By Christina Aiello
Marketing is a coin toss, and there is no way to tell which way the coin will flip. You could send one thousand people a marketing email and maybe get a dozen people to click through. Or you could select a group of highly qualified prospects to reach out to and hear back from every single one. It is that ambiguity that makes marketing so tricky. Even if you are meticulous about examining your audience and creating the right content, you can never be 100% sure that you’re reaching the right people at the right time.
Marketers are constantly under pressure to promote the company, build the brand, and increase engagement, but beyond that, they are asked to adjust their schedules to respond to the demands of sellers, many who don’t understand or appreciate the value of marketing content in the first place.
Today, marketers have an opportunity to flip the coin in their favor, by taking advantage of sales enablement technology. Don’t believe us? Here are our top 5 reasons why marketers should care about sales enablement. Drumroll, please…
1. Provides sales with content in context
Content is the backbone of any sales enablement strategy and being proactive about how you create, allocate, and evaluate your resources will set you up for long-term success. But content doesn’t just mean marketing assets; it also means providing resources your sellers need to work efficiently like just-in-time coaching, access to subject matter experts, guided selling, and sales process reinforcement. Sales enablement makes it easy to provide impactful content to sellers in context with what’s going on with their deals, so adoption and conversion rates remain high.
2. Helps coach sellers on how and when to use content and allows them to find the right marketing assets to support their selling efforts
Finding the right marketing tools to help support the sales team and their efforts is a difficult task. It is time-consuming to search for the right assets that are relevant to a customer’s business and the lens they use to make decisions. Good business leaders are aware of these obstacles and remove them by purchasing a sales enablement tool so that sellers can get back to business. Sales enablement tools prescribe relevant marketing content to the seller when and where it’s most relevant – allowing reps to focus on specific initiatives, like closing deals.
3. Ensures the most relevant information is being shared across channels at all times
Two of the largest benefits of sales enablement technology are automation and streamlined processes. Sales enablement automates the curation of content for sellers, ensuring that the most relevant information is being used at all times, whether it’s recommended based on human- or machine-driven data. This reduces some of the administrative burden placed on marketers by allowing them to streamline, reinforce, and support current business processes. Sales enablement ensures that only the latest branding, templates, and messaging is being used with prospects and customers, enabling marketers to focus their time and resources on more strategic activities.
4. Provides a better way to reach customers and ties marketers to the resources that are driving conversions
For salespeople to be successful, they need to be able to offer value and knowledge to a variety of stakeholders. This is where sales enablement can make a difference. Instead of tipping unqualified leads over the fence and praying for conversions, sales enablement allows marketers to optimize the interaction between the seller and the prospect by enabling reps with prescriptive and predictive content recommendations.
5. Offers valuable insights from business data and tracks content usage and sharing
Marketers need to understand which content is being used where and at what stage of the cycle it’s being leveraged. Sales enablement technology gives content curators the data-driven insights they need to create more of the impactful content their sellers crave and allows marketers to deliver content recommendations to sellers based on opportunity data and specific selling situations. These insights help to improve seller efficiency and tie marketing efforts to the resources that are driving conversions and winning business.
Ultimately, marketers should care about sales enablement because it automates the creation and maintenance of marketing assets and helps them develop messaging and content sellers will actually use.
Can you think of any other reasons why marketing should care about sales enablement? I would love to hear them in the comments below!
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