October 23, 2020
Imagine walking into your doctor’s rooms and she had absolutely no equipment with her to examine you - would you stick around for her diagnosis? We’re thinking, probably not!
Well, sending your B2B sales team out without equipping them with the resources they need is much the same. Will prospects stick around and hear them out? Definitely not!
Is this something you’re suffering from? If so, there’s only one cure: your sales enablement needs a resus! 🩹
In 2019, Google searches for “sales enablement” increased by 51.2% year over year. What’s the big deal?
In B2B SaaS sales, sales enablement refers to providing your sales team with the right resources they need to qualify and convert leads. It can include:
Sales enablement is a technology-driven long-term sales strategy. It’s designed to increase sales results and productivity through team training and coaching.
It’s true, the name can be misleading - sales enablement is owned by both marketing and sales!
Almost 50% of sales enablement functions sit under the Head of Sales, or simply one person who is responsible for organisational enablement. Some companies may opt to bring in a dedicated sales coach or content specialist to assist.
Sales enablement teams handle the creation of sales assets and sales training content. This can take the following forms:
So, how do you ensure you’ve equipped your sales team with the correct tools and resources to work more leads through the buyer’s journey? With sales enablement, of course.
It’s incredibly important to remember that sales enablement extends further and also includes what you, as a business, need to do, aside from sourcing the correct tools for your team. You may need to:
Regardless of what area of sales enablement you need to work on, it should always include the ability to measure the effectiveness of your investment.
In other words, the bottom line of sales enablement should be to see increased ROI.
“Companies with sales enablement have a 15% better win rates than those without.” - Alec Shirkey, LexShares
Sales enablement is crucial for a strong SaaS sales pipeline. Having sales enablement allows for:
The number 1 challenge faced by B2B outbound sales teams is in finding and converting high-quality leads. Here’s where sales enablement comes in - it equips salespeople with the correct tools and knowledge that they need to provide real value to qualified leads.
Sales enablement better educates salespeople on how to address their customers’ challenges and needs. It empowers them to share data-driven insights about the sales process.
Investing in sales enablement will benefit your organisation in many ways! Here are a few of our favourites:
If you’re looking to build a sales enablement strategy for your B2B sales team, you need to follow best practice. Here are 4 fantastic tips for you!
Sales enablement is all about driving, nurturing, and retaining prospects. BUT more importantly, it’s about having a predictable model to do so, to free up your salespeople’s time.
Cognism has created a guide with the best tactics to do just that!
We share the tips and tricks that every B2B salesperson should have up their sleeve - the best tactics, processes, and advice for building a predictable outbound machine.
Download our Outbound Prospecting Playbook here 👇