Customer-obsessed marketing

Open The Door To Sales Enablement Success

Steven Wright
Senior Analyst
May 26, 2016

Open The Door To Sales Enablement Success

After seven months as a Forrester research analyst, with scores of vendor briefings and customer inquiries under my belt, I've seen certain patterns to unlocking sales enablement success emerge. Five Keys To Sales Enablement Automation Success brings together lessons learned from vendors and practitioners to show where B2B marketers should focus their attention. Some considerations to keep in mind – especially when it comes to content: 

  • Design content for conversation. B2B marketers naturally focus on outwardly focused content (PDFs, white papers, videos, third-party, etc.) and use sales enablement automation to make that content visible and easy for sellers to use to engage with buyers. But sellers need more – they need information on how to use content to best engage not with emails and links but in conversation. That’s where the real connection is made.
  • Keep it concise and consistent. Shorter is better. Fewer is better. Whether that’s the amount of content or the places to discover it, less is more. Using analytics, marketers can see what content is used, how often, and by whom. That unlocks insight into how to improve quality, not quantity.
  • Build in collaboration to improve customizing. Sellers will always need to personalize and customize content, whether it's an email, a presentation, or – most frequently – any sort of proposal. Analysis can show what is most frequently changed, and marketers can use that to better understand how to improve content.
  • Correlate content analytics with care and curiosity. Many sales enablement solutions offer a wealth of analytics measuring email frequency, who opened links, how long was spent on an individual page, etc. It seems easy to correlate this kind of information with sales stage and progression. But that leaves out “why.” Why do some sellers use lots of emails but not progress deals? Does time on a page indicate interest or distraction? Be curious: look not only for patterns but also for outliers to see if there is an approach worth replicating.

Continuously curious –

Steven

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