The Definitive Guide to Sales Enablement

In most organizations, the bottom of the funnel remains a content black hole, where the business impact of marketing content is as difficult to measure as it has always been. Marketing creates a seemingly endless stream of documents and presentations, trying to tell a compelling story and convince customers to buy. But are the sellers finding and using that content? Do they pitch it to customers? Businesses need to be able to answer these questions in order to optimize sales effectiveness. The same goes for training programs—every sales organization knows that it needs to teach sellers the skills and knowledge they need to be effective—“get them smart and keep them smart”. But do companies have the right training programs and do they actually work?

Modern sales enablement solutions enable a closed-loop sales cycle. They make sellers much more effective as they engage with customers by:

• Connecting the sales team to the most relevant content for each situation
• Providing flexible ways to present content to customers
• Delivering real-time visibility into whether customers find the content engaging
• Applying advanced analytics so pitches and content can be optimized
• Enabling sellers to get the training they need and measuring how effectively that training delivers bottom line results

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