A Guide to Sales Enablement

13 June 2017 Amelia Henderson Best practices

Sales enablement is the implementation of systems, tools and strategies designed to continually improve and expand a company’s sales potential.

Sales enablement encompasses a number of different elements across various departments, from providing the team with new tools to help streamline the sales process, to adjusting the message your marketing teams are promoting.

The ultimate aim is to enable your sales team to increase sales and meet their monthly sales targets.

What are the benefits of Sales Enablement?

There are a number of invaluable benefits to enabling your sales team:

1. Increased productivity: Equipping your team with the right tools can significantly improve the efficiency of your sales team, by enabling them to focus on closing deals rather than wasting time on mundane, time-consuming tasks.

2. More revenue: By refining sales processes, you can identify better quality leads, leading to improved conversion rates, higher average deal sizes and increased revenue.

3. More effective sales teams: Providing suitable training ensures that each salesperson can confidently handle each stage of the sales process without relying on others, improving the efficiency of the team overall. Less wasted resource: By refining the sales process, fewer resources are wasted on tasks that do not generate leads or sales conversions.

4. Better understanding of the customer: Integrating company information into the sales process allows for sales teams to access a wealth of information about their prospects including directors, revenue and shareholder information.

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Sales Enablement Process

When it comes to sales enablement, there is no definitive finish line: it is an ongoing process of continuously reviewing and updating company operations to maximise sales potential.

The first and most important step when launching your sales enablement initiative is to identify the key roadblocks to your sales success. Which areas in your existing processes would benefit from the most improvement?

There are five key areas that should be reviewed, ranging from the tools used to the messaging employed.

Tools

What tools do you currently use? Do they help or hinder your productivity?

Having the right tools and software at your fingertips can help streamline your sales process, remove laborious manual tasks and make the whole system easier and more efficient for your team.

Providing your sales team with tools to help them work more efficiently can help to maximise the number of leads they are able to process, generating more revenue for your company.

There are a wide range of productivity tools that can help with sales enablement, from CRM systems like Salesforce and marketing platforms like Hubspot to email tracking systems such as Yesware. For B2B sales, business information platforms such as DueDil help teams in a variety of ways, from identifying new prospects to cleansing CRM systems.

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Training

When identifying areas for improvement, it’s important to consider how your sales team is working on a day-to-day basis. By gaining a full understanding of the main tasks and challenges they face, you can identify where the gaps are in their expertise.

To address these problems, training should be provided to ensure that every member of the team is adopting the same, consistent approach to the sales process. Providing your sales team with training will help them to be more effective in meeting (and exceeding) their targets.

However, as sales enablement is an ongoing process and not a one-off event, training should be periodic to ensure that the team is continuously improving to keep up with changing demands.

Learn more about the DueDil API

Tracking

Monitoring prospects is a crucial part of the sales process as it helps to inform sales representatives on the right time to approach their prospects. Sales teams need to be active and have good visibility of their prospects in order to act quickly if there is a significant change in the company composition or finances.

DueDil provides users with sales triggers which include company news and directorship changes, making it possible to gauge the likely receptiveness of a company to purchasing new products or services.

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Tracking is crucial to ensuring the sales process runs smoothly. Each team member should record their progress for individual sales in a centralised system that is accessible to everyone to ensure there is visibility across the whole team.

Segmentation and targeting

The use of company data can be a key difference maker in the success of sales teams, yet the majority of companies do not use fully utilise company data for prospecting.

The most popular online channels for lead generation are Google (53%), LinkedIn (45%) and Facebook (34%), however each has major limitations when it comes to modern B2B sales.

Company data platforms provide a great solution for streamlining the prospecting stage and ensuring that the data you do find is both accurate and valuable. DueDil allows users to segment prospects with over 80 filters, enabling teams to zero in on the prospects that fit their ideal customer profile and offer the best chance of success. Prospects can be further analysed and prioritised within Lists, and can be subsequently monitored for sales triggers.

Segments within List Reports

Effective segmentation of prospects is crucial to the success of your sales teams as it allows them to delve deeper and match up prospects to their ideal customer targets more closely.

Marketing

The messaging conveyed by the marketing team is another key element of sales enablement. Ensuring that the sales and marketing departments are aligned is crucial to the success of each.

To ensure that the marketing qualified leads passed on by the marketing team match the sales team’s criteria, it is important that both teams are working together towards the same goals to prevent resource being wasted.

As part of the sales enablement process, it is also important that the sales material that your marketing team create is tailored to the sales teams’ ideal customer profiles to ensure that the content they produce is enhancing the sales process. Content should be created for each buying persona, and for every stage of the buyer cycle so that your company is providing the answers they’re looking for at each stage.

How DueDil can help

DueDil increases efficiency within sales and marketing teams by identifying the right businesses to sell and market to, at the right time.

Because every one of your future prospects is on DueDil, our tool allows teams to be far more strategic in their focus by highlighting the whitespace in the market. This allows teams to spend more time in revenue-generating activities because they’re targeting the right businesses.

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