5 Features to Look for in a Sales Enablement Solution

June 02, 2015 | Brendan Cournoyer
5 Features to Look for in a Sales Enablement Solution

The following post is a brief excerpt from the free eBook, Sales Enablement for Dummies.

Sales enablement is a complex issue. It requires systems that empower both reps and managers. But, most important, it needs to free up salespeople to do what they do best: Sell!

Here are five features that you should look for when you’re searching for a sales enablement solution:

#1. CRM Integration

The ability to deliver the content, training and analytics sales teams need to sell more effectively, right within the CRM where they work, such as Salesforce.com.

Additional thoughts: This is a big one. Integrating your sales enablement solution with your CRM makes sense for a few reasons. First, it creates a central place for reps to find the content they need, within a system that they’re already comfortable with. But beyond that, it also drives CRM adoption across your sales team by making it an even more valuable tool to work with. If you’re not getting the full return on your CRM investment, this should be high on your list of benefits.

#2. Content creation

The ability for subject-matter experts to quickly produce impactful content resources, to be used for training, demand gen, prospecting and more.

Additional thoughts: Content is really the fuel that drives sales enablement. You’d be hard-pressed to find an article that doesn’t mention it. So it’s only natural that the ideal sales enablement solution would help you CREATE new resources, as well as organize and deliver them. Right? Right.

#3. Formal training

The ability to deliver structured eLearning courses and curriculums for sales onboarding and training, and track the progress of learners to ensure completion.

Additional thoughts: At SiriusDecisions Summit this year, Jim Ninivaggi was quoted as saying, “Leading companies don’t leave onboarding to chance.” Unfortunately, a few days earlier I had a call with an analyst who said that most sales onboarding programs are “broken.” Better training is certainly a key priority for sales enablement, and when you add eLearning to the mix, it should also be a part of your solution.

#4. Content in context

The ability to prescribe the right content for every situation, organized by persona, industry, stage of the sales cycle and more, and mapped to opportunities within the CRM.

Additional thoughts: Having the right content is one thing. Making it easy to find and access is another. Many organizations struggle with delivering content assets to sales teams. Sometimes, they drown their sales force with too much content. Other times, reps aren’t even aware of the resources available. Serving up the right content – from the right place – for the right situation, can mitigate these issues, but you need a solution in place to help you do it.

#5. Analytics

The ability to gain insight into sales and training processes with actionable data that makes it easy to identify what’s happening, what’s working, and what isn’t.

Additional thoughts: With all this content and training in place, the question is – how does it affect sales outcomes? You want to ensure your sales enablement efforts are paying off after all, and the right solution should tell you. And that means data.

WAIT! THERE’S MORE! For even more key features to look for in a sales enablement solution, download the free eBook, Sales Enablement for Dummies.

Have a question about the right sales enablement solution for you organization? Contact a Brainshark consultant to learn more.

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