Sales enablement has caught on like wildfire.
And considering 55% of top-performing companies are investing in sales enablement (Forbes), it’s no surprise that technology vendors are flooding to the marketplace to claim a piece of the pie.
But with so many different companies promising to alleviate your sales productivity woes, how do you know what solution is right for you… or if sales enablement is the right fit in the first place?
Before you get started, it’s important to understand that the definition of sales enablement continues to expand every day. So, identifying the gaps you’re experiencing in your organization, as well as the type of solution you seek, can help you narrow down the field of technology options.
In this post, I’m focusing on the type of sales enablement technology that helps store, manage, and distribute content to the sales team, which is where sales enablement really got its start.
Essentially, this technology is a sales content management system built with the unique needs of your sales force in mind. With features like CRM integration, mobile accessibility, and wireless connectivity, sellers can quickly access the resources on-the-go – without deviating from their existing systems and processes.
It’s also important to know that “content” doesn’t just mean pitch decks and marketing assets; it also includes coaching, messaging, processes, subject matter experts, and any other resource you need to get into the hands of your sellers.
Now that we’ve narrowed the field a bit, it’s time to take a closer look at what you should consider when evaluating a sales enablement technology.
Here are 5 must-have sales enablement technology features:
Sellers are too busy to waste time looking for resources or scraping together presentations. A prescriptive sales enablement platform ensures sellers have the right marketing-approved resources at their fingertips by “serving up” relevant, up-to-date, and brand compliant materials. Instead of expecting sellers to search by keyword, a prescriptive platform delivers these resources when and where sellers need them in deals. Finally, all your great marketing material can get put to use because sellers know exactly where to find them.
Just as sales organizations have a sales process, the customer has a buying process. Sellers have to go where the customer leads, and pivot at a moment’s notice. An adaptive sales enablement technology is fluid, adjusting with the sales situation to provide the exact right materials, just-in-time. This way, sellers can always present buyers with content that is fresh and tailored to their specific business objectives and buying needs.
In today’s digital age, relying on guesswork to make decisions isn’t going to cut it. An insightful sales enablement technology opens the door to more-informed selling and greater information-sharing throughout your organization. From marketing assets and product presentations to coaching and subject matter experts, sales organizations need insight into the resources sellers use – and how they’re using them. Not to mention, marketing needs a view into what resources are most effective in moving the needle so they can make more intelligent decisions moving forward.
Especially if you’re a large enterprise, or have a complex sales cycle, you’re going to want a technology that can grow with you. Make sure that the sales enablement technology you select is robust enough to handle the unique needs of your business. It can be helpful if a provider offers a suite of solutions so you can have a single sales enablement partner instead of looping in multiple vendors as your sales enablement program expands over time. Also, probe on security features! With the increasing data breaches and security risks, you want to be sure your company’s information is protected, especially if your sales team is located around the world.
When looking for a doctor, most of us expect years of hands-on experience and customer referrals to back them up. The same should ring true when you’re working to diagnose and treat your sales productivity ailments. No one wants to be the guinea pig to test out a new product, especially when your business is on the line! Look for a sales enablement vendor with a legion of Grade-A customers who have already done the vetting process for you. Selecting a well-oiled sales enablement technology will save you from headaches down the road.
Now that you have some tips on what to look for in a sales enablement technology, it’s time to start assessing your needs and evaluating solutions.
If you’d rather dive right in, speak with our team! We would be happy to answer any questions you may have about the sales enablement marketplace.