article | March 16, 2017
Who Owns Sales Enablement - Sales or Marketing?
A well-established Sales Enablement team is key to improving sales skills. It’s also key to better execution and closing more sales. But figuring out where Sales Enablement fits into an org chart can be challenging. Does it belong in sales or marketing? It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 to access a revenue growth methodology to hit your number quarter after quarter, and year after year.
In any situation, consider these three questions to make the right decision for your company.
1. Where does the sales enablement budget live?
A sales training and enablement team will be more effective where it’s well-funded. Sales enablement requires investment to create deliverables, training and infrastructure. Consider assigning it to the same manager that’s funding it.
Ultimately, ensure that Sales Enablement isn’t given tasks but starved of budget. It makes sense to place Sales Enablement with the manager with the budget.
2. Where can Sales Enablement best serve the entire organization?
Sometimes there are multiple sales directors serving multiple audiences. In these cases, Sales Enablement often gets assigned to the director with the most responsibility. This can have adverse effects, including:
Place Sales Enablement where it is best able to deliver to the entire organization. This might mean assigning them to a smaller team with more budget flexibility.
3. Is Sales Enablement aligned with sales force maturity?
Assigning a mature enablement lead to an immature sales team will cause conflict. Your Sales Enablement team can best deliver to groups that are of similar maturity.
Take a look at the following Sales Force Maturity model.
Sales Enablement can’t successfully support groups that are disparate in maturity. Each group in this maturity model will have unique needs. Sales Enablement will need to support each group in unique ways.
There is a solution for this, though. Create a Center of Excellence team to bridge the maturity gaps.
A Center of Excellence can help standardize enablement deliverables. It can help match the right sales enablement lead to the right sales force. It can also bring a lower-maturity sales force to a higher maturity, quicker.
A Center of Excellence works particularly well when supported by a sales/marketing combination lead.
Close More Sales with a Well-Placed Sales Enablement Team.
A supported, well-funded Sales Enablement team can deliver better training to your sales force. Their critical services improve your organization’s sales skills and results in closing sales. Place the Sales Enablement team in the right spot on your org chart. This will ensure better results and better alignment with the sales force.
As a resource, listen to a recent podcast titled ‘The Secret Sauce of Sales Enablement‘ where VP of Sales Andy Panos provides a valuable use case of sales enablement excellence.
Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:
Imagine the following: As you scroll through social media, you come across an ad. Not just any ad th...
Digital Sales Transformation Has Accelerated: There is no debate that COVID-19 acceler...
SBI recently held its Spring Growth Advisory Board meeting where less than a dozen market-leading Pr...
As the calendar has turned to 2021, top-tier NFL teams are preparing for deep runs in the playoffs. ...
Culture—the ultimate 21st-century corporate buzzword. Most agree it’s important, some un...
At SBI’s most recent Sales Advisory Board meeting, market leaders from a variety of industries...
On today’s special edition of the Revenue Growth Help Desk, we celebrate Women’s History...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.