Cognitive Marketing tells us that the key to closing more sales is giving prospects the right information at the right time. Sales enablement ensures that your salespeople have the tools and insights needed for the task.
Let’s say we’re running a restaurant, which, for reasons that will be obvious in a moment, we’ll name The Marketing and Sales Café. We’ve hired a terrific staff. We have an awesome location and our brilliant chef has concocted a delicious menu. The problem is, we, the management, have isolated our staff into impenetrable silos.
As a result, the host doesn’t inform the wait staff when customers have been seated. And when the servers finally do take orders, they pocket them instead of passing them along to the kitchen. And when the cooks finally get word of what’s been ordered, they can’t find the right ingredients because they neglected to inform the purchaser about what they need.
It would be no surprise when our hypothetical restaurant crashed. But, surprise! This hypothetical scenario offers some serious parallels to how many companies run real marketing and sales operations.
Sales enablement is a vital function that breaks down those silos and ensures effective cross-team communication between sales and marketing. It ensures that our prospects get the right information at the right time — appropriate for wherever our prospects are in the buying process. In short, sales enablement ensures that our sales and marketing teams remain in alignment through the harried, chaotic pressure of daily life.
So how do we define sales enablement?
Good question. Sales enablement has as many as 14 definitions. Because we at Finovate Amplified are a marketing company, not a sales organisation, our approach to sales enablement has a strong marketing perspective. But — we approach marketing with a deep understanding of sales.
Let’s talk strategy for 30min over a call. We would love to hear your ideas, plans and struggle areas.