charge of Sales Enablement but your role is critical.  Use a team approach to rally resources for the benefit of your customers.  No one knows the customer better than you do.  Download SBI’s Annual Research Report and discuss it with your Sales Leader.

Republished with author's permission from original post.

Andrew Urteaga
Andrew Urteaga serves as Associate Principal at Sales Benchmark Index (SBI), a sales and marketing consultancy focused exclusively on helping B2B companies make the number.


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