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 salespeople close deals faster.

Continuing our “Sales Enablement Defined” series, we explore how acceleration tools can benefit your organization, 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 funnel faster and more seamlessly.

Sales enablement is the key to sales acceleration. 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 and marketing teams need to create relevant content and meaningful interactions, connecting those insights with buying signals, and providing them with context. The sales acceleration technology you select should include the following elements:

  1. Lead Database

It’s not enough to simply collect data; you’ve got to dive deeper to derive actionable insights. Sales acceleration software qualifies prospects based on various criteria of your choosing. After qualifying the contacts in the database, these 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 reps with knowledge they need to have effective buyer meetings and correspondence. These tools also provide real-time alerts for management changes, mergers and acquisitions, and other significant events.

  1. Predictive Analytics

Advanced algorithms and artificial intelligence use data to make industry or company-specific predictions, effectively identifying areas for growth and opportunity. Marketing and sales can focus their efforts only on the biggest opportunities and not waste time on low-quality leads.

  1. Email Service

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

Sales Acceleration Benefits

Sales acceleration offers many benefits for sales teams; first and foremost, it provides easy-to-access and insightful data sellers need for buyer pitches. They can discover the most relevant and up-to-date information they need to sell smarter and faster. Additionally, sales acceleration aligns the available information with opportunities, segmenting buyers by levels of qualification to help both marketing and sales make better use of their time and only apply resources toward the most qualified prospects.

As a result of these advantages, sales acceleration ultimately shortens the sales cycle. By arming reps with the information they need and providing context, they hit quotas faster and generate more 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, will have your reps on the path to success.

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