5 Steps for Building a Business Case for Sales Enablement in Telecom

Over the last decade, competition, margin pressures, and the way IT buyers research and invest in new services has fundamentally changed. In order to stay on top, telecom providers need to prioritize the following:

  • Insight and value-oriented sales engagement
  • Agile and collaborative sales and marketing alignment
  • Engagement across the entire buying committee

How can brands achieve all three? We believe the answer lies in sales enablement. So when it comes time for your organization to evaluate sales enablement solutions, it’s imperative to build a strong business case that outlines everything a decision-maker will want to know.

Building a Sales Enablement Business Case

Here are the 5 key steps to building an air-tight business case and gain buy-in for sales enablement:

Step #1: Survey Your Sellers and Marketers

Sales enablement aims to improve the lives of both Marketing and Sales, but in the end everything and everyone is focused on one goal: better selling. It’s important to gain a baseline understanding of how both Sales and Marketing operate. By knowing the intricacies of their operations, you can build a better business case that speaks directly to the areas that need improvement.

Step #2: Interview the People that Feel the Pain

It’s imperative to learn where pain points lie. You can do this by conducting interviews. Asking pointed questions of people in various positions across both Sales and Marketing will give you the big picture of the gaps in content creation, content management, engagement analytics, or usage statistics. By asking the right kind of questions, these interviews should produce data that can directly prove the need for a sales enablement solution and the ROI that can be expected.

Step #3: Survey the Market and Choose Your Vendor

When it comes time to actually put together your case, it’s necessary to perform a deep-dive on the platforms available, and then decide which one will perfectly fit the needs of your organization. To begin you can turn to trusted sources like The Forrester Wave: Sales Enablement Automation Platforms Q3 2018 for honest assessments of the platforms in the space. Leaning on independent research will provide an unbiased review of each solution and the confidence that you are making a well-informed decision.

Step #4: Building Your Business Case Presentation

Using the results of steps 1-3, your presentation should tell an engaging story around why your organization needs a sales enablement solution. Your audience of the presentation may not even be aware that Sales and Marketing are facing the problems they are. Once this has been made apparent, back up these claims with the data you collected. Instead of presenting the sales enablement platform as a cost incurred, it can be positioned as something that will quickly pay for itself.

Step #5: The Evaluation Process:  

After presenting the human and financial stakes of the project, lay out the evaluation process you went through with the vendors. Detail how you went about the selection process (industry-defining reports, referrals, etc.), the stakeholders involved in the vetting of the solutions, and the methods used to narrow down your choices. Showcasing the thoroughness of your vetting process with the relevant details will help you to prove how serious this business need is.

Sales Enablement Impact:

Building a business case may seem daunting, but the eventual impact to your bottom line will outweigh the initial time investment.

Transform your brand and stay on top:

  1. Increase retention
  2. Grow revenue
  3. Differentiate your solution
  4. Build trusted sales advisors

For more detail on the 5 steps above, including additional assets like sample survey questions and more, download the complete guide How to Build a Business Case for Sales Enablement Software today. For additional information on how Seismic is specifically helping Telecommunications Providers, visit www.seismic.com/solution/industry-solutions/telecommunications.


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