Sales enablement is the ever-evolving fast-paced world of sales tools and the technology that underpins it all. It isn’t only about the sales tools though – it also involved your internal practices which encompass your sales processes.
However, for this article, let’s focus on the technology involved in sales enablement, as it isn’t possible to analyse and talk about how individual organisations organise their sales processes.
Do You Need Sales Enablement?
Having asked this question a lot, so this may not need answered again. Just have a look at these articles:
However, it is important to restate the main reasons as to why a sales enablement programme should be top of your to do list, if you haven’t already done so. We go into a lot of detail about the following reasons in the articles above:
• Sales and Marketing will work closer together
• Increases productivity
• Increases efficiency
• Increases sales!
Knitting all the different aspects of sales enablement together is the challenge to ensure your organisation has the best capabilities, which then in turn, results in the successes listed previously.
The Fast-Paced Tech In Sales Enablement
Technology in sales is constantly evolving and changing. In the past 10 years, we have seen a surge of them. At first, we saw the rise of CRM’s which allowed our sales people to record all data related to our prospects. Now, however, we are seeing so many more entering the market which work in tandem with CRM’s. Thing like Lead Scoring systems, which will show how many times a person has visited your website, or email link/open tracking so that you can tell who is interested in what you’re saying in your emails. Tying this all together with your CRM will provide rich data on your prospects and who to target.
However, that is only the beginning. With the onset of Business Intelligence (BI) and Artificial Intelligence (AI) we are now seeing the ability to report and record so much more than before. BI can provide much deeper reporting than ever before, and AI can pinpoint prospects that are more likely to do thing that will help you sell such as answer the phone, reply to an email or their likelihood to purchase in the next 6 months.
How Will This New Tech Help Me?
Having touched on just a few new technology advancements in sales, let’s go into why this tech will help your organisation (we will also write, at a later date, a full list of some great tools available on the market right now).
• Millennials love new tech
Your sales people will thank you for introducing new technology to help them sell. No one simply wants to pick up the phone these days. Those days are long gone, and the reason they have gone is that is doesn’t work anymore to simply pick up the phone. You need to be smart, you need to move with the times. Your staff will be more and more made up of Millennials and they love tech. Millennials have been raised through a time where tech is at the forefront of everything. Everyone has a smartphone, everyone has a tablet, everyone uses tech daily.
• Boost productivity
Each new piece of tech that is being developed these days is about productivity. No start-up or developer, in their right mind, would create a new tool that decreases your productivity. Everyone is looking for the answer to What will speed up my productivity without impacting the outcomes? What this means is that by implementing new tech that is known to be more productive, then the outcome for your organisation is going to be positive.
• Boost collaboration
Is one of your sales people outperforming everyone else? Why is this happening? Would it not be better to allow your people to communicate with each other so that they can understand what works best and what doesn’t work so well? You need to allow them to collaborate freely.
• BI (reporting)
Just about every CRM can integrate with multiple BI tools, and if yours doesn’t then perhaps you should be thinking about a different CRM. The reason – BI will provide much better reporting for you and your sales people. Not only will this allow better reporting, but that reporting will allow you to make better informed business decisions that will affect your overall performance. Having the ability to sort through your mountains of data will undoubtedly improve your bottom line.
• AI (insight)
Do you want to be able to predict when a prospect may be ready to buy? Then AI is the right tool for you. AI has taken huge leaps in recent years – just look at Google’s DeepMind which is now expanding its workforce from 400 people up to around 1,000 (see that article here). The Drum was recently the first magazine edited using AI following a partnership with IBM Watson. AI is BIG! And it is getting bigger by the day.
• Boost sales
What’s the point of sales enablement and the technology that comes with it? It’s all about assisting your sales team and allowing them to sell more!
Where Do I Start?
Your sales people will be eager to use new tools, so adopt an agile methodology when it comes to new technology. What we see a lot is that a sales team will review what they are using every few years. Quite simply, in 2 or 3 years’ time it is not just likely that your existing tools will be out of date – it is a fact that those tools will have moved on.
Is it not time that you reviewed your sales enablement? How do your sales tools stack up?