How Sales Enablement Fits into your B2B Tech Stack

By Dan Burtan

Before the Internet, buyers relied on salespeople and marketing to deliver the information needed to make a purchasing decision, but those days are long gone. Today’s B2B selling environment has evolved and as a result, buyers are more informed. Therefore, marketers and salespeople need to work together now more than ever to deliver value for the buyer.

Despite being separate business functions, sales and marketing strive towards the same goal of increasing revenue for the business. So how can sellers and marketers be more efficient and effective in driving revenue?  By using technology. Revenue increases as more leads close, benefiting both marketing and sales together.

What Technologies Impact the Top and Bottom of the Funnel?

Companies today invest in technologies to educate and influence prospects at each step of the buyer’s journey. Yet, today’s buyers are tackling their journey by accessing product information, reading reviews, and comparing pricing, all without ever engaging with a salesperson.

In fact, CEB studies show that 57% of the buying journey is complete before buyers ever interact with a sales rep. Salespeople are under increased pressure to influence the buying process but often lack the resources needed to add value and provide guidance, especially during the last 43% of the buyer’s journey. So what technologies do marketers and sellers rely on to close the gap?

Marketing automation technologies help drive awareness and consideration for those in the first step of the buyer’s journey. B2B marketers are focused on generating marketing qualified leads (MQLs) to sales qualified leads (SQLs). Customer Relationship Management (CRM) technologies and Marketing Automation (MA) technologies are used to track, communicate, educate, and nurture your prospects about your business.

The top of the funnel is primarily associated to marketing’s demand generation efforts, specifically the channels that drive traffic and visitors to the website. The bottom of the funnel is primarily associated with closing deals. This is where sales enablement technology comes in.

Mastering Your B2B Tech Stack

Companies are now investing in technologies such as Sales Enablement in order to influence prospects during the final stages of the buying process.  B2B marketers that have mastered their top of the funnel technology stack with CRM and MA are now looking for a technology to increase seller efficiency and effectiveness. This is the reason why many sales and marketing leaders are looking to Sales Enablement technology, which is all about prescribing the right content, coaching, process, and tools at the right time in the sales process. Sales enablement enables your sellers to be at their best in any selling situation, enabling them to accelerate deals to close.

Sales Enablement can come into play anytime, not necessarily after you have mastered your other B2B stack. Choosing the right sales enablement technology for your organization is critical. In Sales Enablement, it is all about prescribing the right content, coaching, process, and tools at the right time in the sales process.

How does Sales Enablement Technology align Sales and Marketing?

When sales and marketing teams work on connecting the sales process to the buyer’s journey, overall lead and demand generation is improved as well as sales efficiency and effectiveness. At its core, Sales Enablement is a powerful technology that increases sales rep performance, helps sales teams to deliver the right message at the right time to engage, convert and advance prospects to close. When salespeople use marketing-approved messaging, they convert leads and close opportunities faster.

Once you have chosen your sales enablement technology, the next step is to build out your sales enablement plan. Here are a few resources to help you understand sales enablement best practices, assess your sales strategies, measure where your organization stands, and identify areas for improvement:

–  Sales Enablement Checklist

–  Sales Enablement Buyer’s Guide


1 Comment

  1. Helen on October 30, 2017 at 7:24 pm

    Mindbologling that 57% of the influence made on a buyer is already completed before they ever interact with a company rep. Coming from marketing this really puts the pressure on to tell the story accurately and efficiently in a fun and engaging manner. I like your emphasis on the importance of alignment between the sales and marketing team. We currently use a online training software that makes this more easily achievable. I have found it helpful to read the content that is assigned to me and additionally inform myself with other departments specific content beyond marketing such as product, customer service, and sales pieces. This helps streamline the company’s massaging that should be happening across departments. It also provides more insight on how other departments are talking about our product, customers, and, process and can help determine if we need to change our messaging and direction to better align with the product and people of the company.

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