Executive Summary
The term sales enablement has become a common phrase amongst those seeking to enhance sales performance. The number of LinkedIn groups featuring this term in their titles has grown from 37 in 2012 to 233 in 2020. Numerous software companies, consultancies, and online resources now use the term in their names, descriptions, or value propositions. However, the meaning of sales enablement can vary depending on the context.
Sales enablement is a holistic approach, moving beyond mere sales training. It incorporates a combination of factors needed to support or enable sales success. This paper discusses how to effectively implement sales enablement to optimize return on investment (ROI).
Technical Background
The concept of sales enablement first gained prominence in the 1990s. It signifies the move towards performance-based training and sales performance support. It counters the assumption that training alone is sufficient for improving performance. While companies consistently invest in educating and training their sales professionals, the ROI of these investments largely relies on setting precise expectations and implementing a combination of supportive measures.
System Architecture
Sales organizations often fund a variety of interventions to accelerate results. These include online tools, coaching and manager development, aggressive incentive and reward systems, customer materials, outreach programs, and more. However, these interventions must be well-coordinated across silos to produce the desired results in the most cost-effective manner.
Implementation Details
Multiple stakeholders play a role in successful sales enablement implementation. These include sales trainers, sales managers, executives, and field operations groups. They collectively focus on business results such as sales revenues, sales efficiency, and customer retention.
Code Examples
While there are no specific code examples to provide in the context of sales enablement, it’s important to understand the concept of ‘coding’ or ‘scripting’ in sales. This refers to the development of a standard process or script that sales staff should follow. It’s a key part of sales enablement.
Performance Analysis
Successful sales enablement requires a detailed performance analysis. This includes measuring sales revenues, efficiency, and customer retention rates, and comparing them to industry benchmarks or company targets.
Security Considerations
Security is paramount in sales, particularly when dealing with customer data. It is crucial to ensure the secure transmission and storage of customer data, and to maintain customer trust.
Troubleshooting
Troubleshooting in sales enablement involves identifying and addressing issues in the sales process. This could include problems with training, resource allocation, or the sales script.
Conclusion
Sales enablement is a holistic approach which goes beyond simple sales training. It requires a coordinated effort across different departments and functions. Through proper implementation, it can significantly increase sales performance and optimize ROI.
