One Way to Look at Sales Enablement: Aligning Sales and Marketing

David Frankle
May 29, 2023
min read

Are you ready to revolutionize your B2B sales operations?

The secret to achieving remarkable success lies in the harmony between sales and marketing teams. However, this alignment often proves elusive, leading to a disconnect that can hamper the overall performance of your business.

This is where the concept of sales enablement comes into play, acting as a catalyst to bridge the gap and streamline the sales process. Let's delve into the key insights from a thought-provoking article by Brand Chemistry on B2B sales enablement and how it can transform your business operations.

  1. The Power of Sales Enablement: Imagine a scenario where your sales team, equipped with the right processes, technology, and content, is able to sell more efficiently and at a higher velocity. This is the power of sales enablement. When implemented effectively, it can lead to a whopping 14% increase in annual contract values and deal size. It's a game-changer that can transform your sales and marketing alignment, driving your business towards shared commercial goals.
  2. Recognizing the Signs of Misalignment: The need for sales enablement becomes evident when certain signs of misalignment surface. These include treating all marketing qualified leads (MQLs) the same, having siloed KPIs and tools in departments, shifting from a sales-driven to a marketing-led approach, and undergoing significant organizational transformation. These signs indicate gaps in your sales and marketing processes that can be effectively addressed through sales enablement. To recognize these signs, keep a close eye on your sales and marketing processes, and be ready to adapt and implement sales enablement strategies when these signs appear.
  3. Setting the Right KPIs: Shared KPIs are the cornerstone of successful sales and marketing alignment. Some of the recommended KPIs include MQLs, sales qualified leads (SQLs), cost per lead, cost per opportunity, customer retention, customer acquisition cost, marketing ROI, revenue, and ghosting rate. Each of these KPIs provides a unique insight into your sales process. For instance, tracking your MQL to SQL conversion rate can help you ensure you’re generating the right kind of leads, while monitoring your customer acquisition cost can highlight the most profitable routes to convert.
  4. Choosing the Right Technology: The right technology can significantly enhance your sales enablement strategy. Tools like HubSpot CRM, with its task management capabilities and scalable integrations, can streamline your sales process. Features like Vidyard integration for video sales pitches, Leadgraph by Diffbot to find contacts, and for real-time coaching. With the right technology, you can not only streamline your sales operations but also inspire your sales team to reach new heights.

Sales enablement is not just a buzzword; it's a powerful strategy that can redefine your B2B sales process. By recognizing the signs of misalignment, setting the right KPIs, and leveraging the right technology, you can harness the power of sales enablement to drive your business towards unprecedented success.

So, are you ready to improve your sales enablement and transform your business?

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