Sales enablement has proven to be a unique, cross-functional role that consists of multiple features that need to be adapted to suit your company’s’ needs. For this article, let’s focus on a few sales enablement fundamentals.

Don’t confuse sales enablement with sales-skills development

Sales Enablement is a strategic discipline that aims to empower your customer-facing teams. Enablement requires the appropriate and effective use of tools and technology. 

Enablement also requires the orchestration of the planning processes – to coordinate the creation and delivery of the right enablement services. It is a continuous process of ensuring that your sales force and customer-facing team receives the appropriate content, coaching and training needed to have effective engagement with your customers and buyers along their entire journey with your company.

Why is sales enablement a strategic discipline?

Proper application of a sales enablement function will positively impact your executive leadership through your front-line customer-facing employees. Every person or stakeholder involved in your revenue engine is a customer of your enablement initiatives. Through this vast access to inputs and perspectives, you can enable the full scope of your revenue-generating teams.

Enablement initiatives can trigger an increase in win rates and deal sizes, improve customer satisfaction, accelerate revenue, reduce sales cycles and onboarding time, and impact time to the first deal/ quota. Your enablement team or leader needs to understand: the core competencies of your company, core organizational obstacles, as well as the critical pain points and goals of your stakeholders. 

You must align your sales enablement strategy with the overall business objectives to achieve these goals and create long-term success.

What is behind the customer-facing force?

The mindset of the modern seller focuses on their customers and buyers. Recent findings from PDAgroup’s survey on Sales Enablement in Europe show around 30% of companies are in the process of aligning their sales processes to their buyers’ and customer’s journey. Your enablement initiatives should be designed along the revenue engine’s full cycle and tailored to serve and drive collaboration between the sales, marketing, and customer success teams. 

In this way, a consistent and value-driven customer experience results.

Using the right technology

One of the main pillars (as described in the recent PDAgroup Sales Enablement whitepaper) is the cross-functional use of collaboration and communication technologies. Several sales enablement platforms currently offer various functions such as content management, content storage, CRM, and virtual training and coaching tools. The purpose of integrating these tools into your processes is to establish a standardized sales process across the entire buyer and customer journey, build a single source of truth and knowledge and ensure the sharing and distribution of insights across your teams. 

Technology should remove burdens off your salespeople’s shoulders, automating processes when possible to help support their efficiency and allow them to focus more on the customer experience. Ultimately, technology should guarantee that your customer-facing teams consistently deliver valuable customer experiences.

Orchestration is important to Enablement success

As previously mentioned, Enablement has the potential to impact the entire organization. The alignment and orchestration of these efforts are crucial to their overall success and acceptance within your company. 

For orchestration to succeed, you must have an open environment where all your company stakeholders feel comfortable to voice their opinions, observations and collaborate. Individuals should feel supported in their ongoing journey of learning and career development within your organization. A guide to achieving this may include:

  • Evaluating your company’s current position
  • Drawing up a plan based on these insights
  • Implementing a tool to communicate and share

a) insights from customer conversations and

b) content between sales and marketing teams

  • Utilizing virtual and face-to-face environments to coach and train all stakeholders
  • Navigating through business objectives using shared and department-specific KPIs within the customer-facing force
  • Continuously observe for opportunities to develop or redevelop (restart the process with a new plan)

When you undertake a business strategy such as Sales Enablement, you need to do your research and build your understanding of how it will help you achieve your goals. 

It can be daunting.

However, suppose you begin with an understanding of the essential elements of an Enablement function. In so doing, you have a better chance of getting buy-in across your business and maximizing this investment value.

Dive in and start this journey to support the valuable individuals that make up your customer-facing force.

I am taking time to do more writing on Enablement, and I would love to get your input. If you have a topic you would like me to write about; please let me know. I am looking forward to providing you with valuable content and being a part of your Enablement journey.

Interested in reading this in German?

Britta Lorenz
Britta Lorenz

Passionate to enable B2B Sales Leaders and organizations to create their symphony for success.
I lead the DACH chapter of WiSE (Women in Sales Enablement) as I am an active supporter of women in leadership, mentorship, and coaching of other women in business.

As a business consultant, I advise organizations and individuals around the globe. My focus is on sales enablement as a means to accelerate growth and as an instrument that brings your performance to the next level.

My empathetic nature allows me to design the right environment that inspires people to thrive.
I have a passion for excellence in execution of sales enablement, am an ambassador for lifelong learning, and leverage digitalization as a driver for transformation and success. I don’t shy away from challenges, but rather they push me to my personal next level.

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