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Mike Lieberman, CEO and Chief Revenue ScientistThu, Oct 13, 2016 4 min read

Invest in Sales Enablement to Enhance Your Inbound Marketing

{}We all know that the way business is being done is changing; many new methods and approaches are being adapted into “traditional” business models, bringing about improvements and positive effects to the bottom line of these organizations. Interruptive sales and marketing tactics have been replaced by inbound marketing

Sales enablement, one of the key elements in an inbound marketing strategy,is a systematic process that helps increase sales productivity by supporting salespeople through such functions as content development, training, and analytics. These work together to bring about better sales conversations. 

That’s why it’s so important for you to invest in this. It’s not just the way of the future–it’s a key, fundamental element to having an effective inbound marketing strategy. 

Still not convinced you need it? Read on to learn more.

The Sales Journey Is No Longer Linear

One reason why it’s so important for your organization to invest in sales enablement is that the sales journey has changed dramatically. While it was once conceptualized as a linear process–from interest to awareness to purchase–it is now understood as a complex process that involves a lot of information gathering, trials, and user references.

However, the average buyer is busy, and the new process takes time. Sales enablement helps support them through the process of coming to a purchasing decision.

But how can sales do that when the decision making process takes more time, and less of it happens in front of the salesperson or with his or her involvement?

The answer is content, which is a key part of sales enablement. It’s so important, in fact, that 95% of B2B purchase decisions are directly influenced by content. This allows the consumer to take some key discussion points away when making the purchasing decision offline. The one guiding that conversation is the business with the memorable content.

The Line Between Sales and Marketing Has Blurred

And it doesn’t look like they’ll be working in silos again any time soon.

Increasingly, sales is relying on marketing to support them, which means an inbound marketing strategy is incomplete without a sales enhancement element.

The focus has shifted from lead generation to conversion rates, and that cannot happen without marketing playing a huge role in sales. Marketing is adding important value to sales conversations by providing the vital content that’s driving conversions.

This may seem unimportant, but it is extremely significant. In fact, 61% of salespeople add no value to the sales process, according to enterprise buyers. That’s over half of salespeople who are not bringing anything of value to the table!

So who will pick up the slack? Marketing! And that’s why sales enablement is so crucial to your strategy.

You Need Sales Coaching

Coaching is a crucial aspect of sales enablement. Invest time in training your sales team in key marketing functions. They should be trained in how content works to generate leads and increase conversion rates, as well as how technologies are changing and how they can help sales. This will offer you high ROIs, as your sales team will be encouraged to spend time on valuable pursuits, rather than old tactics that are increasingly irrelevant.

For example, how much time does the average salesperson spend creating PowerPoint presentations? You could save a lot of money and create valuable content for your website by hosting webinars instead. But until sales is trained in these new processes and tactics, it’s going become more apparent that they are not adding value to the sales process.

This will also have a major impact on job satisfaction. Your salespeople will know how to sell to the modern consumer, and they’ll stay relevant.

As you can see, sales enablement is important to every aspect of 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.