Sales Enablement: The 3 Traps You Should Avoid in Your Program!

In this article, the editors take a look at 3 pitfalls that can limit the contribution of your Sales Enablement programme.

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Sales Enablement: These 3 Traps Lurking in Your Program!

The early beginnings of Sales Enablement date back to the second half of the 2000s when pioneering companies began to explore ways to enhance collaboration between Marketing and Sales to boost sales performance. Twenty years later, the adoption rate of Sales Enablement has skyrocketed: +343% in the last five years according to HubSpot. It must be said that this approach provides a relevant answer to several competitiveness issues:

In this article, the editors take a look at 3 pitfalls that can limit the contribution of your Sales Enablement programme.

1- The Sales Enablement tool does not stand alone

Implementing a tool without putting the necessary organisation in place is a waste of time, money and energy. According to a Sirius Decision study, 65% of content produced by marketing is never used by salespeople. For HubSpot, this figure rises to 90%. Worse still: according to Data Dwell, 28% of content produced by marketing is not even accessible to sales reps. Finally, 40% of sales reps create their content “for no other reason” (HubSpot).

By deploying a Sales Enablement solution, you’re simply addressing the problem of access to content, not its quality. Here are a few actionable ideas for generating Quick Wins on this point

2- Your Sales Enablement tool needs to be “marketed” to salespeople

Historically, technology has largely favoured marketing to the detriment of sales. Since the end of the pandemic, we have witnessed an accelerated digitalisation of the Sales effort, with a development that can be disconcerting for professionals.

To encourage the adoption of your Sales Enablement solution, you’re going to have to make an effort to raise awareness and follow the best practices of any transformational project.

3-Take advantage of the KPIs generated by your tool to spread best practice

The second generation of Sales Enablement solutions incorporates native KPIs that enable sales and marketing managers to monitor their activity. You’ll be able to identify best practices so that they can be applied across the board, as well as areas for improvement and any friction that may be undermining Sales-Marketing alignment. Here are a few concrete examples.

In short, Sales Enablement needs to set in motion a mindset of continuous improvement based on Data to unlock the full potential of the Sales – Marketing pairing.

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