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September 21, 2020
By Mike Wolfe
Are your marketing and sales teams struggling to drive leads and close sales? Do you feel there’s room for improvement? Sales enablement tools might be exactly what you need.
Why? Imagine coaching a team without a playbook, or directing a movie or a play without a script. Without a central resource that everyone can rely on for consistent direction, you run the risk of creating an environment of miscommunication, divisive motives, and utter chaos. The same rings true when both sales and marketing teams have aggressive goals, but no sales enablement tools for guidance.
Here are just a few of the ways sales enablement tools will benefit your sales team—and the rest of your SaaS company.
A knowledgeable salesperson will always perform better and more efficiently than one who is less educated about your products or services. Sales enablement tools (such as battlecards, case studies, explainer videos, and email templates) equip sales teams with insights they can use in their interaction with prospects and leads to move them along the Buyer’s Journey. Whether it’s information that helps them put your product or service in a positive light, or it’s tools that help them troubleshoot issues that prospects are having, sales will benefit from resources that provide proper training to handle any conversation.
Marketing teams can also benefit from the training aspect of sales enablement tools. Tasked with driving interest and teeing up valuable conversations for sales teams to close, marketing teams must also be well versed in the areas that make your SaaS products or services special. Well-written web copy, emails, and social media posts address the needs and pain points of your target audience. They also properly communicate the value of your products or services—which is often the same key information found in sales enablement tools.
When sales and marketing teams are trained in the same areas of your products or services, you’ll see more alignment between the messaging used to bring leads in and the messaging used to continue that conversation through the Buyer’s Journey into a closed sale. If your sales team is losing opportunities because pitches aren’t always hitting the key points leads are interested in, the prospect may have received mixed messages throughout their journey. Sales enablement tools can help keep messages consistent.
Imagine coaching a team where every player knows their role and compliments the role of other players around them, or directing a play where every cast member has excellent chemistry with each other on stage. The result is a whole that is greater than the sum of its individual parts.
The same rings true when sales and marketing teams collaborate and help each other meet department goals. Marketing teams specialize in defining a company’s target audience and driving interest through promotions and optimized content. Sales teams are on the front lines and will probably have more insight into what prospects are thinking, feeling, and saying throughout the sales process.
The best sales enablement tools combine insights from each team in a cooperative effort. In silos, these departments will naturally have more friction. Together, sales and marketing teams can enhance the process.
Want to take the first step towards a more collaborative sales and marketing effort? Gather your teams and download SmartBug’s Sales Battlecard Template to create a highly valuable sales enablement resource your entire company will benefit from.
About the author
Mike Wolfe is an Inbound Marketing Strategist at SmartBug Media helping clients find success through inbound marketing. Read more articles by Mike Wolfe.