5 Tips For Building Your Sales Enablement Strategy

The term “sales enablement” is discussed more and more when defining a company’s success. Each organization defines, designs and executes this strategy differently, but the general consensus is that sales enablement is imperative for a company’s success. Organizations use it to create, refine and deliver content and knowledge to the sales team, so they can provide a valuable sales experience for prospective customers. And like any successful team, a sales team’s success is evident through execution. Implementing the five tips below into your own sales enablement strategy will improve your win percentage in no time.

1) Collect deal, account, and contact information in a single place

Salespeople only spend 35% of their time actually selling. Providing campaign activity, any previous correspondence, and contact information into your sales enablement solution can save salespeople valuable time that can now be used to engage with prospective customers in a more contextually relevant way. It’s also important for salespeople to track and save this information for later conversations.

2) Collaborate, communicate, and provide feedback

Marketing and sales teams are becoming more and more connected, and it matters: according to Marketo, sales and marketing alignment can help businesses become 67 percent better at closing deals. Sales and marketing cannot exist as independent silos; both need the other to succeed. A successful sales enablement strategy is built jointly by sales and marketing, and requires a willingness to collaborate and communicate proactively. Sales enablement technology that can support this alignment— whether it’s through communication channels, content hubs, or both—is a great way to double down on on your enablement strategy.

3) Give salespeople the tools they need (and want) to be successful

If the content that supports sales conversations matches up with what salespeople are looking for and helps them win deals, they will want to use it. But there is always the risk of reps using outdated content: data and numbers change, links need updating, and branding guidelines are altered. Using a tool that ensures that the most up-to-date collateral is being served up to sales and shared with the field will make salespeople successful, especially when it makes selling easier and doesn’t add another step to the sales process. Further, if your sales enablement technology can connect with your LMS or other training tools, reps will be able to learn on-the-go and in a more contextually relevant way, making training sticker and more effective.

4) Make sales collateral accessible

Marketers spend hours making eye-catching and relevant pieces of content for salespeople to use in the field.But being able to find that content among disparate sources or portals, especially if reps are on the road, is no easy feat. Successful sales enablement requires intuitive content that finds reps where they are, not the other way around. Using sales enablement technology that helps align content with sales activities and account lists is a great place to start, and making that content accessible from wherever reps are working—on mobile, offline, or in-person—is even better. 

5) Educate and train

What good are the best sales enablement and CRM tools if the sales team doesn’t know how—or doesn’t want—to use them? It’s important to demonstrate the value of these tools, because if salespeople don’t understand their value, they won’t want to use them. Ensure that all salespeople go through onboarding and hold workshops on new technologies or strategies as they are available.

Are you interested in learning more about Sales Enablement? Download our guide to the best sales enablement KPIs below.