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Selecting Your Sales Enablement Tool

By Marc Brown | May 24, 2018 | 0 Comments

MarketingDemand Generation and Sales Enablement

A majority of B2C and B2B organizations have dedicated staff and programs for sales enablement. But CSO Insights research shows that despite increased investment, many organizations still aren’t seeing optimal results from their sales enablement programs.

As more and more organizations embrace sales enablement, it’s critical for leaders to understand who needs to be involved, how to properly launch a sales enablement practice, the types of content required, the measurement needs, and the type of capabilities a sales enablement tool must provide.  It’s no secret that a good sales enablement platform can significantly improve your chances of success.

Developing a solid sales enablement program requires sales and marketing to work hand-in-hand, establishing a sales enablement strategy, a content plan (content calendar), a delivery strategy, and attendance and proficiency testing policies. Since I have already touched on 3 of the core elements in prior blogs, in marketing’s essential role in sales enablement and measuring sales enablement effectiveness, I will focus this blog on delivery requirements.

I’m sure it’s something you already know, but a good sales enablement tool and delivery platform will help you create a strong content library that will enable sales teams to find and utilize content very efficiently. But, have you identified what to actually look for when choosing a sales enablement platform?

Selecting the right platform allows salespeople to do what they do best: sell.

When armed with a powerful content library, your sales team can spend less time on the hunt for the right information to send prospects when they need it and more time selling. Think of your sales enablement tool as on-demand sales support. The platform keeps everything in order and provides sales what they need when they need it. Why should you care? The CMO Council found that 40% of a salesperson’s time is spent either looking for content or creating their own content because they can’t find an asset that is fit for purpose – this is upwards of 70+ hours a month being wasted.

So, let’s look at 3 key questions you should ask yourself before deciding which tool is best for your organization:

Is the Tool Easy to Use? And provides sales value?
For sales, tools that add complexity and don’t provide immediate value, won’t be used. That’s why you need to make sure whichever sales enablement tool you choose, it’s easy to use. That doesn’t mean training won’t be necessary. In fact, you should insist on a training program for your entire team before investing in any tool. But it does mean the tool performs its intended function in a simple, intuitive manner – enabling the sales reps to find information quickly, assemble what’s needed, and spend more time selling.

Does the tool integrate with the current sales process? And CRM?
If the purchase of a sales enablement tool is to improve productivity, be sure not to add extra layers of complexity to the sales process. That’s why you need to make sure whichever tool you choose has a seamless integration with your CRM and the other tools your team needs on a daily basis. Make your sales enablement content is available within the processes your sales reps are used to…boosting their productivity immediately. Time is money for sales, tools that are easy and help expedite the sales process will be immediate successes.  Also, keep in mind other integrations beyond your CRM, such as your email client, and sales networking platforms. A quality sales enablement tool should empower sales reps with the resources a buyer wants to see.

Will the tool help management measure internal results?
Whatever tool you select, the tool should provide leadership with equally strong benefits, helping them with quantifiable measures they can use to improve the sales process. As a manager, wouldn’t you want to know who has attended training, what their level of proficiency is, what content is being shared, when they’ve shared it, and upward content trends? That way, you can scale the successes of your top performers across the rest of your sales team.

A good sales enablement tool will do all of this for you and have most of the following:

  • Advanced content management
  • Complete performance analytics
  • Content scoring and similarity analysis
  • Integrations with CRM, email, and web conferencing
  • Machine learning
  • Pitching
  • Recommendations
  • Semantic search

Sales enablement is an important discipline for every marketing and sales organization. By providing customer-facing sales reps and managers with training, content, and metrics, enablement adds value to customer interactions and enables the organization to achieve it’s desired business outcomes.

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