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.
The notion that storytelling is an important part of the customer creation process is an increasingly popular one. 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?”
In my last post I laid out IDC’s original definition of sales enablement (i.e., “putting the right information into the hands of the right sales professional at the right time, in the right place, and in the right format to move a specific sales opportunity forward.”) and discussed some reasons for why we wanted to expand on it. As part of that conversation, we outlined three core sales enablement activities and discussed the first of these at length: