Last year, I puzzled over the ways sales enablement can roller-coaster between being helpful and falling flat on its face. Yet we still end up with inbox overload no one wants. Is it inevitable?
That sent me down a rabbit hole of existential pondering when... a parallel question came to mind: Nicolas Cage, Good or Bad? Made famous in the TV series Community, that film-class question posed the ultimate challenge to movie-lover Abed.
Sales enablement can feel worse than untangling a giant knot of lights from a Christmas tree. But, lucky for you, I decided to do this metaphorical untangling in the open, in a series for MarketingProfs. That string of articles is now unwound, and its 10 lessons now shine brightly as guiding principles of sales enablement.
... continue reading below
10 Guiding Principles of Sales Enablement, Inspired by 'Nicolas Cage: Good or Bad?'
Don't worry ... it's FREE!
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When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.
Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.
B2B buyers generally do not contact vendors until they are very far along in their journey and they have finalized most of their requirements, according to this research.