Dos
&
Don'ts
1. Define content-based Sales Enablement.
Do
Define content-based Sales Enablement through the needs of your Sales team. Develop a vision for your approach and make sure Sales and Marketing are on board.
Don't
Lose sight of what you’re working toward or the need for Sales and Marketing to work together. Communicate, collaborate and educate together.
2. Get on the same page.
Do
Keep lines of communication between Sales and Marketing open. Keep a common understanding of the buyer and their need to seek a trusted resource.
Don't
Be satisfied with a couple of meetings together. Sales needs Marketing as much as Marketing needs Sales. Keep the collaboration going.
3. Know who your buyer is and what they want.
Do
Establish an environment that encourages ongoing learning and collaboration. Remember, Salespeople are experts on the buyer. Marketing are experts in content creation.
Don't
Be fooled into thinking your buyer and their needs won’t change over time. The market is changing constantly with people adapting and trying to keep up.
4. Determine the resources needed to help Sales sell.
Do
Keep pace with how content is performing and how sales tools are being used. Create an open feedback loop with the Sales team to ensure content stays relevant.
Don't
Branch off and develop thinking as individual teams. Sales and Marketing should be in constant collaboration to make sure all content and sales tools are working together.
5. Educate your Sales team on the resources.
Do
Work closely with your Sales team to keep them aware of what campaigns are in market and tools are available to support their efforts.
Don't
Assume your Sales team should inherently know what is in market, what content and tools are available or where they should find them.
6. Establish performance metrics.
Do
Work to understand one another’s performance metrics to know how to most effectively contribute to the success of the business.
Don't
Get complacent and start to think that performance metrics are static. Keep your team informed on change and what it means to the overall effort.
7. Meet regularly to learn and evolve – together.
Do
Commit to having regular scheduled meetings to learn from one another and how to best evolve your collective efforts. Share what’s been learned and seek input.
Don't
Let your collaboration energy fizzle out. Everything that is new and exciting eventually gets old and mundane. Work hard to stay focused on the end goal – sales conversions.

Download PDF