“War is 90% information”, said Napoleon. And in sales, it is an everyday battle for customer acquisition and retention. The global marketplace is changing and so is the customer buying/decision-making behavior. With so much information on your products and company now being easily available on search engines, the role of sales to convince & convert this informed potential customer has become difficult.
A comprehensive survey to decode CSO Insights: 2016 Sales Enablement Optimization Study, reveal 5 facts that you should know to chart your sales game plan with your team. The data and analysis based on 400 survey respondents, provides ground realities on how enablement is evolving to meet the needs of sales teams and where it needs to go next.
63% target audience of enablement is front line sales
You may have an army of salesforce, but it is your sales reps that are your front line soldiers. It is they, who engage with customers face-to-face and eye-to-eye. After account managers & salespeople, the second most important user community was front line sales managers & accounted for 63% of sales enablement teams. Do not ignore their sales enablement needs, equip them with tools that empower with all the updated info on products, processes and customers to win deals with not just hard work but also smart work.
61% improvement in quota attainment occurs with dynamic sales coaching
The importance of continuous coaching and its impact on sales performance is an established fact. However, usually after an initial formal on-boarding sales reps are left on their own with their team heads on a continuous informal coaching journey with respective account managers. This is followed by handholding them for quota achievement and customer wins month on month. The study found, when coaching is left up to managers, quota attainment is only 53.4%, whereas when coaching is dynamic that is aligned to the enablement framework quota attainment is up to 61.5% and win rates improve by 27.9%.
36% CSOs already use mature sales enablement content management
A significant 36% of CSOs have already made investments in a comprehensive sales enablement content management (SECM) solution to optimize the content work flow for effective & efficient sales. In addition, another 8.6% of respondents were already decided on the solution and were to implement it next year. Commercially available content management software got popular this year, as only 19.8% firms developed SECM internally as compared to 33.3% last year.
30% CSOs demand major redesign of social selling training
A lot can happen over a cup of coffee. Social selling that exceeds expectations improves quota by 51% and win rates by 38%. Clearly, customer’s journey alignment matters! Travel with your customer on their buying journey and bring them closer to your brand & products with sales & marketing alignment. Your strategy has to be effective to achieve better than average quota attainment. The focus of sales enablement should not be just to better the way sales was done before, but also build new skills and leverage digital for deal wins.
39% of content used by sales along the customer’s journey is created by marketing
Salespeople require a variety of content assets to engage with their prospects and clients along the entire customer’s journey. And this sales communication content is not just produced by marketing. A lot of it is created by salesforce also. Content services include enablement content assets such as playbooks, guided selling scripts, and email templates as well as customer-facing content including white papers, success stories, and references. Create a command & control center for content management & conduct a holistic content assessment framework, analyze results and orchestrate content functions along the customer’s journey.
It’s time to fall in line with customer’s expectations. A better understanding of buyer persona, their buying journey, engaging conversations, sales leadership, team co-ordination & coaching – be informed & well-prepared before you go for the kill. Decode customer insights for your sales team with powerful interactive and smart digital content designed for mobile sales enablement needs on Docketzoom. catch more on similar industry reports and trends at Docketzoom.
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