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Mike Lieberman, CEO and Chief Revenue ScientistMon, Sep 19, 2016 5 min read

Sales Enablement: The Missing Piece in the Inbound Marketing Puzzle

{}Ying and yang. Peanut butter and jelly. Zombies and brains. Some things just go together perfectly. They’re a pair. One can’t work without the other. Inbound marketing and sales enablement are one of these pairs. You can’t implement the inbound marketing methodology without sales enablement. Well, you can, but you won’t see the awesome results that you were hoping for. Sales enablement will take your inbound marketing to the next level, and this is what you need to grow sales and revenue.

Let’s discuss why.

Getting Your Sales People on Board

Sales people are creatures of habit. Over the years, they’ve developed their unique selling techniques and strategies, and they want to stick with them. Telling them that now they’re going to need to sell in a completely different way won’t go over well. You’ll be turning their worlds completely upside down. Bringing in inbound marketing may also make them feel like they aren’t doing a good enough job or that they’ll soon be replaced because you won’t need them anymore.

Sales enablement can help get your sales team on board with your new inbound methodology. Once they understand how it will help them close more deals in less time, they’ll be more likely to give it a try and stop resisting your efforts.

Turning Your Sales People into Inbound Sellers

Having your sales people on board is great, but you also need to turn them into inbound sellers. After all, what’s the point of having your marketing team bring in a consistent flow of quality leads if your sales people don’t know how to close them?

With sales enablement, you can successfully turn outbound sales people into inbound superstars. They’ll learn best practices and do’s and don’ts. They’ll learn how to focus on the customer, how to use social selling, how to become valuable resources and thought leaders, and how to be helpful and nurturing. They’ll have the knowledge, insights, and information they need to successfully sell to the inbound leads they’re handed.

Completing the Inbound Experience

The inbound experience should go full circle. You can’t stop nurturing and being helpful to leads once they’re out of marketing’s hands. This experience needs to continue on until the sale and beyond. The sales team will learn how to continue to educate prospects and delight customers. They’ll learn how best to communicate and reach out, they’ll learn how to offer value, and they’ll learn how to prioritize the inbound experience.

No customer wants to go from being nurtured and cared about to being lied to and deceived later on in the sales cycle. The inbound experience needs to be seamless, from the beginning to the end of the journey.

Aligning Sales and Marketing

A key part of successful inbound marketing is sales and marketing alignment. Both teams will no longer be able to work on their own separate islands. They will need to learn to work as one, to share information, and to rely on each other. They need to work together to create content, scoring metrics, buyer personas, and more. They need to share feedback and lead intelligence.

Sales enablement can give your sales people and marketers sales and marketing alignment best practices, and actionable collaboration tips, advice, strategies, and tools that will help them align more effectively.

Tech and Tools

Sales enablement will also help arm your sales team with the right tools and tech to close more deals in less time. These tools will offer valuable insights and data intelligence, as well as add structure to their sales process. It will eliminate much of the mundane and time-consuming tasks that take up most of their time, like data entry, in order to enhance their efficiency and productivity. With the right tools, they’ll be able to track buyer behaviours, generate more leads, identify critical prospects, and communicate and deliver content at the right time and in the right place. 



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.