We marketers like to think we are making a big contribution to revenue, but in fact, we may be doing all kinds of interesting stuff but being perceived as inefficient when it comes to truly enabling sales. The operative word here is “perceived” because regardless of what we are actually doing (and accomplishing), perception is what will guide our future in the organization. To put this another way, we not only have to do the right stuff, but also prove that the stuff we are doing has beneficial impact on sales.
Our job as marketers is to minimize complexity and help simplify the salesperson’s job, not overcomplicate it with more systems, processes and digital paperwork. So what can we do to enable sales without making their lives more difficult? Here are six suggestions that are guaranteed to increase your sales enablement effectiveness and marketing department’s value.
1. Generate a steady stream of qualified leads. Yes, I know this is easier said than done but good leads are the lifeblood of the B2B sales organization.
2. Have a great website that educates prospects, makes them more receptive and shortens the sales cycle.
3. If marketing is responsible for the lead qualification process, do this quickly, accurately and relentlessly. Sales will love you for this!
4. Help the sales team message correctly – with timely product training and by providing branding statements and messaging templates (e.g. email and presentations) that are compelling and consistent.
5. Produce quality collateral that helps optimize every stage of the sales process.
6. Organize collateral in a simple content management system (CMS) that lets reps quickly find the latest assets. Please choose one that is easy to use, not full of overly-complex features.
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