How marketing and sales fall in love with each other

Marketing provides insights into what is needed today and tomorrow to meet customer demand. Marketing translates all this information and insights into content, content that enables sales teams to make every customer contact a lasting experience.

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Marketing is not only responsible for creating the sales content, but also for understanding and analyzing how and when the sales content is best used in the sales process. In this way, marketing helps make sales teams more effective. Thus, marketing plays a key role in every sales success.

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For marketing to meet all these challenges, deploying a strategic sales enablement approach and the right technology has become indispensable. To help marketers get budgeted for investing in a sales enablement platform, we have listed the key benefits.    

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Direct benefits

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• By using a sales enablement platform, sales can not only save time finding and sharing relevant content, but they can also sell much more effectively because they can better counter customer objections. This leads to a 10%* increase in sales team productivity.
• The time required to hire new sales team members generally takes three to four months. With the use of a sales enablement platform, onboarding time can be reduced by 25% to 30%*. This is possible because new sales team members are directed to the most impactful sales content in the sales enablement platform.
• By managing all sales content on one platform and using the analytics, marketing and sales support functions on the sales enablement platform, it is possible to optimally track which content has the greatest impact on the sales process. This allows marketing to optimally manage content and keep it up-to-date to better respond to changing customer needs. This leads to a 25%* increase in marketing productivity.

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Indirect benefits

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• With the sales enablement platform, sales presents more relevant and personalized information in a faster manner. This faster delivery of more personal and relevant information will save customers time and also help them make better purchasing choices. Ultimately, this leads to improved customer relationships.  
• By implementing sales enablement function in the organization, marketing is able to better support sales with relevant and timely content, resulting in a better working relationship between marketing and sales.
• With the sales enablement platform, all content is managed and updated in a central location. As a result, sales always has access to the most relevant and up-to-date sales information. The consistent and uniform way company and product services through information is shared in sales presentations strengthens the company image and confirms the brand identity.      

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All of these benefits ensure that companies realize a positive return on investment within three to four months with their investments in sales enablement platforms. If you want to know what the business case looks like for your organization, feel free to contact us.  

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* Sales Enablement | Total Economic Impact, March 2020, Forrester

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