As a marketer, are you thinking you don’t have much to do with sales enablement, and that it is all about sales? Well, it may have been true a decade ago, but not anymore! A few years ago, sales and marketing worked in silos and while corporate marketing engaged in limited automation through the standard marketing automation tools such as email marketing automation, social media automation or drip marketing, sales didn’t have much to do with any of them. Sales teams, on the other hand, had their CRMs and sales asset management softwares to work with. But, guess what? This system no longer works! What high-performing companies are doing today to differentiate themselves from laggards, is to blend sales and marketing enablement seamlessly. Sales enablement IS marketing business too…and here’s why.
Eliminate content silos
When sales and marketing are disjointed, the content remains in silos. Marketing creates the content, shares with sales. Sales uses some of it, then creates some of its own, which marketing is never aware of and all this unapproved content floats around in the market. Sales enablement software bundled in with a strong sales and marketing asset management system can help you mitigate this challenge effectively by acting as a single platform for marketing and sales asset storage and sharing.
You know if your assets were really useful
Often times marketing teams complain that they lack the visibility into usage of assets they share with sales and sometimes, even leads. Sure, you created a great infographic, but did your audience like it? Did your salespeople share it with their prospects? How was the response? Modern sales enablement platforms offer you a lot of visibility into asset usage, asset performance and overall asset journey.
You can support direct and channel sales easier
Corporate marketing teams that have to support both, direct sales teams and channel partners are often strapped for time and resources to be able to do so efficiently. There’s a lot of content duplication between the two sales models and marketing ends up doing a lot of rework in terms of content, just because direct and channel are not on the same page. Deploying a sales enablement platform can help change this. However, there’s a catch. For it to really work, the sales enablement software you deploy should have the capabilities to enable both–direct and channel sales. If your company invests in point solutions that cater to direct and channel separately, content silos will still exist and marketing will still have to deal with the same challenges.
Interested in learning more about how sales enablement can work for you? Sign up for our upcoming webinar, Four Must-Haves for Winning in Sales Enablement, that we are co-hosting with SiriusDecisions on Tuesday, April 16, 2019, 01:00 PM ET /10:00 AM PT. Register right away!
Get first-hand insights into compelling benchmark data, customer case studies and must-have metrics for sales enablement success. Learn how high-performing organizations differentiate themselves from everyone else when it comes to the four essential sales enablement responsibilities
- Training
- Content
- Buyer engagement
- Analytics
[ninja_form id=25]
