When most people think of sales enablement platforms, they automatically think of a tool devoted entirely to a sales team so they can close more deals. While that’s a great example of what a sales enablement tool can do, and maybe what the end product should be, it’s not a comprehensive look how a sales enablement platform works.
While sales reps are your organization’s frontline revenue drivers, for a fully optimized organization, it takes three departments―sales, marketing, and HR― working together to improve your bottom line growth and overall productivity. A successful sales enablement strategy should employ a smart mix of technology, content, and training.
Training for Knowledge Retention
Sales enablement technology should make it easier for you to create a more efficient and continuous method of training. Specifically, a sales enablement tool can help with training aimed at product knowledge, which is especially crucial if a valued, tenured employee leaves your organization.
Technology can help preserve processes and information that can make it easier for your HR team to onboard new employees, and for new hires to ramp up to hit the sales field. By smoothing the process of onboarding, new employees will become proficient faster, and current employees will spend less of their production time helping new employees learn the ropes.
The goal: Leverage technology to centralization internal communication to pass along critical industry knowledge.
Any organization can create useful training, reliable messaging, and killer content, but if your sales team can’t access the tools quickly, you’re fighting with one hand tied behind your back.
According to the Information Technology Services Marketing Association (ITSMA), 80% of marketing content is rarely or never used by sales. This is a productivity buster for both sales and marketing. Marketing spends time creating content that’s wasted, and sales slow their process by having insufficient product collateral for a quick close.
A sales enablement platform organizes content and makes it more accessible for all departments to access effectively.
The goal: Through the use of technology, your sales team can access useful and relevant content at the right time and in the most straightforward manner possible.
Even if the path is different for each department, everyone within your organization should have the same goals: process improvement and revenue growth.
These goals are more difficult to achieve if each team at your company operates in a silo. For instance, how can marketing ever create strong collateral if they don’t know what your prospects are seeking? Additionally, how can your sales reps be more productive if they don’t well-fleshed out information about your value proposition and verbiage to overcome difficult objections?
According to Salesforce’s State of Sales Report:
- 73% of sales teams say collaborating across departments is absolutely critical or very important to their overall sales process
- When steps are implemented to encourage cross-collaboration, 60% of sales professionals say the method increases their productivity by 25% or more
- Over half of teams who collaborate say it also increases their pipeline
To encourage cross-departmental collaboration, technology should be implemented to make it easier to communicate, document, and act on internal conversations.
The goal: Help your sales team fill their pipeline and close more details by aligning sales and marketing messaging with technology.
Technology for Efficiency
The sales productivity gap is often widened by tedious administrative tasks, manual data entry, and time spent wasted searching for content. Digital magazine, Selling Power, estimates that some reps may spend as little as 3% of their time actually selling. Obviously, this is not the most efficient use of your team’s time.
By using technology to simplify the process, your sales team can do what they do best — sell.
Technology also allows your team to work smarter, not harder. By leveraging a sales enablement app, you can incorporate analytics to learn which content resonates with potential customers, then use your findings as you develop improved tools, content, and training.
The goal: Use a sales enablement app to analyze and organize content so your teams can more effectively learn and sell your product.