A holistic, end-to-end approach to sales enablement will help you improve the behind-the-scenes of content creation and organization, so that you can deliver the best content for sales reps exactly when and where they need it, creating the best possible customer experience.
Many organizations jump right to content delivery when thinking about effectively enabling sales, but the five steps outlined in this comprehensive guide are imperative in delivering sales content successfully:
- Optimizing your content repository
- Employing contextual search
- Enhancing content analytics
- Creating dynamic content
- Expanding content distribution
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Building an End-to-End Sales Enablement Strategy
Sales enablement is a complicated area of discipline. It is defined differently depending on your industry, role or company size. Because it is a relatively new area of sales, sales enablement is an ever-changing and developing industry.
Forrester 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 of investment of the selling system.”
That is a lot to digest. At Seismic, we believe that these valuable sales conversations aren’t possible without having an end-to-end sales enablement strategy that is fueled by the best possible sales content. End-to-end sales enablement involves six major components necessary for an effective sales enablement strategy:
This holistic, end-to-end approach to sales enablement will help you improve the behind-the-scenes of content creation and organization, so that you can deliver the best content for sales reps exactly when and where they need it, creating the best possible customer experience. Many organizations jump right to content delivery when thinking about effectively enabling sales, but the five preceding steps are imperative in delivering sales content successfully.
This guide introduces the six major buckets in the framework above, and how your company can create the most effective end-to-end sales enablement strategy. We will discuss each at length, including:
• The challenges companies typically run into at each stage in the process
• Why each stage is imperative to a successful sales enablement strategy
• How you can ensure your company is executing each stage perfectly
We hope that at the end of this guide you are ready to execute an unstoppable end-to-end sales enablement strategy!
1. Optimizing your Content Repository
As suggested above, the best sales enablement strategy starts with a quality content repository. First and foremost, marketing needs to be able to view all content through a single lens, and make the right content easily available to the right people.
Challenges companies experience
There are many disadvantages to having an underperforming content repository. It leads to marketing and sales inefficiency, which means a disjointed sales process, longer sales cycles, increased churn, and lost deals. The most common challenges companies run into with a poor content repository are below.
Sales reps waste time searching for the “right” content
As stated before, sales reps have difficulty finding appropriate, relevant content when their repository or repositories are difficult to navigate, and only 41% of their time is spent selling. This eventually leads to a decrease in overall revenue. With content dispersed among multiple libraries or sources, it can be tedious to search them all for the one thing a rep needs.
Sales reps create their own content, or use outdated/irrelevant content
As a result of not being able to find what they need, sales reps will create their own content or use unrelated content in selling situations. When reps make their own off-brand and off-message content or use stale, irrelevant content, a company’s credibility and professionalism are on the line.
Marketing is stuck putting out fires and creating one-off materials for every sales meeting
When sales reps are dealing with a less-than-optimal content repository, they get frustrated with the inability to locate the content they need. This means that they will expect marketing to create one-off presentations and materials for each sales call. This forces marketing to create single-use materials, which is an extremely inefficient use of marketing hours.