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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jun 28, 2017 4 min read

How to Make the Most of Your Sales Enablement Strategy

{}Supporting your front line, AKA your sales team, will improve your bottom line. This is the principle behind sales enablement. Giving your sales people the tools, processes, and knowledge they need to sell more efficiently and effectively is crucial. In fact, we’d argue that the success of your business depends on it.

But sales enablement strategies aren’t all equal. Some are better than others. To get the most out of your strategy, use these tips.

Be Strategic

Various unconnected processes and scattered ideas aren’t enough to succeed with sales enablement. To get the out of your strategy, you need to build an overarching framework, a digital playbook.

You must know who your buyer personas are and what their pain points, challenges, and needs are. You have to know where they fall into the customer buying cycle. You need to know which content assets will be most effective with which prospects and when.

At the same time, you should understand where your sales team’s weaknesses lie and where you have opportunities to improve performance. You have to come up with a plan to address those opportunities and weaknesses. You need goals. You need data. You need metrics.

Without a strategy guiding your actions, we’re confident you won’t make the most of your sales enablement program.

Get Everyone on Board                         

Everyone in your company, from the CEO to the customer service department, has a role to play in sales enablement. Because the sales team drives sales and revenue, it’s crucial to have everyone on board and working towards common goals.

Marketing is particularly critical to the success of your program. Sales and marketing alignment is a vital piece of the puzzle. These departments often waste time, effort, and resources as well as miss opportunities due to a lack of communication and collaboration. By successfully aligning sales and marketing in particular, you can get more out of your program.

Invest in the Right Tools and Technology

Getting the most from sales enablement means investing in tools and technology. It doesn’t matter how many new systems and processes you put in place if your sales reps are still wasting time and resources on repetitive admin tasks.

The right tools and technology can automate mundane work, while also offering reps prospect intelligence, greater visibility into the sales process, greater organization in their work lives, and so much more.

For best results, choose technology that integrates easily, is quick to implement, can be customized to your unique needs, and is user friendly.

Use Data

Your strategy won’t be effective if it’s based on guesses and assumptions. To make the most informed decisions, you need data. Find suitable benchmarks for comparison. Use data to learn what isn’t working in your sales department. Come up with measurable and practical goals to achieve through your program based on historical data. Use metrics to track your progress and make changes to the program as required. 

Request Expert Help

Rolling out a successful sales enablement strategy isn’t easy. There are a lot of moving parts, and it can be tough to not only get it all right, but to maximize the effectiveness of each part of your strategy.

To get the most out of your program, reap the benefits of working with a digital marketing agency that offers sales enablement. Getting an outside perspective can offer much-needed objectivity. An expert on the topic will also be able to do more than you could do alone—from helping you build an effective framework and helping you choose best-in-class software to training your reps to use tech and coaching them on inbound sales.

It would be a shame to spend time, money, and resources on a sales program that, in the end, wasn’t effective. Make sure this doesn’t happen by getting the help you need.


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.