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Mike Lieberman, CEO and Chief Revenue ScientistMon, Nov 7, 2016 4 min read

How Inbound Marketing and Sales Enablement Work Together

{}Did you know that sales enablement is the missing piece of the inbound marketing puzzle? They go hand in hand. And both must be used in order to generate the greatest results.

You already know that if you don’t adopt inbound marketing, your company probably won’t exist in five years. But what you might not realize is that, without sales enablement to accompany it, your inbound marketing efforts might all be for not.

Here’s why the two must work together.

Continue the Inbound Experience

Getting a stranger to become a lead, to become a prospect, and to become a paying customer is a long process that requires many stages. Inbound marketing can help with the first part of the process. Your marketers can use the inbound methodology to attract people to your brand, to generate leads, and to nurture them and convert them into prospects. But converting these prospects into customers is a critical part of your success—one that your sales people are handling.

Without sales enablement, your sales people won’t know how to continue the inbound experience in a seamless and fluid manner. They need to learn how to approach and communicate with prospects, how to educate them, and how to nurture them in a way that’s in line with your inbound marketing efforts. The lead exchange between marketer and sales person needs to be perfect. The inbound experience should go full circle.

You need to add the inbound sales methodology to your inbound marketing methodology to ensure this happens.

Generate More Revenue

Your marketers can be absolutely brilliant at increasing awareness, generating leads, and nurturing leads. But their efforts might all be rather useless if your sales people do not know how to close inbound leads once they’re handed off to them.

Imagine it: Your leads are cared for, they’re educated, and they’re nurtured for weeks or months by your marketers until they’re ready to convert. They feel great about your brand. They’re ready to make a final purchasing decision. But then…they’re sent to a sales person who still uses outbound sales tactics. After all of this hard work put forth by your marketers, your sales people use the only strategies they know: they try to sell by being aggressive or manipulative. Naturally, the lead is going to be put off by this. And the old-school selling tactics used will push them further away from your company and the sale—and right into the arms of your competitor.

Your sales people need to create a new sales process that matches the way prospects buy. They need to learn new inbound selling strategies and methods that are in line with customers’ expectations, wants, and needs. Otherwise, you’ll be creating a full pipeline of leads that will ultimately turn into a pipeline of lost opportunities.

Sales enablement will give them the training and coaching they need to become inbound selling superstars, so you can increase revenue.

Alignment between Sales and Marketing

Inbound marketing and sales enablement work together because marketers and sales people must work together. Effectively alignment between these two teams will generate better results than if these two teams are separate and competing against each other.

When sales and marketing unite, collaborate, and communicate, all functions improve. Your sales people must work with your marketers to create content, to create scoring metrics, and to build buyer personas to ensure that the right leads are targeted and that the right triggers are used. Your marketers must share lead intelligence so your sales people can have more valuable sales conversations. And your sales people need to share feedback from those conversations to help improve marketing campaigns.

Sales enablement can improve both marketing and sales performance by teaching these two groups how to collaborate and communicate effectively.


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.