Should_Sales_Enablement_be_Part_of_Your_New_Sales_Strategy

Yes!  Sales Enablement is a critical part of your new sales strategy.  Sales Enablement is the vehicle for execution and adoption.  Your sales strategy is ‘stuck’ without Sales Enablement.

 

SBI’s latest Research Report finds that 78% of Sales Organizations have the wrong sales strategy.  So revisiting your existing strategy is the right thing to do.

 

A sales strategy is an operating plan for sales.  Without all of the components of the plan, there is a high likelihood of failure.  Let’s use an analogy.  Compare your sales strategy to a car.  With all of the parts working in unison, the car works great.  Sure, some components are more important than the others.  But remove the tires and your car is useless.  It won’t take you anywhere.  Sales Enablement is the ‘tires’ in this analogy.  You can have the best, newest, fanciest car in the world.  But without the tires, the car will just sit there.  Your sales strategy won’t take you anywhere without Sales Enablement.  So how do you get that car on the road?

 

Execution

You are implementing a new strategy to enhance the performance of the sales organization.  Or you are trying to enter or capture a new market.  No matter the reason, the fact is you are doing something new.  How does that impact your current sales organization?  Drastically, is the answer.  If you aren’t enabling the sales team to be successful, they won’t be.  How do you know if you are executing via Sales Enablement?  Answer some of the questions below:

 

  1. How do you define Sales Enablement within your organization?
  2. Do you know your objectives for your Sales Enablement team?
  3. Where does Sales Enablement live and who owns it?
  4. How do you prioritize your Sales Enablement programs?
  5. How do you develop content needed to enable the sales team?

 

Those are just a few examples.  Execution is knowing what to do, when to do it and who is doing it.  Are you producing the following?

 

Right Content > Right Time > Right Person > To Progress a Sales Opportunity.

 

If so, great, you are heading in the right direction.  If not, then you are not executing.  If you aren’t executing, you will miss the number.

 

Adoption

Millions are spent every year on sales programs that do not get adopted.  Why invest time and money in a strategy if it’s not going to be adopted?  Sales Enablement is your answer.  Is the Sales Enablement team implementing programs to drive adoption?  More of the same will result in more of the same.  Meaning, the rollout with a speech at SKO and ad-hoc trainings doesn’t work anymore.  The sales team becomes numb to the constant flow of ‘new and improved.’  The danger there is that the sales reps will just execute as they see fit.  Below are some examples of Sales Enablement programs you should be implementing:

 

  1. Gamificaiton
  2. Sales Certification
  3. Sales Playbooks
  4. New Hire Fast Ramp
  5. Custom Sales Training
  6. Global Sales Training
  7. Sales Enablement Technologies

 

Again, if you have these programs is place, then you are on the right track.  If not, then your strategy is in jeopardy.  Adoption is critical.

 

Execution and adoption are not the only components to a successful sales strategy rollout.  But again, the strategy will be tough to get off the ground without them.  So what now?  Download this report and read the latest sales strategy research.  Sales Enablement even has its own section.  You can then schedule a 90 minute workshop to review the research. You’ll also be able to identify where you have gaps in your current strategy.  At the end of this session, you’ll find out if you’ll make the number.  Don’t let your new strategy fail.  Sales Enablement is a major component to your success.  Ensure that your new strategy will take you where you need to go.

ABOUT THE AUTHOR

Eric Estrella

Helps clients grow by creating innovative go-to-market strategies.
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Eric specializes in helping clients solve some of the most prevalent go-to-market problems in today’s complex selling world. He is an expert in many industries including software, telecommunications, ecommerce, manufacturing and technology. He helps them align strategies and develop go-to-market programs to lower the cost of customer acquisition and increase customer lifetime value.

 

Recently he developed corporate, product, marketing and sales strategies for an emerging telecommunications solution provider that resulted in a quadrupling of revenue and EBITA in two-year span.

 

Eric’s background in strategy, sales operations and enablement allows him to provide thought-leadership in emerging best practices in sales and marketing.

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