With business objectives changing every quarter, Sales enablement has been an ever transforming, evolving and maturing space. This discipline has always existed in pockets but the many nuances has raised its importance to be recognized as a separate function. More than enabling sellers, as a sales enablement professional, it has been crucial to understand the business, understand the industry, understand the audience and then understand the sales.
Sales enablement needs to come before any of marketing and sales activities. As businesses decide on their startegies to tackle in the year, before even the sales force execute those strategies its important that:
1)They understand the business strategies
2)They know what exactly are they selling
3)They know who the audience are
4)They know how to sell what they are selling
It’s an essential cycle of continuous learning and execution. And when its enablement for sellers there are hard core metrics to determine the effectiveness of enablement tactics and course correct. With tools like Seismic, Saleshood etc, this task has become easier and helps to drive enablement like a campaign designed for our sellers.
So questions like “Can we do away with investing on Sales enablement?”, “Is Sales enablement needed?” and many more.. they do arise and will arise but no one can ignore its importance. How much to invest and how to measure the ROI is an answer which we are still perfecting.
