13 Jul

Sales Onboarding as a Key Enabler of Sales Enablement Adoption

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By Thomas Barrieau
Director, Sales Enablement Practice
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One key success factor for any company’s sales enablement program that frequently does not get the attention it deserves is adoption. If your sales people don’t know how to, or are not inclined to take advantage of your sales enablement deliverables, the best strategy and assets in the world will not produce the impact on sales productivity you are seeking. Taking proactive steps to drive adoption can often be waylaid by a faulty mindset. Classic examples include “It’s their job to use these resources—why should I have to talk them into it?” or “We’ve built a great program; why wouldn’t they beat a path to our door?”

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06 Jul

More Sales Enablement “Bang” for Your Marketing “Buck”

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By Laura Nurzynski
Group Vice President, Custom Solutions, IDC
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The notion that storytelling is an important part of the customer creation process is an increasingly popular one, as discussed here, here and here.
This begs a number of questions for marketing and sales enablement professionals looking to help their sales teams tell a good story: “How can I make our story compelling?” “How can I weave our core messaging into different stories suited to diverse buyers?” “How can I tell our story at different levels of detail suited to various communications streams?”

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21 Jun

3 Steps to Align Sales Enablement Efforts to Your Customer Experience

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Laura Nurzynski
Group Vice President, Custom Solutions, IDC
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Recognizing the role of customer experience in a company’s capacity to generate revenue has become a mainstream part of the customer creation process. Many enterprises now employ “Chief Experience Officers” as an explicit recognition of its importance. As such, aligning your sales enablement strategy and activities with the customer experience is not only a great way to maximize sales effectiveness, it’s also a way of helping to deliver on top-level corporate objectives. In this post, I’ll look at three steps you can take to align your sales enablement efforts with your customer experience.

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