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Technology Powers Sales Enablement

It’s no secret that sales processes and strategies are becoming increasingly automated. Unfortunately, as they do, the potential for misalignment between salespeople also grows. This could lead to increased time and financial costs. However, using sales enablement solutions with the support of intelligent technology can be effective in your success. Here are a few sales enablement tools you might want to look into.

What is Sales Enablement?

Sales enablement provides the sales organization with the information, content, and tools that help salespeople sell more effectively.

The foundation of sales enablement is to equip salespeople with what they need to successfully engage the buyer through the buying process.

Why is it Important?

Sales enablement is essential because it prepares your salespeople to be more effective in the sales process, achieve better sales results, and meet goals. The right sales enablement strategy empowers salespeople with the training, coaching, and content they need to succeed.

CSO Insights states, “Sales enablement leads to 15% better win rates. But it’s also correlated with more effective sales training, stronger customer relationships, and higher quota attainment.”

Sales Enablement can be broken into four areas:

  • Readiness – How do you ensure your sales team is prepared, has a plan, and is effective?
  • Asset Management – How do you keep track of your sales tools and resources? How do you know if they are effective?
  • Engagement – How does sales/marketing drive engagement? How do your tools and resources support the customer’s buying process?
  • Management – How do you hold your team accountable, spot coaching opportunities, and track data to manage your team?

When selecting sales enablement technology, you will first want to clearly identify the business need or problem you are solving. As you are researching options, keep that in mind to ensure what you select will be a good fit for what your organization needs.

There are many options for tools or technologies to enhance sales enablement, which can be overwhelming. Here are four to get you started.

Readiness Technologies

If you’re running into a challenge with accountability or territories not being divided evenly, which can cause significant trouble for your sales planning efforts, then you’ll likely want to look into a sales enablement tool to help automate some of these steps.

You may want to start with the following:

  • Match each account with an ideal salesperson and prioritize the most significant revenue potential.
  • Build target lists based on multiple criteria and assess their impact on territories, quotas, and revenue.
  • Analyze market segments and prospective buyers.
  • Track ROI to eliminate ineffective promotions.

If you want something that can do all that and more, you may want to leverage a sales planning tool like Enterprise Performance Management (EPM) software.

EPM technology helps to synchronize planning across your organization in transparent, collaborative formats and dashboards. EPM software can drive performance, maximize opportunities, and adjusts quickly.

According to Apps That Run The World, “In 2020, the top 10 EPM software vendors accounted for nearly 79.4% of the global Enterprise Performance Management (EPM) applications market, which grew 7.7% to approach nearly $4.2 billion in EPM license, maintenance and subscription revenues, slightly above our previous projection.” EPMs aren’t going anywhere and will only continue to grow.

Asset Management Technologies 

Other common problems include having more leads than your salespeople can follow up with or having trouble with triage and prioritization.

One sales enablement tool that could help with this is a Customer Relationship Management or “CRM” system. CRMs are tools designed to improve companies' relationships with their customers. A CRM allows salespeople to optimize their schedules and prioritize daily tasks to ensure that customers are not ignored, and critical prospects are contacted on time.

The system also allows salespeople to organize their data and spend more time with customers, leading to more closed deals and the development of a more substantial customer base.

CRMs also:

  • Help identify prospects by filtering
  • Have lead-scoring services
  • Identify who’s opening emails

ZDNet reports on a 2017 Salesforce CRM study. Salesforce revealed that in 2017, artificial intelligence (AI) could lead to $1.1 trillion in additional CRM revenues. In addition, it is predicted that AI technology and automation will be two of the major factors accelerating CRM's future growth.

Engagement Technologies

Are your salespeople struggling to connect to prospects? Or are they spending too much time researching to find relevancy? If that’s the case, you could try looking into Short Messages Service (SMS) systems.

You might be wary of SMS communication in the B2B world. But its power and presence are hard to ignore. According to Slick Text, some recent reports found:

  • SMS open rates are as high as 98%
  • 45% of people reply to branded text blasts they receive
  • 85% of customers in 2022 prefer receiving text messages over a phone call or email

When it comes to building your pipeline, different can be good. For example, texting can be a powerful tool to contact key stakeholders and fill up your sales funnel.

Management Technologies

If it’s hard to find coaching time with all your salespeople, or you’re not sure what salespeople are saying on discovery calls, then there are sales enablement tools you could use.

You can use AI tools to monitor calls and track how they are doing compared to the expectations you have set for them. For example, you can track how much your salesperson is talking vs. the customer. This common issue with salespeople can be identified and allow you the opportunity to coach them on listening and asking good questions.

In addition, some devices can analyze customer-facing interactions across phone, email, and web conferencing to deliver your team insights about their customer or prospect.

Gong reports that their software can lead to these results:

  • 27% Increase in revenue per salesperson
  • 20% Additional time saved
  • 53% Reduction in onboarding time

Using these tools saves you time by not listening to every sales call and empowering you to give more effective feedback and coaching.

As a Result

Sales enablement technologies have the power to transform your entire sales organization. Empowered sales teams work more efficiently and effectively. They can better determine ideas for clients, build better relationships with clients, and create coaching opportunities. If you need help uncovering what the best solution would be for you, please reach out. We’d love to help you and your team sell more with less effort.

About Gary Braun

Gary is a founder and co-owner of Pivotal Advisors. He has worked for 20+ years as a salesperson and sales leader. Gary has been a guest speaker for many groups such as Vistage, Allied Executives, CEO Roundtable, Sales Management Association, and more. If you want to find out more about Gary check out his profile here.
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