How CMOs can build productive sales enablement teams

    How CMOs can build productive sales enablement teams

    Buzzwords are common in the B2B world; however, CMOs clarify that Sales enablement is not a mere buzzword, and the practice is here to stay

    Marketing leaders acknowledge that the phrase has different relevance in different contexts, and the meaning has varied drastically in the past few years. Sales enablement before technologies overtook sales processes was defined as any measure that helped teams sell faster. This included both physical and virtual factors. Currently, the situation is different.

    In the current scenario, sales enablement refers to utilizing all resources and content most efficiently and effectively possible. The main goal should be to enable the sales team to finish sales more rapidly by reducing the buyer journey.

    Sales enablement strategies will vary depending on the organization. Even companies in the same industry can have different strategies depending on the marketing channels, products and services offered, and employee skills.

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    A sudden change in the strategy can throw sales enablement personnel off balance. CMOs believe that sales enablement requires representatives to have the skills, process expertise, and knowledge of selling. They should have required access to the good assets for maximizing buyer/ customer interactions as well.

    Marketing leaders feel that once enterprises adapt to user-centric design, they understand the advantages of improved long-term engagement in platforms and programs. They will also enjoy better alignment of program outcomes and enablement of clients’ expectations. A one-size-fits-all approach does not apply to organizational architecture.

    Often enterprises with the best strategies fail because they often lose sight of the enablement clients and disregard the procedure for developing a client-centric set of enablement responsibilities and roles.

    Strategies that succeed are focused on the preferences and needs of clients and long-term engagement. CMOs need to examine the functional enablement structure by keeping the enablement client as the primary focus.

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    For creating effective organizational design measures, organizations are required to drive defined results through internal alignment to established business tactics, have an external process with customer/buyer focus, and practice a dynamic mindset that allows easy adaptation to business changes.

    The organizational structure should implement strong governance elements to ensure they are focused on goals and easily measure performance.

    By implementing organizational governance, CMOs say that program redundancy risk reduces considerably, and accountability via clear metrics. The dynamic process ensures easy compatibility with changes and adjusts to its needs, allowing the organization to evolve.

    For a user-centric approach, the organization should have a deep understanding of influencing factors, enablement competencies, requirements knowledge, the capability to measure and modify, and empathy. Enterprises prefer to put the reps at the front of sales enablement as it produces consistent results.

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    Additionally, reps gain confidence, content, and competence to interact with customers or buyers. Sales enablement leaders acknowledge that seller end-user experience is vital to deliver awesome enablement programs. Sales enablers that can understand the daily reality of client-facing roles increase their sales considerably. Experienced practitioners are willing to collate, analyze, and learn from lagging and leading factors and remain dynamic.

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    Megana Natarajan
    Megana Natarajan is a Global News Correspondent with OnDot Media. She has experience in content creation and has previously created content for agriculture, travel, fashion, energy and markets. She has 3.9 years’ experience as a SAP consultant and is an Engineering graduate.