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Sales Enablement

Drive better customer experience and revenue growth

Sales Enablement is here to stay

While sales enablement is one of the top priorities for 37% of sales organizations (Hubspot, 2018), others are somewhat unfamiliar with the term. This article provides a simple definition and sheds more light on the topic through latest industry research by CSO Insights (2019). After reading this article you’ll have a clear understanding of what it is and why it is here to stay.

What is sales enablement?

Sales enablement is a company wide discipline that aims to increase sales by creating more value in every customer interaction. It is not just a sales nor a marketing function,  it includes all customer facing professionals. In other words:

sales enablement is cross-functional collaboration that drives revenue growth through excellent customer experience.

Sales enablement platforms, such as Showell, are sales technologies that allow for centralized content management, presenting, sharing and tracking that content. Those platforms typically include a cloud storage service for all sales, marketing- and training collateral, presentation tools and advanced analytics.

Why sales enablement matters?

According to the latest Study, companies with a sales enablement function reach 15% higher win-rates than organizations without sales enablement initiatives. That is a significant difference and should be enough to justify any such initiative. 

Sales enablement has become a household name in driving revenue growth, with more than 60% of organizations running sales enablement in one way or another. However, the way it is run is important. It needs to be done correctly or not at all. A successful initiative requires continuous support from the executive level from the beginning.

Customer experience

Customer experience is at the core of sales enablement. When you start, sales, marketing, and customer service should come together and document a mutual understanding of what customer success is and what are the most important customer profiles and buyer personas for their business. 

The buyer’s journey should be mapped out and all internal sales processes should match that journey. It is important to include the customer in this phase, to make sure the processes and materials match the actual needs of the customer on different steps of the journey. Excellent customer experience requires long term investment from an organization but is definitely worth it. Companies that align their sales process to match their customers’ journey reach 18% higher win-rates than organizations who don’t take their customers’ journey into consideration.

Content is king

Different types of content, like sales presentations, blog posts and training videos all play a crucial part in sales enablement. All content needs to be easily available and every need should be covered. To be able to serve all needs organizations should develop a content strategy. A content strategy forces you to define who creates the content, what are the most important pieces of content and which materials are used in the different phases of the customer journey. 

Sales enablement platforms help you to rate your content by providing valuable data and analytics. Thanks to centralized content management sales reps can also utilize all of the content more efficiently. A good strategy, the right tools and advanced analytics help you to continuously develop your content. Great content will lead to better customer experience which in turn will drive revenue growth.

Sales organizations with a content strategy reach 27% higher win rates and 18% better results in quota attainment than companies without a systematic content approach. A good strategy is worth the investment.

Training and coaching

Sales training and coaching are also important in sales enablement. There is a distinct difference between training and coaching. Training is often organized in individual sessions, where, for example, new features of a product are covered, whereas coaching is continuous development of sales skills. Both training and coaching topics and themes should be in alignment with the customer’s journey. Both require long term investments, but are fruitful.

The best approach to coaching is dynamic, where the strengths and the weaknesses of the sales rep are taken into account. The trained skills should serve the different steps of the customers’ journey. Companies with a dynamic coaching approach reach up to 19% higher win rates and 21% higher scores in quota attainment than organizations on average.

In a nutshell

Sales enablement is crossfunctional collaboration that drives revenue growth through excellent customer experience. Platforms, such as Showell, are sales technologies that help sales organizations create value in every customer interaction. Customer experience, content and coaching all play a crucial role in sales enablement and they should be continuously developed.

If you would like to learn more about sales enablement, connect with me on LinkedIn or send me a message. 

About the author

Ville is an advocate for cross-functional collaboration. He writes about Sales Enablement, Sales and Marketing alignment and Customer Experience. Ville is passionate about enabling sales organizations to reach new heights.

Ville Kleemola

Sales Enablement Specialist

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