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Mike Lieberman, CEO and Chief Revenue ScientistWed, Feb 1, 2017 5 min read

Is Sales Enablement Necessary?

{}There’s been a lot of talk about sales enablement lately. It seems to be the latest buzzword in the sales industry. And though you’ve no doubt heard all about what it is and how it works, watched some talks on the subject at INBOUND 16, and have done your own research on the topic too, you might still not be sure if your organization—and your sales team—really needs it. You might not be sure if it’s a necessity in business today or if it’s just “nice to have.”

We’re here to tell you that sales enablement is, without a doubt, absolutely necessary in sales today. No question about it. No hesitation.

Not convinced? Here are some of the reasons why it’s so critical to sales success in the modern business world.

Buyer Behaviours Have Changed

Have your profits started dipping a bit? Plummeting even? If you haven’t switched to inbound sales and marketing, then it’s no surprise that you’re struggling to drive revenue—or even just to stay afloat. Buyer behaviours have changed. The internet has completely revolutionized the sales process. Consumers are now in control and they’re going through the majority of the buyer’s journey on their own. They have almost all of the information that they need at their fingertips. And they don’t really need to talk to your sales people to make buyer decisions anymore.

Buyers have changed. The way they shop and buy has changed. And your sales team needs to change, too.

Inbound Marketing Isn’t Enough on Its Own

Inbound marketing and sales enablement go hand in hand. Actually, they must work together in order for you to see a high ROI from your inbound marketing efforts. Your marketers can spend all of their time expertly building brand awareness, driving traffic, and generating leads, but if your sales people cannot close the sales-ready leads that come in, then all of their hard work will be for not. It won’t lead to revenue.

If your sales people are still using outbound sales tactics to try to close deals, then of course they’re going to struggle. Due to changing buyer behaviours, these old-school selling techniques simply don’t work like they used to.

Your Sales People Need to Change Their Selling Techniques

In order to stay relevant and competitive in the modern business environment, your sales people need to change their ways. Of course, this is easier said than done. They might not want to change. They might not know what to do differently. They might not understand why their old sales strategies don’t work and what they should be doing instead.

Sales enablement can help your sales people become inbound sellers. A sales enablement expert can help them understand the new business world and new buyer behaviours. An expert can also help them adapt by giving them insights, best practices, tips and tricks, as well as new strategies to use to sell to inbound customers. Sales enablement is a necessity because your sales people absolutely need to change the way they sell to adapt to the way customers buy—and it can help them do just that.

Sales Inefficiencies Are Killing Your Profits

A sales department that is inefficient and unproductive will kill profits. You’ll waste considerable time, money, and resources. Today’s business world is highly competitive. In order to stay profitable, you must be leaner than ever before. Sales enablement is not only the best way for you to increase sales and drive revenue, but it’s also the best way for you to improve sales efficiency and productivity, so you get to keep more of what you bring in. Your reps will know how to sell more effectively. Their sales processes will be more efficient and proven to work. Sales tools and technology will automate procedures that waste time and resources. And big data will create data-driven decision making for better results. Higher efficiency=higher profits.


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.