It’s early in the year and organizations in every sector of the economy are planning or beginning to implement their sales enablement processes. In this post, I want to take a broad view of the 5 most essential steps for a successful implementation in your company.
1. Establish a Shared Vision
Sales enablement is a nebulous term for many organizations, and leaders often stress different priorities. By any definition, agreement is key to enablement. In your organization, is sales enablement about aligning processes and goals? Is it about producing a consistency of messaging and formats? Is it about streamlining communications throughout your organization? The first step in creating your process is coming to a shared definition.
2. Create a Leadership Function
Sales enablement requires competent leadership for this new function in your organization. This person will determine all of the areas of prospect attrition and customer and revenue loss, and be responsible for implementing sales enablement solutions – including the right software – to fix these problems.
3. Incorporate Accountability into ALL Job Functions
Sales enablement drives revenue, and so it’s imperative that every leadership position in your organization be held accountable to individual sales enablement goals. From the Call Center Manager, to the Creative Director, to the VP of Sales, accountability to specific goals that feed into organizational sales enablement objectives must be built-in to the job functions.
4. Determine Your Content Needs
Enabling your sales force begins long before the first cold call is made. The content your marketing department develops should enable each representative’s career growth, as well as the sales process. Your content needs will likely include onboarding and training materials, lead generation campaigns, sales collateral, marketing communications, personalized sales communication templates, follow-up and closing materials, and sales proposal templates.
5. Align Metrics for Success
Marketing cannot fully enable sales unless they are working toward the same performance objectives. Your marketers will continue to be responsible for click-throughs and hand-raisers. Your sales representatives will no doubt continue to be evaluated on conversions and closings. The difference in a top-performing sales enabled organization is common metrics and objectives are now the most important.