Key Takeaways from DGR’s Sales Enablement Tech Report
July 20, 2016 | Kaleigh Moore
In this recap, we’ll look at a few of the major findings from this report, as well as how those findings impact your content marketing efforts – and how you can optimize your own sales enablement content for maximum results.
Key Takeaways from the 2016 Sales Enablement Tech Report
Sales enablement sounds like a sales-exclusive resource, but this report indicates it actually impacts several different departments – and produces an important ROI. Here are three major findings from the report:
Sales Enablement Tools Make a Big Impact
If you were on the fence about whether sales enablement tech really makes an impact on lead generation and conversions, you might be surprised to learn that it does. In fact, it makes a major impact for those who leverage it well.
Data from Aberdeen Group indicate that 3x more sales reps using sales enablement tools and strategies are reaching their quotas.
Within the report, Matt Heinz, president of Heinz Marketing, said, “The companies that are doing sales enablement best are blurring the lines between marketing and sales – from methodology standpoint and a technology standpoint.”
Sales and Marketing Teams Must Communicate & Collaborate
On the other end of the spectrum, data within this report showed that sales enablement tech failed to produce solid results when there was a disconnect between the objectives of the sales and marketing departments. Additionally, it noted that as much as 65% of content created by marketing for sales never actually gets used.
Why does this happen?
Because while one team might be focused on generating new accounts, the other might be focused on customer satisfaction. In order for sales enablement content and tools to do the job they’re supposed to, sales and marketing departments have to come together and collaborate toward common goals. Without communication, sales enablement tech and content falls flat.
Proper Implementation and Training Is Necessary
Research directors noted within the report that proper implementation and training processes are essential for sales enablement tech. Team members using these resources need to be trained and comfortable with using them – and they need to understand how they’re helping them achieve an end goal.
Tamara Schenk of CSO Insights said, “Tech goes a long way, but in the long run, it comes down to execution.”
Bottom line: These tools aren’t always simple and user-friendly right off the bat. Make time for a how-to session before looking for results from them.
Implications for Content Marketing
Now that you know a few of the big takeaways from the report, it’s time to consider how it impacts your content strategy.
Do you need to scrap your whole content marketing approach? No. But you do need to tie in the findings so that your content marketing efforts can be as effective as possible.
The main message we can take from this report: Sales enablement tools, content, and resources are a team effort. They’re not resources your sales and marketing departments should be trying to deploy independently from one another.
You know what needs to happen on the the people side; next, you’ll want to consider how you’ll optimize and improve your actual content for sales enablement.
Improving Your Sales Enablement Content
Sales enablement content works best when you follow these simple steps and suggestions.
1. Your marketing technology stack should have a component for sales enablement.
If you’ve already built a blog tech stack, then you have some resources for content creation at your disposal. But a tool dedicated to sales enablement content needs to be part of that marketing technology stack. Having a go-to resource that both sales and marketing teams can use for on-demand content means less time spent searching out and delivering the perfect follow-up material.
2. Your content for sales enablement should be aimed at leads in different stages of the sales funnel. Your sales team needs content and materials they can share with high-, mid-, and low-level leads to deliver the right message at the right time. That means having a robust selection of offerings for these opportunities, such as:
- Interactive assessments, polls, or trivia
- Case studies
- Print materials (like white papers, brochures, etc.)
Take a look at this example below. Notice how this assessment helps the sales department better address the needs of the potential customer? At the same time, it gives users an interactive experience that helps them better understand their own needs. This is great bottom of the funnel content for sales enablement.
3. Automation is your friend. Automation helps deliver the right content to the right people at the right time – so make sure your sales enablement content is part of the mix in your automation strategy. Can your sales team still hand deliver the perfect piece of content? Yes. But automation frees them up to focus on other goals and objectives.
Sales Enablement: A Smart Way to Convert More Leads
With the findings in this report and the tips we’ve put together, you can take mediocre sales enablement content and make it an extremely valuable resource for your sales and marketing teams.
Just remember: Communication, training, and clear objectives are essential. Get your whole team on the same page before trying to move ahead full speed.