Whether you're just getting started with a sales enablement strategy or fine-tuning an existing strategy, this power-hour session with Dani Buckley covers the best practices, frameworks, and hacks that you can follow to massively drive the results of your strategic efforts. Included: - The four buckets of sales enablement - What actionable steps to take for getting started with your own sales enablement content plan - Best practices for ensuring results, effectiveness, and adoption inside your organization - Pro tips to help you turn insights into action items

1. BUILDING A
SALES ENABLEMENT
PLAN THAT WORKS
SELL SMARTER. SELL FASTER

2. DANI BUCKLEY
VP / GM, LeadG2
LeadG2.com
SellSmarterSellFaster.com
DaniBuckley@leadg2.com
/daniobuckley
@daniobuckley

3. The Questions We’re Going to Answer
• What kind of content should I be creating?
• How can I ensure our salespeople are using content and resources at the
right time?
• How can I ensure adoption and usage amongst my sales team?

4. The Four Buckets of Sales Enablement
1. Strategy 2. Content 3. Technology 4. Training

5. What kind of content
should I be creating to
ensure my salespeople
can sell smarter and
faster?

6. Developing Your Sales Enablement
Content Strategy
1. Know
your options
2. Audit
what you
already have
3. Map your
buyer’s
journey

7. Step 1. Know Your Options
• Short form – snippets, objection
talk tracks, elevator pitch
• Published articles/blog posts
• Long form – eBooks, guides,
whitepapers, books
• Visual – whiteboard videos,
infographics, virtual tours
• Interactive – calculators,
worksheets
• Live – podcasts, webinars,
livestreams
• Email templates and call scripts
• Testimonials and case studies
• Bottom of the Funnel – Sales one-
sheets, brochures, pricing, decks
• Videos – Personalized
• Videos – Professional, branded

8. Step 2a. Audit Your Existing Content
What do you have? Ask yourself, is it…
A. Good to go?
B. Need to be updated?
C. Outdated and shouldn't be used
at all?

9. Step 2b. Audit Your Existing Content
Ask your salespeople…
• What do you use most often?
• What do you never use?
• What do you wish you had?

10. Step 3. The Buyer’s Journey Workshop
AWARENESS
CONSIDERATION
DECISION
MOFU
(Middle of the Funnel)
TOFU
(Top of the Funnel)
BOFU
(Bottom of the Funnel)

11. The Buyer’s Journey Workshop
OBJECTIVE:
• To uncover the top questions, concerns, needs, and objections of
your buyers SPECIFIC to what your salespeople are hearing and
seeing
WHO:
• All sales roles (managers, salespeople, etc.)
WHAT:
• A 30 to 45-minute brainstorm / conversation

12. Then what?
3. Build a sales
enablement content
plan and roadmap
1. Evaluate your content needs (types of
content and audit results) and pair that with
the buyer’s journey mapping to determine
what you need/want
2. Prioritize based on
resources you have
(internal and/or
outsourced?)

13. How can I ensure our
salespeople are using
content and resources at
the right time with the
right people?
(Or at all.)

14. Map Content to the Buyer’s Journey
AWARENESS
CONSIDERATION
DECISION
MOFU
(Middle of the Funnel)
More in-depth educational
content, FAQs,
testimonials, videos
TOFU
(Top of the Funnel)
eBooks, guides, webinars,
infographics, one-sheets,
videos
BOFU
(Bottom of the Funnel)
Comparison materials,
overcoming objections,
promotional offers

15. Create Sales Plays
A sales play is a step-by-step breakdown of what to do and when in
any give sales scenario a salesperson might encounter, following
your sales process and best practices.
Examples of Sales Plays:
• When responding to a new lead on your website
• When approaching a new prospect in a key category, trying to get that first appointment
• After you’ve had a discovery call, how to follow up
• When staying in touch and prior to a decision being made

16. Create Sales Plays
STEP 1:
DETERMINE WHO TO CONTACT
Determine who to begin contact with - research on
their website and LinkedIn. Identify up to 3-5 decision
makers/influencers and consider Step 3-9 for each.
STEP 2:
RESEARCH TRENDS & THE BUSINESS
Research their industry and business for
potential business insights that will make them
want to meet with you.
STEP 3:
SEND INTRODUCTION EMAIL
•DAY 1: Send an introductory email.
•Use Email Template Clinical Labs 1 and
send a link to your blog.
STEP 4:
INTRODUCTORY PHONE CALL
•DAY 2: Recap the phone call with an
email.
•Use Talk Track Clinical Labs 1.
STEP 5:
EMAIL
•DAY 6: Send email using
Email Template Clinical
Labs 2.
•Include a case study.
STEP 6:
EMAIL
•DAY 9: Send email using
Email Template Clinical
Labs 3.
STEP 7:
INVITE TO CONNECT ON LINKEDIN
•DAY 11: Send a personalized invitation
to connect.
•Use LinkedIn Template Clinical Labs.
STEP 8:
FINAL PHONE CALL
•DAY 15: Call one last time using
Talk Track Clinical Labs 2.
STEP 9:
FINAL EMAIL
•DAY 16: Send final email using
Email Template Clinical Labs 4.
STEP 10:
DECISION TIME
•DAY 20: If you have not heard back from the prospect after your
seven attempts, consider trying with another contact within the
company or moving on.
GETTING THE FIRST APPOINTMENT | Clinical Labs

17. Utilize Technology
Are your sales enablement tools helping your salespeople…
• Find what they need easily with a click of a button?
• Track what content and resources are getting engagement?
• Engage from within their inbox without having to log into another tool?

18. How can I effectively
ensure adoption and
usage amongst my sales
team?

19. Tips for Training
HAVE AN INTERNAL OWNER

20. Tips for Training
UTILIZE EXPERTS

21. Tips for Training
KNOW YOUR AUDIENCE

22. Tips for Training
USE A TIERED APPROACH

23. Tips for Training
START FROM THE TOP DOWN

24. Tips for Training
KEEP IT SIMPLE

25. Tips for Training
REPETITION IS KEY

26. Tips for Training
KEEP THEM ACCOUNTABLE

27. BONUS TIP FOR ADOPTION
ENCOURAGE FEEDBACK
AND USE IT!

28. To Recap…
1. Conduct your content audit and buyer’s journey workshop
2. Build a content plan and prioritize – create the content you need
3. Create strategic sales plays
4. Determine and implement your technology needs
5. Conduct ongoing training and feedback opportunities to ensure adoption

29. DANI BUCKLEY
VP / GM, LeadG2
LeadG2.com
SellSmarterSellFaster.com
DaniBuckley@leadg2.com
/daniobuckley
@daniobuckley

30. OUR NEWEST SALES ENABLEMENT EBOOK:
The Complete Guide to Using Video
in the Sales Process
css.buzz/video-sales-process

31. Questions?