sales enablement strategy

How To Build A Sales Enablement Strategy

B2B buying behavior is constantly changing. How can you build a sales enablement strategy that keeps up with buyer needs?

Sales enablement is about equipping salespeople; it gives them the knowledge, tools, and resources they need to succeed.

But what does sales enablement mean to you and your business? That’s your answer to creating the perfect sales enablement strategy. 

The most common goal of sales enablement is unifying sales and marketing. The plan often covers providing requisite training and coaching for salespeople to understand customers better and have the right tools and strategies to engage them. Your sales enablement plan can also include competitor insights and technology optimization for enhanced consistency and efficiency.

Who is Responsible for Sales Enablement?

Depending on the core values, companies designate a sales leader, PMM (product marketing manager), or a dedicated sales enablement manager to take charge of the sales enablement process. 

The person in charge ensures that sales teams have everything they need to close a call. The necessary resources could include anything ranging from relevant content, tools, and training materials to drive the success of sales enablement initiatives.

Their responsibilities include aligning sales and marketing efforts, creating a centralized repository for sales content, coaching, and training sales reps, and continually assessing and improving the sales enablement program.

So, how do you enable your teams with a sales enablement strategy?

Creating a Sales Enablement Strategy

Establish a Structure

First things first, you must establish a structure of your sales enablement strategy as soon as possible. Without an established strategy in place, your sales enablement plans probably will fall apart. 

It is important that all the people – from C-suites down to executives – must be aligned with the goals and outcomes of the strategy. 

Delegate Responsibility

The expectations of an enablement strategy differ across companies. So, It is paramount to formally align the roles of everyone at the very start of your planning process. Ensuring the person responsible for sales enablement has a complete vision of your strategy sets a strong foundation for success. 

Document the groundwork for a scalable strategy that’ll stick around and that you think will work for your business. 

You must not be intimidated by creating a charter. It doesn’t need to be a detailed guide to your enablement processes. Be open to changing things along the way. The charter should be a blueprint, outlining the primary process and expected results of your sales enablement process.

Training and Coaching for Sales Reps

Training and coaching are what your sales enablement strategy relies upon. Providing sales managers and reps with the essential skills and knowledge to succeed in their roles is what will help you get there. With proper training sessions, you can assist your sales team and representatives in reaching their quotas reliably.

Helping them understand the importance of necessary skills, such as empathy, critical thinking, and strategic thinking, when it comes to a coaching-driven approach to sales training is required. 

For better after-sales enablement services, businesses should:

  • Involve their sales team while choosing the sales tech stack
  • Provide incentives to them for using the new technology
  • Provide continuous ongoing training and coaching in their sales enablement strategy

It ensures that sales reps are well-equipped to have SQLs meet their targets and drive sales performance.

Content Creation and Management

Creating and managing relevant, engaging content is vital. It helps the marketing and sales team deal with prospects and customers. Sales enablement bridges marketing and the sales funnel. It adds relevant content to a catalog. The catalog is searchable and provides relevant, consistent content. It does so when the marketing and sales team needs it most.

Efficient tools like Google Docs or a reliable CRM can organize sales content. They ensure all materials are easy to access, intuitive, and located. This is key because the materials are often needed.

A content library should be like a pro kitchen. All tools should be accessible, intuitive, and handy when needed, often. They should also be searchable and well-organized.

Focusing on effective content creation and management empowers your sales representatives. They get the resources they need to engage with prospects and close deals.

Sales Process Technology and Tools

Using the right sales enablement platforms, software tools, and technologies is essential. They optimize processes and make them more efficient. Sales enablement platforms and software include CRM systems and content management platforms. They can provide a single platform and tools for building, editing, sharing, and managing resources.

The right sales enablement technology and tools can improve communication between departments. They can speed up reaching out to prospects and ensure sales pros are ready to give the best presentation.

Sales training tools include role-playing scenarios, training videos, and call or email scripts. They help sales reps hone their skills and improve their sales performance. Adding the proper sales training and sales resources, tools, and tech to your strategy speeds processes. It also boosts sales productivity and drives sales success.

Cross-Departmental Collaboration

Enabling sales requires fostering teamwork among sales, marketing, and product teams. This teamwork is crucial to ensure a unified approach. Optimal practices for cross-departmental collaboration involve:

  • Creating clear communication channels
  • Cultivating a combined environment
  • Setting shared objectives
  • Encouraging knowledge exchange
  • Offering resources 
  • Assessing and optimizing
  • Leadership endorsement
  • Celebrating accomplishments

Creating a team environment and fostering cross-departmental communication ensure all teams work together. They do so toward a common goal and support everybody’s efforts. This single approach will improve your marketing and sales teams. It will put in place a sales enablement strategy. It will also drive business growth and success.

Wrapping it up

Sales enablement strategies equip sales teams with the necessary tools and resources to achieve their business goals during the B2B buyer’s journey. For a successful strategy that leads to improved results throughout the buying process, it is imperative to encourage collaboration between the sales and marketing teams. Measuring success involves tracking leading and lagging indicators, and utilizing the right technology and tools to streamline processes and enhance productivity. A good sales enablement strategy empowers your team. It does this by giving them the right resources and fostering collaboration. It lets them navigate the journey of B2B buyers with confidence. In the end, it leads to better buying experiences and measurable success.

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