Having a sales enablement program is great, but you better be doing it correctly. If your marketing and sales initiatives aren't based on planning and strategy, your company won't get the most out of your efforts. Here's how to not waste your time and close more sales by avoiding these common sales enablement problems.
Sales Enablement Problems
This article is not meant to talk you out of running a sales enablement initiative. We want to help you do it correctly. These are some of the most common issues companies have with sales enablement.
Marketing and sales not working together
Sales enablement helps your team close leads and grow your business. It ensures your sales team gets the best resources possible from the marketing team to close qualified leads. Your marketing and sales team need to be in-tune with each other. Marketing wants sales to close leads. Sales wants marketing to find leads. Remember, it's a mutually beneficial relationship.
Marketing and sales need to work together to determine your company's target audience. Everyone needs to be on the same page here. If marketing is creating content to capture the attention of "XYZs" and sales wants work with "ABCs," your company's growth is limited.
Content is a vague term. It can mean different things to different people. That being said, here are some examples. I'm talking about social media posts, emails, blogs, ebooks, case studies, product presentations and videos. Any material across any medium that's relevant and helpful to your audience.
Figure out how your content will be accessed and delivered. Your marketing folks worked hard to create compelling content and your sales team should know how and when to use it to effectively close leads.
I suggest creating a standard delivery method that ensures the content is provided to your leads at the right time and that the recipient knows how to access it. An email template with detailed login or download instructions will make it easy for the lead to get the sales material.
Don't trip over the same hurdles
If you're marketing and sales folks are communicating about content and content creation, they should also be tracking how leads progress through the sales process. Are leads consistently getting stuck in the same place in the sales process? Is the sales team dealing with too many unqualified leads? Are leads' pain points never fully addressed?
Reporting on how leads are progressing through your marketing and sales funnels will reveal any areas in need of improvement. Your people can then fix the issues because they know problems exist!
There's always something new to learn
Coaching and/or training can be key to unlocking your sales team's potential. Your salespeople need to be well versed in your products and your company's philosophy on selling.
A customer relationship management (CRM) program is an important asset that shouldn't be overlooked. A CRM lets companies manage leads and all of the data associated with them. You can easily track a lead's website activity, timeline, calls, emails, meeting, notes, etc. You can track closed deals and their size in an easy-to-see view.
When used effectively, a CRM can add transparency to your sales team, aiding in reporting. The key is making sure everyone is onboard with it. That's where some companies have issues. It may take a mandate from high up the company ladder to make sure everyone is using it and is doing it correctly.
How companies handle sales enablement varies
One company's success with sales enablement may not be repeatable for another. While you're researching how to get the most from your marketing and sales efforts don't be so quick to imitate or copy someone else's tactics. You're better off curating a custom plan specific to your business and people. If need any help along the way, let us know.