If approached five years ago and were asked to define “sales enablement” most people would have been forgiven for not having an answer.

Today, however, this popular concept has grown to a point where many have their own definition. Simply put, sales enablement involves activities and processes that allow sales to happen for easily - Through the provision of information, content and tech tools that help sales reps sell more efficiently and effectively. Before we jump right in, watch our 3 top take aways with Sales Enablement!

Why did sales enablement start?

This new methodology emerged due to the rate of technology change that the world is moving through. Previous changes in the market that would have taken 4-5 years now take only 4-5 months. With change that is non-linear in nature, sales and marketing departments need selling systems that keep evolving at this fast pace.

What successful sales enablement looks like: 

The key to successful sales enablement takes reporting, IT systems, analytics, coaching and metrics from sales and marketing teams, and integrates everything into one selling system. This system needs to be able to evolve with the changing market and keep everyone informed in real time. 

Take the Sales Enablement Assessment and discover if your sales system is top of the class or missing vital components.

Sales Enablement components

Components of Sales Enablement:

To help you identify if your organisation is correctly set up to drive sales performance, we deep dived into the components of sales enablement. Each of these components should serve as focus areas for your organisation and sales team, and if areas are lacking, your sales funnel is likely to feel the impact. 

  • Buyer Personas

Buyer personas are the centre of your sales and marketing strategy. By deeply analysing and understanding your personas you are able to personalise your approach. In today’s world, people do not want to be sold to or be referred to as “targets”. They are human beings who have aspirations, challenges and needs. Ultimately, defining your buyer personas is the way you bring humanity and understanding to your target market. We have created a helpful guide on creating buyer personas, if you think you may need to build a more comprehensive view.

  • Qualify Leads with Lead Scoring

You could waste time, money and energy working through every single inquiry but at the end of the day, not all leads are interested in forming a relationship with your business. How do you determine who is interested in developing a relationship and who is a bad-fit? You can streamline your efforts with lead scoring. Lead scoring is the process of assigning a value to each lead to prioritise outreach and increase productivity and efficiency. These 3 steps show how lead scoring works to determine leads, which are most likely to convert:

  1. Determine the lead-to-customer conversion rate for all your leads.
  2. Examine different attributes to determine what makes someone likely to close as a customer.
  3. Compare the close rate of customers with each attribute.

It can be a challenge to figure out the criteria that goes into a lead score, and the weight associated against each criteria. However, the best way to make lead scoring easier, is to use an automated process. Predictive lead scoring is a tech tool that uses an algorithm to predict which contacts in your database are qualified or not qualified. Machine learning is used to identify patterns to deliver you the right information about the right people at the right time.

Sales and Marketing Alignment

  • Do your sales and marketing teams have co-ordinated plans, shared goals and agreed KPIs? Is their working relationship strong, or are they like many teams who would rather describe each other using not so positive terms?

Sales and marketing alignment, also known as Smarketing has a lot to do with improving lead generation and sales performance. However, marketing and sales departments often have a large disconnect when it comes to strategy and goals for the business. It sounds simple when the goal for both departments is the same: increase sales for the business, yet often when teams are analysed we see issues that cause a disjointed arrangement. For example, both teams may be using different data points when making decisions, instead of having a single source of truth. Or communication is poor so the content created for sales, by marketing, may not be addressing the pain points that sales reps are dealing with every day. By having co-ordinated plans, shared dashboards, dedicated meetings and common KPIs, Smarketing can occur to drive business growth.  

Take the Sales Enablement Assessment and discover if your sales system is top of the class or missing vital components.

  • Software

    There is a crowded marketplace full of sales enablement tech tools that now exist in the sales stratosphere, and through this growth in tech, two main issues have emerged. Firstly, many of the sales tech tools have a focus on making the lives of a salesperson better, which is great, however they often forget to consider the customers and prospects. Secondly, as the collection of software tools grow and are strapped together, many organisations actually see simple tasks become complicated. So, when looking for a software solution ensure you consider tools that provide streamlined experiences for both your customers and salespeople, as well integrating to make life easier, not more complicated. Take HubSpot for example. Their sales, marketing and service software stack integrates in real-time allowing for data-driven decisions to be made and leads prioritised.

Tracking and Measuring

HubSpot identifies 9 excellent ways to track your sales enablement success, with the first being the most important: increasing the lead-to-customer conversion rate. This number is vital to track as it is a strong measure of the success of your sales enablement activities. To calculate your lead-to-customer conversion rate you need to know the number of leads and customers generated in a particular time period. A reporting tool or CRM that can identify these is a must.

The key to successful sales enablement and a solid selling system is having everything running seamlessly together. Can you identify where your weaknesses are throughout your sales process? If not, we have created an assessment tool for you!

Take the Sales Enablement Assessment and grade your sales performance. Find out if anything can be improved or if you are running a tight ship. Once the assessment has been completed you will receive a full report of your sales enablement performance and be able to identify areas of weakness. All reports come with a 30-minute free consultation with our Sales and Strategy Director.

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