Sales Enablement Defined: A Basic Guide for Sales Acceleration

February 28, 2019

The sales cycle is becoming more complex, regardless of industry and product. The various touch points between buyers and vendors make it more difficult to create engaging and personalized experiences. Fortunately, sales acceleration tools and processes can simplify the sales cycle and help sales reps close deals faster with more impactful sales conversations.

Continuing our “Sales Enablement Defined” series, we explore how acceleration tools can benefit your sales force, as well as how sales enablement evangelizes these tools and drives adoption across the organization.

Sales Acceleration Definition

Sales acceleration references the tools and strategies that increase efficiency and speed of the sales process. Through the use of technology innovation, buyers move through the sales funnel faster and more seamlessly.

Sales enablement is the key to sales acceleration. Instead of looking at overall sales activities, it focuses on building relationships with buyers rather than viewing them transactionally. Taking customer behavior and preferences into account, prospective buyers are automatically and continuously moved around within the database where they best fit in order to deliver the best experience. Additionally, sales and marketing produce more in less time by surfacing content that is up-to-date, customized, easily accessible, and actionable.

But how is this possible? Integrated technology solutions that work in sync with one another make sales acceleration feasible.

Sales Acceleration Technology

Effective sales acceleration requires using the proper solutions to improve selling activities and close deals faster. These solutions quickly provide the insights both sales reps and marketing teams need to create relevant content and meaningful interactions, connecting those insights with buying signals, and providing them with context for achieving sales success. The sales acceleration platform you select should include the following elements:

  1. Lead Database

It’s not enough to simply collect data in a CRM; you’ve got to dive deeper to derive actionable insights for driving future lead generation. Sales acceleration software qualifies prospects based on various criteria of your choosing. After qualifying the contacts in the database, these sales acceleration tools cleanse the data, automatically removing low-quality or unqualified prospects, leaving marketing and sales only with buyers likely to have interest in your products and services.

  1. Research Tools

Quantitative data is important, but qualitative buyer information such as background, organizational charts, other integration requirements, and competitive insights equips sales reps with knowledge they need to have effective buyer meetings and correspondence. These sales acceleration tools also arm industry leaders and sales executives with real-time alerts for management changes, mergers and acquisitions, and other significant events.

  1. Predictive Analytics

Advanced algorithms and artificial intelligence use big data to make industry or company-specific predictions, effectively identifying areas for growth and opportunity. This marketing data and analytics helps sales leaders and marketing focus their sales activities only on the biggest opportunities and not waste time prospecting low-quality leads.

  1. Email Service

Emails are essential for sales automation and acceleration. Most marketing automation software automates emails within campaigns based on predetermined trigger activities or events (e.g., a demo request). Sellers can track opens, clicks, and other customer engagement behaviors within the tool and iterate on their email strategy based on analytics showing what types of content get the most response.

Sales Acceleration Benefits

Sales acceleration offers many benefits for the sales organization; first and foremost, it provides easy-to-access and insightful data sales managers and sellers need for buyer pitches. They can discover the most relevant and up-to-date information they need to decrease the sales funnel to accelerate sales. Additionally, sales acceleration aligns the available information with opportunities, segmenting buyers by levels of qualification to help both marketing and sales maximize their sales productivity by only applying business resources toward the most qualified prospects.

As a result of these advantages, acceleration software ultimately shortens the sales cycle. By arming sales representatives with the sales intelligence they need and providing context, they hit quotas faster and generate more sales pipeline and revenue for your organization.

Sales acceleration is not as complicated as it seems; with a comprehensive sales enablement program it should come naturally. Contextual and customized content, paired with data-driven conversations and informed sales strategies based on aligned sales training, will have your sales force on the path to sales success by utilizing a defined sales cadence.

How to Build a Sales Enablement Strategy: First Steps

How to Build a Sales Enablement Strategy: First Steps

Sales enablement is the path to sales effectiveness. By focusing on content usage later in the sales cycle, sales and marketing teams can continually improve the content, messaging and methods businesses need to convert and close deals.

Download the eBook to find out how a focus on enablement, not just sales productivity, can deliver:

  • More accurate internal sales forecasts
  • Shortened sales cycles
  • Insight into content ROI