This concept is undergoing a constant evolution and it is therefore hard to grasp all its subtleties. We will try to make sure that by the end of this article, it is no longer surrounded by a haze of uncertainty for you. The word encapsulates all the tasks and tools that are intended to improve the execution of key sales activities, such as making sales calls, pursuing opportunities, managing major accounts, and targeting top prospects. The ultimate goal is to increase sales productivity by supporting representatives with appropriate content, training and analytics to get more successful sales conversations. Powerful content and communications are at the crux of this whole process.
Marketers hold a key position when it comes to providing sales with accurate insights into buyer motivations, behavior and activity to help boost their results. Indeed, beyond the bounds of lead generation, marketers should focus on sales enablement as a way of providing a complete view of motivations, behavior and activity. In several ways, a marketing team can help sales understand its audience with pinpoint accuracy.
First, marketers should share their knowledge about the « digital body language of buyers », that is to say consumers’ cares and needs. Thus, getting deeper insights into buyer motivations and behaviors would help target the buying interest.
Second, marketers should ensure that the sales team is working hard at contriving a solution that completely answers the customer’s demands. This should stay uppermost in people’s minds as far as buying audiences are concerned. This can be accomplished through continual lead-nurturing that provides insights and value to each prospect while keeping your company on their radar.
Last but not least, building trusted relationships with customers is fundamental. This lies on three mainstays : the quality of your service, a consistent performance within your organization and transparency.
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