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Marketing INsights

Sales enablement 101?

1/4/2019

 
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Are you are a start-up, early or mid-stage B2B company and struggling to make your numbers?

If so, it is often the result of poor, or non-existent, sales enablement process and associated assets (aka sales kit). I am not talking about mature companies with sales training programs, sales playbooks and established marketing infrastructure. 

I have worked for quite a few early-stage companies with revenues under $30 million and small sales teams. Companies this size typically don't have a well-defined sales process, sales training is defined as “as the job” and sales tools are provided on an as-needed-basis. 

Unfortunately they don't have a good handle on their sales efficiency. They don't know how many deals they missed, lost and why? But this is a topic for another day.

For now, lets focus on enabling the sales team to improve their odds of finding and closing deals.
“Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.” 
– Forrester Research

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Optimizing the Marketing Mix and Spend

6/25/2018

 
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Options For Spending your Marketing Dollars Have Never Been Greater or More Complicated

​Depending on your role and experience, you will have very specific opinions on how to market your products and services. Unfortunately there are a lot of options to choose from and getting the right balance of programs and level-of-spend can be a challenge.

Most will agree that customer acquisition, retention and revenue is the end goal, but every executive (CEO, CRO, CFO) has a different notion of what marketing should do to support these goals.

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