Sales Enablement is a process focused on building an aligned and rich system of relevant information so that the sales team can perform to their full potential. Clara Borges Jan 9, 20 | 10 min read sales enablement what it is and how it works Sales Enablement is a topic already known in the North American market and one that is beginning to be common here in Latin America, mainly among technology company owners and Digital Marketing professionals . According to a HubSpot study , today in the United States approximately 38% of small businesses have adopted the Sales Enablement, as well as 55% of midsize companies and 68% of large companies. Of this total, 75% declared that they perceived significant contributions in their commercial reach . Do you want to know what this strategy is about and how to apply it to the sales of your business? Then keep reading! What is Sales Enablement? Sales Enablement is a system that aims to create a scalable and repeatable sales process creating an ideal model for the sales team to have maximum performance .

Therefore, its function is also to align the Marketing and sales strategies , explore everything that the product or service can offer and optimize the commercial approach. Therefore, the responsibility of the Sales Enablement professional involves everything from applying new tools, UK WhatsApp Number List creating and improving processes to training teams. In addition, according to the HubSpot survey that involves professionals who work in commercial teams and who already have a Sales Enablement professional, the main actions that involve them are:strategies development; creation of materials; choice of tools; business training; performance analysis; integration of new channels; optimization in sales operations; coaching practices; better recruitment of new members. Some of these actions are already practiced by companies that, therefore, may be applying a bit of Sales Enablement. Therefore, to understand what stage of Sales Enablement your company is in, we divide the process into four stages so that you can identify which one you are currently in. What are the stages of Sales Enablement? 1. Indefinite At this stage, the company does not have a CRM or Digital Marketing automation system to manage and control contacts, campaigns, etc. It takes up to 9 months for new members of the sales force to reach the goal, and this is a very serious point since the company’s goal is defined at the beginning of the year.

Therefore, if up to the middle of this period, the sales reps have not achieved the expected performance, it will be much more difficult in the second half. The difficulty becomes even greater if the buying and selling journey is not well defined. If, on the one hand, it is necessary to know the path that a customer follows in the sales funnel , it is also essential to monitor the service performed by the SDRs and Reps at each stage of the funnel. 2. Progressive A CRM system has been implemented and the teams have a basic understanding of how to operate it. It is worth remembering that this type of tool has several functions that can benefit your company in various tasks:email marketing shots , phone calls, contact history, reports on marketing campaigns and sales results, etc. Additionally, it takes around 6 months for most new salespeople to reach the goal, which increases the chances of reaching the overall goal by the end of the year. Especially since, at this stage, the sales process is defined, but it is not being mapped. That is, there is no constant monitoring to determine if the actions taken daily by the sales team will lead them to reach the monthly goal, although there are already successful metrics to determine who are the best salespeople . 3. Maturation Marketing automation and CRM systems are installed, configured correctly and all team members know how to handle them properly because they have received the proper training and have learned a lot in practice.

Also, most of the new sales reps reached the goal within the first four months and the sales process is well connected to the customer’s buying journey. Success is now measured so that it is possible to know with certainty who the best salespeople are. 4. First Class All systems can be accessed both by desktop and from mobile devices. New sellers reach the goal in up to 3 months. The contents produced are mapped according to the customer’s purchase journey and also the buyer persona . Metrics are tracked to the letter so that sellers achieve their best performance. Who practices the Sales Enablement methodology? These companies, in recent years, have experienced several changes in their sales structure, giving rise to the Inbound Marketing and Outbound Marketing teams . That’s why many companies have migrated from the traditional sales process digital tools like corporate blogs , social networks , media ads payments , etc. It was based on these changes and to guarantee the ROI of these actions that the Sales Enablement function emerged. Some companies often delegate the Sales Enablement to someone who already has another role there, overloading them with tasks and risking them not getting the job done right. This is wrong, as it makes the Sales Enablement look like “an elephant in a room”, that is, something that is taking up space and is not useful for the business. However, to see the results through the Sales Enablement, it is essential to choose a professional dedicated to this to do a good job and therefore have many advantages such as: processes, practices, technologies, and tools that optimize sales team performance and productivity; better performance by sellers with a view to increasing revenue; constant monitoring of sellers so they have the skills to close more deals.

It is normal for the Marketing and Sales teams of companies to have a professional with a strategic profile and dedicated to ensuring that both teams obtain better results. It is the ideal profile to fill the position of Sales Enablement manager. However, this type of professional can be difficult to find. After all, find someone who has knowledge and experience that can be applied in the development of inbound sales , organic traffic, qualifying leads and closing sales is not an easy task. How to do Sales Enablement in practice? Therefore, we separate here the best practices that a Sales Enablement professional should apply in a company so that it can achieve the best business results. First practice: do a good recruitment of new members To be sure that your team will perform in the best possible way, it is necessary to hire the right people with the right skills for the roles they are going to perform. Therefore, the selection processes have become more segmented and finding professionals within the profile of specific positions has become difficult. The Sales Enablement professional can help you find the ideal profile for each case, participating in the selection phases and indicating who are the best candidates for the vacancies in question.

Ultimately, it helps build high-performing teams – precisely what a company seeks to accelerate its bottom line. Second practice: implement the business process Once you assemble the team, the next step is to develop the tactics that will direct the efforts of the members to their assigned roles. In some cases it is necessary to assemble the entire structure, such as organizing the sales team between SDRs and Reps. In others, it may be necessary for us to ensure that results continue to come within the process that has already been established. This step is usually the most difficult to perform because it relies on greater knowledge to detect the mistakes made and point out possible solutions for them. After all, if within the new hires, there is a salesperson who does not fit the profile of the company and whose performance is poor, it is a sign that a mistake was made during the contract process when approving that person. The Sales Enablement professional participates in the selection of candidates precisely to ensure that only the best will pass. Third practice: train teams First of all, it should be clear that everyone should be trained when taking new positions, without exception. It does not matter if the person has previous experience in the area or if they know the culture of the company from another department. In this step, all the tasks that each team member must perform and the practices that they must follow are taught, so the training must be applied literally for these tasks and practices to become a habit.

This done, the next step is to give the team the tools they need to get the job done right. However, today, the market has many items that aim to increase the productivity of work:software to manage leads and sales channels, programs to trigger emails and make phone calls, applications to generate comprehensive reports with graphs and performance analysis,among others. Therefore, care must be taken when selecting these tools so that they are not too many, to the point that team members do not master them well and end up costing the company a lot. Through the Sales Enablement, a verification of its cost-benefit is taken into account, indicating which are the most appropriate. Fourth practice: monitor training results After hiring the team, training them, and delivering the right tools so they can work and perform well, the next step is to follow up. After all, it is not enough to train these professionals, but also to closely monitor all their actions to ensure that everything is put into practice effectively. As finding errors in the previous steps and detecting the possibilities of progress in the process are part of the Sales Enablement job, it is necessary to direct the team’s efforts towards the results that the company hopes to achieve. Therefore, your work must be continuous. What benefits can Sales Enablement bring to companies? Now that you know how to apply the Sales Enablement, let’s see some benefits it can bring:Visibility in tasks Many companies are constantly looking to optimize their business activities until they realize they have no idea how to do it. This fact occurs precisely due to the lack of daily monitoring of the results, the objectives must be achieved daily and not monthly.

Therefore, the first step is to make the entire sales process visible by tracking the activities of all team members, both Reps and SDRs and managers. How many leads convert SDRs into opportunities? Of these opportunities, how many do Reps transform into clients? How long does it take to qualify and service these leads? What is the average ticket for each seller? What is the level of satisfaction of the clients that go through this process? To answer these questions, the Sales Enablement professional needs to closely monitor these activities. Sales methodology applied Having a business methodology is a great way to transform ineffective activities into a structural sales process that salespeople must follow to achieve their goals. It is important to remember that the sales methodology should not be limited only to a process recorded in a Google Drive document, but should be an integral and daily part of the business process and that defines the path of success for sellers. If your business team is not using a methodology, your company is certainly not making money, even if it is in the green. Training sessions Although the sales team may have common pains and difficulties, the individual performance of each salesperson also needs to be considered.

This is why so many business methodologies involve team training, but it doesn’t end there. In addition to training, it is also necessary to identify the weaknesses of each member, since a salesperson who is not doing his job well compromises not only his individual objective, but also the objective of the company linked to him. For this reason, post-training follow-up must be constant and regular, as these points can be improved. Alignment between marketing and sales Marketing and Sales are two departments that are intrinsically connected, after all, while one develops campaigns and actions to generate increasingly qualified leads, the other tries to contact them and convert them into customers. For this reason, Ventarketing (sales + marketing) should be practiced by companies that want to be commercially successful. However, in many companies it is still possible to see that the Marketing and Sales teams are misaligned and, in some cases, even fight with each other. While Marketing claims that salespeople don’t have a perception of the market, Sales says that marketers don’t understand the actual buying journey of potential customers. This lack of alignment, communication, support and collaboration between the two parties can cause the company’s results to be much lower than expected. On the other hand, when both are joined, the growth in the income generated is remarkable.

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