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Mike Lieberman, CEO and Chief Revenue ScientistThu, Jun 8, 2017 4 min read

How Sales Enablement Makes Your Processes More Efficient

{}Sales enablement is a process that provides sales reps with the content, tools, and knowledge they need to make effective decisions and improve their selling processes. Putting this to use means your sales team is selling at a higher velocity and effectively engaging clients throughout the buying process.

As such, integrating sales enablement in your business makes for a more efficient process. Here’s how.

The Right Tools to Get the Job Done

Sales enablement provides the means to get the job done and execute the sales process. Acting as a supplement to improve reps’ ability to do their jobs, it includes training and technology that refines the sales process and eases burdensome tasks, so more time can be dedicated to the core obligations: selling and closing.

CRM, marketing automation, sales intelligence, content and knowledge management are just a few tools available for the sales team through enablement. The team can use these tools to improve their daily duties and stay organized, all resulting in a stronger process that allows the sales team to meet goals and hit targets.

Inbound selling needs curated and categorized data. The data available in different enablement tools advances job performance by providing refined knowledge of what customers want and their trigger points to zero in on specific products and services they’re looking for. These tools provide analytics to track customer activities for more informed decision making.

In addition, the tools also include boilerplate templates for quotes, proposals, and other related forms. Spending less time on these tasks, from data entry to creating forms, means more time getting to know customers.

Keeping up with Trends and Training

Even if reps have the right content at the start, it’s going to change as the industry evolves. It’s crucial to stay on top of training with sales enablement. This ensures your team has up-to-date product knowledge to answer customer questions, ease concerns, and close deals.

Sales reps can’t sell effectively if training isn’t reinforced. Implementing sales enablement works to make sure reps are always ahead of the curve. With better informed buyers, shifting funnel dynamics, and more, the team needs to adapt to buyer expectations.

This multi-pronged tactic provides reps with the latest information on products, systems, and target market. With current techniques readily available, your sales team will improve at tracking buyer behaviour, identifying prospects, and delivering content at the right time to shorten the sales cycle and meet ROI.

Better Communication and Collaboration

Sales and marketing are no longer distant relatives. The two departments are reliant on each other to perform functions that increase ROI. They need to share information and insight to do the best job possible.

Reps talk to prospects to discover paint points and challenges, which can be relayed to marketing to create more relevant content. Sales enablement streamlines collaboration.

Enablement creates a continuous feedback loop to share content and information. It brings the departments together to nurture leads, close deals, and create the best content to turn prospects into buyers. It helps reduce knowledge and communication gaps so both departments function as a team, sharing data and intelligence, generating buyer personas, and brainstorming ideas for improvements.

Aligning marketing efforts with sales objectives has both departments working towards the same goal to increase sales.


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.