Although the concept of sales enablement is still evolving and means different things to different companies, in essence, it encompasses the processes, systems, tools, and strategies that help enhance sales productivity and performance. It helps sales people become efficient and effective inbound sellers, which is a must in today’s business environment.
But it can also benefit you in more ways that just improving sales performance. It can result in better lead generation, too. Here’s how.
1. Sales and Marketing Alignment
Sales and marketing have historically been on opposite sides, with competing goals. But new studies have shown that when sales and marketing work together, collaborate, and communicate, you benefit from better results and increased revenue.
Part of sales enablement is improving sales and marketing alignment: teaching these two teams how to work as one. And one of the benefits of doing so is the generation of more high-quality leads.
Sales people are the employees who speak directly to prospects and customers. Therefore, they know their wants, needs, and challenges better than anyone else. When they’re directly involved in the creation of marketing content as well as the creation of buyer personas, lead generation efforts will improve.
What’s more, when sales people offer marketers their prospect feedback about which marketing campaigns worked to attract the right prospects and which didn’t, based on their sales conversations, marketing can improve its efforts, and thus generate more high-quality leads.
Enabling these teams to work together more effectively can allow you to realize these goals.
Data-driven marketing and sales strategies can improve lead generation. With sales enablement tools and technology, your teams can have access to valuable lead and prospect intelligence, which can help inform future lead generation efforts. Instead of trying hit-or-miss approaches that offer mixed results, data from sales enablement tools can increase the efficiency and effectiveness of lead generation.
3. Inbound Selling Strategies
Through sales enablement, sales people will also be coached to use more effective inbound selling strategies. Two of these strategies in particular can effectively help your company generate more leads.
First, there’s blogging. Most sales people do not blog, but they should. It’s a way for them to share their knowledge, expertise, and experience with buyers. It’s a way to increase thought leadership and build trust and credibility. When sales people blog, they can generate leads for the company.
Second, there’s social selling, which is one of the most effective inbound selling strategies that can be used today. When your sales people learn how to leverage social selling and improve their online presence, they can create trust in the sale process and boost their credibility, which in turn, will attract buyers to your brand.
Your sales people will learn how to blog in sales and how to use social selling to their advantage through your investment in sales enablement.
One Investment, Myriad Results
Sales enablement will give your company a competitive edge. Not only will having the right tools and technology enhance sales productivity and give your sales people more time to focus on selling, but sales coaching will improve sales performance as well. Your sales people will learn how to approach and communicate with inbound leads, how to educate and nurture them, and how to close them.
But sales enablement can do so much more for your company. It can create sales and marketing alignment, which is required for better results. It can also equip you with the data you need to make more informed decisions. And it will provide your sales people with the inbound selling strategies that they need to sell to today’s customers. And this new alignment, this data, and these selling strategies will all result in better lead generation.