Sales Enablement

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Sales Enablement

Definition: Sales enablement is a strategic, cross-functional discipline designed to increase sales results and productivity through integrated content, training, and coaching services for salespeople and front-line sales managers across the entire customer buying journey, powered by technology.

Detailed Explanation

Sales enablement can be defined as the approach of providing the sales organization with the means to sell more effectively and efficiently by focusing on sales and marketing efforts on an integrated process. With sales enablement, salespeople can better interact with prospects and customers at every point in the sales process.
Key Elements of Sales Enablement:

  • Content Management: It is the process by which content can be created and distributed which would be useful for the sales team at different touch points in the sales cycle.
  • Training and Coaching: Ongoing training and coaching in selling and product knowledge skills development.
  • Sales Tools: Implementation and use of sales tools and technology to increase sales productivity and effectiveness.
  • Performance Analysis: Measurement and analysis of sales performance to identify areas in need of improvement and keep it in line with company objectives.
  • Collaboration: Aids in more coordinated collaboration among Sales, Marketing, and other departments for a unified approach to customer engagement.

Importance in the Sales Process

  • Efficiency: Sales enablement allows sales representatives to more quickly guide the prospect through the sales funnel by using the right content and tools at the right time.
  • Effectiveness: Sales enablement improves the overall process effectiveness through the best practice methodologies and knowledge available to the sales teams.
  • Scalability: Sales enablement helps in scaling sales efforts by standardizing various processes and having a framework that a sales team can use.
  • Customer Engagement: Great training and content allow salespeople to engage customers in a manner that creates a positive effect on customer relationships, which, in turn, promotes sales.
  • Decision Making is Data-Driven: Sales enablement is enriched with tools and analytics to make highly informed decisions regarding data and performance metrics.

Real-World Example

A technology company with a sales enablement program is keeping the latest in product information, competitive analysis, and customer case studies in the hands of the sales force. It had a central content library, within which reps could quickly find the most pertinent and impactful materials for whatever prospect they were trying to sway. The result was that the sales team honed their pitch, sharpened their messages, and closed deals faster. In another case, a pharmaceutical company had actually been able to train new representatives on complex products only because of sales enablement tools. These reps were more knowledgeable and confident of themselves due to this form of interactive training with real-time coaching. This had led to massive increases in sales as the reps were able to relay the product benefits in a more understandable manner while also handling all the objections.

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