Are your marketing and sales teams struggling to drive leads and close sales? Do you feel there’s room for improvement? Sales enablement tools might be exactly what you need.
Why? Think about coaching a team without a playbook or directing a movie or a play without a script. Without a main resource that everyone can depend on for clear direction, you risk creating confusion, conflicting goals, and complete disorder. The same applies when both sales and marketing teams have high targets but lack sales enablement tools for support.
Here are just a few of the ways sales enablement tools will benefit your sales team—and the rest of your SaaS company.
1. Training
A knowledgeable salesperson will always perform better and more effectively than one who knows less about your products or services. Sales enablement tools (like battlecards, case studies, explainer videos, and email templates) provide sales teams with insights they can use when interacting with prospects and leads to guide them through the Buyer’s Journey. Whether it’s information that highlights your product or service positively, or tools that assist in resolving issues prospects face, sales will gain from resources that offer proper training for any conversation.
Marketing teams can also benefit from the training aspect of sales enablement tools. Tasked with driving interest and teeing up valuable conversations for sales teams to close, marketing teams must also be well versed in the areas that make your SaaS products or services special. Well-written web copy, emails, and social media posts address the needs and pain points of your target audience. They also properly communicate the value of your products or services—which is often the same key information found in sales enablement tools.
2. Alignment
When sales and marketing teams are trained in the same areas of your products or services, you’ll see more alignment between the messaging used to bring leads in and the messaging used to continue that conversation through the Buyer’s Journey into a closed sale. If your sales team is losing opportunities because pitches aren’t always hitting the key points leads are interested in, the prospect may have received mixed messages throughout their journey. Sales enablement tools can help keep messages consistent.
3. Synergy
Imagine coaching a team where every player knows their role and compliments the role of other players around them, or directing a play where every cast member has excellent chemistry with each other on stage. The result is a whole that is greater than the sum of its individual parts.
The same rings true when sales and marketing teams collaborate and help each other meet department goals. Marketing teams specialize in defining a company’s target audience and driving interest through promotions and optimized content. Sales teams are on the front lines and will probably have more insight into what prospects are thinking, feeling, and saying throughout the sales process.
The best sales enablement tools combine insights from each team in a cooperative effort. In silos, these departments will naturally have more friction. Together, sales and marketing teams can enhance the process.
Want to take the first step towards a more collaborative sales and marketing effort? Gather your teams and download SmartBug’s Sales Battlecard Template to create a highly valuable sales enablement resource your entire company will benefit from.