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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 11, 2016 4 min read

How Sales Enablement Takes Your Inbound Marketing to the Next Level

{}Inbound marketing is no doubt a necessity in business today. It’s in sync with the new buyer behaviours. It matches how people shop. It allows you to market your products and services and reach your audiences in the most effective way possible.

But inbound marketing on its own isn’t enough. It’s a great start—but if you haven’t invested in sales enablement yet, then you’re missing a vital piece of the puzzle. Inbound marketing and sales enablement work hand in hand, side by side, and you need both in order to take your business to the next level. Sales enablement will allow you to maximize the results of your inbound marketing. Here’s how.

Sales and Marketing Collaboration

When you implement inbound marketing, you need to rely on sales and marketing collaboration in order to achieve the best results. Both teams now need to work as one. They need to share data and intelligence. They need to work together to come up with buyer personas and to create lead scoring metrics. They need to brainstorm together to create the best possible content that will resonate with your audiences.

When your sales and marketing departments work towards a common revenue goal instead of working at odds, you’ll benefit.

Sales enablement can give your sales people the tools and strategies for effective collaboration. It can help them understand what type of information they need to be sharing and what value they can bring to the table. And it will help them realize how they’ll benefit from their collaboration efforts.

Continue the Inbound Experience

The inbound experience does not, and cannot, start and end with your marketing team. Your sales team must continue to educate, please, and delight your inbound customers long after marketing has handed the leads off. Customers won’t be happy if they were informed, nurtured and cared for, for half of the buyer’s journey, only to then be lied to, cheated, and pressured into a sale afterwards. The inbound experience must be flawless, from start to finish.

With sales enablement, your sales people will learn how to communicate with inbound leads, how best to reach out, and when to reach out. They’ll learn what selling tactics to use and which outdated selling techniques to ditch. They’ll learn how to offer value and how to delight customers. They’ll learn to prioritize the customer experience in order to increase sales.

Your inbound marketing team works hard to bring in leads. Don’t let your sales people ruin these sales opportunities. Teach them how to become inbound sellers through sales enablement to ensure that the efforts your marketers put in aren’t wasted.

Tools and Technologies

Sales enablement also consists of arming your sales people with the right tools and technologies. These tools will give them structure, insights, and data intelligence. It will save them time through automatic data entry. It will enhance productivity and help them close deals by helping them generate more leads, track behaviours, identify important prospects, and deliver content at the right time and in the right place.

Many of the technologies can also be integrated with your marketing automation software to ensure an efficient flow of information between the two departments to ensure that no data is lost, no miscommunications occur, and everyone has access to the same information and content. These tools will empower your sales people for best results.



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.