SALES ENABLEMENT

“If I had to choose between generating demand or equipping the sales team to convert it, I’d go for sales enablement every time”

“The most important factor in buying decisions isn’t what you’re selling, it’s how you sell”

AGENDA

The sales enablement opportunity

Our methodology

Examples in practice

Business case

For sales

For marketi

ng

For the busines

s

What if your salespeople could be ready to sell propositions in half the time?

What if you were producing sales enablement materials that actually got used?What if you could be confident that your propositions really stand out to buyers?

A SELECTION OF PROBLEMS…

It takes too long to…

…onboard new salespeople …take new

propositions to market

…equip sales for new approaches (like challenger or consultative selling)

A SELECTION OF PROBLEMS…

As many as 90% of marketing assets aren’t used by sales

A SELECTION OF PROBLEMS…

Opportunities from marketing campaigns don’t convert into deals

THE VIEW FROM SALES:

”You have to wade through a ridiculous amount of information.”

“We get reams and reams of PowerPoints, documents and information. We need to pick out what the customer is after.”

THE VIEW FROM SALES:

“We have masses of content but it feels like it’s disguising the fact that we don’t have a clear point of view that the customer should care about”

THE VIEW FROM SALES:

“I’m given leads and meetings about things that we’re not equipped to sell.”

OUR METHODOLOGY:

Build a clear proposition worth talking about

Produce the right tools and assets that sales need (to educate and sell)Make sure that sales can find and use all the materials

Join up marketing campaigns with sales enablement

Drive it all as a single integrated programme

PROPOSITIONS WORTH TALKING ABOUT:

Bring together audience insight, market trends and proposition info into a single mind

PROPOSITIONS WORTH TALKING ABOUT:

Then develop a clear, single-minded way of talking about it

PROPOSITIONS WORTH TALKING ABOUT:

SALESFORCE’S CUSTOMER COMPANY VIDEO

THE RIGHT SALES TOOLS AND ASSETS:

The best balance of internal education and external tools

Atomise and re-use content in different formatsMap the

assets to the audience buying journey

And make sure they work across platforms

THE RIGHT SALES TOOLS AND ASSETS:

EASY TO FIND AND USE:

The sales enablement portal should be

…straightforward

…collaborative (scoring/sharing)

…mobile-enabled

…well-communicated and up to date

SALES ENABLEMENT INTEGRATED WITH MARKETING CAMPAIGNS:

Going to market with the same propositions

Re-using content and messages

Creating a consistent audience journeyEnsuring sales are

ready to follow up leads

SALES ENABLEMENT INTEGRATED WITH MARKETING CAMPAIGNS:

THE BUSINESS CASE:

Speed to productivity of a new salesperson (e.g. from 6 to 3 months)

Time to market for a new proposition (e.g. from 3 to 1 months)

Conversion rate from leads to deals (e.g. from 10% to 20%)