One of the biggest advantages of companies with successful sales enablement strategies is their ability to maintain focus. From content mapping through launch and optimization, they’re clear on why they invested, where they’re going, who is involved, and the steps required to reach their goals. Today we’ll share a framework for how they do it, courtesy of the Highspot services team. Continue reading article ›
Content: Your Ticket to High-Performing ABM
The business impact of Account-Based Marketing (ABM) cannot be overstated. In just a few short years, it has recast sales and marketing strategies, inspired new technology decisions, and provoked rapid tactical shifts in sales pipeline management. Looking ahead, we anticipate ABM will exert increasing influence over the processes, content, audience engagement, and analytics that drive revenue growth.
As the raw material for ABM, targeted content aligned with the buyer’s journey is a key factor in whether or not audiences respond to marketing activities. We assembled this eBook to share practical tips on managing, customizing, sharing, and analyzing such content to support ABM.
A Sales Enablement Game Plan for Marketers
Competitive marketers know how every step they take impacts sales. They combine boldness with shrewd analysis to win deals and keep customers happy. As sales enablement becomes increasingly vital to their company’s success, these same marketers are again expanding their comfort zone to drive greater top-line impact. Today we’ll share how and why.
A larger role awaits
Marketers face daily decisions on the style of offense they’ll play and how long they’ll play it. Too often, the hyperactivity of a product launch, announcement, or campaign gives way to pursuit of the next new thing. Ideas and supporting assets are defended rather than fine-tuned and sales teams are given less than optimal support. By abandoning the offensive too early, many marketing teams shortchange the revenue growth they originally set out to achieve.
Our recommendation: stay in the game.
Defining Sales Enablement Roles and Responsibilities for Organizational Success
One of the great things about being in an industry that is still defining itself is that there are no real boundaries. When it comes to sales enablement, the sky is the limit because we’re all defining what it is and what it means to our individual organizations.
Conversely, this freedom can also cause confusion or friction when determining “who does what” to empower sales. As a sales enablement professional, it can be difficult to understand where responsibilities start and stop, when to enlist other teams, and what may be overlooked as being done already (but isn’t).
Defining Success with Sales Enablement
What is Sales Enablement?
Sales enablement is becoming more of a common term in organizations big and small. But just as no organization is the same, no definition of sales enablement is exactly the same. Some see sales enablement as a role or team, some see it as the technology that powers content distribution and management, and some categorize it as a hybrid of the two — with many degrees of difference along the spectrum.
At Highspot, we define sales enablement as a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey. In other words, it’s the teams, tools, and technology used in the ongoing quest to help sales close more deals faster. Sometimes, the teams that do sales enablement don’t even have the term in their titles — it could be the marketing team, a dedicated sales enablement team, or the sales team itself that are most involved in activities and deliverables that empower sales.
Connecting Your Sales Process to the Buyer’s Journey
Road trips are a great way to get to know someone. They reveal compatibilities, interests, and perspectives on everything from the best route to worthwhile stops. These rites of passage are similar to shared expeditions of buyers and sellers. Both require clear understanding of the ultimate destination, open communication, and eagerness to engage.
Still, buyers and sellers are different. On one side, there are needs to fulfill and benefits to derive; on the other, revenue goals and customer satisfaction. What is a journey for buyers is a process for sellers. Successful sales and marketing teams manage both paths to mutual advantage while accelerating the results they care about most.
From Then to Now
We hear many stories about how the buyer’s journey is changing — how it’s becoming more fluid and dynamic, and how buyers have more control than ever before. All true. What’s not true, but remains broadly perceived, is that the journey is now a random walk, and that buyers are less likely to follow a well-worn trail and more apt to advance from one stage to another with little predictability. High-performing sellers know better. Today, we’ll share how they remain proactive — and how sales enablement helps establish strong links between the sales process and the buyer’s journey. Continue reading article ›
Transform Your Business: Best Practices in Sales Enablement Volume 3
There’s an art and a science to driving sales performance. The best sales enablement pros know the difference and how to employ both to their advantage. By using best practices, they’re able to make a bigger impact on sales and marketing than ever before.
Today we’re launching the third and final volume of our best practices guides. Like others in the series, Best Practices in Sales Enablement Volume 3: Transform Your Business showcases leading techniques for positioning and optimizing sales enablement investments. It shares high-level concepts and proven real-world experiences, all while looking ahead to what’s next. Continue reading article ›
Straight from SiriusDecisions: Best Practices for Increasing Sales Productivity
Ask any B2B sales person about their content situation, and they’ll likely tell it to you straight: They have volumes of marketing material to sift through — and not enough time to do it.
Finding content in the various file repositories, SharePoints sites, local hard drives, and cloud file-sharing accounts where it might live can seem downright impossible, and for the most part, it is.
Continue reading article ›
Managing Your Content: Sales Enablement as Editor-in-Chief
High-performing sales teams have one characteristic in common: active leadership. With it, the most relevant content for every sales stage reaches its intended target. Without it, the same content goes underutilized, leaving teams on the wrong side of their prime opportunities. Today we’ll describe how best-in-class companies lead by positioning sales enablement as editor-in-chief. The benefits: sales content that is easier to find, more consistent in quality, and tightly aligned with business goals.
As highlighted in our recently released Best Practices in Sales Enablement, Volume 2: Put Your Sales Content to Work, content mapping and validation are two of the most important steps in deploying a sales enablement platform. Both activities require an editor’s eye and intuition, as well as the decisiveness to highlight what’s most important and remove what’s not. Continue reading article ›
Put Your Sales Content to Work: Best Practices in Sales Enablement Volume 2
Few positions are as competitively intense as that of a sales rep. Day-to-day, minute-to-minute, they rely upon the most current intelligence and content. By leveraging the benefits of modern sales enablement technology, sales reps can work smarter and close deals more effectively than ever before.
Today we’re launching Volume 2 of our Best Practices series. This is the second in a three-part series of guidebooks that deliver field-tested recommendations for companies striving to get more out of their sales enablement processes and technology. Each book acknowledges the broad assortment of priorities, assets, and customer insights that sales enablement pros need to manage every day. From helping reps identify the best-performing content for each stage of a buying cycle to analyzing content performance, sales enablement lends order to what can be a chaotic process. The result: faster conversions and higher revenues. Continue reading article ›