Four Critical Success Factors for Enabling Sales


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During March 2012, ITSMA used a web-based survey to gather data from its members and select non-members about its sales enablement content and initiatives. One of the key findings was that in response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view, so marketing (and others responsible for sales enablement) must teach sales to how to use thought leadership in selling to open doors and nurture relationships. To enable sales, ITSMA has defined four critical success factors.

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Four Critical Success Factors for Enabling Sales

  1. 1. 30 62% 8 Scale 1=Do not do, no plans at this time 2=In the planning stages 3=Underway/ partially implemented 4=Implemented within the last year 5=In place for more than one year Marketing and sales have visibility into each other’s work Marketing and sales have a shared understanding of each other’s goals and metrics Marketing activities are tightly aligned with the sales cycle Marketing and sales have the same goals and metrics Marketing participates in sales planning meetings and account planning meetings Marketing and sales have a formal feedback loop 4.4 4.4 4.4 4.2 4.1 3.5 % of Respondents 44 55% Alignment LEARN MORE. Four Critical Success Factors ENABLING SALES Alignment Shared goals and objectives between marketing and sales Training Training on how to use sales tools and thought leadership content Support Pursuit support and sales “concierge” services Measurement Formal processes to measure effectiveness, gather feedback, and adjust as needed Training Vs. Support Measurement High P e r f o r m e r s Average P e r f o r m e r s % of Respondents Mean Rating Train sales on whenand how to use each tool in the selling cycle Have systems to measure the effectiveness of the sales process 5 4 3 2 1 5 4 3 2 1 Mean Rating 3.7 Mean Rating 2.6 Excellent Poor Underway No plans Implemented Have shared goals and metrics and closely align marketing activities with the sales cycle 3.4 3.1 2.8 2.4 3.1 2.4 Offer just-in-time sales pursuit support (24/7 globally) (proposal automation, hotline, “concierge” service) ITSMA Infographic | IG4802 | © 2012 ITSMA—Reproduction Prohibited