Source: Business 2 Community Does your organization have a sales enablement strategy? It should! No matter the organization size or industry, a thoughtful strategy for sales success—including a dedicated sales enablement (or sales readiness) team and a Sales Enablement platform—is a game changer. Clients often come to us because they need help closing the divide that exists between sales and marketing, and our platform can help do just that. But, the platform is only one part of the equation, and we were curious how many companies have implemented holistic sales enablement programs across the board, what they consider as sales enablement activities, how effective they are, and how actively are organizations executing them. So, that’s why we partnered with Heinz Marketing to conduct a study comprised of nearly 450 B2B sales and marketing professionals, aimed at answering those questions, and more. In the interest of time, we’ve summarized the top five observations we gleaned from the study, which should help you plan your 2016 marketing investments. 1. If you think your sales team isn’t effective, you’re not alone. It may seem like sales is getting thrown under the bus, but just over half of the survey respondents were from sales departments! This is a clear indicator that sales teams need more help, especially because 60-70% of the buyer’s journey happens before a prospect ever talks to sales. However, it’s the sales team’s job to engage with the customer and close the deal, and only 48% of survey respondents ranked their sales efforts as effective. Organizations with dedicated sales enablement teams scored much higher in this area. It’s worth noting, too, that a good sales enablement program can boost sales’ ability to meet quota by 50%, so the opportunity for improvement in this area is significant. 2. Companies with sales enablement teams perform much better on meaningful business metrics. Across the board, organizations recognize the importance of sales enablement activities and rank them high in value. Sales enablement teams produce real business results, including:
- increased conversion rates,
- helping increase sales productivity,
- improving sales’ ability to sell, and
- improving marketing’s ability to deliver the right content to support sales efforts.
- Dedicated sales enablement teams deliver results because they help reduce the friction that often exists between sales and marketing and drive towards the common goal— increasing revenue
- The right Sales Enablement platform can fix the “my sales teams can’t find the content” problem, and focus both organizations on creating better conversations with customers