It’s a proven way to motivate sales teams toward more wins and greater ROI.
Last week I had a call with the Director of Marketing at a leading Technology Implementation company and we were evaluating our recent campaign performance. Our focus initially was overall performance of the content, but we noticed that any campaign / initiative (regardless of the content quality) that wasn’t reaching a minimum of 7 touchpoints was failing miserably. Had we not put in place several measures to monitor and track performance up front, we would not have been able to so easily spot this trend. Fortunately, HubSpot made the execution part pretty straightforward.
The ease of access to essential sales enablement tools in the tech space has truly reduced the workload of sales and customer service teams to streamline their workflows and provide go-to-market (GTM) teams with valuable insights for improved performance and revenue growth. Let’s review a few of the objectives before we dive into the tools.
What are these tools and are they being used in your organization?
Let’s start with looking at Sales Enablement Objectives by priority.
1. Increase pipeline conversion rates
2. Optimize sales process
3. Increase pipeline size
4. Increase number of new customers acquired
5. Improve seller skills and competencies
6. Reduce time-to-full productivity for new hires
7. Reduce sales cycle time
8. Increase pipeline velocity
9. Reduce cost of sales
10. Drive seller behavior change
If these are the ten driving objectives, where must you start in providing the sales reps with what they need to effectively achieve the objectives? To start, there is an obvious need for sales reps to have a deep technical understanding of the company’s products and services. Not just a training manual or a script in front of them, but rather an internalized knowledge of what they are selling. To achieve this level of integrated learning requires getting the sales enablement content on target from the start.
Comprehensive, easily digested sales enablement content can strengthen your sales team’s efforts, which will better engage prospects, and in due course, close more deals. Studies show that technical sales reps who are galvanized with the correct knowledge and training have 32 percent higher sales.
Some of the most important aspects of the sales content that tech sales reps must be familiar with, include customer personas, case studies, well-defined, consolidated scripts, competitor research, and up-to-date product training.
The key benefits of effective sales enablement content will translate to improved win rates, shorter sales cycles, increased customer satisfaction, and motivated, happier tech sales reps.
Choosing a Partner for Successful Sales Enablement Content
There are different types of sales enablement content depending on the industry. All the more reason to rely on an experienced marketing agency such as Witmer Group to get the job done.
Witmer Group has worked with a myriad of industries over the last 14 years, culminating in a diversified team of accomplished professionals. We have stepped in to provide insight and direction with sales enablement content for technical, educational, medical, and business organizations throughout the country.
Sales Enablement Content for Technical Services
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Educational Content:
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White papers & eBooks explaining complex technical concepts in a digestible way
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Blog posts addressing common customer pain points and showcasing expertise
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Infographics and videos, simplified to show complex data and processes
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Customer-Centric Content:
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Case studies demonstrating how a company solved specific client challenges
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Customer testimonials highlighting the value proposition and positive experiences
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ROI calculators or cost-benefit analyses quantifying the impact of solutions provided
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Sales Tools & Resources:
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Sales presentations tailored to different customer segments and needs
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One-pagers summarizing key product features and benefits
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Battle cards comparing a company’s solutions to competitors' offerings
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Formatting & Distribution Best Practices
The first thing we do at Witmer Group before we begin crafting sales enablement content is to review best practices, whether distributing via email, CRM integration, or in-person.
- Focus on buyer needs and the buyer persona
- Prioritize simplicity
- Equip sales reps with relevant, comfortable dialogues
- Spotlight customer success
- Empower via storytelling
Compelling, Effective Sales Enablement Content
Priority one is knowing and understanding the target audience. Working from the buyer persona, the content will follow the depth of technical knowledge the customer has and the stage of their buyer journey. Having understanding of the customer’s pain points enables the content to focus on relevant solutions.
With a focus on value, not selling will produce content that educates, informs, solves problems, and builds trust, rather than pushing for a sale.
Data provided by clients allows the Witmer Team to integrate it with industry insights to support claims, using storytelling techniques to engage and capture the attention of readers.
Clear calls to action ensure content with clear direction for the reader, telling them exactly what they need to do next. A successful call to action will guide readers toward the next step in the sales funnel, such as contact info or a free download or demo.
Measuring and Optimizing
The real test of whether sales enablement content is hitting the mark is analytics. By tracking quantitative utilization and performance data, any need to workflow adjustments or gaps requiring additional skills development can be evaluated and fixed. The important metrics to monitor include content engagement; sales conversation quality; win rates; sales cycle velocity, and revenue impact.
Witmer Group can provide weekly or monthly metrics reports for managing the sales enablement content process.
Through each stage of a buyer’s journey, the positive impact of quality sales enablement content and strategies can energize the entire sales cycle of an organization.
Reach out to Witmer Group for a consultation to create a customized sales enablement content strategy. Take the first step to enliven your sales team and lead them to closing more sales! Want our latest ebook on Marketing Measurement Essentials? Download here.
