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What is sales enablement?

What is sales enablement?
Written by publishing team

Sales enablement It is the winning strategy for achieving a more flexible and interconnected internal workflow and building a relationship with the client capable of meeting expectations and, above all, adapting effectively to changes in the context in which companies operate.

But what exactly does “sales enablement” mean? According to Gartner, “Sales empowerment is the process of providing a sales organization with information, content, and tools that help salespeople sell more effectively.” but meYou are deeper.

The most natural answer to this question could be as follows: A specific business approach aimed at improving the market performance of your company.

In a narrower sense, it is a strategy, among the various activities to be carried out, Puts the sales team in a position to create more Effective business relationships To achieve better performance with clients, Thanks to the improved exchange of information, data and procedures to support its own business development.

This definition is also true, but it ignores an important aspect: the consumer shift and thus the necessary adjustment that each firm must make to remain competitive.

The context in which each company operates has changed…

To understand what exactly Sales enablement That is, it is necessary to expand our horizon and observe the context in which companies usually operate. At first glance, it is clear that this context has changed profoundly in only a short time.

The first and most likely factor of change was undoubtedly the pandemic. As Forbes noted in a recent article, The pandemic has put the sales sector of every company under great pressure, Demonstrate its vital importance to every economic activity as well as the need to radically change the way it operates, which may no longer be as efficient as it once was.

The epidemic has spread Accelerate the digital transformation of society Meanwhile, the digital transformation of companies, which takes the form of implementing innovative solutions in all areas, from production to organization, to sales and communications.

But this kind of transformation is not fully understood if we do not also trace it back to the transformation that consumers themselves have undergone over the years.Due to the advent of digital technology in everyone’s life and due to the pandemic, which has helped to establish people’s digital habits more quickly than expected.

As Google noted in a report on the topic, “Consumers are starting to use the Internet for things they may not have used digital channels for before, or at least not so much. Here are some examples: “Rehearsals,” “Online classes,” and “Delivery.” tea,” “virtual pub quizzes,” “live chats,” and “virtual gym.” For all of these activities, there has been an increase in interest in research all over the world.”

But the transformation of users was not limited to this. they Attitudes towards companies Also changed: The increasing use of the Internet The ability to access a large amount of information in an easy and immediate manner Making consumers more demanding and more difficult to “interact” with brands.

In a sense, for those in marketing, but also sales, It is easier to attract consumers than chase themIf you have the tools to do so.

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… As a result, the way the company organizes itself must change

As mentioned above, in view of these changes, each company began to carry out its own transformations in turn.

The first is the so-called digital transformation, but this is only one aspect of a broader and transversal change that is affecting all of the company’s teams and departments, its internal organization and the way these groups communicate and collaborate with them.

In fact, it is increasingly necessary and important to ensure full cooperation between the various departments, namely marketing and sales, which increasingly need to coordinate and find ways to work in harmony at many stages of work.

For this reason, we talk a lot about marketing, as a primary objective of every company that keeps pace with the times and that wants above all else to meet the challenges that this context presents (and will present) to all organizations, in the best possible way.

with the termmarketingWe refer to the coordination between these two specific business areas, who can’t always travel or support each other at the same speed. Perhaps the reason for this difficulty in collaboration lies in the position these two areas typically occupy in the customer journey.

marketing has more A strategic role, as it aims to build long-term activities and operations, the effects of which do not necessarily appear immediately in the form of “tangible” results (many assets are being worked on which usually aim to increase and improvement is not always material, such as reputation or prestige) .

On the contrary, in sales Each choice and action is primarily tactical, as it is aimed at achieving immediate results, which are always related to the sale to the customer.

Apparently, these two realities do not seem to be able to intersect easily, but it is precisely this (second) transformation to which all firms are called, which came as a result of overcoming these divisions and Create a more integrated way of working.

And this kind of integration can only happen if you apply a file Sales Empowerment Strategy.

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What does a sales enablement strategy consist of?

At this point, then, the concept of enabling sales should be more clear in theory, but practice is another matter. What is the best coordination relationship between marketing and sales departments Sales enablement?

On closer inspection, they have a lot to do with it! As mentioned above, the customers that salespeople target has changed over time and is likely to change a lot in the coming years.

With sales enabled, you ensure that your sales teams are better equipped to deal with new types of consumers, making them able to sell in a new, different, and more effective way than before.


Primarily by Provide the correct data to the seller at the right time. This means that This information must reach the appropriate sales representative, when appropriate, through the most appropriate channels and in the most appropriate format.

It also means that the actions taken by both departments must be consistent and planned so that they are consistent and, above all, meet the identified needs in the most effective manner.

Since the above information is always in the possession of the marketing team, there should be total synergy Between this department and the sales department, they fully share their resources and expertise.

The syndicate is developing a new selling method

This synergy makes it possible to improve the approach with the customer, who in such a digital, dynamic and interconnected reality is more and more independent in conducting research and selecting products and services for purchase.

By implementing a sales enablement strategy, you can adopt a Internal Sales Approach, which allows you to overturn the classic approach by shifting the operators’ attention more to customer’s needs and opinions.

To achieve this, it is clear that continuous alignment between marketing and sales is required.

Marketing is able to define primary and secondary outlines Buyer people and outlining their main expectations and concerns in order to understand in advance the type of offer they may be sensitive to and any observations or doubts they may have.

At the same time, salespeople, who may have more information about the “real situation”, can help improve the stages and steps of the customer journey and integrate the strategy defined by marketing in a way that makes it more profitable and economically efficient.

However, Approval Internal Sales Approach It also means radically rethinking the role of the salesperson: It is necessary, in fact, to move from a simple sales role to the more complex – but also necessary – role of the internal sales expert, who enters into a relationship with the customer not only at the right time, but already knows his characteristics and needs, in order to bring him closer to the brand.

After all, this is what inbound marketing is all about: Attract people rather than chase them with truly relevant content and offers, and respond promptly to needs Expressed by consumers themselves.

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Not just information, but goals

To do this, you will need a constant exchange of information between sales and marketing departments, and here again we see the importance of enabling sales, which is not limited to sharing the most relevant consumer data.

Another essential aspect is the common definition of goals, which should be clear and consistent from the start: This makes it possible to combine more realistic actions aimed at sales and immediate profit, with a broader strategic vision.

In this way, the efforts of the sales team and the choices of marketers come together in one cohesive activity that greatly stimulates and, above all, is more attractive to customers, who are able to understand the greater added value generated by the brand and its employees.

Added to this common definition of leadership management, which is one of the most important aspects in the context of a sales enablement strategy.

It is necessary to exploit this cooperation to obtain qualified leads, which is an indication of the potential customers who can become actual customers, and above all long-term customers by sticking to the ideal customer profile set by the marketing department.

in this way, Enabling sales allows you to get to know your customers better and appreciate the most receptive customers To respond favorably to you, redouble your efforts and, above all, modify your offer to make it more effective and decisive.

Sales enablement is customer centric

This movement towards consumers encouraged by the sales enablement strategy allows companies to take advantage of the trend that has become significant in the relationship between the company and the customer, i.e. Personalization.

As mentioned earlier in one of our previous posts, the context in which all companies are listed is increasingly driving them to change their priorities. cLoads are no longer made just to pursue business and economic growth; On the contrary, the customer, understood as a person, plays a more central role.

There is even talk of “people at the center of the brand,” where human needs become critical to a truly winning strategy. In fact, companies should abandon the logic based on pure production and put themselves in a position to listen to the customer in order to satisfy his needs and requirements.

Hence the need for a file Browser customizationFrom creating customized offerings and products to the approach that should have specific timings and methods for each customer.

Enabling sales precisely facilitates this type of personalization, and is the best tool to initiate and pursue a lasting relationship with people, to move forward with their requests and, above all, to make that relationship more than a simple business deal.

In conclusion, the sales enablement is a sign of a passage, a transformation, a change in the development approach for the company, which is no longer operating in weatherproof booths, but Shares experience and knowledge between fields It does this by changing the business perspective, where the person is not the means, but the end of his development.

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