Sales Enablement Introduction
- Process, content, and technology to sell faster
- Get sales and marketing aligned
- Show the customer consistent messaging across platforms
- More buyers researching first before talking to sales
- This means marketing has a larger impact. The upfront work weighs higher on the buying decision
- Goal - Sales Revenues
- Buyer - Focus on qualified buyers, solid leads
- Content Strategy - Questions in the sales field turn into content
- Have each teams understand the other team and their process
- What will increasing sales do for you?
- Define the company vision
- Set Goals - Translated to Revenue Amounts
- Vision should be summed up in 5 minutes or less. If not, go back to the drawing board and refine the idea.
- Marketing and Sales share equal passion for pipeline
- Create Ideal Customer Profile
- Develop Lead Qualification Matrix (2 x 2 matrix)
- Quadrant I (Good-Fit and Sales Ready)
- Quadrant II (Good-Fit and NOT Sales Ready)
- Quadrant III (Poor-Fit and Sales Ready)
- Quadrant IV (Poor-Fit and NOT Sales Ready)
- Segment hand-raisers, people who ask to talk to sales
- Keep un-nurtured leads with marketing
- SLA: Agreement between client and customer. Client pays a fee in exchange for agreed upon output.
- Contact Leads quick, the faster the better after they are generated.
- Judicial branch - A small leadership group who review every lead sales rejects.
Service Level Agreement Accountability
- Number of opportunities = Number of Sales Leads delivered to a Sales Rep
- Average deal value = How much does an average sale amount to?
- Win rates = What percent of opportunities does a sales rep close to business?
- Sales Velocity = (Number of opportunities x Average deal value x Win rates)/Sales cycle length
- How to fix Bad Leads? Change the messaging. Try different bait.
- Get sales and marketing aligned
- Regular meetings to keep both teams on the same page
- Avoid silos between teams
- Average cadence (sequence) - 2 week meetings
- Keep meetings small
- Give people equal speaking time
- Establish psychological safety
- Start with ideal customer profile
- Understanding the buyer lets you help them more
- Interview at least 15 people to get an accurate buyer persona
- Discover their goals, challenges, where they spend time, what they read
- Every product/service purchase has a reason behind the reason
- Help the customer do what they need to do using our product or service. Market towards the end result.
- Build a storyboard for the customer journey. From the beginning, to how they found you, to turning into a customer
- Find out who and what your company is a hero for
- One buyer persona per Hero Statement
- Hero Statements = Buyer Persona + Job to Be Done
- Hero Statement helps you provide meaningful experiences
- Empower people with knowledge
- Use pre-sale content as a magnet for leads
- Provide solutions to problems first, to set the tone with customers
- Sales team should use marketing content when applicable.
- Marketing and Sales need to share insights with each other
- Use video to show personality
- Help people with the job they want to do, not the job you want to do
- Use video to show personality
- Build technology to support all stages of sales enablement
- Use technology to measure SLAs
- Define your goals for sales enablement
- Process first, then technology
- Ensure marketing and sales look at the same data
- Ensure marketing and sales provide consistent experience
- Ensure marketing and sales do not crossover with the same lead