What is Sales Enablement?

What is Sales Enablement

Sales Enablement is a simple concept with a big impact on the future of B2B marketing. In this episode of B2B Marketing Agency Insights, Austin LaRoche, CEO of ATAK Interactive, breaks down how Sales Enablement has grown into an important tool for sales teams and how you can equip your team with the resources they need to close more deals.

Video transcription below:

Welcome back to B2B Marketing Agency Insights. I’m your host Austin LaRoche, CEO of ATAK Interactive. Today, I want to talk about sales enablement. Sales enablement could not be more straightforward. It’s simply providing the service of providing the resources that sales teams need to close more deals.

Now, sales enablement in one way, shape, or form has been around for a while. If you just look at one aspect of sales enablement–content–then what you’ll see is, you know, old school agencies developing nice print ads, trade show booth designs, that kind of stuff. Nowadays, it’s much different. You need to be able to help create interactive presentations, videos, the type of tools that salespeople need in our age of virtual selling. 

So, beyond content, technology and automation is another major, major area that you can help out your sales team with sales enablement services. Now, a great way of doing this is utilizing something like HubSpot sequences, where you can put prospects into automated outreach so that you can help salespeople begin to “touch base” with cold leads and be able to begin a conversation with them. That takes away a lot of the “grind” part of the salesperson job that salespeople don’t typically like. And let’s be honest, they’re not necessarily that good at it either. Some are, some are. You know, no disrespect to the grinders out there who really like hammering the emails out and hammering the phones. But I think most salespeople like that feeling of, “Okay, I’ve got someone interested and now I get to put on a show.” But, I digress. 

Another great way that you can help a sales team out is with really good reporting. And so if you are helping them utilize the CRM, you’re able to get data from all these different marketing sources and you can see where different leads are coming in, where they’re dropping off in the funnel, and you can start producing that type of data to your sales team. It helps give them the intelligence they need to see where they can be better, to be able to move those customers down in the funnel. Really, reporting is another area that gets overlooked so many times, right? Because it’s just, “Oh, that’s a bunch of numbers.” But in those numbers tells a very big story and marketing is all about storytelling in one way, shape, or form, right? Whether it’s internal or external. So being able to utilize that reporting, to be able to tell the story of how you’re doing and where you can improve is another great way to help out sales teams so that they can do what they do best, which is close more deals.

Okay, that’s just a quick overview of what sales enablement is. If you really want to get into the weeds and learn more, I suggest you check out ATAK Interactive’s website. Take a look, learn a little bit more, and if you have any questions, don’t be a stranger. Thank you guys so much for watching today. I’m Austin LaRoche saying, “Good luck growing.”

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