Sales enablement responsibilities are vast, complex, and often vary from one organization to the next. There is no one-size-fits-all method for executing a sales enablement plan, yet there seem to be a number of ways that one can get derailed. But when done right, sales enablement yields incredible results for enterprise organizations, including higher win rates, shorter sales cycles, and increased revenue. Below are insights from four remarkable sales enablement executions that will help you plan and implement your own.
- Sales enablement can make your CEO’s year-end highlight reel
As a sales enablement leader, you know that the value of sales enablement is real and measurable, but delivering the level of importance to the C-suite—especially your CEO—can be challenging. Applied Systems has built a robust sales enablement function that continues to expand its reach by driving corporate initiatives, not just those of the sales and marketing teams. Measuring the results of a sales enablement strategy starts with aligning processes and technologies and requires a concerted effort to guide them to full maturity.
- Structure, science and technology work together to support sales
In a SaaS business model, the intersection of Sales and Customer success requires an enablement approach that focuses on the revenue and retention of the business. Procore’s enablement strategy combines a unique structure, technology stack, and content strategy, and has driven over 115 percent growth and a 95 percent customer retention rate for the past five years. In Procore’s SD Summit session last May, Procore described how anchoring your enablement strategy in technology adoption, analytics and sales development will gain insights into an integrated technology stack that drives sales and customer success.
- Align sales and marketing through content strategy
Content drives sales. You read that right—and Earthlink can show you how. When Sales and Marketing have the right processes and systems in place that encourage cross-functional communication and collaboration, a culture is created that facilitates teamwork and drives revenue. This results from Sales being able to quickly find and access the perfect pieces of content in every situation—content that includes priority messaging created by Marketing and can be measured throughout the buyer’s journey.
- Revive your customer journey with personalization
Today, research has shown that 80 percent of B2B marketers find personalized content to be more effective across all marketing initiatives. So why are sales reps and marketers alike still sharing impersonal, generic content with buyers? With the fleeting attention span of today’s prospects, it’s up to the sales enablement strategy to deliver a personalized, engaging customer journey for every buyer.