Many managers equate sales enablement with sales training, but it’s much more than that, says Elay Cohen, CEO and co-founder of SalesHood, a provider of a sales enablement platform. Sales training is a subset of sales enablement. Thinking about it the wrong way reduces revenue impact. Cohen offers five reasons why sales enablement is more than just training.
Sales enablement is about go-to-market alignment. Getting teams to understand company priorities and articulate brand value improves customer experience.
Sales enablement shares the right sales content at the right time. Enabling our teams means we need to get them sales tools and content that maps to the buyer’s journey as they engage with prospects.
Sales enablement crowdsources win stories and successes. Motivate top performers to share their win stories and make them available to all teams to help increase the distribution of sales attainment.
Sales enablement creates a repeatable sales motion. Document a winning sales process and ensure everyone has the competence, confidence and content to execute it.
Sales enablement correlates sales activity to sales performance data. Knowing what sales activities are working and which ones are not and correlating them to sales performance data is the way to tie together a plan with outcomes.
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