What is Sales Enablement and How to Do It

What is sales enablement?

Define sales and marketing goals

Know the buyer journey like the back of your hand

Organize and deploy sales content

Implementing lead scoring + automation to increase efficiency and track effectiveness

  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. Nurtured leads also make 47% larger purchases than non-nurtured leads.
  • Lead nurturing showed that 15–20% of the “not yet ready to purchase” opportunities converted into sales.
  • Lead nurturing emails get 4–10 times the response rate compared to standalone email blasts.

What’s good about lead scoring?

  • Behavior such as email opens, clicks, site visits, content consumed, and forms filled out.
  • Establishing a threshold by which you will be able to funnel leads into becoming SQLs/SALs. The importance of having a threshold defined is that you have a list of qualifying factors before leads are passed to sales.
  • Implement score degradation — meaning, when leads do not take any sort of action it makes sense to lower the score so that you can report on active leads vs non-actives accurately, along with insightful reasoning.
  • Negative scoring is going to be important as well because if, for example, someone visits your careers page, it doesn’t make sense to think they’ll become a customer as it’d more so imply they want to work for you.
  • Refine and improve as you collect data and align with the buyer’s journey itself.

What’s good about automation?

  • 76% of companies that implement marketing automation generate a return on their investment within the first year. Not only that, but 44% of them see a return within just six months.
  • 80% of marketers report an increase in leads due to automation.
  • 77% of marketers report an increase in conversions due to automation.
  • Automated lead nurturing converts 15–20% of customers to sales

KPIs to track

  • 66% of marketing data is used to better focus on targeting offers, messages, and content.
  • Companies that adopt data-driven marketing are more likely to have an advantage over the competition and increase profitability. They are also 6 times more likely to be profitable year-over-year.
  • 68% of companies say improving ROI measurability is the most important goal for a data management strategy.

Wrapping it up and over to you

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store