Sales Enablement vs. Marketing – Why do I need them both?
Are you still confused about the differences between Sales Enablement vs. Marketing and unsure why you would need both?
Sales Enablement vs. Marketing – What does each do?
Let’s begin with Marketing as we’ve covered Sales Enablement in great detail elsewhere.
What is marketing?
According to the source, the American Marketing Organization (AMA), marketing is defined as:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
That definition is a bit too esoteric for our conversation. For this article, we will think of marketing as the organization that creates great content, messaging, and experiences that can be used internally by customer-facing teams and externally by prospects and customers to understand our businesses, solutions, and products.
That helps set a baseline against which we can compare why both functions are needed.
Marketing teams focus primarily on writing two types of content:
- Search Engine Optimized Content which enables people to find you via Google, Bing, and other search engines.
- Lead generation content that helps your teams acquire more customers and upsell/cross-sell more to existing customers.
This content is written in high-level, broad terms to appeal to the largest audience possible.
While this is a gross over-simplification, it is also reasonably accurate for most companies.
So, why do you still need Sales Enablement?
Your Enablement team provides three critical functions in this area:
- They translate the high-level marketing messaging into content for specific use cases and pain points. This translation allows your sales reps to apply relevant messaging at the opportunity level, across the various personas they encounter, and at multiple points in the buyer journey.
- They identify specific training needs to reinforce the messaging, why it is essential, how to use it, and when
- The Enablement also curates the content to ensure sales teams are not overwhelmed by the volume of content flowing their way. The Enablement team filters the best content for sellers.
Is it really marketing vs. Sales Enablement?
My hope with this article is that you can best understand why you need both functions, working collaboratively, to support your prospects and customers as they partner with you to overcome their business challenges.
Helping Enablement Practitioners and Leaders Succeed
Living Enablement as a practitioner and as a leader. I’ve seen the confusion and frustration that many practitioners live. From working in other areas of the business, I’ve also seen the genuine need for the capabilities that enablement provides.