Sales enablement. You’ve heard people talking about it. You’ve nodded along. But in the back of your head, you were wondering what the heck they were talking about. Right?
You’re not alone.
Although sales enablement is a critical part of inbound marketing, many business owners, marketing managers, and other decision makers have no clue what it actually is.
Is it sales training? Is it sales coaching? Does it include content creation? Does it encompass tools and technologies? It is about improving sales productivity and performance?
The truth is, it’s kind of a mystery, simply because it means different things to different decision makers. But in essence it isn’t sales training, it does include sales coaching, content creation, tools, technologies, and processes for improving sales productivity and performance. But it’s so much more, too. It’s knowledge sharing. It’s strategic development. It’s collaboration.
No single definition really covers all that it is. But one thing is certain: it enhances your sales people’s ability by giving them the confidence, technologies, processes, knowledge, and tools needed to grow revenue.
So, why does it matter? Because it’s critical to the success of your inbound marketing strategy, and the future of your business.
It Will Help Your Marketing Team Improve
A big part of successful inbound marketing will be collaboration. When you implemented inbound into your organization, you essentially merged your sales and marketing departments together. They need to work together as one in order to see better outcomes. Your marketing team must give sales the customer intelligence they need to close deals. And sales must give marketing feedback on their campaigns, while sharing knowledge about customer wants, needs, and desires, in order for your marketing efforts to improve.
Sales enablement can help your two teams become one by offering communication and collaboration techniques. When sales and marketing work together, great things can happen.
It Will Improve ROI
When you implemented inbound marketing, you likely spent the majority of your focus on your marketing department—after all, it is called inbound marketing. But sales is just as integral to inbound as marketing is. And without sales enablement, your inbound marketing strategy won’t produce the high return on investment that you want and need. If your marketing department is generating leads like crazy, but your sales people don’t know how to close them effectively, these leads won’t convert to sales, and you won’t increase your profits. Your ROI depends on including sales enablement as part of your inbound marketing strategy.
It Will Improve Morale and Retention
Any systemic change within an organization can be scary. It can put your employees on edge. They might not like that you’re completely changing the way they have to do things. Your sales people could be so weary of selling to inbound customers without knowledge, tools, skills, and practice that they’ll flee the coop. Or just as bad, they’ll stay but resent you for your changes, resisting them, and being unhappy in their new roles as inbound sellers. Both situations won’t be good for business.
With sales enablement, you can give your sales people all that they need to succeed as inbound sellers. They’ll have the confidence to sell, the knowledge to do it right, and the understanding as to why you’ve implemented inbound marketing, which will improve morale and retention in your sales department.
Ready for Implementation?
Now that you know what sales enablement is and why you need it, it’s time to implement it. And effective sales enablement requires effective leadership. Engage a digital marketing agency with a focus on sales in order to get the best of both worlds—the help you need with your inbound marketing strategy and the help you need for your sales team. The right digital marketing agency can not only improve your marketing, but can coach your sales people towards better inbound performance, too.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.