Sales Enablement – 4 Unique Strategy and Benefits

Credit: hubspot

Every business venture today need sales to grow their revenue. In short, that’s so important in sales enablement.

In this guide, I’ll walk you down on what exactly is sales enablement? and how that would help your sales team to make critical decisions in the customer’s journey.

So, let's dive in.

Today, every market trend has shifted to higher competition rates, especially to a monopolistic stage.

Where things are becoming harder for brands in the same lifecycle to acquire more sales.

With the trend today in marketing vendor everyone is a force to reckon with it’s no longer about who stays on-top anymore.

Technology, in fact, has really shifted customer's behavior, in other words, the sales team needs to react quickly in decision making.

That matters in sales enablement.

Sales enablement is not just about leveraging the software tools and content anymore.

It’s rapidly more than that now.

You need a sales topology where you have to target the middle man.

The middle man?

Yeah, the middle man. The middle man is your ideal customer who’s ready for sales internship while the network around them is your sales enablement.

You just don’t longer track potential customers by studying them for a week.

That just can’t bring sales for your business.

You need enough networks around them. These networks are the sales intent they provide opportunities, concrete strategy, discover new trends, and help study the potential customer’s behaviors.

Maybe you ain’t getting that yet.

According to Hubspot, It takes roughly 18-24 months to get 75% of new leads intent.

And that’s roughly a year plus.

Then tell me how exactly do you wish to capture these new leads before your competitors do?

So with that in mind, we set our answers to four basic questions

• What is sales enablement?
• What is a sales enablement strategy?
• Benefits of sales enablement.
• And why it's so important

Case 1 So, What’s sales enablement?

Sales enablement is a critical marketing automation idea, tool, and insightful information that potentially helps the sales team to sell efficiently at a high path.

The deep insight into sales enablement is the way you wish to equip your new leads to grow with you.

The online multiple touchpoints, conversational strategy, and lead nurturing you earn them depend on the level of their actions.

In short, they’re most likely to react as detractors.

That’s why whatever strategy you might be using in communicating with them let it be predictable, repeatable, and impactful.

That really matters in the sales funnel.

So, how do you know who to target?

In that case, that isn’t the issue of a sales team but the marketing teams.

The marketing team is committed to delivering the sales team some qualified leads and sales contact those leads within 24 hours of receiving them.

But how does a sales team know if new leads are sales-ready?

Well, it’s obvious that sales enablement is more about the buyers. The lifecycle provides the sales team with what they need to stay even engage with for their highly targeted customers.

So, how did sales understand who their target customers are?

According to Hubspot, It takes around 6-8 touches to generate a viable sales.

So how does marketing align with sales?

In here, you have to focus on your pipeline mastery lead qualification. Identifying fit and sales-readiness.

That’s,

1. What makes someone a good fit for your offering?
2. What kind of action describe that someone is sales-ready?

Identifying those terms and elements will enable your marketing team to make a better decision with your sales team.

As per sales enablement, the sales team must be able to identify sales-ready, un-ready, and hand-raisers.

Then how would that happen?

• Scale-out a lead qualification matrix – 3×2 matrix.

Using this lead qualification matrix would help the sales team to identify what makes someone a good fit for their offering.

A customer who’s hand raiser(someone typically wants to talk to the sales team) can still be described as a good fit not necessary you make them as poor fit yet.

Credit: hubspot

They’re people who can still convert for your offering depending on the format your sales team strategically use in approaching them.

So, as per Hand raisers;

• Good fit – Sales
• Poor fit – Sales

As per Sales-ready;

• Good fit – sales
• Poor fit –

As per Un-ready;

• Good fit – Sales
• Poor fit –

Now why there wasn’t anything included for the poor fit is that it’s best to keep the part of the lead qualification “binary”.

A good fit is a topmost priority here.

So, in a case, if leads aren’t ready for sales, use:

1. Paid ad retargeting
2. Create multiple touchpoints
3. Build on a one-one conversation
4. Nurture your segmentation strategy.
5. Email nurturing.

Case 2 Sales strategy

So, what’s the sales enablement strategy?

Sales enablement strategy is the strategical actions and plans your sales team implement to define a realistic goal towards a specific path.

A sales enablement strategy can help the sales team to discover new benchmarks and KPIs.

So, how would your sales team create a profound sales enablement strategy?

Here’s the thing.

To create a sales enablement that converts leads into sales.

First, create an ideal customer profile.

The ideal customer profile is the attributes someone needs to possess in order to be as successful as customers.

Let’s say your company is running a b2c vendor targeting residents in Lagos, Nigeria.

With an ideal customer profile, you can master the most qualified lead intent.

Here’s an example of an ideal customer profile.

• I want to target residents living in Lagos.
• Demographics between the age loop 23-35.
• Has an annual income of at least 100,000 nairas.
• Interested in fashion cloth, accessories, and training.

Any potential lead intent that possesses such attributes would be as successful as a customer for your sales intent.

Case 3 Benefits of sales enablements

Here are the benefits of sales enablements:

1. It helps your sales team discover new benchmarks and KPIs.
2. Discovering new trends in capturing leads.
3. It makes monitoring of customer progress easy.
4. Sales enablement helps to efficiently sell in a higher range.
5. It helps build on the buyer’s personas and journey.
6. Sales enablement strategy can lead to another marketing discovery.
7. It helps track qualified buyer’s intent.
8. It helps demonstrate who’s a good fit for your offering.
9. Providing accurate records of a prospect’s entire interaction history.

Case 4 Why sales enablement it’s so important

Sales enablement it's so important because it helps in nurturing new benchmarks, buyers' intent, and KPIs.

More importantly, it ensures the sales team is convinced to make them buy at a higher density.

In addition, It also ensures the company is set up to reach its revenue goal.

For instance, implementing a service level agreement(SLA) can make a two-head agreement between marketers and the sales team.

As per that, marketers commit to deliver a certain number of leads intent to sales and sales with contact those leads.

Defining the lifecycle stages of your contact.

So why is Service level agreement so important in sales enablement?

let's say your company needs to create SLA to reach its revenue goal, you’ll need to.

• Know the average conversion rate from lead to opportunity.
• The average conversion rate from opportunity to closed leads.
• The average value of a sale.

For example, if your marketing and sales team wish to know how many leads are needed for a single month.

Then you have to calculate it much as this.

• The number of opportunities needed/leads to an opportunity in % = leads needed.

If the number of opportunities needed is 20,000 and leads to an opportunity in % is 50%.

Mathematically, 20,000/50 = 400 leads(per month).

So, for every month, marketers will deliver 400 qualified leads to sales, and sales will contact each of those contacts within 24 hours of receiving it.

Forming a closed-loop reporting between marketers and sales team.

Doing that can increase the marketing ROI, close, and sales ROI.

Conclusion

With sales enablement, your sales team can efficiently sell and increase the sales ROI of your business.

Making the company reach its revenue goal.

So, over to you, how do you want to implement a sales enablement strategy to increase your sales ROI?

Read here: Inbound marketing in 2020 – The Definitive guide

I'm Destined boy, a certified digital and inbound marketer.

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