According to Forrester’s Scott Santucci, “Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the ROI of the selling system.”
Great sales enablement processes help the sales organization confront changes and adapt to new strategies. They coordinate initiatives, bridge go-to-market strategies and execution, and foster cross-functional collaboration. Through it, the organization aligns its resources for the most advantageous results.
The tools and processes
Sales enablement combines education, tools, and a set of integrative processes. B2B companies apply it to transform their business and marketing strategy into successful execution in the field.
Data is key in sales enablement. By incorporating insights from predictive marketing tools into the work of your sales organization, you’ll get a communication-enabling blueprint for your team and an unfair advantage that empowers your sales organization to deliver the best results.
Sales enablement blueprint
Mintigo’s new ebook titled “Driving Sales Enablement With Predictive Marketing” explains how to effectively design and execute a sales enablement program using predictive marketing. It outlines a successful sales enablement blueprint in three steps:
- Design: Educate your team about predictive marketing and get them excited and motivated. You’ll need team agreement about the flows and market segments, score interpretation and content flows.
- Execute: Develop content for each flow and make it accessible to Sales. Then integrate predictive marketing with your Salesforce or marketing automation platform to make data accessible to sales.
- Launch: Start all agreed processes and measure them.
Sales and marketing collaboration is crucial for successfully implementing predictive marketing for sales success. Predictive marketing is a powerful, data-driven way to fuel demand and revenue. Onboarding sales and allowing them to leverage the platform is critical.
Applying lead scoring without a full predictive marketing solution results in loss of valuable data that enables the targeting of leads with the right content at the right time. The valuable insights that executives need to generate meaningful sales conversations are lost.
Providing the leads with the highest likelihood to convert and the data on how to approach them will significantly improve your sales team results. A well-designed sales enablement blueprint will get salespeople on board to harness the power of predictive marketing.