Content is crucial in enabling sales success. If your sales reps don’t have the right resources to engage with their leads at various stages of the sales cycle, or if your potential customers can’t find the information they need from your site, you may risk losing that lead to your competitor.
In this #ContentChat, we were joined by Pam Didner (@PamDidner) – who recently released a book on sales enablement – to dive into what sales enablement is, why it’s important, and how your content and sales teams can align to decrease sales cycles and increase close rates.
Q1: So Pam, tell us… What Is Sales Enablement?
Sales enablement involves equipping sales teams with the resources they need to work more efficiently and increase success rates.
A1 Traditionally #SalesEnablement is onboarding and training. I expanded the definition to: “Deliver a positive customer experience by equipping sales with knowledge, skills, processes and tools through cross-functional collaboration to increase sales productivity.” #ContentChat— Pam Didner (@PamDidner) January 14, 2019
A1: Sales enablement is providing content and resources to help streamline the sales process and make it more effective. #ContentChat— Patrick Delehanty (@MDigitalPatrick) January 14, 2019
A1 Sales enablement is making sales self-sufficient so they don’t disrupt their selling by running to marketing #contentchat— Dan Goldberg (@Jonas419) January 14, 2019
I’ve used (and written) about this expanded definition of @SalesEnablement. It means:— Tod Cordill (@todcordill) January 14, 2019
1. Sales onboarding training
2. Providing and creating sales tools.
#1 is traditional, #2 was caused by digital tecnologies blurring the lines between sales and #marketing.
This increased sales efficiency should also lead to a better customer experience.
A1. When incorporated into a cohesive content strategy that spans the entire customer lifecycle, sales enablement content provides a more consistent storyline and value prop, and gives customers a better experience. #contentchat— Carmen Hill (@carmenhill) January 14, 2019
The exact phrasing is up for debate, but the meaning stays the same.
A1: Anybody else dislike the word “enablement”? What about “sales empowerment” or “sales acceleration”? #contentchat— Shelly Lucas (@pisarose) January 14, 2019
Or funnel greaser! #ContentChat— Maureen Jann (@SuperDeluxeMo) January 14, 2019
I’ll take “sales enablement” over “funnel greaser” in a hot minute… #ContentChat— Derek Pillie (@derekpillie) January 14, 2019
Or simply sales HELP? 😄 #contentchat— Judy Gombita (@jgombita) January 14, 2019
I agree that “enablement” is a fluffy (non) word.