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How do you align sales enablement efforts with the overall goals and objectives of the sales organization?

2 Answers
Charles Gryor Derupe
Charles Gryor Derupe
Square Director of Content and Launch Readiness EnablementFebruary 8

Big question, but I'm happy to share some small factors that can really help to align and at least surface areas that enablement professionals can miss:

1. Know when and by whom business reviews are created. Even if it's async, understanding the target numbers, target audiences, and key strategies can help you understand where there are areas of opportunity. If you don't have this (common for early business organizations), gather feedback, create a base document of your strategic focus areas, and then gather feedback from top leads.

2. Align yourself as an enablement individual to understand where in the sales selling journey these numbers/initiatives align. For example, maybe your organization wants to increase top-of-funnel conversion. You'll probably want to focus on outreach efforts like effective outbound emails, cold calling best practices, and effective value-selling content to use for outbound campaigns.

3. Be aware of any sales leads' initiatives that they may start without enablement knowledge. This is very common when in hyper-growth mode or when an enablement team is so strapped that they have to say "no" to projects. At least being aware will help you to consult and map out what they are doing.

4. Report on your findings and annual/quarterly strategies and key initiatives for feedback. You'll get comments on whether you're on the right track and can provide call-to-actions with your team on areas that they can support.

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Grant Glaser
Grant Glaser
Salesforce Director, Sales Leader Excellence CoachJanuary 11

One word: outcomes.

Sales enablement should (and needs to be) tightly aligned to business objectives & desired outcomes of the business/sales organization. When you tie learning programs to tangible outcomes & KPIs, you get more accurate success measures. This translates to happy learners and happy business units: win-win.

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