“Sales Enablement” is a relatively new term which was created in 1999 by consultants to address a common issue amongst businesses, regardless of industry, location or company size.
They found that regardless of industry, location or company size – organisational red tape and roadblocks prevented salespeople from focusing on what they were hired to do – SELL.
Too often, we see internal divisions viewed as separate departments with very different focus areas; when in fact they share a common goal – to serve a customer (or serve someone who is serving a customer). Customers are the lifeblood of every business and can only be gained through an efficient sales process.
Without sales there are no customers and without customers there is no business!
Sales enablement is the internal ecosystem that supports customer-facing employees to succeed, where all departments within the business have a sales-centric mindset.
Great leaders make everything about the success of your sales team so they can focus on the success of your customers.
Sales enablementinvolves providing the sales team with the tools, content, support and information they need to engage buyers effectively.
Marketing, on the other hand, focuses on creating awareness, generating leads, and nurturing prospects through various channels. Marketing teams develop strategies to attract potential customers and guide them through the buyer’s journey.
Sales teams,are the customer facing people who have direct relationships with their prospects and customers. In order for them to succeed, they need to have a strong foundation behind them and systems that empower them to achieve their goals.
When the sales enablement ecosystem, marketing, sales teams and support areas are aligned, they create a seamless experience for potential customers. Here are some key benefits of this alignment:
- Improved Lead Quality and Conversion Rates:
- Consistent Messaging
- Enhanced Customer Experience
- Data-Driven Decisions
- Increased Efficiency and Productivity
Achieving alignment requires intentional effort and collaboration. Here are some strategies to help:
- Regular Communication
- Shared Goals and Metrics
- Collaborative Content Creation
- Integrated Technology
- Continuous Improvement through Training and Development
- Ultimate focus is the success of the customer
The Sales Landscape is dynamic and ever-changing, however one thing does not change and that is there is a customer at the centre. By focusing on the customer, integrating strategies, aligning teams, leveraging technology, creating compelling content, making data-driven decisions, managing relationships, and continuously improving, businesses can thrive in this ecosystem.
It all starts with a mindset! When we get this right, everything can follow.
The better it gets, the better it gets!
