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Sales Enablement: How to get more efficient and faster sales


Sales Enablement: How to get more efficient and faster sales

One of the essential factors for the proper functioning of a company is to ensure that two fundamental departments, such as marketing and sales, pursue a commongoal: to generate new business for the company.n many occasions it is common for the sales department to complain about the quality and quantity of the leads they receive from marketing, pressing for them to generate more and faster. On the other hand, it is also common to find marketing teams complaining that sales are incorrectly working the leads they receive, wasting the work that marketing has worked so hard to do. Does it sound familiar to you?list_altIndex of contents
What is sales enablement?
Key elements of a sales enablement strategy
To avoid these situations and achieve the business objectives set, it will be essential that the number of mobile phones in canada between both departments be fluid and aligned. To achieve this, it will be necessary to apply specific disciplines of sales enablement and the new SMarketing concept , and thus unify both departments, avoid possible disagreements and generate greater bnefits for the company. I’ll tell you how to make it possible!What is sales enablement?
When we talk about sales enablement we find many possible definitions. If we look for a valid translation we could say that it is about the qualification or training of the sales team.In terms of practical aspects, through sales enablement processes, content and technology are developed that allow sales teams to carry out their functions efficiently and at a greater speed .



To understand what sales enablement consists of, we present some examples of techniques and practices that can be considered part of this process:Make the most relevant content for each lead available to the sales team , at the time of the purchase process in which it is located and help to present it in the best way in each situation.
Train the sales team and measure the effectiveness of this training based on its results.
Effectively communicate news and updates to the sales team , for example, regarding product news or new content.
Teach managers and positions of responsibility to coach salespeople to reinforce Betting Email List and promote good practices.
Apply analytics to content and sales speeches to optimize them.
Key elements of a sales enablement strategy
We develop the elements to work and define if we want to enable sales enablement in our company.Strategic alignment of the marketing and sales teams . To achieve this, it will be necessary to apply the following factors:
Unified objectives between the two teams.
Definition of a target buyer or buyer persona.
Creation of a lead qualification context.
Establishment of an SLA.
Definition of the sales process .
Content strategy : for the training of the sales team and to educate our leads.
Technology : HubSpot Tasks, Meetings, Calling, Templates, and Sequences examples.
Training .
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1. Strategic alignment of marketing and sales
In order to properly apply this type of discipline, it is essential to stop seeing marketing and sales as different teams with different objectives and to understand them as professionals who work for a common goal, although in different phases of the process.Thus, first, it will be necessary to define common objectives between the two teams, which will be aligned with the business objectives . Motivating both teams to work in the same direction should be a priority objective for the company.Second, we must have a very well defined buyer persona, who will be our target buyer.. This fact will allow the marketing actions to be correctly focused and will enable the components of the sales department to know how to discern a good lead from a bad one.The third element to work on is a lead qualification context . The two teams have to know how to identify whether a lead is quality or not. How do we know if a contact fits well with what we are offering?

Sales enablement professionals have lead scoring systems that assign positive or negative scores to their leads based on their adaptation to the buyer persona that has been defined. For example, if we go to large accounts, it is difficult for a local company of less than 10 people to buy us or, if we cover a very limited territory, we should not prioritize people who are outside of it.sales enablement smarketingSource: HubSpotThanks to new technologies we can give priority to those leads that have a greater potential to become customers and put in the queue those who do not fit adequately with our buyer persona.From here, we must establish an agreement between arketing and sales to create a well-associated team . This is achieved through a Service-Level Agreement (SLA), which normally refers to an agreement between a service provider and its client to guarantee certain results.To exemplify it, we will consider that marketing is the provider of quality leads, and sales is the client that receives them and works them to achieve a goal.
I’ll give you an example of SLA: “Every month, marketing will deliver 1,000 qualified leads (MQL) to sales and this department will process them in less than 24 hours of receiving them.”With this commitment, the sales department also has to get involved in working on these leads correctly to avoid the recurring complaints that marketing has about sales, in terms of waste of leads.Sales Enablement: How to get more efficient and faster sales
If we want to take the SLA to another level and use the unified objective of SMarketing, we can change the objective of leads per sales quota. To do this, it will be necessary to have the conversions from qualified lead to income very well calculated. For example, “every month, marketing will deliver € 100,000 in qualified leads to sales and sales will treat them in less than 24 hours of receiving them.”To monitor all these factors, we will have to hold periodic meetings in which the marketing and sales teams attend to collect feedback and identify areas for improvement. For example, it will often be necessary to readjust the established buyer persona, check that the SLA is being met, etc. Let’s keep going!2. Definition of the sales process
In most cases, for a sale to be effective it will not depend so much on the seller following his intuition, but on the correct execution of a strategically defined sales process .Is it essential to do a live demonstration to sell a product? Is it necessary to identify the needs of the buyer persona to offer a tailored service? Developing and defining the steps in this process and what events and actions are carried out allow for adequate progress .Once this process has been created, it should be reviewed regularly to see what the conversions are between each of the phases . After the analysis, if we find that there are phases where the conversion is very low, we may have to do a thorough investigation and ask ourselves why these results were obtained. If, on the contrary, all the leads pass a specific phase and we are letting unsuitable people advance, we will have to consider whether to be more strict in these steps. Makes sense right?New Call-to-action
3. Content strategy
At InboundCycle we are advocates of content marketing as a strategy for attracting traffic and educating our contact base , but there is no doubt that content is also essential in sales processes. Content is a great sales tool.For this reason, in reality, in many companies it is the sales teams that produce the most content.Do you need examples?Customer success stories: they are undoubtedly the most important type of content, and the most sought after by potential customers. Making them in video format is usually even more effective.
Whitepapers and ebooks.
Product demonstrations.
Price and discount information.
Competitive intelligence reports.
sales enalblement success storiesSales are largely based on productivity , so if a marketer spends too much time creating content, their time to be able to sell the product for which they are trained is reduced.In fact, marketing departments have more resources and capacity to create content , although sometimes this type of content is never used by the sales team. On the other hand, it is also common for marketing to be unaware of the content that is producing sales, a mistake that can lead to failure between department relationships.To solve these possible problems it will be necessary:Identify perfectly what content the sales team needs to do their job.
Keep it centralized and updated so that all departments know what content has been created and what can be used.
To achieve this, it is advisable to have a person responsible for the management and creation of the content . In a small company, it may be a team professional who is accountable for this function and, in a department of considerable size, there may even be a person totally dedicated to it, to coordinate the involvement of all parties in the development of new content and keep an up-to-date file.In order to identify the most relevant content, we will have to involve the sales area. It is a priority to be aware of those doubts and questions that frequently arise in the sales process and to create content that responds to them.All these contents can be used to sell better, although they can also be used, from the marketing department, to educate our leads so that they arrive better prepared for sales. This type of strategic development allows sales processes to be more agile and efficient.Click here to download the guide “Contents: the pillar of inbound marketing”
Of course, for this content to be used and fulfill its mission, we must have it perfectly organized, updated and with very easy access . We can host it in Google Docs, in an internal wiki or in a CRM, for example. These tasks should be the responsibility of the person in charge of content management.The last aspect of the content that we can imact is in the creation of email templates for the sales team . Have you calculated how many times the salespeople on your team answer the same question over and over again by email? How much time do you waste writing the same email a thousand times with the same content?

Performing these tasks manually at all times causes a substantial waste of time. Identify these communications that have to be made frequently.

Thus, creating a procedure and making email templates available to the sales team that only have to be minimally customized has the following advantages:

Efficient sales process management by having to spend less time typing manually.
Homogenization of the sales process by making the same communication regardless of the person.
Better analytical capacity and optimization of the copy of these emails by maintaining the same line.
sales enablement templates

Source: HubSpot

Of course, if we do, we will have to leave a small margin for customization to allow sellers to make changes and adapt the email accordingly or even add their personal touch. In any case, supplying them with the bulk of the email already written is definitely a big improvement.

4. Technology
The fact of maintaining an updated file of contents, creating email templates, analyzing communications in the sales process, etc. it would be impossible without the use of technology. And it is that sales enablement would be much more difficult without tools that allow us to process and automate tasks!

Mechanizing processes and avoiding having to do them manually allows sales teams to sell better and faster , while allowing sales managers to have much more information on the performance of their team and provides them with data to make improvement decisions .

sales enablement technology

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