July 29, 2013 09:36 AM
In a recent blog post for SiriusDecisions, Jim Ninivaggi wrote, “Unlike established corporate functions like accounting, finance and marketing, sales enablement is still evolving, and the term means different things to different companies.
This assessment couldn’t be more spot-on (he even points out that the word “enablement” isn’t technically a word at all). While nearly every organization today has some sort of sales enablement function, only some are form...
July 25, 2013 09:42 AM
There’s no denying that quality content and sales enablement go hand-in-hand. The fact is, from the moment a new rep walks through the door, content plays a critical role in their productivity and effectiveness.
Think about it…
Employee onboarding requires training content and materials. So does continuous updates and just-in-time learning for existing reps. Then you have the resources required for effective demand generation and lead nurturing. And what about live meetings? It...
July 22, 2013 09:46 AM
Our recent Sales Enablement eBook states that ultimately, it’s the responsibility of everyone at an organization to help enable sales teams to sell. And while that’s true, some business functions still have a more direct impact on sales effectiveness than others – and marketing definitely falls into that category.
If content is the key to increasing sales productivity, than it’s up to marketing to provide the resources and communications necessary to enable their reps...
July 18, 2013 10:00 AM
Calculating return on investment (ROI) can be a challenge for marketers, especially when it comes to strategies around content marketing and social media.
Sales? That’s a lot easier, since primary goals are tied directly to revenue.
That being said, there’s a difference between sales and sales enablement, and as the folks at SiruisDecisions point out in a recent report, the success of the latter is about more than just the bottom line.
The research brief, titled Sirius Data...
July 15, 2013 09:33 AM
New research shows that reps prefer content relevance over frequency when it comes to enabling sales.
While I believe content is one of the keys to increasing sales productivity, not all marketing content serves the same purpose. Some content resources are geared toward brand awareness, SEO, demand/lead generation – and on and on it goes.
When it comes to sales enablement, however, reps are most interested in the content that is specifically relevant to them. The question is – wha...