Sales Enablement to Accelerate the Lead to Money Process

By Hannah Hanrahan

Conquering the ever changing world of B2B buying is challenging.  Research from SiriusDecisions indicates that by 2015 75% of leads will be inbound by nature.  This means buyers are often half way through the buying cycle before talking to sales.  The result is a limited amount of time for sales to demonstrate value and sell. To adapt, sales and marketing organizations must streamline processes to maximize sales reps time and effectiveness.

To marketers, enabling sales generally means providing brochures, playbooks, white papers, and all sorts of collateral.  But, often times these resources are ignored by sales.  In fact, statistics show that 80% of marketing collateral is unused!  So before jumping straight to enablement tools as the solution, it helps to take a step back and understand the sales process and productivity.

June 19th, we’ll dive into this topic and learn from two sales enablement experts, Jim Ninivaggi, Service Director of Sales Enablement Strategy at SiriusDecisions and Diana Weigand, Director of Global Sales Enablement at Motorola Solutions, who both have extensive experience in sales enablement.

Below are a few ideas they’ll discuss:

Measuring Sales Productivity

Jim Ninivaggi and Mark Levinson of SiriusDecisions recently introduced a Relative Productivity Framework.  This framework is designed to help sales leaders understand if they are utilizing their sales team to the max.  The framework takes the traditional time-and-motion study further by applying it to a Sales Activity Framework which can then be used to calculate true sales rep productivity.

After understanding productivity, you can then dig deeper into areas that need to be optimized and determine what tools your sales team needs to win.

Providing Sales with Tools to Win

Providing the right tools to sales requires a strong understanding of the sales process.  When implementing an enablement process at Motorola, Diana first worked to align her organization around the sales process.  This meant understanding how multiple sales teams operated and then developing a standardized approach for their organization.  Once the process was established, it became easier to see where there was room for improvement and how to map tools and message to the sales process.  From a marketing perspective, this knowledge provides needed insight to develop better collateral enabling sales reps to maximize customer/prospect conversations.

SiriusDecisions (2013).  Inbound Marketing, the Sirius Way 

[Research Brief] Retrieved from

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