06 Jul

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

IMG_2033.jpg
By Laura Nurzynski
Group Vice President, Custom Solutions, IDC
Read full bio

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?”

(more…)

21 Jun

3 Steps to Align Sales Enablement Efforts to Your Customer Experience

IMG_2033
Laura Nurzynski
Group Vice President, Custom Solutions, IDC
Read full bio

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.

(more…)