Harmonize Your Sales Enablement Policy Now or Regret LaterPosted on October 16, 2015 No comments yet
Things keep evolving in this ever-changing world and the way we did business is an obvious inclusion in the list. Marketing has transformed into becoming a data-driven one. More the metrics and analytics you have, more the chances of zeroing in on the focus area to work. Right from generating traffic, tracking down leads to closing the deal, a lot of statistics are involved.
One thing any business leader would agree is that as the trials to measure results start going down the funnel, things get critical. Measuring the effectiveness of your marketing efforts is no silly joke. It tells you so many things – what projects to prioritize, which aspect of your marketing content needs a patch up and a lot more. Most importantly, how you constantly maintain the harmony between Marketing and Sales.
Let’s face it; it’s harder. But the good news is you can make it work big with these sure shot ways to harmonize your sales enablement:
Concentrate on Conversion Rate
The prime aim for any sales team is to seal more deals. Monitoring your lead-to-customer conversion rate is a good way to measure the impact of your sales enablement activities. Of course there can be hundred other factors influencing the number, but it is a good indicator by all means. Especially, to track trends over time.
It will be very useful when deciding on taking up the next project that is lined up. Every campaign you run is crucial and it will be worth your efforts only if you can close deals with more customers. A CRM (Customer Relationship Management) approach can help you track the number of leads and customers generated in a particular time period with which lead-to-customer conversion rate can be calculated.
Publicize Your Marketing Content
Tell it out and you will get it. Yes, that’s how content works for your marketing. You need to constantly keep publicizing your sales content – case studies, product overviews, white papers, infographics and most importantly, videos. This helps you identify your audience, your content’s influence on their decision to choose your brand and further refinement of your leads repository.
Generating organic traffic is one main aspect and you can achieve them by posting your content online and increasing click-through rates from your campaign emails. Try using an analytics tool to follow how your prospects interact with your content and strategize your efforts to engage further.
Your Sales Team – Your Brand’s Face
Yes, making an impact online with your content should be in your agenda. But, can you post all of your content online? No and which is why you need to keep some documents and presentations ready for your sales team to send across. Always keep your sales team updated about the changes you make to those docs. And do not forget to closely monitor the efforts of your marketing team in sending out campaigns – who is opening your content, who is downloading what, and to whom they’re forwarding it to. Integrate your sales and marketing teams with various software platforms available in the market.
Interacting with your sales team on a constant basis helps you gain insights on what content they are sharing, hear what they are saying to prospects, making you more accessible to answer questions and receive feedback. It also helps you to rework on something and get a better result sooner.
Collaborate the Right Way
You can get qualitative data from your sales team by asking them to record their demos so that you get an understanding of how they’re selling your product. Get inputs from your sales team on the things they would like to see improve. They interact directly with your customers and they are the right ones to detect their pulse. Conduct a simple survey to ask the sales team if they would recommend your work, on what topics they need training, what content they think is most effective, etc.
Remember, everything ultimately comes down to integrating and collaborating effectively. Talk to us now and know what strategies we adopt to enable our teams.