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sales is tough it doesn't matter if you're selling a bleeding edge Enterprise SAS tool or a residential HVAC system it's a process that requires equal amounts of product knowledge customer empathy and willpower fortunately there's a little something that can help sellers do their jobs more effectively sales enablement while it isn't always easy to implement this process of building easily accessible collateral in the name of streamlining the journey from lead to customer is imperative when building a scalable sales organization by the end of this video you'll have a deep understanding of why sales enablement is essential to your organization as well as a foolproof sales enablement strategy that you can begin implementing today let's get started simply put sales enablement is the process of empowering your sales reps with the tools resources and competitive intelligence they need to do their jobs effectively you need to develop a 360 degree understanding of how your reps sell your product in order to uncover roadblocks then once you've got a handle on what is standing in your seller's way you can create enablement materials and Implement Solutions when done right sales enablement is transformative save underperforming reps from a pink slip it can ratchet your median up a notch and it can turn your top performers into absolute Legends good sales enablement empowers your entire organization with the competitive intelligence resources and tools to close more deals more efficiently it's more than just creating a few battle cards and wishing reps luck it's about teaching them to fish showing them how to leverage your hard work into Better Business outcomes in a very short period of time your sales reps need to be able to get a qualified prospect's attention build rapport highlight pain points and position your product as the solution that delivers X ideal outcome bonus points if it also makes the prospect into a hero handle objections and close the deal and to do that sales teams must be armed with training and readily available materials purpose built to simplify and hasten the buyer's journey in other words they must be enabled to begin building and implementing a successful sustainable sales enablement strategy start with this seven step process step one assemble your team in an Ideal World your organization would have a dedicated sales enablement team built to deliver Strategic Training and collateral to sales reps growing organizations however sales enablement often falls on product marketers because when sales reps need help closing business the go-to resource for all things positioning messaging and competitive intelligence is the natural first look Step 2 establish specific goals and kpis while the overall goal of sales enablement is to equip your organization with the insights data tools and knowledge it needs to sell better take the time to establish specific short-term goals to serve as your roadmap as you scale your enablement program each goal should be accompanied by at least one kpi because sales enablement comes in all shapes and sizes which means there are dozens of metrics you can use to measure the success of your efforts the most common are lead to opportunity conversion rate win rate competitive win rate average selling price sales cycle length quota attainment and content adoption step 3 delegate action items your team is built your goals are locked in now let's determine who's going to own what this is pretty intuitive for example any goal related to positioning messaging or competitive intelligence should be owned by a product marketer or any goal related to nurturing leads should be owned by a demand gen marketer ownership of the specific goal can be shared of course but make sure it's clear who owns specific deliverables step four create collateral whether you're focused on case studies business case templates Roi calculators or something else entirely now is the time to bring it or them to life creating a piece of collateral isn't as simple as writing an email or publishing a blog post it's an activity that when done well requires a substantial degree of collaboration and attention to detail for the rundown on one of the most essential pieces of collateral sales battle cards we've got our sales battle cards 101 video queued up for you in the description below step five develop your rollout plans so you've just created some game-changing sales enablement collateral congratulations now how are you going to ensure that your sellers know where to find it why it's important or how to use it if you want your reps to actually leverage the materials you've created you need to be thoughtful as to how you're going to roll everything out step six distribute collateral now that you've answered those three questions make it happen to ensure your sales enablement materials are being used and continue to drive adoption distribute the collateral to where your sellers spend their time step 7 analyze and optimize we included kpis in Step 2 for a reason because the work of sales enablement is never done use your kpis to determine what's working what's not and how you can continue to improve results over time unfortunately no matter how thorough you are when planning creating and distributing your collateral you won't hit a home run with your first swing some materials will be underutilized and others will prove ineffective there will always in other words be room for improvement and there you have it you've just successfully implemented a sales enablement program one key aspect of sales enablement is competitive intelligence while some companies may choose to focus on them as their own initiatives that are much more impactful when paired together to learn how you can begin fueling your sales and Implement program with competitive intelligence request a demo of crayon today