The importance of technology in a sales enablement strategy
Sales enablement is the processes, content, and technology that empower sales teams to sell efficiently at a higher velocity. When it comes to technology for sales enablement you have many options to consider. Traditional sales processes which rely on sales reps to report their activity and fill in call sheets do not empower a sales team to sell efficiently. Filling in spreadsheets and call reports is tedious and time consuming, if your rep works on commission they will likely feel like the reporting is preventing them from selling.
There are three reasons why you need technology to complete your sales enablement efforts.
First, with the appropriate technology in place, you’ll be able to measure the results of your efforts. No more reporting!
Second, with the appropriate technology in place, you’ll be able to provide visibility into the results you’re driving. No more reporting!
The final reason you need technology is that it’ll allow you to automate parts of the process. repetitive task like prospecting, follow up emails, and meeting scheduling can all be automated with technology.
After you get your sales processes fully implemented, you’ll be able to integrate them with technology. It’s a safe bet that you’ll be able to find technologies well suited to the jobs you need to get done.
Choosing the right technology
Start with the foundation of your sales process, your customer is the lifeblood of your business. Then move to the structure. Your foundational systems include—your CRM, marketing automation platform, content management system.
Take your time selecting your foundational system because it’s going to be where you gather all of the data on your content, contacts, and customers. You want to choose a system that will work well for you and invest in keeping it long-term.
Once you have your foundation in place, you can start building your structure on top of it with all of the specific tools you need to implement your processes and strategy. You can be much more aggressive in experimenting with new innovations. Try things out, trade things in and out, mix and match until you get all of the functionality you need to fully implement your strategy.
Connect the foundation and structure as seamlessly as possible. If you piece together many different software solutions, the cost of your subscriptions and the maintenance on your tech stack might be high. You will also find redundancy and inefficiency.
Building a technology strategy for sales enablement
Start by defining your goals, your customers, and your content strategy. Implementing processes like SLAs and smarketing meetings, and then you’ll be ready to accelerate those things with the appropriate sales technology.