Sales Enablement Must-Do's | Veelo
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The document outlines the concept of sales enablement as a strategic process that enhances the effectiveness of client-facing employees through structured training and resources. It provides a framework for implementing sales enablement, detailing phases from initial establishment to advanced integration with technology and joint goals between sales and marketing. Additionally, it highlights common pitfalls to avoid during adoption and emphasizes the importance of aligning sales and marketing efforts.
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What is Sales Enablement?
• “A strategic, ongoing process that equips all client-facing employees with the
ability to consistently and systematically have a valuable conversation with
the right set of customer stakeholders at each stage of the customer's
problem-solving life cycle to optimize the return of investment of the selling
system.” – Forrester
• “[Focus on] the delivery of the right information to the right person at the
right time in the right format and in the right place to assist in moving a
specific sales opportunity forward” – IDC
Processes, tools, training and coaching to help salespeople
perform better](https://image.slidesharecdn.com/salesenablementmustdosfinal-160802233417/85/Sales-Enablement-Must-Do-s-Veelo-3-320.jpg)
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Sales Enablement Must-Do's | Veelo
- 1. Sales Enablement Must-Do’s Structure and Process Basics Brian Fravel VP of Marketing, Veelo @veeloinc @fravelb
- 2. 2 Agenda • Sales Enablement Definition • Sales Enablement Adoption Framework • Traps to Avoid
- 3. 3 What is Sales Enablement? • “A strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.” – Forrester • “[Focus on] the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward” – IDC Processes, tools, training and coaching to help salespeople perform better
- 4. 4 Common Problems Sales Enablement Solves
- 5. 5 Two Primary Benefits of Sales Enablement Productivity Performance • Save time • Reduce waste • Process efficiency • Improve internal alignment • Find new prospects • Close more deals • Close deals faster • Greater quota achievement A Good Sales Enablement Program Has Both Productivity and Performance Elements
- 6. A Sales Enablement Adoption Framework
- 7. 7 Key Elements of a Sales Enablement Program Technology Process Content Organization WARNING: Don’t Lose Sight That People Are at the Center of Your Solution
- 8. 8 A Basic Sales Enablement Framework Processes Content Technology Organization Onboarding Audit Information capture (eg CRM) Who owns sales enablement? Training Alignment to sales Automation (eg marketing automation) Resources & budget Coaching Delivery Analytics Role definition Lead scoring & hand-off Predictive technology Measurement The ‘Must-Do’s’
- 9. 9 Phased Maturity Model PHASE 1 • Establishing a formal sales enablement program PHASE 2 • Sales enablement function in place, missing elements PHASE 3 • On the way to world class, taking advantage of the latest technology
- 10. 10 Phase 1: Example End State Processes Content Technology Organization Formalized onboarding Defined content repositories CRM usage Sales enablement ownership Formalized training Sales / marketing alignment Marketing automation usage Budget Lead scoring & hand-off defined Marketing efficiency metrics Measuring activities, not results PHASE 1
- 11. 11 Phase 1: Must Do • Align sales & marketing • Agree on objectives and roles / responsibilities • Agreed upon lead scoring and hand-off process • Assign ownership and resources • Formalize key support functions • Onboarding, training and coaching • Consolidate content • Establish system(s) of record for latest content • Establish basic systems • CRM & marketing automation PHASE 1
- 12. 12 Phase 2: Example End State Processes Content Technology Organization Formal onboarding process Content repositories Good CRM usage Formal sales enablement role Formal training program Sales/marketing aligned Good marketing automation usage Budget Formal coaching program Content delivered via repository/portal Analytics for marketing efficiency Sales enablement roles defined and staffed Lead scoring & hand-off documented Using tech to provide attribution for marketing assisted revenue PHASE 2
- 13. 13 Phase 2: Must Do • Onboarding & on-going training viewed as strategic asset • Formal coaching program that is monitored with reward system • Lead scoring & hand-off jointly reviewed by sales and marketing on a regular basis • Audit content and align to sales stages/buyer’s journey • Use adjacent technologies to augment CRM and marketing automation • E.g., LMS, content management, sales productivity tools • Make strategic, revenue growth oriented investments in sales enablement organization, programs and tools PHASE 2
- 14. 14 Phase 3: Example End State Processes Content Technology Organization Onboarding & training programs include on-going reinforcement Predictive content delivery with corresponding coaching Predictive technologies for prospect & lead prioritization Sales enablement elevated at VP level Technology for virtual coaching Joint sales & marketing goals and rewards system Budgeting allocated on strategic revenue initiatives Predictive lead scoring Measuring content contribution to sales PHASE 3
- 15. 15 Phase 3: Must Do • Elevate Sales Enablement within the org and make it a strategic function • Invest in technology • Predictive leading scoring & content delivery • Virtual coaching • Deliver virtual coaching with content • Develop onboarding and training that includes post training reinforcement • Post training reinforcement • Measure specific content impact to sales • Revenue and movement through the sales funnel, down to the individual piece of content PHASE 3
- 16. Traps To Avoid
- 17. 17 Traps to Avoid • Don’t bite off more than you can chew • Go for small wins • Not aligning sales & marketing • Content by sales stage? • Measuring activities not results • No feedback loop • Marketing content doesn’t align to sales training • No methodology/playbooks • Sales training is a single event (and marketing isn’t included)
- 18. 18 Other Resources • Check out Veelo’s Resources page: veeloinc.com/resources • Webinar: “Sales Enablement Mistakes You Should Avoid (but Probably Haven’t)” • Webinar: Aug. 16th – “Demystifying the SalesTech Stack” • An in-depth look at the ever-growing sales tech stack. We will break down the landscape into easy to understand segments, talk about their benefits, and reasons you might consider adopting these technologies. • Brief: “Onboard Smarter, Not Harder” Other: • Salesforce.com sales blog - “The Top 5 Sales Enablement Mistakes To Avoid (But You Are Probably Aren’t)”