Implement a sales enablement program to increase sales efficiency and revenue.
Many B2B marketing and sales teams—and even company leaders—agree that their overall sales efforts could stand improvement. On a scale of 1 to 5, with 1 being “not effective at all,” results from an October 2015 survey of B2B professionals in North America from Influitive found that 40.0% of respondents ranked their sales efforts a 3. Over a third ranked their efforts a 4, but only 7.5% gave themselves a 5.
According to a new eMarketer report, “B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase,” some of these issues may arise from departments failing to share information needed to get their jobs done well. Marketing is responsible for one-to-many engagements with buyers; sales continues that conversation within a one-to-few format. The conversations, then, should be part of a continuum, heading from the top of the funnel to the bottom. Marketers have to start the conversation and they realize that salespeople continue the dialogue, even if they are not necessarily aware of the specific challenges. Salespeople also need to understand the value that comes from those marketing conversations at the beginning of the buyer’s journey.
Most B2B marketers agree that sales is responsible for getting a potential customer to buy. An October 2015 Demand Metric study of B2B marketers in North America found nearly 80% of respondents confirmed that the sales team owns purchasing, and therefore the bottom of the customer journey funnel. The marketing department’s responsibility is awareness and consideration, two higher-funnel stages preceding purchase.
Support of sales and their goals is critical to everyone in the organization.
Marketing’s role is to enhance and improve sales productivity, at a lower cost than the sales team can do, so that they can close more frequently and efficiently.