3 Ways Sales Enablement Can Inform Your Digital Marketing Strategy

Guest post by Carissa Villagomez

As with most things in the world of business, the customer is the nexus point where marketing and sales meet to achieve their common goal of generating and driving company revenue. Fundamental to both marketing and sales processes is content, which often provides the motivation and information buyers need to make a purchase. As the foundation of successful marketing and sales campaigns, content requires strategic organization, governance, and optimization to help marketers and sellers maximize their efforts. A comprehensive sales enablement strategy can provide digital marketers with the necessary tools they need to manage content, engage buyers, and help sellers close more deals.

 

Sales enablement is the strategic, ongoing process of equipping sales teams with the content, guidance, and training they need to effectively engage buyers. A good sales enablement strategy seeks to coach your team so that they can perform more efficiently and better analyze their results to grow from each sales engagement.

 

Enablement strategies present opportunities for cross-departmental collaboration as sales and marketing need to identify the buyer’s needs and produce content. Sales enablement can also preemptively solve potential training hiccups so that your teams can learn how to better communicate with one another.

 

The goal of both sales and marketing is to drive and grow business. Together, sales enablement and digital marketing strategies can better equip teams by training them how to effectively identify their customers and understand how to engage with them. We’ll go over three examples in this article.

 

1.) SE Helps You Determine How to Engage with Future Marketing Leads

A successful sales enablement strategy organizes and manages content so that sellers can easily find the right content at the right time in the sales cycle.

 

Analytics provide feedback on whether buyers engage with the content that sellers send. With these analytics, marketers can assess whether the content they create resonates with the sellers’ targeted buyers and if buyers are opening and clicking through content.

 

Additionally, SE integrated with CRM helps marketers tie specific pieces of content to Closed Won sales deals, helping them calculate ROI. With SE, marketers learn what content works for buyers and sellers, helping them create better content in the future.

 

2.) SE Guides Marketing Teams on How to Refresh Content

Sales enablement aids sales teams, which, in turn, empowers sellers to better communicate with marketing about what content to create.

 

With enhanced communication between sales and marketing, marketers can spend more time on effective content that sellers will use rather than waste time generating content that goes untouched because it does not fit the vision of the sales team or the needs of  customers. Sales enablement platforms also provide easy access to content as it will be stored in a clear, logical system that makes the lives of marketers and sellers easier and encourages interdepartmental collaboration.

 

Another unique result of a sales enablement approach to digital marketing is that content analytics become more powerful because content delivery can be tracked to determine with data what material is most effective in winning over buyers. In turn, reps will have a more polished store of approved content that is customized toward individual buyers’ journeys.

 

3.) SE Turns Marketing Strategy into Action

Sales enablement bridges the gap between idea and performance. It also paves the way for a successful, up-to-date communication strategy between marketers and sellers by integrating into their workflow so that team members can prioritize urgent messages and coordinate when managing incoming communications.

 

Due to this communication, the teams can productively collaborate on content and there is less room for error as each will be on the same page with regards to customer-facing messaging. With this open dialogue about customer engagement, marketing knows which channels produce the strongest lead responses. As a result of this enhanced collaboration, sales enablement can lead to sales and marketing alignment, which benefits digital marketing strategies by pinpointing what kind of materials sales needs from marketing so that the marketing team can focus on generating effective, engaging content.

 

Furthermore, enablement platforms can help marketers time and execute lead-nurturing campaigns as well as aid marketing teams by providing data-driven insight into how to fuel buyer engagement. Marketers can see the importance of what they do by witnessing how content affects revenue while sellers can know exactly what their prospect needs and how to engage them with content.

 

Putting Sales Enablement Strategy into Practice

After reviewing how sales enablement can elevate digital marketing strategies, now is the time to brainstorm the best ways to implement these changes. The first step is to work toward building alignment between the marketing and sales teams. When bridging the gap between sales and marketing, communication is key to improving relations between the departments and smoothing out their processes so that they are in tune with the progress and needs of one another. In forging a stronger partnership between sales and marketing, it is integral to recognizing the importance of balance and interdepartamental flow of ideas so that no team is left feeling undervalued or unheard. Sales and marketing need to see how deeply they are intertwined and appreciate each other so that they are on the same page. To establish this connection in the name of alignment, a great initial action is to set up a meeting between marketing and sales to hammer out their differences and get on the same page in terms of what they need from a sales enablement strategy to help each other. Such meetings should be regular so that marketing and sales keep up with one another and remain in dialogue as their processes and goals change over time.

 

Before adopting a sales enablement mindset, you want to first modify your digital marketing strategy to prepare for the alignment with sales and smooth the transition to its new form. To do that, you need to evaluate your current strategy and plot out a gradual map for how it will change, starting with where sales enablement will enter and what priority areas sales enablement needs to impact first. Once an enablement approach or tool is integrated into your strategy, it is necessary for your teams to grow as sales enablement and digital marketing change over time with new technology. This constant adaptation requires a keen awareness of how sales enablement is evolving and an ahead-of-the-game approach where your team thinks about how the changes in the world of sales enablement can be embraced to positively impact digital marketing strategies.

 

Conclusion

Combining sales enablement and digital marketing is a potent strategy to strengthen interdepartmental teams, better engage with customers, improve productivity, increase ROI, and drive revenue. Bringing sales and marketing closer together via sales enablement is a vital step to tackling the business landscape of 2022 and beyond.

Carissa Villagomez is a content strategist for the sales enablement platform, Highspot.