In a recent sales enablement webinar with sales experts Jason Jordan, Peter Gracey of QuotaFactory and our own John Kosturos of RingLead, we had a chance to ask the tough questions around sales enablement. We already understand what sales enablement is and why it’s important, but what about measuring it, automating it, and scaling it? Here’s a look at their answers.
What are the most important aspects of sales enablement?
Jason Jordan: Hire the right people, give them the right tools, and motivate them. Oftentimes attention is paid to the skills of the sales rep, and more specifically, the interaction with the customer and the prospect. Salespeople don’t get a lot of instruction on managing the territory, and prioritizing where they should spend their time with prospects, customers, or specific opportunities. Coaching is the place with the largest opportunity. Coaching can provide an immediate impact on the behavior of salespeople. For the most part, sales managers focus on forecasting, scrubbing data, pipeline, urgent matters, etc. The most important thing they can do is coach.
How does culture fit into sales enablement?
Jason Jordan: Culture becomes critically important during the change management discussion. Train people to behave better. Encourage CRM adoption and the use of tools that might help them do their job better.
Pete Gracey: QuotaFactory puts an emphasis on quality of life; making sure that employees feel supported, enabled with the necessary tools, coached, and managed in a way that makes them successful at their job. We create programs to show employees that we care, but also to get them excited to perform well in their jobs, such as a formalized two-year advancement plan, student loan reimbursement, etc. That creates a great culture. Happy employees are going to implement, measure, evaluate, and improve your sales enablement plan and infrastructure because they’re more excited to be at work.
What is the most important KPI for sales enablement?
Pete Gracey: While I shared three top KPIs in a recent post, I think data integrity comes first. None of your reporting or KPIs matter if your data is bad. Start with cleaning your database, and then focus on other KPIs in your assessment or your sales enablement plan, and your assessment of your team and how well they’re doing. To summarize, fix your data first in order for anything else to matter.
Do you know of any tools for sales enablement?
John Kosturos: Contact data ages like fish instead of wine. The data goes bad. 30% of contacts decay in a year’s time. Tools like Profiler take fresh contact data from the web and pull it into your CRM. It stops the manual work of searching for contact information. Another tool called Capture researches and identifies contacts anywhere on the web and moves that contact data into your CRM. It researches emails, phone numbers, social footprint, etc. and allows you to route those into existing leads or contacts. You can even create new leads, CSV lists, etc. Technology is a big part of sales enablement, but you need to make sure that you have a plan to implement and train as well.
Watch the webinar Cracking the Sales Enablement Code with Sales Data below.
We want to thank John, Jason and Peter for providing such great insight. Keep the questions going in the comments below.
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