Getting Ahead in Your Sales Enablement Role

 

You’ve just been promoted to be the new Head of Sales Enablement. Now you’re tasked to take over a function that once belonged to marketing. Your organization has veered into a content driven account management program and implemented a sales enablement tool to use with your CRM platform. What was once five years away is here. It’s now, and it’s showtime.

 

Download our Sales Diagnostic Tool Kit. This modern sales enablement tool allows you to pull up relevant content on an account level basis to assist your reps with a real time talk track, industry information, and up-selling & cross-selling opportunities. Your C-Suite is convinced that sales enablement will transform into revenue enablement.

 

Creating a Framework for Your Content Library

 

Heavy is the head that worries, and now your head is heavier than you ever remember. You’re now carrying this unexpected load which, quite honestly, feels a little bit like carrying a dead log on your shoulders. Just. Dead. Weight.

 

You think to yourself, “We’ve got content, but our library has never heard of the Dewey decimal system, it is disorganized, un-categorized, and I am totally un-synchronized.”

 

So, what do you do?

 

Panic? Sure, that’s an option, but so is choosing to fail. Do nothing? Inaction in your circumstance is bound to get noticed. Do something? YES!

 

But what?

 

Focus. Focus on your key accounts, they are of most importance. Segment your high revenue accounts, and to align with your sales strategies. Start by talking to your account managers to see what’s out there in the field. Categorize your accounts into growing, stagnant, and ones in decline. Focus on the growing ones and take an outside in approach, what do these accounts value the most right now? Then reach into your content library to find collateral that may be of use. If you can’t find it, create it. 

 

Sending a clear and concise message across a varied set of accounts isn’t easy, you will need to come up with a framework that can streamline the content and delivery. You will need to answer two questions, why should the buyer care, and what does the buyer care about? The latter of which is easy to attain, ask your account managers directly. Find out the responses, and then role play the talk track with your account managers to ensure that they agree and can pivot within the framework with ease.

 

Now that you have the knowledge to address those questions, you will need data to back it up. Rummage through outside publications, and the web for empirical evidence. Speak with your company’s SMEs, industry experts, and co-workers to help you validate the points you’ll be making to your key accounts.

 

Executing Your Sales Enablement Framework

 

Once  you have a framework and have some content that you can leverage, it’s time to organize that library. Forget the Dewey decimal system and say hello to meta tags and content uploads. The exercise may sound daunting, but it’s as simple as affixing ID tags to your content within the Sales Enablement tool. The next step is to categorize your key accounts with those ID tags. The next time your account manager is in the CRM platform and looking at their key accounts, the content you created will pop-up for their reference.

 

 

As you create more content for your library, it’s important to remember that the purpose is to make the selling process more streamlined. Creating content for content’s sake reduces the clarity in your account manager’s positioning statements and causes confusion for both the customer and the account manager. The content needs to be systematized not just technically, but verbally as well. It’s up to the account manager to add his or her colloquial flare, but crux of the content, and its supporting evidence falls on your shoulders.

 

Welcome to the world of real-time revenue enablement, where your account managers no longer must spend time and effort researching accounts independently prior to a customer interaction. You’ve enabled them to do their jobs in a more efficient manner; allowing them to be more productive. The account managers can get more at-bats and have meaningful information at their fingertips. You created a framework where the sales pitch addresses what the buyer wants, and why they should choose your organization, and you backed it up with evidence.

 

Congratulations, you’ve done a great job of converting marketing content into revenue enablement.

 

Download our Sales Diagnostic Tool Kit. This modern sales enablement tool allows you to pull up relevant content on an account level basis to assist your reps with a real time talk track, industry information, and up-selling & cross-selling opportunities. Your C-Suite is convinced that sales enablement will transform into revenue enablement.

 

 

Additional Resources

 

Schedule a working session at SBI’s Studio. 

 

Located in Dallas, TX, our facility offers state-of-the-art meeting rooms, lounge, full-service bar, and a studio used to tape our TV shows. SBI provides the location and facilitators, all at a compelling price point.

 

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ABOUT THE AUTHOR

Adrian Mussanna

Leverages expertise in digital marketing and analytics to help clients make their number.

Adrian leverages his venture capital and digital consulting background to help clients implement achievable solutions in an era of digital disruption. His experience in scaling start-ups across multiple verticals gives him the ability to apply achievable data-driven solutions. His focus is on helping clients execute the emerging best practices needed to succeed where the point of sale starts at digital discovery.

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