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What Is Sales Enablement?

The definition of sales enablement and who’s responsible for it varies by organization. Every professional or organizational department may look at the concept of enablement in a slightly different way.

Every person, whether they hold sales, human resources, or marketing positions, may perceive sales enablement to be slightly different.

For example, some sales professionals may believe it relates to strategy; whereas, other sales professionals may think it's related to processes and support. All while the human resources department thinks that it involves training, and marketers strongly think it deals with research and analysis.

Although people seem to have differing thoughts about this concept, they can certainly agree on the broad meaning.


Definition of Sales Enablement

Sales enablement resembles the tools, techniques, knowledge, and technologies that enhance performance and productivity for the sales team to succeed.

These sales techniques entail:

  • Increases productivity of the sales organization
  • Gives the sales team the ability to improve revenue via sales
  • Enhances revenue by directly influencing sales teams to close more sales.

The general goal of using this technique is to develop a strategy that assists sales teams in closing more leads; thus, revenue will increase.


Sales Enablement Tasks

This sales method includes a variety of tasks; some of these include:

  • Developing a strategy
  • Sales training
  • Onboarding
  • Content creation
  • Analysis
  • Coaching
  • Systems and support
  • Integrating new channels

Due to the wide range of tasks, it is not a single definition. The definition encompasses a variety of duties. Which tasks fall into the top five most frequently used by corporations?

  1. Strategy Development
  2. Materials and Assets
  3. Systems and Support
  4. Sales Training
  5. Performing Analysis

Which types of companies do you think have a sales strategy put in place? Supposedly, statistics revealed that 68% of large companies are using a sales strategy. While only 38% of small businesses and 55% of medium-sized businesses are using a sales strategy.


Creating Your Sales Strategy

Developing a strategy is seen as the most important task. Every company or individual should put logic into their business, sales, and even personal strategy. Having a pre-mapped plan keeps employees, and teams focused and gives them an understanding of what their responsibilities are.

When creating your sales strategy, be sure to include: a SWOT analysis, company goals, and financial projections. Additionally, you will want to narrow your focus by creating detailed buyer personas and aligning your sales and marketing teams -- often known as smarketing.

Developing buyer personas is key to any sales and marketing strategy. For sales, you want to attract the right buyers, and for marketing, you want to catch the attention of the appropriate audience to bring in those leads for sales.

To do this, you must conduct research relevant to who is going to be buying your services or products and attracting the right decision-makers. Once you develop your ideal customer, then you can start targeting only that select group of people. By narrowing your audience, you will get your information into the right eyes, not the wrong ones.

Finding a way to connect your sales and marketing teams so they can share customer information with each other is critical. If your company took on smarketing, your sales and marketing departments would not only share information but give each other valuable insights, which would, in the end, boost customer support and experience. Sharing information and insights allows sales and marketing to create, promote, and sell products and services that relate to the customer's needs.

Does your company use a sales strategy? Let us know in the Comments below.


To learn more about developing a sales strategy, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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