Link to original story here: http://blog.skura.com/blog/bid/348534/Sales-Enablement-Close-the-Gap-bet...
By: Tara Anderson
In every company’s mind there is a topic that comes up about changing the sales game. The strategy of sales and marketing is more combined than ever and that is the big part of the change. Companies need to organize how they are advancing in sales on a consistent basis so that they don’t lose out on any new prospects.
In my opinion, sales enablement collectively brings sales and marketing together. I define it as technology that dramatically increases yours sales team’s productivity and effectiveness. Forrester Research defines sales enablement as a “strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return on investment of the selling system.”
To be successful with a sales enablement platform, there needs to be a team developed to work across traditional organizational boundaries within the company. This will help eliminate wasted worker time and reduce the costs. How is this happening? By having sales and marketing work in sync, it is eliminating duplicate content, there’s a reduction in reformatting time and unused documents and an improved success rate of sales finding their vague content. This is making sure reps are competent in their ability to deliver effective training, deploying sales technology and managing sales communication.
Having sales enablement will decrease seller preparation time, improve the marketing and sales rep productivity, assist experts and sales leaders to help all reps become better informed and make it easier for prospects to buy. High-impact sales enablement programs assist the sales reps to deliver the right content, to the right companies at the right time. Take Skura Corporation for an example, they are a mobile sales enablement and closed loop marketing solution company. They strive that Skura SFX Suite allows companies to enable “highly robust and flexible business processes across sales and marketing.”
In the sales process, proposals are an important part. Before a rep even gets to the proposal stage there are certain interactions that have to be taken. They have to listen to the customer and collect data from marketing that will help construct a rich media proposal that appeals to that specific organization.
With the nature of technology and marketing, the sales process is continually changing. Businesses face a number of challenges everyday and since sales enablement, the marketers and sales people have to change with it.
- 70% biggest sales challenge is developing effective sales process and having it done properly
- 53% problems with consistent messaging
- 41% organizational alignment
Many times the only way to get ahead of the competition is to improve sales and marketing by not spending more but by spending smarter. A smarter way of doing this is by investing in a sales enablement solution. Sales and marketing approaches are seeing improved effectiveness in their sales efforts and with these new goals it’s helping with a strategic plan on how the business should be operating.