Marketing and sales teams typically have the same goals, but they approach them differently. Sales is concerned with meeting with prospects and turning them into customers. Marketing is focused on finding people – leads – who have a need for the company service or product.
Sales enablement is one concept that can bring both teams together, but what exactly is it? Can it really forge a lasting relationship between the two?
Your Definition of Sales Enablement
Sales enablement means different things to different people, but the easiest way to define it is the strategy that organizations use to collaborate, create, refine and communicate skills and knowledge to the sales team. In turn, sales reps are more effective and efficient at closing deals, benefiting the company as a whole.
Your business may see sales enablement differently, but the fact of the matter is that it puts sales and marketing on the same page. They need to work together to see a noticeable, positive change.
The Necessity of Teamwork
A key element of sales enablement is a joint effort between sales and marketing. Both groups must understand the buying process and the target audience’s pain point. Once this occurs, marketing can create compliant collateral that addresses prospects’ pain points and arm the sales team with relevant content in the field.
Only 40 percent of salespeople say they understand their customers’ pain, according to research conducted by The TAS Group. A mere 59 percent of sales reps are viewed as being effective at qualifying leads.
Sales enablement is about empowering reps with the knowledge, skills and content they need to make a notable improvement in their sales outcomes. Marketing can drive sales enablement through the creation of collateral that pertains to the pain points of the target audience. However, the two teams need to work together to turn the concept into a reality.
The content created by marketing is more effective if it’s developed based on feedback from the sales team – reps can give marketers insight into new prospects and any pain points they want to address. Similarly, marketing can ensure that collateral used in the field is always compliant and aligned with brand messaging.
The Bull’s Eye
Maybe you think sales enablement is a good idea, but you feel as if your sales team is already meeting its target. Perhaps you see your sales reps and marketers getting along well – working side-by-side to achieve their goals.
Before you say no to sales enablement, take the following statistic into consideration: about two-thirds of salespeople miss their quota. Is your company really hitting its target?
Today, there is a slew of sales enablement technology that can help you accelerate your sales cycle and close more deals. In addition to improving on-board training and better managing sales communication, certain tools may enhance your efforts to jumpstart a sales enablement strategy.
For example, CRM can help your sales team observe the buyer’s journey in addition to organizing prospect information according to where they are in the sales cycle. A cloud-based content management platform can give marketing a place to house and update collateral for sales reps in the field. Email tracking software can help your inside sales team keep an eye on active, interested prospects.
You may not think of these tools as largely beneficial to your organization, but they’re helping your sales team reach their goals faster than ever before.
B2B companies’ inability to align sales and marketing teams with the proper technologies and processes costs them an additional 10 percent of their revenue annually, according to the International Data Corporation. Do you want this chunk of money coming out of your overall profit?