Sometimes, it can seem like a high level of business performance comes down to a million little moving parts.

But, the truth is far simpler — performance comes down to the numbers. And numbers never lie when it comes to sales.

Take, for example, the fact that 65% of over-performing sales teams have a dedicated sales enablement platform, team, or point person. In other words, a formalized sales enablement infrastructure means a greater number of deals closed.

So, before you prioritize any other aspects of business growth, put sales enablement in your sights.

And the best way to move forward is to start with a sales enablement strategy. Let’s dive right in.

What Is Sales Enablement?

team of employees

Sales enablement is precisely what it sounds like — it’s an initiative where business owners or C-Suite executives empower sales teams by enabling their operations. And this means providing them with the resources, training, processes, and platforms they need to close more deals.

The key is to sell more services or products to customers in a seamless, friction-free, and successful way. It’s never going to be perfect, so the process is iterative, but the focus is on actions that boost conversions and help qualify and persuade a greater number of leads through the buyer’s journey.

How To Create A Sales Enablement Strategy

team of employees

While these next steps in the creation of a sales enablement strategy are general and applicable to all sales teams, the choices you make about which resources to invest in, or what ideas “speak” to your customers most are entirely unique to your niche, product, industry, and positioning.

Every strategy should be tailored to a specific sales team’s needs — but also to the audience that they’re selling to.

#1: Create And Stick To Reporting And Analysis Standards

Sales, marketing, finance — these essential business arms have one thing in common. They all rely heavily on data. And that’s why data collection and organization, followed by reporting and analysis should really be the first consideration for a sales enablement platform.

Here are a handful of priorities you should focus on at this point in your sales enablement strategy:

  • Agree on a set of meaningful KPIs and standardized sales metrics
  • Make sure sales professionals on the team can generate and create these reports
  • Conduct a sales process audit to identify gaps in sales performance
  • Implement lead scoring systems by incorporating a CRM to segment audiences/customers

#2: Focus On Sales-Specific Content

Now that you have the internal organization down — namely, data and the systems used to harness it — it’s time to turn your attention to customer-facing actions. In this case, you’ll be identifying sales-specific content — what it is for your customers and where in the sales process and buyer’s journey it’s relevant.

Don’t underestimate the power of content in nurturing and converting sales leads. Indeed, content is not just the domain of marketers. If you’ve ever sent a product demo deck or accessed a standardized email template for a lead that’s sitting at a predefined part of the buyer’s journey, you’ve sent sales-specific content.

Here are a few other types of sales-specific content that will come in handy:

  • Case studies
  • Video testimonials
  • Pricing and discount information
  • Whitepapers
  • Internal wikis

Once you’ve identified sales-specific content that speaks to your audiences’ needs, you’ll need to make sure there’s a system or protocol in place for sales reps to access and utilize these.

For example, if a potential customer takes advantage of a free trial of your software product, would your next step be to send them a product demo deck or an email with a discount for a paid account? These are the triggers and workflows you’ll need to articulate when it comes to sales-specific content for your strategy.

#3: Harness Tech Using Automation

2 person looking at a computer

The final broad piece of the puzzle is harnessing technology and automation. Yes, your data collection and reporting involves a significant amount of automation — but did you know that you can (and should) also be looking to automate other manual processes?

Automating follow-up processes using email sequences, using live chat on websites to close prospects in real-time, and automating prospecting are all tried-and-true ways to use the technology built right into many sales enablement platforms today.

Besides automating these repetitive processes, software suites designed for sales enablement teams are also collecting key data that you can use to identify gaps in your sales process. And, of course, it makes for powerful cross-team collaboration, as marketing teams can access sales insights and vice versa.

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