Revenue growth leaders can unlock the key to sales success by having access to a comprehensive set of sales enablement tools that empower their team. From videos and blogs, down through case studies and print collateral, crafting the ideal asset mix enables them to present value propositions in an impactful way while demonstrating how they are uniquely positioned solve customer needs. Take time now to evaluate which assets can be leveraged for maximum results so you're ready when opportunity knocks - because without these essential resources even the greatest teams will fail!
Key Takeaways:
- Sales enablement tools are essential for any business to grow and succeed.
- Crafting the ideal asset mix enables you to present value propositions in an impactful and uniquely-positioned way.
- Create ongoing testing and reporting plans in specific categories such as content optimization, automation & technology platforms, and analytics & insights solutions.
Finding Alignment
For B2B technology companies, investing in sales enablement tools that meet the right objectives is key to engaging prospects without being too costly or complicated. Startups working with an MVP should consider lightweight demo's delivered by video and website pages, as well as product slicks and other assets designed to take buyers through their journey.
To ensure that your sales enablement tools are effective and make an impact, favor brevity over length. For prospects early in the journey, demos don't provide much value - they can actually be a hindrance to making progress. Make sure you focus on crafting pieces that speak directly to their interests or problems with minimal time commitment (ideally 30-60 seconds). It may seem challenging at first but it will pay off!
To show you understand the market and convey expertise, create early assets that take into account what your company has learned. As prospects engage with these materials via marketing automation, follow up by providing case studies and product features to demonstrate deeper comparisons as they move closer towards purchase decisions. To further guide them along their buyer's journey - arm yourself with comparison analyses of competitors or present a variety of pathways based on specific customer needs; this will ensure each individual is offered tailored guidance for making successful purchasing choices!
Categories of Sales Enablement Tools
To make the process manageable, break it down into four core components: reporting and analysis that provides insights and data-driven answers; sales content optimization; technology automation; and tools to power your sales enablement strategy.
Reporting and Analysis
To track both the effectiveness of the sales team and the sales enablement tools they've been given (as well as the overall sales strategy), companies need to establish the KPIs that are most important to track as well as baseline performance metrics. Some valuable performance metrics include:
- activities logged by salespeople
- product demos delivered
- deals won and lost
- number of leads generated and worked
Other areas of reporting and analysis that need to be considered in your sales enablement tools include assets to help review and improve the sales process including a sales audit, a lead scoring system to help better qualify leads, and customer relationship management (CRM) software.
Sales Content Optimization
To maximize sales momentum, it is important to build a comprehensive library of resources that address the needs and pain points your prospects may face. This should include company case studies, white papers, e-books, email templates for outbound campaigns as well as product demo decks with pricing info and competitive intelligence briefs for inbounds ones. Make these materials easily accessible so you can quickly select them depending on each respective sales situation - doing this will ensure they are up-to-date with relevant information that benefits both prospect engagement level & outcomes.
Technology Automation
Increase your sales efficiency and conversions through leveraging tailored software solutions. Leverage email sequences to effectively nurture prospects, with automated follow-ups based on their interactions within other assets. Utilize AI-powered conversational tools for improved team structuring of conversations to potential customers previously engaged in activities on the website. Take advantage of evolving technologies at the forefront of sales enablement - maximize operating effectiveness!
Tools to Power Sales Enablement Strategy
Sales enablement tools are the implements that make it possible for a company's sales enablement strategy to be put into action. With consumers more digitally savvy and time-pressured than ever, business must evolve and find ways to build deeper relationships via relevant content and impactful communication created to reach potential customers on the platforms where they are most comfortable.
Sales enablement tools are not the only component of a sales enablement strategy, since training in sales tactics and market dynamics are also essential. But there are certain "must-haves" when it comes to the toolbox you give to the sales team to best perform their duties.
That kit needs to include:
- messaging boilerplate
- case study templates
- lead qualification and deal pipeline framework
- target customer industry lists
- sales process checklist
- one-page sales slicks
- price sheets
- situation-specific demo decks
- contracts, quotes and service agreements
- customer relationship management software
If you're just getting started with building your sales enablement toolkit, here's a good mix of tools to get you on your way.