[Summary] Should sales enablement play a bigger role in marketing strategy?

Main of the article

Sales enablement is changing - the prospect has changed the terms of engagement. Russell Wurth of Showpad gave me his take on how to deliver the sales experience today's customers need. Is sales operations emerging?

 

Russell wurth has led sales enablement for several companies along with working on the product side of a few others.

He's learned a few things about the relationship between marketing and sales, and how organizations need to evolve their enablement strategies. 

 

Sales enablement technology

Buyers are continuing to do much of the purchase research process on their own and part of Sales' job is to ensure they have the information and support they need to make the best decision. The challenge is that Sales hasn't always known how to purchase technology, they've typically let IT handle the process. Wurth said there is no lack of point solutions for sales, including sales learning systems, content management, meetings, intelligence, and customer engagement. What's required is someone to help them understand how everything fits together to support the entire sales process.

 

Empowering sales professionals

Showpad is a platform for sales enablement provides sales with the tools and content they need to help prospects through the purchase journey. And also they evaluate the performance of content and of sales professionals. It's great to give customers lots of content to help them on their journey but there is such a thing as the right amount of the right content.

Management can then take this information and develop companywide methods and training that others can learn and use.

 

The coaching side of sales

Wurth said that the importance of being a trusted advisors, building relationships with prospects and customers and supporting them through the purchase decision process.

Showpad provides a training and coaching component that includes onboarding, training, and coaching of salespeople into Zoom.

 

Bridging the gap between marketing and sales.

Sales needs to understand what messages are resonating, hears the challenges companies face, and they know what content is working and what's not. Marketing needs access to that information.

Giving marketers access to customer recordings to hear what customers are saying is helpful to refining the messages they create. Customers journey is also important to know so they can create more of the right content.

Sales and marketing can see and hear the customer's reaction after feeding customer conversations back.

Another way that marketing can work better with sales is to take their training in processes and methodologies.

Brining customer success into the same playbook is also key to keep customers happy and the content and messaging consistent, Wurth said.

 

Vocabulary

- enablement : the act of enableenabling, 가능하게 함, 권한을 줌

- engagement : official appointment, 공적/업무, 약속, 조건 등

- tech stack : a stack of things is a pile of them 기술 무더기, 많은 기술들

- liken : likent sb/sth to sb/sth to compare sb/sth to sb/sth else and say that they are similar ~에 비유하다

- pivot : a pivot is the pin or the central point on which sth balances or turns 중심점, 중심

- methodology : a methodology is a system of methods and principles for doing sth, for example for teaching or for carrying outh research 방법론, 수법

 

 

* refer/Link : https://diginomica.com/should-sales-enablement-play-bigger-role-marketing-strategy

Should sales enablement play a bigger role in marketing strategy?

 

* The above article is a summary for personal practice.

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