In an increasingly competitive marketplace, your brand may have just one opportunity to impress the customer. For marketing professionals tasked with the challenge of growing sales, a strategic approach to sales enablement can take you — and your organization — to the next level. With this presentation, you’ll be able to: >>> Articulate why investing in a sales enablement program is good for your company, sales force and customers. >>> Implement best practices for arming your sales force with the tools, resources and training needed to produce a consistent client experience. >>> Position yourself as a more effective, well-rounded marketer who deserves a seat at the table.

1. Why I Love Sales
Enablement
(And You Should, Too)
May 20, 2015

2. Hello.

3. “A sales team armed with content — content inspired
by their own insights — is a sales team that can more
effectively close deals. To make this happen you’ll
need the right tools combined with the right processes
for your company. So before you craft another piece
of content, take a step back, walk over to the nearest
sales rep, and have a conversation.”
– Hana Abaza, director of marketing, Uberflip

4. 2.3
5.8
6.4
0
0
0
0
0
0
Searching marketing collateral
Searching customer-related information
Creating presentations and proposals
35%
47%
0
0
0
0
0
2013
1998
Sources: CBO and IDC
Available 1:1 Selling Time Each
Year: 1,720 hours. 215 days.
Time Spent Selling
Non-Selling Time (Hours)

5. 47%
19%
17%
8%
6%
3%
Sales Operations
Marketing
Sales Enablement
Sales Training
Other
N/A
Source: Sirius Decisions
The average sales
enablement budget
doubled between
2012 and 2014 from
$1.2 M to $2.4M

6. 6%
7%
10%
12%
15%
23%
27%
Improve social selling skills of reps
Implement/expand rep certification program
Develop first line sales managers
Deploy/implement sales methodology
Improve onboarding process
Sales asset management solution purchase
Improve selling skills of reps
Top Sales Enablement Initiatives:
Marketing Has a Role
Source: Sirius Decisions

7. Sources: Kapost and Bruce Culbert, The Pedowitz Group
Aligning sales and marketing through sales
enablement, with marketing taking the role of air
traffic controller for all sales communication, increases
the health and velocity of the pipeline; elevates
marketing from a cost center to a driver of revenue.

8. That’s only .000261%
Only 300 companies worldwide
have truly adopted a “revenue
marketing” strategy
Source: Pedowitz Group

9. Sales Enablement Strategy #1:
Develop a cross-functional team
and assess your organization’s
readiness to implement
• Sales enablement readiness assessment
• Sales and marketing alignment assessment

10. Sales Enablement Strategy #2:
Sales and marketing operate from
a single version of the truth for:
• Knowledge sharing
• Marketing automation
• Customer data

11. Salesforce.com Launch
• Five email drip campaign
• Dynamically built landing page
• Platform overview
• Video from CEO
• Benefits to sales
• Videos from sales executives around
the globe
• Tips for system checks prior to access
• Top five languages
• Branded for all business lines

12. Sales Enablement Strategy #3:
Agree on common terminology
and ownership early; clearly
communicate it.

13. Marketing
Sales
Customer Awareness
Brand Awareness
Brand Consideration
Brand Preference
Purchase Intention
Purchase
Customer Loyalty
Customer Advocacy
HANDOFF
Source: Kapost

14. Sales Enablement Strategy #4:
Employ a multi-touch approach
when communicating with sales.

15. Portfolio Income Annuities Launch
• Field engagement playbook for regional
directors
• Terminology
• Campaign overview
• Key resources recommended activities key
dates
• Packaged sales and marketing collateral
and sales resources into a singular sales
toolkit
• Video series for financial representatives
• Face-to-face and online events
• Articles across various field and leadership
channels

16. Ongoing Education
• Sales professionals series
• Sales managers series
• Peer-to-peer sales forums
• Sales-ready thought leadership toolkits
• Sales Resource Center

17. Sales Enablement Strategy #5:
Ensure shared accountability for
revenue generation.

18. Revenue
Marketing
Demand
Generation
Lead
Generation
Traditional
Marketing
Source: Pedowitz Group
Marketing has little
political clout, doesn’t
have a seat at the
revenue table, and is
seen as the “make it
pretty” department.
A marketing group at
this stage is moving in
the right direction but
is still viewed as a cost
center.
Marketing is focused
less on quantity and
more on handing over
quality leads to sales;
senior executives
begin to realize the
ultimate contribution
marketing can make.
Marketing can not only
report on what it did as
far as contribution to
pipeline and sales, but
can also predict future
contribution. It is now
seen as a revenue
center.

19. Sales Enablement Strategy #6:
Collaborate with sales to measure
the impact of marketing
collateral, tools and resources.

20. Campaign Metrics
• Jointly determine
measurements
• Report marketing progress
to sales regularly

21. Source: Jen Lisak, DK New Media
Elimination of duplicated
content and a reduction in
sales facing portals
estimated to save
organizations over
$4 Million
per year
Reduction in
reformatting time
Reduction in unused
documents
Improved success
rate of sales finding
elusive content
$5,600
annually/seller
$20,000 - $30,000
per rep each year on training
and sales assets
Yet over 60%
of sales documents
are unused
$5,000
annually/seller

22. Feedback
Accountability
Sales Readiness
Relevant and
Valuable
Intelligence
Technology
Source: IDC
Final Thoughts

23. Thank You.
andrea@hubandcompany.com
(414) 339-4134