If marketing and sales aren’t in sync – sales will suffer and the team will struggle. So break down those sales and marketing silos, squash the finger pointing about which side is to blame for the lagging numbers, and focus on getting your teams rowing in the same direction.
HubSpot says it’s “the process of equipping the sales team with the right knowledge and content for every interaction with buyers.”
Oracle says it’s the act of “providing sales with insights into buyer motivations, behavior, and activity to help boost their results.”
We say sure, all of that.
But Sales Enablement isn’t just what marketing does for sales. It’s also what sales does for marketing – ie: providing info and feedback that the marketing team can then use to generate better leads and create more effective materials for sales.
In short, Sales Enablement is a symbiotic relationship between marketing and sales that helps the organization achieve their goals, stand out from the competition, and close deals.
One thing Sales Enablement is not, is easy.
Aligning marketing and sales takes a lot of work. And even when you invest those hours, some still find it nearly impossible to align the content marketing produces with the stages of their sales process.
Deals get stuck in the sales funnel all the time. Leads request a proposal and are never heard from again, or they get up from the negotiating table and disappear forever.
Why? Well, that’s hard to say.
And that’s one of the biggest problems: Many organizations don’t know which campaigns are working and which aren’t.
One of the least surprising pitfalls of Sales Enablement is forecasting. You can’t expect a great batting average when predicting the future, but you should at least base your forecasts on data. Instead, many organizations seem to simply guess. Others let their agenda set the expectations.
Both cases can have devastating repercussions as bad forecasts mean bad plans and bad strategies.
The philosophy: Being helpful is very persuasive.
If you’re willing and able to help me before I’m even a paying customer, I’m going to assume you could help me a whole lot more if I hired you. And I would’ve come to that conclusion on my own – making it a much more powerful idea.