Sales Enablement 101: Treat Salespeople Like Customers

Sales Enablement 101: Treat Salespeople Like Customers
Savvy Guest - Mon Jun 06, 2011 @ 06:00AM
Comments: 141

We're pleased to present this guest post by Jody Canavan, president of Launch International. If you're tasked with enabling your JodyCanavan-accentimage.pngsales force, read on for ideas you can glean from successful demand-generation initiatives.

For more than two decades, I've made my livelihood supporting salespeople. Twenty-five years ago, I was known as the product manager who could be counted on to launch products and provide salespeople the tools they needed to find, cultivate and close deals in the shortest possible time-frame. They sold my stuff because they knew I'd make sure they knew theirs. Salespeople don't like to look stupid, and they don't have time to waste.

I've always fundamentally believed that your salesperson is your first and most important customer. As such, when I think about enabling sales, I think about employing many of the same strategies used to engage customers. In fact, sales enablement professionals can learn a lot from their demand gen colleagues.

Nurturing Sales

The true test of sales enablement success is measured in sales performance, not only in dollars, but also by how salespeople perform across each stage of a selling cycle. That means crossing pre-defined checkpoints efficiently and effectively, leveraging resources and removing obstacles along the way.

Much has been documented recently about mapping sales tools to selling stages to ensure content coverage. (That's something we've done for years.) But one thing many organizations have yet to recognize is the similarity in this process with the one used to acquire customers. In fact, the strategies we use to nurture prospects along a defined path are directly applicable to how we enable salespeople in complex selling environments.  And by applying some of the same methods, marketers can monitor and move specific solution areas into top-of-mind positions across specific types of sellers, and based on organizational goals.

The graphic below shows a typical buyer's journey from awareness through repurchase stages. The top section represents marketer stages and the bottom section represents seller stages.

JodyCanavan-graphic.png

Putting Down the Sales Tool Fire Hose

Consider a customer acquisition strategy that might include:

  • Prospect segmentation
  • The development of target personas
  • Sliced and diced databases
  • Testing and measurement plans
  • The development of multi-tiered messages and multi-touch strategies, such as those involving social media, direct mail, telemarketing, and events
  • And more

Then compare it to a typical sales enablement effort where sellers are blasted by the sales tool fire hose at time of product/solution launch. The tools are created using a "one-size-fits-all" approach to playbooks, battlecards and scripted presentations (for example) without regard for the type of seller they are, their role in the sales process, the other things they also sell or the level of product/solution knowledge expected. That's like sending every campaign element to a prospect in a "one and done" blast and expecting them to buy.

Building Best Practices

While many organizations are just beginning their sales enablement journey, more mature ones realize that the days of one-size-fits-all enablement are gone. And, such strategies as seller segmentation and seller nurturing are as important to the enablement process as buyer segmentation and lead nurturing are to the customer acquisition process.

Some questions to ask yourself:

  • Have you established a sales enablement program?
  • Do you have documented processes and best practices in place?
  • Have you mapped your sales enablement assets across your organization's documented sales process?
  • Have you worked directly with sales to understand what your sellers need and want?
  • Does your organization have different types of sellers performing different roles in the process? If so, do you tailor enablement tools specific to their role?
  • Do you provide sellers with a suite of enablement tools at solution launch, or disseminate tools over time?
  • What mindshare tactics do you use to keep solution information fresh for sellers?
  • How many different forms of media or different types of venues have you used to provide information to sellers?
  • Are your demand gen campaigns synchronized with the conversations sellers are having with prospects?
  • Do you track tool usage and retire unwanted or underutilized assets?

Because sales enablement is a new discipline within most companies, building best practices can be a challenge. (In fact, there are more than 1,600 sales enablement positions open right now.) Remember that some of the best sales enablement talent could be right down the hall in the demand gen department.

What's your formula for enabling sales?

*Image source: https://secure.gettyimages.com/detail/85406908/OJO-Images

About the author: Jody Canavan is founder and president of Launch International, a sales enablement content firm dedicated to the technology sector. Jody and her team provide messaging, asset framework design and content development services to the industry's biggest and brightest companies. A featured speaker for academic, community and corporate settings, you can read Jody's blog posts on the Launch International site and follow her on Twitter at @JodyCanavan.

Comments: 141

Comments

101. druv  |  my website   |   Mon Apr 09, 2018 @ 04:27AM

<a href="http://www.redbrickshop.com//">ethnic sarees online
</a>Red Brick Shop is India's largest sarees online shopping store where you can get wide collection of latest and fancy kalamkari sarees, cotton kalamkari sarees online and many more. Get the Free shipping on order value 1000 rupees & above.

<a href="http://www.redbrickshop.com//">silk dupatta online
</a>are the best place to buy saree ,silk dupatta and fashoin jwwellery.

<a href="http://www.redbrickshop.com//">chanderi sarees online
</a>Here you can discover the best chanderi sarees.

102. druv  |  my website   |   Mon Apr 09, 2018 @ 04:28AM

<a href="http://www.redbrickshop.com//">ethnic sarees online
</a>Red Brick Shop is India's largest sarees online shopping store where you can get wide collection of latest and fancy kalamkari sarees, cotton kalamkari sarees online and many more. Get the Free shipping on order value 1000 rupees & above.

<a href="http://www.redbrickshop.com//">silk dupatta online
</a>are the best place to buy saree ,silk dupatta and fashoin jwwellery.

<a href="http://www.redbrickshop.com//">chanderi sarees online
</a>Here you can discover the best chanderi sarees.

103. aaa  |  my website   |   Fri Apr 13, 2018 @ 04:14AM
104. Kim   |   Fri Apr 13, 2018 @ 05:57AM

Prior to beginning the MyBKExperience survey, prepare https://mybk-experience.com Miami-Dade County, Florida, was founded in 1953 as.

105. fender   |   Sat Apr 14, 2018 @ 03:57AM

iTunes isn't really just music software iTunes is the software application. https://itunesaccountlogin.com Passwords of greater than one email address various other sharable material others.

107. Pari  |  my website   |   Thu Apr 19, 2018 @ 03:28AM
108. aaaa  |  my website   |   Fri Apr 20, 2018 @ 05:48AM
109. aaaa  |  my website   |   Mon Apr 23, 2018 @ 03:35AM
110. xgnf  |  my website   |   Fri Apr 27, 2018 @ 12:02AM

https://quizwave.in/

<a href="https://quizwave.in/">quiz wave</a>

<a href="https://quizwave.in/">quiz questions</a>

Best online Exam & Practice test software. QuizWave is a online examination software where company, institutes and organizations can conduct the online test or exam. It is powerful and easy-to-use, you can create exam designer any type of quiz, test or exam, simple to sophisticated can be created within minutes

111. Bloxorz   |   Mon May 14, 2018 @ 09:18PM

I am very interested in medical issues.

112. independence day status  |  my website   |   Mon Jun 04, 2018 @ 03:55AM

It is very nice blog

113. thien  |  my website   |   Mon Jun 11, 2018 @ 11:32PM

very nice artilce

114. thien  |  my website   |   Mon Jun 11, 2018 @ 11:33PM

very nice artilce

115. roan  |  my website   |   Tue Jun 12, 2018 @ 09:10AM

SnapTube Youtube downloader is the best entertainment app which allows us to download Youtube videos for free in HD. - https://snaptubehd.xyz

116. fmovies   |   Thu Jun 21, 2018 @ 04:00AM
117. fmovies   |   Fri Jun 22, 2018 @ 06:57AM
118. Fmovies  |  my website   |   Sat Jun 23, 2018 @ 01:21AM
119. Fmovies  |  my website   |   Wed Jun 27, 2018 @ 07:03AM
120. Akash Industries  |  my website   |   Mon Jul 02, 2018 @ 03:54AM

Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> buy cutting tools online</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> Abrasive Tool Suppliers</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> buy carpentry tools online</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> carpentry tools online</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> Stainless Steel Door Handle In Delhi</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> stainless steel door handle price</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> Iron Mongery price</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> buy ironmongery online</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> ironmongery tools online</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> brass door kit</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> brass door handles</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> PLATES SHEARS</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> gauge measurement tools</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> Calipers tools</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> Watchmaker Tools</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> jewelry making tools wholesale</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> jewelry making tools kit</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> milling machine cutter</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> vices tools</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> MILLING MACHINE VICE india</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> drilling vice</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> MAGNETIC QUICK CLAMP</a>
Akash Industries is one of the leading Manufacturers <a href="http://www.akashindustries.in/"> MAGNETIC ADJUSTABLE LINK</a>

121. Filmywap  |  my website   |   Mon Jul 02, 2018 @ 03:56AM

Watch full Bollywood movies<a href="https://www.filmywepmovies.tk/"> Filmywap</a>
Watch full Bollywood movies<a href="https://www.filmywepmovies.tk/"> Filmywap 2018</a>
Watch full Bollywood movies<a href="https://www.filmywepmovies.tk/"> Filmywap Movies</a>
Watch full Bollywood movies<a href="https://www.filmywepmovies.tk/"> Filmywap 2017</a>

122. filmywap  |  my website   |   Tue Jul 03, 2018 @ 07:23AM
123. filmywap  |  my website   |   Thu Jul 05, 2018 @ 02:18AM
124. spices in gopeshwar  |  my website   |   Thu Jul 05, 2018 @ 05:13AM

<a href="http://gtcfresh.com/">spices in gopeshwar</a> Ghumman Tradex Corporation Pvt. Ltd. is a locally owned and operated wholesale and manufactured Distribution Company owned by M.D. MR. AMARDEEP SINGH . Our head office is located in Bilaspur, Rampur (UP). Ghumman Tradex Corporation Pvt. Ltd. is the largest manufacturer to Independent Grocers like tea, Tea, pulse etc. in India.

125. 15 August Speech   |  my website   |   Fri Jul 06, 2018 @ 07:09AM

Thanks

126. tamilyogi  |  my website   |   Wed Jul 11, 2018 @ 07:06AM

<a href="https://tamilyogi-2018.blogspot.com/">tamilyogi</a>Tamilyogi is a website for all tamil movies lovers. People love tamilyogi because it is big brand for tamil moives and all the latest movies are update daily on this website.

127. filmywap   |  my website   |   Wed Jul 11, 2018 @ 07:06AM

<a href="https://play.google.com/store/apps/details?id=movie.filmywap2017.filmywap">filmywap</a>Filmywap is a Application for all bollywood movies lovers. People love Filmywap because it is big brand for Hindi moives and all the latest movies are update daily on this Applicatio

128. bloxorz  |  my website   |   Tue Jul 17, 2018 @ 03:08AM

An article on business really meaningful

129. online exam demo  |  my website   |   Tue Jul 17, 2018 @ 04:53AM

<a href="http://quizwave.in/">online exam demo</a> QuizWave is the last on-line examination system you'll ever need! With our simple check maker you'll created your own participating exams that work any quite issue level.

130. phptrainingingurgoan  |  my website   |   Wed Aug 08, 2018 @ 12:19AM

<a href="http://eweblabstraining.com/">php training in gurgoan</a>
<a href="http://eweblabstraining.com/">php training in delhi</a>
We have partnership with companies, industries and individuals for their needs, providing training and skill
development programs with live projects that helps working professionals and fresher’s to achieve their career
goals. Now a days, getting a good job is as difficult as beating the crowd because being in the corporate world
demands a lot from the applicant because every company wants a skilled and trained professional.

131. faiq ahmed   |   Wed Aug 08, 2018 @ 04:58AM

Thanks For sharing a nice article really such a great site
https://halloweencostumesideasfor.com/

132. Happy Halloween Images  |  my website   |   Fri Aug 10, 2018 @ 12:46AM

http://halloweenpumpkinpatterns.com It is generally trusted that numerous Halloween conventions began from Celtic gather celebrations that may have agnostic roots, especially the Gaelic celebration Samhain, and that this celebration was Christianized as Halloween. A few scholastics, in any case, bolster the view that Halloween started freely as an exclusively Christian occasion.

135. Silver Service Taxi Melbourne  |  my website   |   Mon Aug 20, 2018 @ 01:02PM

Melbourne Airport Taxi &Cabs. Book taxi Melbourne Online or call 0390882016 or Send SMS on 0468384760.Silver Service Taxi Melbourne Provide No:1 Taxi Service all over a Melbourne.

136. Shyam verma  |  my website   |   Wed Aug 29, 2018 @ 03:02AM

<a href="https://quizwave.in">online quiz</a>
Quizwave is an online exam software for coaching institute, colleges, university, and can be accessed on laptop, tablet, mobile phone.

137. Cosine Rule   |   Wed Aug 29, 2018 @ 06:07AM
138. Percentage Increase Formula  |  my website   |   Tue Sep 04, 2018 @ 04:51AM
139. Percentage Increase Formula  |  my website   |   Tue Sep 04, 2018 @ 07:10AM
140. Percentage Increase Formula   |  my website   |   Sat Sep 08, 2018 @ 02:12AM
141. Percentage Increase Formula   |  my website   |   Sat Sep 08, 2018 @ 07:48AM
1 3 Next
powered by Doodlekit™ Free Website Builder