Sales enablement is the process of providing sales teams with everything they need to become holistically efficient, productive, and successful in sales. Sales teams often lack the right resources, training, and tools to reach their full potential. This can include marketing content, sales training, sales tools, and much more.
This process focuses on certain goals of teams, such as higher quota attainment, conversions, or customer retention. Then, it finds out what the sales team needs to reach these goals and provides it.
Sales enablement can be different for every sales team, depending on their targets. However, there are a few main elements that should be core to every enablement effort. Let’s look at some of its key aspects.
An essential factor of sales enablement efforts is the focus on the customer. Sales leaders want their sales teams to be customer-centric, so sales enablement should elevate this to the next level.
Sales enablement efforts should first look at buyers’ pain points and what they need. Then, they can find ways to enable the sales team to provide for those needs.
For example, if buyers are looking for a more personalised experience, sales enablement can provide training for the sales team members on personalising the buyer experience. Another example would be providing sales teams with more user-friendly tools that will attract buyers looking for a seamless experience.
Another important aspect that will ensure a more successful sales team is how much it values measurement. A strategy without data is an unsuccessful one. So everything that sales members work on should be measured and evaluated.
Sales enablement should prioritise measuring all efforts by the sales team based on the team’s targeted metrics. Metrics may include average buyer experience length, lead conversions, and average time spent on a deal.
Based on this data, sales enablement can find gaps and provide the most helpful resources for the team members.