Sales leaders struggle with an ever-growing list of obstacles that hinder operations. Everything from dwindling conversion ratios to increasing misalignment between sales and marketing could have a negative impact. This is precisely why sales enablement has become a greater priority among managers – it allows them to craft a strategic and systematic approach to their everyday activities and focus on building their capabilities.
However, some businesses perceive sales enablement in the wrong light; they expect it to do one thing, when in reality, it has a different purpose. These potential pitfalls in the way managers perceive sales enablement may hinder the way in which it’s implemented.
1. Sales Enablement is the Responsibility of One Department
Sales enablement plans can be used to help align sales and marketing, but for some reason, many involved with the process think it’s the responsibility of one or the other. In reality, sales enablement initiatives should be group efforts that involve everyone, ranging from high-level marketing executives to the people making sales.
“Bottom line: Sales leadership needs to identify the problem in the gap between company strategy and field sales execution, set a strategy and define outcomes aligned to the buyer’s journey and orchestrate a sales and marketing process that optimizes your ability to sell more effectively,” adds sales blog Selling Power.
2. More Content is Better Content
Messaging is an important part of successful sales enablement campaigns, but many companies make the mistake of thinking that more content is better content. Businesses feel that they are swimming in messaging content, and think the solution is creating more and organizing it effectively.
In reality, the key lies in balance. Salespeople need to get the right message to the right people at the right moment and through the right medium. A deluge of content can help them achieve that goal, but it’s more about companies having the sales enablement software that helps them utilize this collateral.
3. Technology is the Centerpiece
A number of companies view sales enablement and marketing automation tools as paramount to launching a successful sales strategy. To a degree, these tools are important – especially given the utility of many modern platforms. However, it’s important to realize that technology is just that – a tool. Salespeople and marketing executives need to make effective use of these tools to maximize the value of a sales enablement strategy.