Sales enablement is a hot topic right now. Why? Companies that deploy a sales enablement solution can see dramatic ROI (return on investment) for both their marketing and sales teams. But what is “sales enablement,” and how can you implement it? This Definitive Guide to Sales Enablement will tell you everything you need to know.
Sales enablement is currently transforming traditional sales processes. If you think of the sales process as a funnel with four basic stages, marketing owns the first half and generates interest in the company’s products and services, while sales owns the second half and closes deals and generates revenue. Marketing automation software has empowered the first half of the sales cycle by empowering companies to reach out to a broad audience and nurture leads until they are ready for the sales team. Likewise, sales enablement software is revolutionising the second half of the funnel by equipping sellers with the tools, skills, and assets they need to effectively engage with buyers and drive maximum revenue for companies.
Marketing teams know that much of the content they work so hard to produce is not yielding business results. Various studies paint a consistently grim picture, and that’s exactly what we see when companies begin to measure content performance. Typically, 65% of marketing content is never used by the sales team, meaning that two-thirds of investment in marketing content gets wasted
By using tools that measure usage and performance, marketers can radically optimise their content investments and create content that effectively drives revenue.
Ultimately, the key goal of sales enablement is to make reps more effective at closing deals and driving revenue. The opportunity is large – companies that are the best-in-class in their industry have 50% higher quota attainment than average companies.
Those best-in-class companies are twice as likely to be using a sales enablement solution that addresses major obstacles to driving sales:
- The time needed by a new seller to become effective (on average, 7 months)
- Seller turnover (typically 30%)
- Time wasted searching for and creating selling materials (3-4 hours per week, per rep)
The result is that sellers engage more effectively with customers, and engagement is the lifeblood of a successful sales process.
Definitive Guide Topics
This guide provides a comprehensive picture of what is needed to successfully understand, evaluate, design, launch, and operate a sales enablement platform. The guide covers the following topics:
- Chapter 1: Calculating the ROI of Sales Enablement
- Chapter 2: Evolution of Sales Enablement Solutions
- Chapter 3: Sales Enablement Platform Capabilities
- Chapter 4: Sales Enablement Maturity Model
- Chapter 5: Sales Enablement Deployment Guide
- Chapter 6: Sales Enablement Solution Design
- Chapter 7: Sales Enablement Content Performance
- Chapter 8: Sales Enablement Seller Readiness
- Chapter 9: Sales Enablement Solution Health
- Chapter 10: Conclusion
You can also read The Definitive Guide to Sales Enablement online, making it easy to bookmark and share specific topics of interest to your business.