Sales enablement can simply be defined as a process that helps sales people sell more effectively by providing the sales organizations information, content, and tools they need.

Consider marketing as a computer machine that needs a proper flow of electricity supply. Here sales enablement is the electricity supply, and other components such as a mouse, keyboard, and CPU are the tools of sales enablement.  It gives a clear picture of how important it is to supply the flow of electricity to run a computer; just the same way sales enablement is important to run the marketing process of any organization. And without the essential tools, it is impossible to run the computer smoothly.

What makes the computer machine run smoothly and function according to the instruction provided – it’s the motherboard, just the same way what makes sales enablement work smoothly – its content. Thus creating eye-catching, effective content plays a significant role in sales enablement, just the way the motherboard plays for any computer machine.

Basic of sales enablement – content

The above example shows how important content is for sales enablement. Let’s have a brief view of the role of content.

Content is basically any information that helps the brand to be more of a narrative and provides an online experience for a user, which can be in the form of a high-quality infographic, long-form blog post, or a video.

Creating content for any brand that is compatible with the buyer persona is an essential part of facilitating sales that can make or break the selling cycle. Top-notch strategies for sales enablement are designed to help the brand meet high potential customers, boost revenues, and close high-value deals.

While talking about sales enablement solutions, the type of content that one creates, have a major effect on the number of sales that one closes. Following examples are the forms of sales enablement content according to the survey conducted by DemandMetric:

  • Informative blog posts
  • Case studies
  • Customer testimonials
  • Interactive content
  • Print materials
  • Email campaigns

Digital content is a high-value aspect of any effective online sales funnel based on the sales content management perspective. These materials are designed to keep high potential buyers going and are linked to the selling process through the sales funnel.

One should make a note that content created for sales enablement is quite often different from content created for content marketing purposes. Seismic, a global leader in sales enablement, states that content created for the conversion and closing stages of the sales funnel is classified as sales enablement content. In contrast, the content designed to attract leads and convert them into prospects is content for marketing purposes.

Elements to handle sales enablement

Even though sales enablement tools can be diverse, each offers a range of unique features. The following list states the most common elements that each platform must follow:

1. Content management features

About 65% of the sales representatives are of the view that it is difficult to find the right content to nurture prospects. In a world where content is created faster than ever before, sales enabling technologies allow the user to rapidly and efficiently organize, store, and publish content. This helps turn messy content into a convenient asset to drive sales.

2. Customer engagement solution

Statistics show that the failure to align sales and marketing around customer engagement will cost 10% of their revenue each year for B2B companies. Sales enablement tools enable quicker consumer communications, allowing businesses to sell their best content at the most appropriate times.

3. Analytics

Demand generation teams show the least coordination around analytics (31.8%) and content development (34.6%), per Corporate Visions. However, to know what works better for marketing, strategies need to be observed. Analytics can help fill the gaps in the sales plan and create a more practical approach.

4. Customization

For any sales department to grow, it should learn to present the right content to the right customer at the right time. Organizations that take up this practice generate 50% more qualified leads at a 33% lower cost. Using a sales enablement tools can help to simplify the sales cycle, thus helping in smoother interactions with prospects and customers by reducing the time it takes to put the relevant content in front of the target audience.

Last words

For building a more robust sales enablement resource, the above elements can help develop a stronger base for sales enablement practices. Sales enablement is considered as an inseparable part of the corporate culture.

According to the old saying, “you’re either in sales or you’re in sales support,”  highlights that one should either contribute to sales enablement or benefit from it. As sales enablement has a positive effect on revenue, it goes without saying that all parts of the company have a vested interest in the sales enabling performance. Companies that recognize all workers contribute to enhancing sales efficiency are the ones that appreciate the essence of sales enablement.

For more such insightful content on sales and marketing and sales enablement, you may take a look at our latest whitepapers on sales and marketing.