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Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
Sales enablement
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Sales enablement

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Sales enablement: encourage collaboration and increase sales effectiveness

Sales enablement: encourage collaboration and increase sales effectiveness

Published in: Marketing
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  • 1. SALES ENABLEMENT
  • 2. “If I had to choose between generating demand or equipping the sales team to convert it, I’d go for sales enablement every time”
  • 3. “The most important factor in buying decisions isn’t what you’re selling, it’s how you sell”
  • 4. AGENDA The sales enablement opportunity Our methodology Examples in practice Business case
  • 5. For sales For marketing For the business What if your salespeople could be ready to sell propositions in half the time? What if you were producing sales enablement materials that actually got used? What if you could be confident that your propositions really stand out to buyers?
  • 6. A SELECTION OF PROBLEMS… It takes too long to… …onboard new salespeople …take new propositions to market …equip sales for new approaches (like challenger or consultative selling)
  • 7. A SELECTION OF PROBLEMS… As many as 90% of marketing assets aren’t used by sales
  • 8. A SELECTION OF PROBLEMS… Opportunities from marketing campaigns don’t convert into deals
  • 9. THEVIEW FROM SALES: ”You have to wade through a ridiculous amount of information.” “We get reams and reams of PowerPoints, documents and information. We need to pick out what the customer is after.”
  • 10. THEVIEW FROM SALES: “We have masses of content but it feels like it’s disguising the fact that we don’t have a clear point of view that the customer should care about”
  • 11. THEVIEW FROM SALES: “I’m given leads and meetings about things that we’re not equipped to sell.”
  • 12. OUR METHODOLOGY: Build a clear proposition worth talking about Produce the right tools and assets that sales need (to educate and sell) Make sure that sales can find and use all the materials Join up marketing campaigns with sales enablement Drive it all as a single integrated programme
  • 13. PROPOSITIONSWORTHTALKING ABOUT: Bring together audience insight, market trends and proposition info into a single mind
  • 14. PROPOSITIONSWORTHTALKING ABOUT: Then develop a clear, single-minded way of talking about it
  • 15. PROPOSITIONSWORTHTALKING ABOUT: SALESFORCE’S CUSTOMER COMPANYVIDEO
  • 16. THE RIGHT SALESTOOLS AND ASSETS: The best balance of internal education and external tools Atomise and re-use content in different formats Map the assets to the audience buying journey And make sure they work across platforms
  • 17. THE RIGHT SALESTOOLS AND ASSETS:
  • 18. EASYTO FIND AND USE: The sales enablement portal should be …straightforward …collaborative (scoring/sharing) …mobile-enabled …well-communicated and up to date
  • 19. SALES ENABLEMENT INTEGRATED WITH MARKETING CAMPAIGNS: Going to market with the same propositions Re-using content and messages Creating a consistent audience journey Ensuring sales are ready to follow up leads
  • 20. SALES ENABLEMENT INTEGRATED WITH MARKETING CAMPAIGNS:
  • 21. THE BUSINESS CASE: Speed to productivity of a new salesperson (e.g. from 6 to 3 months) Time to market for a new proposition (e.g. from 3 to 1 months) Conversion rate from leads to deals (e.g. from 10% to 20%)

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