4 Steps to Scale Smarter Sales Enablement in 2019

January 3, 2019

Shawn Parrotte

Maybe you’ve already built a formal sales enablement function and are starting to rev up the engine.

Or maybe you haven’t hired for this critical role just yet and are starting from scratch.

Either way, these 4 steps will help you scale smarter sales enablement in 2019 to help your team sell more through consistent processes and added-value content.

Step 1. Invest in a Sales Enablement Team or Manager #

Today’s sales leaders have a lot on their plate. Often, things like coaching or training the team, creating sales collateral in partnership with marketing, or evaluating new sales technologies fall to the wayside when there’s a fire to put out in the pipeline or strategic business questions to answer on the leadership team.

Don’t wait too long to invest in a dedicated sales enablement function. We recommend making this hire at around 10 sales team employees or even earlier on.

A sales enablement hire should be collaborative, metrics-driven, passionate about L&D, such as on-boarding and training, highly organized, and tech savvy. They should also have strong written and verbal communication skills.

Step 2. Jointly Establish Objectives #

There are several areas where you should get aligned with marketing and other leaders within sales before you ramp sales enablement.

These areas include:

  • Identifying your customer personas
  • Clearly understanding your sales process & stages, as well as what constitutes a rep to move an opportunity from one stage through the next
  • Qualification criteria
  • Selling obstacles
  • Value proposition

Often, inconsistent selling is a result of one or several of these areas being misaligned.

Step 3. Create a Project Plan and Deploy It #

Relevant and timely content is critical to sales enablement success, as is ongoing training for your team. Early on you should establish a list of priorities and dates with owners to hold everyone accountable for getting sales enablement off of the ground.

To do this, you must answer questions like:

  • Who will create content and trainings?
  • What content and trainings will we create?
  • How will we measure success?
  • Where will we host the content and trainings?
  • When/how frequently will we release content and trainings?

Step 4. Evaluate Sales Enablement Technologies #

Sales enablement is all about efficiency, and selling efficiently starts with having a suite of the right technologies in place.

Some common technologies to consider are:

  • A solution to host and track sales enablement content, such as Clearslide or DocSend
  • A solution for performance and KPI management, such as Salesforce, InsightSquared, or Outreach
  • A solution to develop trainings, on-boardings and certifications, such as Conversation Intelligence Platforms (we’re obviously fans of that!), Brainshark, WalkMe, or MindMatrix
  • A solution to create compelling content, such as Canva, Haiku Deck, PiktoChart

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