We talk a lot about sales enablement on this blog. We value the relationship between sales and marketing, and believe that a company will see greater success if it puts concerted effort into enabling its sales force. But we can talk about the importance of sales enablement tools until we’re blue in the face; in reality, the adoption and usage rates of these tools is still an issue. The hard truth is that it takes much more than just putting sales content where we think reps can easily access it.
Giving salespeople a way to easily search for and access content simply isn’t cutting it. This, according to Jim Ninivaggi of Sirius Decisions, is because salespeople are spending their days doing more than just sitting in the opportunity. They are sending email, talking on the phone, creating presentations, scheduling, prospecting and more. Having to go to another source for the content they need is seen as just a waste of time, making opportunity-based sales enablement tools impractical. The key is putting the right content where activities are actually occurring.
While it’s great that a focus has been put on providing context behind content (giving reps content pertaining to specific selling scenarios), this still requires a sales rep to stop what he or she is doing to access content and present it to the client. Whether this is in-person, over the phone or via email, shifting the focus to activity-based enablement may be all the difference in order to increase adoption.
When thinking about activity-based enablement, here are a few things to consider:
-What do your sales reps spend the most time on during the work day? (Prospecting, reaching out to potential customers, creating presentations/content to send to prospects?)
-Where do your sales reps currently go to access sales collateral? (CMS, content management system, shared folders?)
-Are there multiple places reps must go to find sales content?
-How much time do your sales reps spend creating/editing sales content for different meetings?
-Is your content segmented based on the activity that reps are doing?
These are just a few considerations for when you begin to think about activity-based sales enablement. Putting content where your reps already are will increase adoption rates, reps’ productivity, and win rates.