Sales Enablement – The Secret Sauce of Success

Sales enablement is the secret sauce that can supercharge your B2B SaaS business. But where do you start? Let me simplify things for you by sharing my top 5 sales enablement tactics that have consistently proven to be winners.

  1. Training. Effective sales training can increase sales by up to 20% (Source: CSO Insights). This includes product knowledge, sales techniques, and customer handling skills. So invest in regular training sessions and workshops. Tools like Lessonly can help you create and manage training programs. Your sales team wants to succeed, so they should be motivated to participate in training. It’s a win-win sales enablement initiative.
  2. Content. Sales-focused content can increase conversion rates by 15% (Source: Aberdeen Group). This includes case studies, whitepapers, pitch decks, and product demos that position your product favorably relative to buyer pains and competitor offerings.
    • Make sure your product marketing team is creating sales collateral materials that include unique value propositions that make your product rise above all the noise hitting your target buyers.
    • They should also be working with your sales team to identify potential customer objections and the best way to respond.

    Beyond using shared Google Workspace folders, you can use content management tools like Seismic to help you organize and distribute your sales content.

  3. Technology. By leveraging the right sales enablement tools, you can increase sales productivity by 15% (Source: SiriusDecisions). This includes CRM, sales intelligence, and content management tools. Since CRM’s are so widely used, it’s worth mentioning that I’ve seen expensive CRM tools that sound great, but are so clunky and inefficient that sales teams bypass them in favor of using their own spreadsheets to track account details, which makes sharing, analysis, and archiving of information difficult. So to ensure adoption and usage of your CRM investment, make sure you involve the sales team in the selection and customization process. Also, since nowadays buyers expect sales reps to have a 360 degree full view of their journey, make sure your CRM is integrated with your customer service, billing, marketing automation, and other customer and prospect data sources.
  4. Lead Scoring. Prioritizing leads can significantly increase sales efficiency and conversion rates. In fact, implementing a lead scoring strategy can increase sales productivity by up to 34% (Source: Marketo). Lead scoring involves assigning a value to each lead based on their profile, behavior, and engagement. Enriching lead profiles with firmographic and technographic data can greatly assist in the lead scoring process. Lead scoring can be done internally, but I recommend using an established predictive lead scoring service such as 6sense, Pardot, Marketo, Salesforce, or HubSpot. Having said that, there are numerous new AI-based tools that deserve consideration as well. At the end of the day, these tools can help sales reps prioritize their time and effort and improve their chances of hitting quotas. Remember, not all leads are created equal, so focus your efforts where they’re most likely to pay off.
  5. Feedback. Regular feedback and coaching can increase sales performance by 20% (Source: Sales Executive Council). But it’s far too often given a low priority. I recommend using Gong.io to record, analyze, and provide minute-by-minute feedback on sales meetings. It’s one of my favorite coaching tools. It’s also great for enabling the product marketing team to see how prospects and current customers react to messaging and demos in order to identify where to make improvements. After extracting insights from analyzing sales meeting recordings, hold regular feedback sessions with your sales reps and provide constructive criticism and guidance. If you want to get fancy, tools like Ambition can help you put track performance and provide real-time feedback. And don’t forget to share the playbooks used by your top performing reps.

In conclusion, these sales enablement tactics can significantly boost the performance of any B2B SaaS sales team. By implementing these strategies, companies have seen an average increase of 20% in sales and a 15% increase in sales productivity. So, find the right recipe for your sales enablement secret sauce and start cooking up some sales success!