How can you and your team implement sales enablement?
- Establish what ‘sales enablement’ means
- Do the necessary research
- Get support from higher-ups
- Develop a cadence in order to gain visibility
- Support the company as a whole
Creating and formalizing a coordinated effort for sales enablement is not going to be an easy task. The number of roles that involve sales enablement is still growing, but the function continues to evolve. This means that while it can be a good idea to take advantage of the expertise of others, establishing sales enablement internally allows the team to grow and adapt.
If the task of implementing sales enablement for your company falls to you, being prepared for the challenges you might face will make them easier to overcome. Here's how you and your team can handle sales enablement on your own:
Establish What ‘Sales Enablement’ Means
Sales enablement can mean a lot of things depending on the organization. With that in mind, it is important that you and your team should clearly define what sales enablement means to your company.
As the point person for this project, is your job to identify the primary objective of this endeavor and educate the organization on the roles that it will need to perform. This might include sales content creation and delivery, continuous training, onboarding, and coaching.
It is also important for you to outline your approach in overseeing the performance of your sales team and empowering your sales managers to ensure that they master the skills essential to success.
Once you have established what sales enablement means for your company, your next step is to define some objectives and goals. In order to do this, you'll need to find out the challenges the sales team is currently facing or the processes that needs to be improved. From there, you can begin laying out the programs that will help fill in the gaps such as training and coaching.
Do the Necessary Research
Now that you are handling the sales enablement functions of the company, it might be helpful to do the necessary research about the current trends in the industry. Do some research on concepts such as:
- The roles and responsibilities of the people and the kinds of tools and technology available to support the function.
- The challenges around sales enablement and what success look like.
- The “lay-of-the-land,” so to speak, of sales enablement by talking directly to analysts who cover the industry.
Another area that you can do your research on is your competitors. Find out if they have their own sales enablement function. If they do, deduce the way it is structured and the deliverables they get from it.
Get Support from Higher-Ups
The key to launching a sales enablement effort that is legitimate and recognized as a contributor to the organization is getting the important people in the company to buy-in. The fact that you have been given the green light to handle sales enablement means that you are already on your way to completing this step. Now, all you need to do is to get the support of sales leaders and executives.
Another thing you should consider is getting the approval from key players across different departments. In order to effectively implement sales enablement, you need collaboration and cooperation from these people about the subject matter.
Start your efforts early and let the various leaders in your company know how sales enablement can contribute to the business. You should also let them know where you need their help with in order to achieve mutual success.
Develop a Cadence in Order to Gain Visibility
As the person tasked to handle sales enablement for the company, think about sales organization as a customer. When the sales team needs you, you need to be visible, available, and present. You also need to familiarize them with your deliverables and assist them in their day-to-day tasks.
There are a lot of ways you can gain visibility in your company, but the most effective way to do this is to develop a cadence. Your sales team needs to know what they should expect, so set a schedule or pace for when you deliver the content, activities, or training.
You can do this by attending important meetings with department heads, together with the sales team. It would also help for you to be present on any external and internal social platforms as well as send out a regular, internal newsletter that compiles new and important information that the sales team can use.
Sales enablement is all about marketing and sales working together so that they can be done more effectively. While the core concept is simple, putting it into practice can be difficult. However, this kind of collaboration is absolutely possible with the right strategies, practices, and tools.
You don't need to have a complete restructure of your company to make use of sales enablement. Take into account the ways provided above, start with a meeting or two, and begin sales enablement in your business!