The Ultimate Guide to Creating a Sales Enablement Strategy. Sales enablement is a strategic function that empowers your sales team with the information, content, and tools they need to sell more effectively and efficiently.
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It also provides them with continuous learning and growth opportunities to enhance their skills and performance. However, to create a successful sales enablement program, you need to have a clear and comprehensive sales enablement strategy.
A sales enablement strategy is a document that outlines the goals, deliverables, responsibilities, and scope of your sales enablement team.
It also defines the metrics and key performance indicators that you will use to measure your success and impact.
In this article, you will learn how to create a sales enablement strategy in 5 easy steps.
1. Start with your business case
The first step to create a sales enablement strategy is to start with your business case.
Your business case is a brief document that communicates the value proposition of your sales enablement program, why it is needed, how it will operate, and who will be involved.
Your business case should align with your company's key strategic priorities and goals, and show how your sales enablement program will make a positive difference to your business.
Your business case should also get the approval and support of your executive team, who will provide you with the resources and authority you need to execute your strategy.
2. Define your mission
The second step to create a sales enablement strategy is to define your mission.
Your mission is a short statement that describes the purpose and vision of your sales enablement function.
It should capture the essence of what you do, how you do it, and why you do it. Your mission should also guide your actions and decisions, and keep you and your team focused on what matters most.
Here are two examples of sales enablement mission statements:
- To provide the sales organization with the information, content, and tools necessary to streamline sales processes.
- To deliver continuous learning and growth to customer-facing teams.
3. Align both up and down
The third step to create a sales enablement strategy is to align both up and down.
This means that you need to understand the needs, challenges, and goals of both your management and your customer-facing reps, and find ways to help them all achieve their objectives.
You need to align up with your management, by understanding their expectations, priorities, and feedback, and showing them how your sales enablement program will contribute to the business outcomes.
You also need to align down with your customer-facing reps, by understanding their pain points, preferences, and feedback, and providing them with the solutions and support they need to succeed.
4. Identify your subject matter experts
The fourth step to create a sales enablement strategy is to identify your subject matter experts.
These are the people who have the knowledge, skills, or experience that you need to create and deliver your sales enablement content and programs.
They can be internal or external stakeholders, such as product managers, marketing specialists, industry experts, or customers.
You need to identify your subject matter experts, by networking within and outside your organization, and building relationships with them.
You also need to leverage their expertise, by collaborating with them, learning from them, and involving them in your sales enablement initiatives.
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5. Decide how you'll measure success
The fifth and final step to create a sales enablement strategy is to decide how you'll measure success.
You need to define the metrics and key performance indicators that you will use to track and evaluate your sales enablement program's effectiveness and impact.
You need to track two sets of metrics: programmatic metrics and growth and revenue metrics.
Programmatic metrics tell you how well you are executing your sales enablement strategy, such as the number of content pieces created, the completion rate of training programs, or the satisfaction level of participants.
Growth and revenue metrics tell you how well you are impacting your organization's goals, such as the increase in sales productivity, the improvement in win rate, or the growth in revenue.
Conclusion
By following these 5 steps, you can create a sales enablement strategy that will help you achieve your sales enablement goals and add value to your business.
Remember, a sales enablement strategy is not a static document, but a dynamic plan that requires constant monitoring, review, and adjustment.
By creating a sales enablement strategy, you can ensure that your sales enablement program is aligned, effective, and impactful.
Open References Source
- GTMNow - Sales enablement strategy
- Brainshark - How to Write a Sales Enablement Charter