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The Recipe for a Winning Sales Enablement Strategy

September 01, 2020
The Recipe for a Winning Sales Enablement Strategy

Sales enablement is being increasingly utilized by companies to provide their sales teams with the information, content, and resources they need to sell more effectively. And because sales serves as an extension of a brand’s overall marketing efforts, it’s essential that marketing teams tackle sales enablement head on as well.

With both sales and marketing teams working toward a common goal of delivering a consistent brand experience to current and prospective customers, a unified sales enablement strategy can greatly help tie their individual efforts together. There are a number of key ingredients that can help a business build such a strategy and close more sales. That’s why we recently released “5 Crucial Components of a Winning Sales Enablement Strategy,” an eBook which outlines five steps for achieving success and increased revenue among marketing and sales teams—and the business as a whole—through strong, strategic sales enablement. 

1). Marketing and Sales Collaboration

The first key ingredient for a successful sales enablement strategy is collaboration between sales and marketing teams. While the two often sit in silos, they can accomplish so much more when they work together. Some examples of how sales and marketing teams can help bridge the gap to close more sales include:

  • Collaborating on the creation of buyer personas
  • Determining when to launch new campaigns
  • Maintaining brand equity through collaborative content development 

Get a more in-depth examination of these examples and others in our sales enablement eBook

2). Content Customization

Content customization and personalization can further assist with the sales process by more closely tailoring a brand’s messaging to fit a prospective buyer. Content personalization is the act of adapting different types of content to individual consumers based on their personal data, such as location, search queries, interests, etc. 

This widely adopted strategy not only helps enhance a given customer’s experience by providing them with the right content at the right time, but it also increases the chance of sales to successfully target individual prospects. 

3). CRM Integration

Integrating a customer relationship management (CRM) tool can also greatly help sales reps, ultimately bringing in more revenue for the company. Beyond providing visibility to management, a robust, integrated CRM can reduce sales admin time, measure sales effectiveness in the field, and create a more efficient sales process. 

Because sales reps don’t have the bandwidth to manually enter their notes in real-time, a CRM system should be integrated into a mobile sales enablement tool, allowing data to be pulled throughout the sales process. CRM integration can also help measure sales effectiveness in the field so that brands can create a feedback loop that results in content that will bolster the performance of sales teams. Additionally, a CRM can consolidate sales tools so that reps can input meeting data seamlessly, which marketing teams can then analyze to assess which assets are driving the most leads. 

4). Social Selling

Social media can be incredibly beneficial for not only engaging with prospective clients during the buyer’s journey, but also building brand credibility and trust. That’s why social selling is a key component of a successful sales enablement strategy. 

Social selling complements marketing nurture efforts to create long-term, high-value bonds with customers. Digital touchpoints and social channels prove invaluable when it comes to building online relationships with customers. Our eBook offers further insights on what goes into social ROI and how a business can benefit from a tactical social selling strategy. 

5). Intelligent Performance Measurement

A brand’s content is only as good as its performance, and sales teams rely on this content to generate leads and conversions. That’s why intelligent performance metrics should be integrated into a sales enablement strategy. 

Intelligent performance metrics require an organization to clearly define its goals. From there, the company should establish a dashboard that allows sales teams to see what marketing materials are performing best and for which specific reps. Once this data is collected, brands can use it to duplicate this success for other reps and streamline marketing campaign development. 

Start Improving Your Sales Enablement Efforts Today

To facilitate sales enablement that takes these five ingredients into account, businesses should use a singular marketing portal that provides a one-stop-shop for success. MarcomCentral’s sales enablement software does just that. Our eBook provides details around its features and how they combine with our recipe for a winning strategy to drive qualified leads and increased sales. 

If you’re looking to take your sales enablement strategy to new heights, download our “5 Crucial Components of a Winning Sales Enablement Strategy” eBook for free.