5 Questions To Ask Your Sales Enablement Vendor
Sales Enablement has gone from a nascent business function to a major priority and our recent survey revealed that 52% of the Fortune 1000 plan to make Sales Enablement investments this year.
The major trigger for these investments is that B2B sales has grown more complex with an average of 5.4 stakeholders involved in any one deal. Customer and prospect expectations have also increased – they now expect targeted and personalized materials every time they engage with a sales rep. The days of the one size fits all corporate brochure are long gone. If reps want to share a message that resonates with their prospect, it must be one that deals directly with the prospect’s own unique business needs.
This evolution in B2B sales has seen companies double down on sales enablement – i.e. the systems, processes, and people used to increase both the efficiency and effectiveness of the sales force. Content and information lies at the heart of sales enablement, with many companies still figuring out the best way to connect their reps with the most important insights whenever they need them.
With so many active Sales Enablement projects happening this year we wanted to help you with your research and give you a set of questions that will help you compare vendors.
Sales Enablement Questions
1. How long will it take for our sales team to become fully trained?
Make sure you are clear on how long it will take for your new system to be up and running. Factor in training and ease of use as you assess time to value.
2. What are your user adoption rates?
Everyone has a horror story of purchasing software that never saw the light of day or was rejected by end users. Find out average adoption rates at the number of active users in the largest deployment.
3. How does the system give sellers more time?
Figure out exactly which of your sales inefficiencies your new system will address. If your vendor talks about a one stop shop for all your sales content, you need to make sure this is not just going to be another place to store content. Sales content gets stored in a range of enterprise locations like email, cloud storage, local hard drives, CRM, and wikis. It is unrealistic to think that an initiative to consolidate all of this content into a single location will ever succeed.
4. How does the system make our reps more effective?
There are two parts to this question. First, you need to be clear on how reps access content – is it through files and folders, search, CRM, proactive prompts, in every application they work?
Secondly, how can the vendor be sure that these materials are relevant. How are reps presented with the right content at the right time? Exactly how does it work – show me the data points. How do you know these materials are relevant? What analytics show how they have been used and how they relate to each unique sales situation?
5. How does your solution help us to glean any insight from customer behavior?
You should be clear on the type of analytics your sales enablement vendor is offering. Nearly all tools in the space will offer some kind of analytics, but you should look towards those tools which integrate with your CRM and show how each piece of content impacts an opportunity. Also, if you really want to get an insight into customer behavior, you need historic analytics on your content usage from all enterprise systems.
To learn more about sales enablement, please schedule a briefing with one of our experts.