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Entries related to: sales-enablement

Achieving Sales and Marketing Alignment through Sales Enablement

The following post was written by Marissa Gbenro, the Sr. Content Marketing Strategist at Highspot. Prior to life at Highspot, she worked to drive corporate marketing strategy for TrueBlue across 600 locations in the US, Canada, and Puerto Rico.

Think of the last time you made a significant purchase. You most likely started the process online, researching the benefits of the product. Once you were fairly convinced you needed to make the investment, you created a list of possible vendors to choose from. Finally, you put your detective skills to work, comparing the reviews and ratings of each brand before choosing to interact with your shortlist of favorites.

Engaging with a sales rep is far from a top priority for today’s buyers when traveling through their buying journey. This is especially true for B2B buyers considering that they navigate almost 60% of the buyer’s journey before reaching out to a sales rep.

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Five Tips To Help Your Sales Reps Win Competitive Deals

87% of Competitive Intelligence (CI) professionals say that their market has gotten more competitive in the last three years, according to the 2019 State of Competitive Intelligence. In the same report, respondents also reported having an average of 25 competitors. So what does this mean? It means that markets are getting more competitive and will continue to do so, and enabling your sales team to sell against the competition is more important than ever.

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What is the Difference Between Sales Operations and Sales Enablement?

Back in the 1970s, Xerox recognized the need for a support team that handled many of the basic operations and logistics essential for a successful sales team. The support team took over core sales operations such as sales planning, compensation, forecasting, and territory mapping. The team aptly named, sales operation group, created a working environment that allowed the sales crew to do their jobs with all the right tools.

At the same time, sales managers and business owners were handing out copies of Og Mandino’s, The Greatest Salesman in the World, Napoleon Hill’s Think and Grow Rich, and Dale Carnegie’s, How to Win Friends and Influence People, while developing sales strategies for enabling their sales team once they got out of the office and into the field.

These two processes — sales operations and sales enablement — have been running on parallel trajectories ever since.

Let’s take a closer look at the difference between sales ops and sales enablement, how each impacts your sales organization, and how to implement each to assist your sales team in winning more deals.

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How to Combine Tactical and Educational Competitive Intelligence for Sales Success

Sales are often primary clients of competitive intelligence (CI) in companies and also one of the best channels to drive measurable value through battlecards. By making intel more accessible and closer in tune with the market, product marketers and analysts can help sales reps close more head-to-head deals to drive revenue. In order to maximize this channel for CI, you have to pay attention to not just the data itself but also how salespeople will consume and use the information you give them. You need to be both analyst and internal marketer if you want to move the needle.

The reality is that most salespeople are not going to read every word you write. And that means they are unlikely to dig deep into the nuances without additional dedicated training. They have calls to make, emails to write, bosses to please, and quotas to hit.

Unless you want to be ignored, you should strive to meet them where they are, and target your competitive content for the two modes in which they’ll consume it: tactical and educational. Below, you will find a description of these modes and the type of content that is best for each.

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