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
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.