Sales enablement: encourage collaboration and increase sales effectiveness

1. SALES ENABLEMENT

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

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

4. AGENDA
The sales
enablement
opportunity
Our
methodology
Examples in
practice
Business
case

5. For sales
For
marketing
For the
business
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?

6. 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)

7. A SELECTION OF PROBLEMS…
As many as 90% of
marketing assets
aren’t used by sales

8. A SELECTION OF PROBLEMS…
Opportunities from
marketing campaigns
don’t convert into deals

9. THEVIEW 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.”

10. THEVIEW 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”

11. THEVIEW FROM SALES:
“I’m given leads and
meetings about
things that we’re not
equipped to sell.”

12. 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

13. PROPOSITIONSWORTHTALKING ABOUT:
Bring together audience
insight, market trends
and proposition info into
a single mind

14. PROPOSITIONSWORTHTALKING ABOUT:
Then develop a clear,
single-minded way
of talking about it

15. PROPOSITIONSWORTHTALKING ABOUT:
SALESFORCE’S CUSTOMER COMPANYVIDEO

16. THE RIGHT SALESTOOLS AND ASSETS:
The best balance of internal
education and external tools
Atomise and re-use content
in different formats
Map the assets
to the audience
buying journey
And make sure
they work across
platforms

17. THE RIGHT
SALESTOOLS
AND ASSETS:

18. EASYTO FIND AND USE:
The sales enablement
portal should be
…straightforward
…collaborative
(scoring/sharing)
…mobile-enabled
…well-communicated
and up to date

19. SALES ENABLEMENT INTEGRATED
WITH MARKETING CAMPAIGNS:
Going to market
with the same
propositions
Re-using
content and
messages
Creating a consistent
audience journey
Ensuring sales are ready
to follow up leads

20. SALES
ENABLEMENT
INTEGRATED
WITH
MARKETING
CAMPAIGNS:

21. 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%)