How Marketing and Sales Fall in Love…

Marketing provides insight into what is needed today and tomorrow to meet customer demand. Marketing translates all this information and these insights into content—content that enables sales teams to turn every customer interaction into a memorable experience.

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Marketing is not only responsible for creating sales content, but also for understanding and analyzing how and when that content can best be 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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To address all these challenges in marketing, a strategic sales enablement approach and the right technology have become indispensable. To help marketers secure the budget needed to invest in a sales enablement platform, we’ve listed the key benefits below.    

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Immediate Benefits

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• By using a sales enablement platform, sales teams can not only save time finding and sharing relevant content, but they can also sell much more effectively because they’re better able to address customer objections. This leads to a 10%* increase in sales team productivity.
• It typically takes three to four months to recruit new sales team members. By using a sales enablement platform, the onboarding time can be reduced by 25% to 30%*. This is possible because the sales enablement platform guides new sales team members to the most impactful sales content.
• By managing all sales content on a single platform and leveraging the analytics, marketing, and sales support features of the sales enablement platform, you can effectively track which content has the greatest impact on the sales process. This enables marketing to manage the content effectively and keep it up to date, allowing them 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, the sales team can deliver more relevant and personalized information more quickly. Providing this more personalized and relevant information more quickly will save customers time and also help them make better purchasing decisions. Ultimately, this leads to improved customer relationships.  
• By implementing a sales enablement function within the organization, marketing is able to better support sales with relevant and up-to-date content, resulting in a stronger working relationship between marketing and sales.
• With the sales enablement platform, all content is managed and updated in one central location. This ensures that the sales team always has access to the most relevant and up-to-date sales information. The consistent and uniform way in which company and product information is shared in sales presentations strengthens the company’s image and reinforces its brand identity.      

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

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

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