An effective sales enablement strategy requires three (3) fundamental components. These are what we like to refer to as the three (3) C’s: Communication, Collaboration and Content. Without these core pillars as a foundation, a sales enablement program will certainly falter.
Having an effective communication strategy in place is essential for sales enablement. Most organizations rely on today’s most common, one-way communication vehicle, email. Unfortunately, this does little to ensure that a message is received and understood. There is virtually no feedback mechanism to confirm that the message has been received, read and the audience has bought in. For an effective sales enablement strategy to take hold, a true two-way, top-down/bottom-up communication strategy is critical. Messages delivered in a vacuum from the ivory tower are often out of touch with reality or unsuited to implementation in the field. Similarly, field led activities are often misaligned with corporate strategy and messaging and can led to inconsistent and confusing customer experiences. Ensuring clear messaging and employee buy-in are fundamental components to success.
The second key component is collaboration. The old adage applies: two heads are better than one. Pulling together teams to execute programs that support sales efforts is absolutely essential to effective sales enablement. Whether your team is responding to an RFP, pursuing and opportunity or developing sales collateral, teamwork is mandatory. Organizations that put in place mechanisms to gather team members together from multiple disciplines and geographies benefit from better ideas and faster innovation. Leveraging the best ideas and practices from across the sales organization allows sales leaders to elevate the performance of their average reps by sharing and mimicking the behaviors of their top performers.
Content is king, and that certainly applies in sales enablement. Content must be clear, concise and engaging to allow sales people to bring your message to market. Today’s customers are better educated and engage less with sales people. Giving sales people the information they need to make an impact with customers is essential to their success. Arming them with product information, competitive insight and industry knowledge is the minimum requirement. Bringing new ideas and a unique point of view that will help move the needle on a customers business is where value is established. Content development efforts must drive both continued learning for your sales teams, and also bolster sales efforts by reinforcing your message in the market.