What is Sales Enablement? [Podcast]

What Is Sales Enablement
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In Episode 7 of The Sales Way Podcast, we tackle the question “What is Sales Enablement”. Here is the episode in full, but we’ve also included a transcript of the episode below.

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What Is Sales Enablement

What is B2B Sales Enablement – Transcript

There are countless explanations about what Sales Enablement is or isn’t – and one thing I’ve found, is that the answer to this question is never that straightforward, and there are often conflicting views. So in this episode, we’re going to look at explaining what we mean by “Sales Enablement”.

Our perspective

Sales Enablement is enabling sales: basically, removing all the blockers that could prevent a sale from happening.

Here are a number of potential blockers we typically see in sales:

  • I don’t understand my customers
  • I don’t know who my customers are
  • I don’t know enough about my product to sell it
  • I don’t have the sales skills to effectively sell my product
  • I don’t have the resources and content to share with my customers
  • I don’t have the tools to properly do my job
  • I don’t have a sales process I can follow to achieve success

So, there are obviously other, additional blockers that you might think of, but these are the common ones we hear from clients – and sales enablement seeks to remove these blockers, across sales training, sales tools (such as CRM, call monitoring and coaching), content (for both customers, marketing activities and internal training, such as Sales Playbooks), and sales processes and methodologies.

Where does Sales Enablement fit in an organization?

Sales enablement crosses into marketing, sales management, product management, sales ops and sales training departments – sitting across all of these areas. Sometimes an organization might have a dedicated Sales Enablement department, other times, sales enablement might be a multi-departmental network of people who come together to deliver a sales enablement initiative or program.

What does Sales Enablement look like?

If we take the previous ‘blocker statements’ we mentioned before, we can demonstrate how enablement might address each of those statements:

  • I don’t understand my customers – Sales training on different target industries and their motivators; Account Planning
  • I don’t know who my customers are – Training around identifying target customer profiles; Territory planning
  • I don’t know enough about my product to sell it – Product training and positioning
  • I don’t have the sales skills to effectively sell my product – General sales skill training and role plays
  • I don’t have the resources and content to share with my customers – Content creation; Marketing collateral; Product information
  • I don’t have the tools to properly do my job – Sales operations delivery of CRM tools, etc.
  • I don’t have a sales process I can follow to achieve success – Company defined processes; Sales operations processes

Bringing it all together

The Sales Enablement function brings all of these different areas together to provide an ‘engine’ by which all sales training, content and process activities power.

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