Have you ever felt frustrated by the fact that your content marketing efforts and sales efforts seem completely disconnected from each other? Do your social media managers and sales team often seem like they just don’t get the other team’s purpose? You are not alone. In a perfect world, these two would constantly dovetail, creating a beautiful symbiotic relationship that drives new revenue for your company. But often they feel like two totally separate silos.

Enter sales enablement.

Sales enablement is a fairly new term to the digital marketing lexicon, but it is very straightforward. It represents the many ways that digital marketing and content creation can support the efforts of your sales team. Let’s face it- in today’s world of business, the typical old school ways of doing sales are over.

Every single potential customer you encounter is looking immediately to your online presence for social proof that doing business with you is worth their hard earned money. They are looking for free resources that set your company apart in your industry, and signal to them that you are the best choice they can make. Sales and digital marketing are intertwined in the customer’s mind and buying process, but many company’s efforts are still taking some time to catch up to this.

Sales enablement is the process of creating content to support the buyer in their journey toward a purchase, while also supporting the sales team in their efforts to move that customer along toward the end goal. It is a win-win for both customers and salespeople alike, because it provides resources to both.

Developing a sales enablement program helps your sales team to know that you are 100% behind them in their efforts, and willing to provide them with a specific piece of content for every buying stage that is simple, straightforward and easy to use over and over again.

Some examples of sales enablement resources are:

  • Industry white papers
  • Blog posts
  • eBooks
  • Case studies
  • Editorial calendars
  • Video content
  • Infographics
  • Sales presentation decks

However you track your sales process, whether it be through an enterprise-level CRM software or a simple spreadsheet, you can utilize sales enablement to save time and increase effectiveness by:

  • Identifying qualified leads
  • Recognizing missing pieces in the sales pipeline
  • Answering key customer questions with a timely content piece
  • Spending more time selling and less time creating your own sales content

We love getting to sit down with clients and talk through their sales goals, and map out a plan for how we can support them through strategic content pieces that pack a punch. Our typical process consists of a one-day session in which we examine your current sales goals and strategy and develop a 12-month content calendar to support your sales team throughout the buying process and the calendar year, based on the specific requirements and rhythms of your particular industry.

If you would like to learn more about how to align your sales and marketing goals and see more results with a killer sales enablement program, contact us today!

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