Sales Enablement explained

What is Sales Enablement?

Enable your sales organisation to sell at a higher velocity and more effectively!

Implementing a sales enablement content strategy has proven to increase the win rate
by 27.1 percent.

Miller Heiman Group
Turn Key

What is Sales Enablement?

Sales enablement is the people, processes, technology and data that enables your sales organisation to sell at a higher velocity and more effectively. It is about increasing sales and productivity with the same people, same company, same products and services, but with a different approach.

Sales enablement is a strategic collaborative discipline designed to increase predictable sales results.

What you get with
Sales Enablement

93% of sales reps believe they could work
more effectively in their sales

In a world where time is money, you do not want to do tasks that can be done automatically.
We asked over 400 sales reps how they spend their time in sale.

This could mean less time on preparing your sales meetings.

You could be more present in the meeting and your notes would automatically be added to your CRM system.

Saving time means you can work more effectively and increase your conversion rate.

Why is Sales Enablement important?

Sales enablement helps your sales force to have a more effective sales process and increase your win-rate.

A proper sales enablement strategy will automate CRM related tasks. It will provide your sales reps with continuous coaching and the content needed to engage the buyer and giving them more time to actually sell.

Enabling your sales force is about focusing on selling and minimizing administrative tasks. This is because a great sales enablement tool provides sales reps with everything needed to engage the buyer in the buying process.

Best practice

Best practices and optimized sales content will provide a great foundation for new sales reps to succeed.

Hands-off

This is a great, hands-off way for your sales leaders to let new sales reps hit the ground running.

Buyer engagement

It gives vital seller insights that can be used to coach sales reps on a daily basis based on sales analytics.

Simple Learning

Ensure that the new sales rep that they’re immediately getting trained on-the-go simply by learning how to use the software.

Faster onboarding

Having a sales enablement content strategy can help onboard new sales reps faster as well as making less productive sales reps more effective.

Buyer insights

Buyer insights that will show you what to focus on going forward in the process.

Sales enablement is important because salespeople only spend 32 percent of their time actually selling.

Miller Heiman Group

Sales Automation in
Sales Enablement

Sales enablement is important because automation makes managing your meetings before, during and after a smooth process. Automatically feeding the sales meeting interactions into your CRM system, lets your sales reps focus on selling.

By having all sales-related materials in one place your sales reps will be able to view and keep track of all material that can be used. This is a great system for sales reps who tend to stick to “tried and tested” methods like hard copy brochures. In this way, they can pick, choose, insert and retract everything that is available to them during their sales process. Your whole sales process will this way become much smoother and more ingrained.

Content Management Section 2

Who owns Sales Enablement?

Sales enablement has reached a maturity level that some organisations have started to establish sales enablement departments. However, many companies are still in the early stages, which is why many people want to know; who owns sales enablement?

In this context we have already established that sales enablement is about aligning marketing and sales but the answer to this question will depend on your organisations unique structure, size, number of sales reps, resources, overall strategy and goals.
It is important to note that sales enablement content play a big part here. Content is a big investment with many different departments contributing. Having a formal sales enablement strategy with clear accountability and truly understanding the overall investment will set you up for success.

Only 28.1 percent of companies know how much they invest in content.

Miller Heiman Group

If Marketing owns Sales Enablement

If Sales Enablement is a standalone department

If Sales owns Sales Enablement

How is Sales Enablement practiced?

1- You need clarity

An overall strategy of what you want to achieve, which platform and tools do you want to work with so it is an integrated part of the whole.

You need a willingness and acceptance within the company to align sales and marketing. You have to establish how are you going to work together; sales, marketing, customer success, product management. How are you going to have governance? Are you going to build a sales enablement department?

2- You need to know what results you want to achieve

How do you support and enable your sales force and other customer facing employees on the buyer journey, so you create value in the entire journey? How do you ensure that training, coaching, content and tools are connected so customer facing employees can perform and deliver.

Only 31.8 percent of organisations has a sales enablement content strategy.

Miller Heiman Group

Sales Enablement
Content

A Sales Enablement Content Strategy should define your purpose of having content. Likewise it should define the goals your content should help achieve and how your content should be designed, created and managed.

Blog Quotes Illustration

Your content will vary depending on what type of product and service you sell. Your content can include presentations, case studies, competitor comparisons, one-pagers, product sheets, impact calculators, roi calculators, proposal templates, contracts, white papers, sales scripts, email templates, and much more.

A Sales Enablement Content Strategy should define your purpose of having content. Likewise it should define the goals your content should help achieve and how your content should be designed, created and managed.

It is important that sales and marketing are aligned in this process. Having a formal approach is the way to go!

You are 5 times more likely to have a content strategy by having a formal approach as opposed to an informal approach.

Only 28.1 percent of companies know how much they invest in content.

Customer-facing content that needs the greatest
improvement (Miller Heiman Group):

Presentations

ROI justification assets

Case studies

Collateral

Internal content that needs the greatest
improvement (Miller Heiman Group):

Value messaging guidelines

Competitive comparisons

Objection handling guides

Playbooks

Buyer insights and
improving your content

Once you have a sales enablement content strategy in place, it is important to get insights into the effectiveness of your content. You can do this by surveying your sales reps and sales managers, but be aware of their bias.

You can find all-in-one platform for insight as well as integrate several softwares to collect this data. You will have to use trial and error and track what works.

If you already use a sales enablement tool you should be able to:

Gather useful sales analytics

Track usage that gives you insight into what is being used by your sales reps

Qualify leads faster

Qualify leads faster based on their engagement with you sales content.

Know what your client wants

A Sales enablement software will make it very clear what part of the content the client was most interested in.

Anticipate your next moves

This provides your sales reps with a direct line of what to focus on when they make the next contact.

Get a report of interactions

Your will be able to see a summarized report of how clients are interacting with your content.

Know what to change

This provides you with immediate insight into what specifically needs to be changed around.

Coaching and training

Make sure that the insights enables you to also collect valuable information about your sales reps interactions. This insight will allow you to connect it to your sales reps performance and develop best practices. By using the best practices you are turning sales into a science that can be thought to the least productive sales reps.

It is not easy to develop a content strategy, but the benefits are very significant.

" You are 5 times more likely to have a content
strategy by having a formal approach as opposed
to an informal approach. "

Final Thoughts

To sum up, only 31.8 percent of companies has implemented a sales enablement content strategy. The organisations that have implemented a SE content strategy has increased sales by 27.1 percent. For an enterprise company with a revenue of USD 1 billion this would result in an increase in revenue of USD 271 millions. This is all done with the same people, same company, same products, by implementing a sales enablement content strategy. This leaves the question; why has the remaining 68.2 percent of companies not implemented a sales enablement content strategy?

Want to learn more?

If you want to learn more about how sales enablement can transform your sales, then join our sales enablement webinars.

Video Placeholder
Blog Shake Hands Call To Action

The Sales Enablement Tool that your sales team will thank you for

More to explore