We live in a world that is more complex and interdependent than ever before. We often see this complexity in the form of continuous market disruption, primarily caused by exponential technological innovation. No leader can individually address this complexity, so the old model of centralized command and control doesn’t cut it, but they can create organizations that do.
To differentiate themselves, marketers tend to claim their products and/or services create efficiencies, but it doesn’t differentiate them at all. Having an efficient organization is now table stakes, so you likely wouldn’t exist to sell to if you didn’t figure that out. The old school enablement focus on training alone can create sales efficiency. What’s now required is adaptability.
That adaptability is built with empowered execution—which requires trust—and shared consciousness—which requires common purpose. However, you can’t just turn those things on in your organization. They are developed with open communication, proven dedication, and strong leadership over a long period of time. This is where your enablement team comes in, focusing not just on sellers, but also marketers, partners, customer success and any team that directly engages customers and prospects in the field. That’s quite a tall order, particularly when enablement functions are often comprised of a small number of employees or even a single individual. They need sales and marketing tools or, even better, one comprehensive sales and marketing enablement solution that builds trust and common purpose faster.
So, what are some signs your organization may lack adaptability? Let’s look at sellers.
- Sales productivity declines as reps can’t find the content created for them, so they are left to hunt for what they need instead of building relationships with prospects as trusted advisors.
- Sales effectiveness declines as content that is buried in a bloated library goes unused by reps, and therefore does not engage prospects or move deals forward.
- Collaboration requires downloading, tweaking, emailing, and then merging it all back together.
With the right sales and marketing enablement solution, this all changes.
- Highly personalized sales content automation that finds you based on situational awareness
- Smarter sales content management powered by data that gives you actionable insights
- Increased sales effectiveness from real-time collaboration online
This sales and marketing enablement solution must also effectively communicate a common purpose to the field and, not just align field teams, but make them attuned to one another’s needs. This builds trust because it is being used for more than telling them how to do their jobs, which is sometimes done by an individual who has never had that job. It’s also making their jobs easier and enabling them to make one another’s jobs easier because they understand their challenges and how they can help. This clearly creates goodwill in those being helped, but what is often ignored is the impact this has on the individuals who are doing the helping. When you are empowered to help others in your organization in meaningful ways, you are more likely to identify with the organization’s common purpose.
That is the true sign of adaptability: when every team member understands, believes in, and is prepared to support the mission whenever necessary. THAT is enablement.