For many organizations, sales enablement is a new term that may be unclear. With so many different definitions of the strategy circulating in the industry, the confusion is not surprising. No matter how it is implemented in a company, the benefits are notable and valuable. Clearing up some of the mystery around the idea will help get to the important intentions of its purpose and lead to a successful program.
Defining the Concept
Though the application and endpoints may vary across companies and industries, one truth is common: Sales enablement is a combination of pointed efforts and education intended to help boost sales and production. Providing comprehensive, easy-to-use tools to reps makes them more likely to succeed in connecting to purchasers on a meaningful level. Given this basic principle, a company can develop a program that is suited for its unique mission and model.
Not Exclusive to Training
A common misinterpretation of sales enablement is that it is one and the same with training and education. In reality, the concepts are not interchangeable. Consider other aspects that are necessary to the approach, such as tailored recruiting, hiring, and development of employees. Lead generation and follow-through are additionally critical, as are ensuring that all personnel have the information and resources needed to achieve their individual and company goals.
Enablement Is Not Siloed
An important part of a sales enablement program is its complete adoption across the company. From the executive level down to each individual contributor, everyone must work with an aligned mission. The concept of enablement does not often reside with one particular owner, but rather is applied to all areas that have an impact on the selling or marketing groups. A critical point is that high-profile executives must show support of the program. Over time, the organization may find use in creating a leadership position that focuses on the combined value-oriented goals of the company.
While it’s helpful to have a widely understood and communicated starting point for customer-facing content, limiting distribution to a generic package of information is not always effective. Salespeople should be encouraged to custom-fit subject matter to individual customers. Clients want to know how the product or service applies to their specific situation, so allowing that molding to occur will aid in closing more deals. Monitoring what is being created is an important task, since common trends could identify gaps in the material package that may easily be addressed.
Sales enablement is an increasingly meaningful topic of conversation for companies interested in aggressive growth. For more ideas on how it may be integrated into the organization, contact Coda Global today.