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Posted by: Matthew Cook


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You might think you know what sales enablement is, but the truth is it means vastly different things to different companies. But in essence, it’s the practices, tools, technologies, and processes that improve the productivity and performance of the sales organization. It enhances the sales team’s ability to increase revenue and it drives revenue by directly impacting sales professionals’ ability to close more deals.


It encompasses several interrelated tasks, including sales coaching, onboarding, performance analysis, content generation, systems and support, and strategic development. It’s multi-faceted—and no single definition truly covers all that sales enablement is as a whole.


Why Your Organization Needs It

Today’s consumers have changed and so has the sales process. Old interruptive sales and marketing tactics are out and inbound marketing is in. Inbound marketing allows you to stay profitable by staying relevant in today’s changing marketplace. The internet has changed the selling game—it’s changed how people buy. And your sales people need to adapt their selling methods to stay in sync.

Inbound marketing without sales enablement won’t produce a high ROI. Your marketers aren’t the only ones who need to change their strategies and methods. Your sales people also need to learn the new tools, knowledge, technologies, and insights that are now required to sell to customers in 2016. Otherwise, they won’t be able to close deals and you’ll lose out on sales opportunities. You might even get a high turnover in sales because your reps won’t have the confidence or experience to sell to inbound customers. If they can’t close deals, they’ll leave.

Sales enablement can create confidence. It can turn your old outbound sales team into inbound superstars by helping them have more valuable conversations with the right types of customers, at the right time, and teaching them how to build trust and relationships during the sales process. It can get your sales team ready and willing to take on inbound customers and close deals effortlessly.

And it can also increase collaboration between marketing and sales for better results.

How to Ensure It Works

Though the concept is wide and varied, one thing’s for sure: strong sales enablement in an organization will contribute significantly to your sales force. And the better you understand it, the bigger the impact you’ll receive from it. Organizations that are very strategic about it, rather than operational, are those that see the best results.

In addition, staffing and budget is critical to its success. It can’t be a part-time responsibility with no additional resources or it’ll be doomed to failure. It needs staff and funding to do its work and achieve sales results. It’s better to do it properly—to invest—or you might as well not do it at all.

How to Get the Sales Enablement You Need

You know what you need to invest in, and the best way to ensure that it’s done right so you see results is to partner with a digital marketing agency that offers sales enablement. Getting experts on board to coach your reps will ensure that you can sustainably grow your business and close more deals. The experts will get your reps on board with your inbound marketing strategy and build their confidence to reduce turnover, and most importantly, they will give them the tools, tech, and knowledge they need to become inbound closers.

Plus, the agency’s marketing experts will also help make sure that you’re using the best inbound marketing strategy for your unique business, that your campaigns are effective, and that you are spending your money, time, and resources on the right aspects of inbound. It’s a win-win. Both your marketers and your sales people will get the support they need to succeed with inbound marketing.

What Is Sales Enablement? Infographic

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What Is Sales Enablement?