Industrial Marketing Blog

Sales Enablement: What Happens When Sales and Marketing Are Aligned?

Posted by Brian Shanahan on Jan 6, 2018 10:51:29 AM

Getting sales and marketing to play nice in the same sandbox is more than just an organizational challenge. It can have dramatic impact your company’s bottom line. Differing views can diminish strategies and revenue for the business if both groups aren’t on the same page. Alignment of these two teams can be a beautiful thing, though, and warrants some operational investment in a sales enablement program. We’ve identified some proven benefits, and we'll share them with you here.


Provide Better Selling Insight for Sales

The whole idea of sales enablement is to provide the sales team with the appropriate selling tools to help them have better conversations with customers and qualified leads. Effective sales enablement initiatives provide the sales staff with invaluable information including buyer personas, insights, challenges, interests and pain points. Armed with appropriate, more personalized data, the sales team can zero in on prospect and customer needs quicker, accelerating the sales process and generating revenue quicker.

Create More Successful Sales Conversations

When equipped with the right tools, training and information, sales teams are better able to hold relevant dialogues with prospects and customers. Marketing devotes a substantial amount of time and resources to the sales department in the form of sales materials, campaigns and qualified leads. But the two groups aren’t always in the best alignment, with each working on its own goals without visibility into how or what they’re doing impacts the other. With appropriate collaboration, marketing can support sales with useful communications tools delivered on a timely basis to enable better sales conversations.

Reduce the Time to Better B2B Engagement

When marketing and sales are better aligned, there is better support with more targeted marketing tools. This alignment dramatically reduces the time that sales teams waste digging for relevant information and getting it in front of prospective customers faster. Marketing does what it does best, and Sales does what it does best when there is a healthy flow of communications. Realizing that both teams are all on the side of the company, efforts can be streamlined and targeted with better revenue wins for the business.

More Transparency Across the Enterprise

With an open sales enablement strategy, sales activity will be more visible to more people in the business which will help them understand how everyone can have a positive impact on sales. Sales should be directly and indirectly the responsibility of everyone in the company—accounting, marketing, finance, training, parts, customer service, etc.—and if more people are aware of their place in the buyer’s journey, they will be more effective in their contributions to the process. When sales enablement becomes part of the company culture, everyone has a vested interest not only in sales today but also in customers for the long haul.

Is there one magic bullet to turn prospects into lifetime customers? Not really. But using sales enablement strategies will convert them quicker than before so that you can start developing a broader base of loyal customers. This alignment will lead to more closed deals and better sales opportunities that will drive revenue for the organization and help ensure profitability well into the future.

Marketing automation strategies for long-term growth and customer retention

Topics: Marketing Strategy

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