4 Misconceptions About Sales Enablement
Companies with best-in-class sales enablement strategies experience a 13.7% increase in deal size or contract value each year. Many organizations recognize this value of sales enablement, however the majority are also left in the dark about exactly how to best implement the strategy.
To help you improve your own sales enablement, we’re debunking the top four misconceptions and sharing tips on what to do instead:
Myth: The more content, the better
Reality: Quality content can help buyers move through the purchasing cycle and can arm salespeople with the right value propositions and messaging. But, content is not the answer to everything. The more content you create, the harder it can be to navigate and digest. Instead of focusing on quantity, think about the top three pieces of content that will really make a difference for your customers and for other salespeople. Are they talking points? A brochure? Then, put all your energy toward creating and promoting these cornerstones of content.
Myth: Marketing should manage the sales enablement strategy
Reality: Marketers often hold the keys to the sales enablement strategy. They create the content and tools, and give the final product to sales to implement. While marketing can definitely offer powerful insights, they should not own the sales enablement strategy. Sales should be just as involved in the ideation and creation, and should give frequent feedback and input. The more cross-departmental communication, the more successful the sales enablement program. After all, salespeople are the ones actually using the end result.
Myth: Automation is the future
Reality: There’s no question that marketing automation has made salespeople’s jobs easier. For example, a customer starts a free trial and receives an email every couple of days with helpful tips and tricks on how to use the new tool. That customer is being nurtured and educated without taking up a salesperson’s time. However, many sales teams think that automation can replace direct customer communication. In reality, sales enablement should include a combination of the two: quality, automated digital content with one-on-one customer communication. An email just can’t replace a personal interaction.
Myth: Create it and forget about it
Reality: Many sales and marketing teams create content or invest in tools at the specific moment they need it, then they forget about it months later. But, successful sales enablement requires ongoing evaluation and tweaking. You need to frequently measure success, gather data, and test new things to improve performance. And, don’t be afraid to start over if something isn’t performing the way you want it to.
Sales enablement can ultimately help you accelerate the sales cycle and get more wins. Its success lies in quality content, communication between sales and marketing, and frequent data measurement and testing. And, while sales enablement is a long-term, ongoing investment, it always pays off in the end.