Sales enablement is the key to ABM success. How can your business effectively align your sales and marketing teams for maximized effects on your revenue?

In this article:

  • Sales enablement is the process of providing salespeople with all their needs to succeed and make a sale.
  • Without sales and marketing alignment, the buyer intent data gathered by the marketing team will be useless and left out of the equation. 
  • Content backed up by your own numbers and experiences yield a higher chance of conversion saving both time and money in the long-run.

What Is Sales Enablement?

Sales enablement is the process of providing salespeople with all their needs to succeed and make a sale. It is an important process and one which should not be neglected because if people aren’t quite sure how to use your products or what they are missing out on by not using them then you will see a decline in revenue as time goes on

If you have a great product, the last thing on your mind is making sure that the sales team has all of the resources it needs to sell. That being said, the sales team should also be trained actively instead of just listening passively at meetings by themselves.

Sales and Marketing Alignment

What account based marketing hopes to succeed will not be possible with a passive sales team. Salespeople should know the product inside and out to answer whatever questions a prospect may have. How can a potential customer build trust with someone who has no confidence in the product? 

Without sales and marketing alignment, the buyer intent data gathered by the marketing team will be useless and left out of the equation. On the other hand, an active collaboration between the two teams gives the enterprise a higher chance of converting a target lead or several of them.

How does this happen exactly? Here’s how sales enablement can bring success to your ABM strategy. 

Empowering the Sales Team

While both the sales and marketing teams own this process, the ultimate goal will always be to equip the former with the facts, data, and content needed to convert a lead. 

Leads meet and build relationships with salespeople and they won’t have direct access to marketers. That means the sales team must continuously communicate with the marketing team for. And the former will updates about the leads as well as the products they’re selling. 

Both teams should be aware of whatever content is published as well as any changes that will come up in the middle of advertisements. 

The sales team cannot be empowered without the content and buyer intent data from the marketing team. At the same time, faster marketing ROI will not be possible without the active participation of the sales group. 

Converting First-Hand Sales Experience to Powerful Content

Most ABM platforms gather third party user data for campaigns but first party intent data offers better chances at conversion. 

With this type of information, you already made contact with potential leads. This means they have already shown their interest in the solutions you can provide for their problem. 

Giving this information to the sales team will prepare them for what the prospect needs. It can shorten the entire process significantly. At the same time, their direct experience in dealing with potential customers can also feed the marketing team with significant information to improve content. With this information, your marketers can beef up your ads according to the actual pulse of your targeted leads. 

Numbers and data are your macro lens but physical interaction with actual people will be your micro view of the market. 

Delivering the Right Content at the Right Time

Armed with data from ABM platforms like N.Rich, marketing teams can run powerful campaigns with real-time input from the sales department to create more enticing and valuable content.

These types of content yield a higher chance of conversion. But they’ll also be backed up by your own numbers and experiences as well – saving both time and money in the long run.

Figuring Out What’s Effective

Since the sales and marketing departments are working more closely together, marketers will see the results of their campaigns in real-time. It also makes it easier to track your ROI you see each campaign’s numbers within a certain timeframe.

ABM tools make this easier to do. N.Rich’s ABM platform, in particular, allows you full control of your ads. You don’t even have to pay extra for your campaigns. 

Sales Enablement as the Gateway for ABM Success

A successful ABM strategy needs the teamwork of all parties involved, so it’s important to get them on board with sales enablement. It will only be possible if they have access to information that helps close deals and increase revenue for your company.