How to Get Started With Sales Enablement

Posted by Lindsay Toomey on Aug 4, 2021 5:19:16 PM

Sales enablement is an important piece of any company’s sales technology stack and getting started can look like a daunting task.

So why take the plunge? Results. Companies that have implemented a sales enablement strategy outperform their competitors by up to 20%.

How to get started with sales enablement blogTo make the task a little less daunting, we’ve compiled a series of steps to get you and your team started.

Note 👉 This blog is a companion to our recent webinar on How to Get Started With Sales Enablement. You can watch on demand here.

Build Your Sales Enablement Team

One of the most important steps in creating your sales enablement strategy is finding the right leader to take the reins. When considering candidates for the job, look for someone that has visibility into both sales and marketing.

Because sales enablement is associated with revenue-generating side of the business, in most case you’ll find that either a sales or marketing leader is the right fit for the position. Putting one of these two leaders at the helm will ensure your company is working towards aligning both teams.

You’ll also want to identify the receivers and supporters. The likely receivers will be the sales team (inside sales, outside sales, and distributers). The marketing team will be the supporters and will be responsible for creating the content that sales team utilizes.

It’s imperative that their roles and responsibilities are defined to guarantee sales and marketing alignment moving forward.

Set Clear Goals and Requirements

Before jumping in, it’s crucial that you reflect on and understand the challenges that your teams and organization are facing. We cannot stress enough how important this step is.

Without taking the time to analyze your trials and tribulations, it will be exceedingly difficult to build a sales enablement strategy that effectively address your specific pain-points.

It can be difficult to find a place to start. We recommend establishing simple but clear goals and objectives that pair with the challenges you and your teams are facing.

Does the sales team have difficulty finding content? Do they know how their customers are engaging with the content they share?

The best way to find out where the concerns are is to invite your sales and marketing teams to the table and directly involve them in the discussions. In addition to keeping the project on track, setting goals will help keep your teams engaged and motivated.

It’s to your advantage to create a blueprint with action items to make sure you are meeting your goals and outcomes. Sometimes when embarking on a new project it’s easy to get bogged down in the smaller details while losing sight of the bigger picture.

By creating a blueprint and referring to it often, you can keep your focus on smaller achievable objectives that will guide you towards your ultimate goal.

Defining Your Key Metrics

Setting goals and requirements helps keep your project on track. Defining metrics helps measure the success of your project and activities.

To effectively measure if you’re reaching your goals and objectives, you want to choose clear key performance indicators (KPIs).

Some examples of typical sales enablement metrics include the number of:

  • Sales team logins
  • Presentations created by sales representatives
  • Content shares by user
  • Opens and engagements by prospects
  • Content views by prospects or customer

One of the best features of sales enablement is its ability to integrate with your CRM system. In addition to all the above-mentioned metrics, you can easily start to track ROI and deal influence metrics by correlating prospect engagements with closed deals and revenue dollars.

Once you have some clarity regarding the results in each area, you can parse out which activities are most effective at driving positive outcomes. Of course, revenue results are important, but it’s very difficult to manage them at the onset of the project.

However, you can manage the activity and effectiveness of your team to achieve your desired revenue results. Remember, starting small and measuring leading indicators is the best way to get started. 

Content Creation and Organization

Sales enablement allows marketing to distribute and track all content assets from one convenient location to users all over world. It streamlines content distribution and automatically updates all assets so that sales professionals no longer have to fear that they’re using outdated pieces. 

Many sellers struggle with ineffective digital content management. It’s difficult for them to find the right content, and when they do find it, they don’t have a clear idea of when to use it.

Sales enablement offers a content management solution that allows for tailored content experiences, and it’s optimally organized to help sales professionals deliver the right content at the right time.

Gathering your content together and arranging it into categories like brochures, graphics, fact sheets, and videos will help you identify where your deficiencies lie. One of the best ways to organize your content is to align it with you buyer’s journey. Developing a system of filters or tags will help you achieve this.

Implement Effective Sales Enablement Technology

Using your goals, objectives, and requirements choose a platform that best suits your needs. It’s important that when reviewing and deciding which platform is the best fit for your company that you ensure it is capable of understanding your goals and has an outstanding customer success/support team that can help you achieve them.

Ultimately, the system will only be effective if the sales and marketing teams use it. Demanding that your teams start using a new tool might have negative effects. So, it’s vitally important to get the support of the end users.

Encouraging these teams to come to the table with their thoughts and ideas will go a long way to helping them embrace the idea of changing their process. At the end of the day, sales enablement is meant to help, not hinder.

You also want to make sure that you have someone in the organization that is capable of leading training, so both sales and marketing are comfortable using the platform. You’ll want to create thorough training strategies so that teams are not only trained on how to use the sales enablement tool, but also understand the process of sales enablement in the organization.

It’s worth keeping in mind that having even basic training can double a sales rep’s success and delving even deeper can improve it by up to 400 percent.

To learn more about sales enablement solutions and how get started, contact us for a free demo of Klyck.io, a sales enablement solution built just for B2B.

Topics: Sales enablement, b2b marketing, sales technology, b2b sales, sales and marketing