Top  Four  Goals  for  Sales  Enablement  

Sales  Enablement  

There  are  many  definitions  for  the  Sales  Enablement  function.  At  a  matter  of  fact,  leading  industry  analysts  don’t  quite  agree  on  what  sales  enablement  includes.    

©  2014  Highspot  

Definition  

“Sales  enablement  is  a  strategic,  ongoing  process  that  equips  all  client-­‐facing  employees  with  the  ability  to  consistently  and  systematically  have  a  valuable  conversation  with  the  right  set  of  customer  stakeholders  at  each  stage  of  the  customer's  problem-­‐solving  life  cycle  to  optimize  the  return  of  investment  of  the  selling  system.”  Source:  Forrester  Blog  

©  2014  Highspot  

Definition  

Sales  enablement  is  “The  activities,  systems,  processes  and  information  that  support  and  promote  knowledge-­‐based  sales  interactions  with  client  and  prospects.”    Source:  Gartner  IT  Glossary  

 

©  2014  Highspot  

Enable  sales  to  close  deals  

Definitions  may  be  different,  but  everyone  in  the  trenches  can  agree  that  sales  enablement  should  do  exactly  what  it  says:    enable  sales  to  close  deals.    And  how  do  they  do  that?  By  giving  sales  reps  the  content  –  the  knowledge  –  they  need  to  meet  their  goals.  

©  2014  Highspot  

Top  Four  Goals  

Essentially,  sales  enablement  increases  your  sales  reps’  working  knowledge  by  connecting  them  to  relevant  information  and  expertise  from  across  your  organization.    And  more  knowledgeable  reps  lead  to  more  sales  through:  

•  Increased  win  rates  

•  Reduced  wasted  time  

•  Fewer  costly  errors  

•  Amplified  Best  Practices  

©  2014  Highspot  

Goal  1  

Increased  Win  Rates  

Winning  a  higher  percentage  of  business  is  a  goal  of  every  sales  organization.    Having  the  right  information,  news,  and  experts  at  your  reps’  fingertips  increases  the  odds  on  every  deal.  Your  reps  should  be  able  to  easily:  

•  Find  the  latest,  most  relevant  sales  collateral  

•  Discover  targeted  information  such  as  news  articles  about  your  prospects,  your  competition,  and  your  market  

•  Find  experts  from  across  your  organization  

©  2014  Highspot  

Goal  2  

Reduced  Wasted  Time  

Studies  show  reps  waste  as  much  as  12%  of  their  time  on  failed  searches  and  re-­‐creating  existing  content.    That’s  a  lot  of  selling  time.  Sales  enablement  can  help  decrease  this  wasted  effort  by:  

•  Making  the  right  information  easy  to  find  and  use  

•  Onboarding  new  reps  quickly  by  providing  learning  materials  that  are  easily  searched  and  consumed  

©  2014  Highspot  

Goals  3  

Fewer  Costly  Errors  

Errors  and  omissions  during  the  sales  process  are  one  of  the  most  frequently  cited  reasons  for  competitive  loses.    Sales  enablement  should  ensure  reps  have  the  right  information  at  the  right  time.  

•  Ensure  sales  reps  are  using  the  most  up-­‐to-­‐date  content  for  critical  information  such  as  spec  sheets,  pricing,  and  licensing  

•  Promote  your  sales  process  by  creating  information  areas  –  on  your  intranet,  sales  portal,  etc  –  for  each  product,  target,  channel,  stage,  etc.  

©  2014  Highspot  

Goal  4  

Amplified  Best  Practices  

Leveraging  the  closed  won  deals,  sales  enablement  can  establish  and  enforce  a  set  of  best  practices  to  drive  more  revenue.  

•  Discover  what  information  is  being  used  and  optimize  accordingly  

•  Surface  widely  used  and  shared  documents    

•  Determine  internal  subject  matter  experts  through  content  usage  analytics  

©  2014  Highspot  

Summary  

By  focusing  on  the  basics  of  the  sales  enablement  function,  you  can  more  effectively  help  your  sales  reps  –  and  your  company  –  meet  its  goals.  You  should  implement  processes,  develop  content,  and  procure  technology  that  will  help  your  reps:    

•  Increase  win  rates  

•  Reduce  wasted  time  

•  Make  fewer  costly  errors  

•  Amplify  best  practices  

Learn  more  

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About  Highspot  

Highspot  is  a  knowledge  sharing  platform  that  lets  business  users  implement  play  books,  create  portals,  build  knowledge  bases,  deliver  training,  and  even  track  industry  news.  It  handles  all  the  ways  a  modern  organization  needs  to  share  information.    

About  Highspot  

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