What is Sales Enablement?

Sales Enablement is a simple concept with a big impact on the future of B2B marketing. In this episode of B2B Marketing Agency Insights, Austin LaRoche, CEO of ATAK Interactive, breaks down how Sales Enablement has grown into an important tool for sales teams and how you can equip your team with the resources they need to close more deals.

Video transcription below:

Welcome back to B2B Marketing Agency Insights. I’m your host Austin LaRoche, CEO of ATAK Interactive. Today, I want to talk about sales enablement. Sales enablement could not be more straightforward. It’s simply providing the service of providing the resources that sales teams need to close more deals.

Now, sales enablement in one way, shape, or form has been around for a while. If you look at one aspect of sales enablement – content – then you will see old-school agencies developing nice print ads, trade show booth designs, that kind of stuff. Nowadays, it is much different. You need to help create interactive presentations, videos, the type of tools that salespeople need in our age of virtual selling. 

Beyond content, technology and automation are other major areas you can use to help your sales team. A great way of doing this is to utilize something like HubSpot sequences, where you can put prospects into automated outreach and help salespeople “touch base” with cold leads and begin a conversation with them. This takes away a lot of the “grind” part of a salesperson’s job that they don’t typically like. Let’s be honest – they are not necessarily that good at it either. Some are, and I mean no disrespect to the grinders out there who are hammering the emails and phone calls out. But I think most salespeople like that feeling of, “Okay, I’ve got someone interested, and now I get to put on a show.” Nevertheless, I digress. 

Another great way that you can help a sales team out is with really good reporting. If you are helping them utilize CRM, you can get data from all these different marketing sources. You can see where different leads are coming in, where they are dropping off in the funnel, and start producing that type of data to your sales team. It helps give them the intelligence they need to see where they can be better to move those customers down in the funnel. Reporting is an area that gets overlooked so many times because people think, “Oh, that’s a bunch of numbers.” But those numbers tell a very big story, and marketing is all about storytelling in one way, shape, or form, whether it’s internal or external. Utilizing that reporting, telling the story of how you are doing and where you can improve, is another great way to help out sales teams so they can do what they do best, which is close more deals.

Okay, that’s just a quick overview of what sales enablement is. If you really want to get into the weeds and learn more, I suggest you check out ATAK Interactive’s website. Take a look, learn a little more, and don’t be a stranger if you have any questions. Thank you guys so much for watching today. I’m Austin LaRoche saying, “Good luck growing.”