Sales Enablement: How Does it Transform Businesses?

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In almost all the industry circles, a buzz pertaining to a new sales approach is doing the rounds. The approach is strategic in nature and is believed to be endowed with the ability to positively tilt the sales function towards effectiveness and productivity. The promising approach is—sales enablement.

What is Sales Enablement?

Sales enablement is a strategic approach to empower salespeople to sell effectively. At the heart of sales enablement, there lies the idea of providing the right content to the salespeople and that too at the right time to keep them abreast of the tastes and preferences of buyers. And that helps them to understand the buyers better than ever, leading them to easily close sale deals.
The promising tone of sales enablement is not without merit as evidenced by the numerous organizations across the globe implementing it. According to the statistics available, 61% of the global organizations have implemented sales enablement by now, and more and more companies are expected to join the bandwagon. It is needless to say that the increasing implementation is due to the incremental revenues which result due to efficient and impactful sales process.
Sales enablement is loaded with a lot of benefits, and there should be no doubt over that, given the proliferating popularity among organization. But what should draw a stark attention is the very definition of the approach itself. There is no universal definition of sales enablement. And everybody defines it in his way. Say, if you ask the definition to five people, you will get five different answers. So, you will find yourself in a tizzy as to which definition to choose. Yet, you will find one aspect in common despite the disparity in the definitions—empowering the salespeople to sell more effectively.
Although a clear-cut definition is not available, yet a characteristic definition is certainly possible by putting together the specific characteristics of sales enablement. And it would go somewhat like this: sales enablement is a process of providing salespeople with buyer-centric content at the various stages of selling process so that they can understand the buyer better and that helps them to sell more productively.

How to Implement Sales Enablement?


To implement sales enablement in your business, you firstly need to invest in procuring a sales enablement tool. There are many such tools in the market, and newer tools as well as upgraded versions of the existing tools are constantly emerging.
Highspot, Seismic, Whatfix, Membrain and LevelEleven are some of the sales enablement tools available in the market. And you should choose the best among the tools considering the requirements of your business.

How Sales Enablement Works?


The workflow of sales enablement involves aligning the intersecting functions of marketing, sales, customer care, product and brand management, and human resources to enhance the productivity of salespeople and at the same time improve buyers’ experience.
The specific functions of sales enablement include:
  •          Optimization of CRM
  •          Development of content for sales communications
  •          Manpower management( recruitment, performance analysis and training)
  •          Optimization of the buyer journey
  •          Sales collaboration

In essence, the core function of sales enablement is to fine-tune the sales process so that it aligns perfectly with the tastes and preference of customers and prospects. Due to the alignment, customers as well as prospects develop better connections with the brand, leading to easiness in converting prospects into customers.

Statistics


Now, let us look into some of the numbers that dictate how sales enablement has enabled businesses to achieve better sales results.
  •     43% of the top-performing companies today implement sales enablement
  •      59% of the companies surpassing their sales targets have sales enablement      in their strategy
  •      78% of the consumers want to build good relationship with business which provides custom content
  •      61% of online consumers decide to make purchases when specific product recommendations were given
  •      Personalized emails are opened at 26% higher rate than generic emails

The Future  


The growing need of businesses to boost sales has unleashed strong momentum to the growth of the sales enablement tool market. And research shows that the market is expected to reach around USD 2.6 billion in 2024 from USD 1.1 billion in 2019; growing at 19.8% CAGR. So, if you are yet to implement sales enablement in your business, then do not delay. Or else, you will trail behind in the competitive race.

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