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What is Sales Enablement?

By Carson Conant| May 15, 2018

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The sales enablement space continues to pick up speed with CSO Insights reporting an 81% increase in companies implementing sales enablement programs, titles, and functions from 2016 to 2017. While that number is expected to continue growing, many organizations still don’t understand the return on investment in sales enablement. Carson Conant, Founder and CEO of Mediafly, is here to set the record straight.

According to analyst firm Forrester Research, “Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.” But what does that actually mean? What is sales enablement, really? And what impact will it have on your business?

BuyersGraphic-1-750x449For context, let’s start with your buyer. If you haven’t noticed, they’ve changed. They’re increasingly digital and have more resources available at their fingertips than ever before. Because of this, they’re doing more research on their own and engaging with your sales reps later in the buying cycle. When they do finally agree to a sales interaction, they’re expecting more from your sellers. They want to learn something new about their business, industry, or market. They want to know how your product or service will help them achieve their financial goals, and your sales reps need to be able to effectively quantify and communicate that value in a way that resonates.

Are all of your sellers equipped to lead those value-driven conversations? If you think of your sales force in the context of a bell curve, imagine your top performers on the right-hand side and the rest of your sellers on the left. The goal of sales enablement is to move your average sellers over the hump, from left to right, and get them to start selling like a top-performer. Your top sellers tend to be able to confidently articulate the value of your solution in the context of what is important to the buyer.
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Your average sellers may lack the natural charisma and knowledge to execute the same sophisticated, value-based sales presentation that your top-performers do. If you’ve got the right sales enablement solution in place, you can provide a crutch for new and average sellers to elevate their sales sophistication and success.

At Mediafly, we call this evolution of your sales organization, made possible by sales enablement, Evolved Selling™. Evolved Sellers, the sellers you’ve moved over the hump, are empowered by:

Managers of Evolved Sellers should be able to:

82RepeatBusiness-750x449Evolved Sellers can expect to accelerate deal closure by 28-43% and drive company growth by 40-60%. They experience a 70% lift in buyers purchasing more than the original scope of the project because of the value and insights added throughout their sales interactions. Evolved Sellers also drive repeat business, with buyers 82% more likely to consider them for future opportunities.*

If you’re still wondering if your organization needs a sales enablement strategy and platform, the answer is a resounding yes. Top sales performers are hard to come by and easy to lose in a competitive market. With the right sales enablement solution in place, you’re putting all of your sellers on an even playing field and future-proofing your business for continued growth and success.

Evolved Selling™ takes sales enablement to the next level by incorporating methodologies and technology that enhances engagement with prospective buyers. Read more about our approach to Evolved Selling™.

*Source: How B2B Sellers Win in the Age of the Customer, a commissioned study by Forrester Consulting on behalf of Mediafly

Carson Conant founded Mediafly in 2006 and has led the growth of its enterprise solutions that are being used by some of the world’s largest and most admired companies. Under his leadership, Mediafly has been ranked four consecutive times in Inc. Magazine’s “5000 Fastest Growing Companies” annual edition and awarded as one of the “Best Places to Work” in Inc Magazine’s 2017 rankings.

About Mediafly

Mediafly is a mobile sales enablement solution that enhances how brands engage prospective buyers. By using Mediafly’s technology, marketing and sales teams at companies including PepsiCo, Disney, GE Healthcare, MillerCoors and Charles Schwab, are able to deliver custom, dynamic sales presentations quickly and efficiently, engaging customers with insights that are relevant to them. Mediafly’s Evolved Selling™ solution enables sellers to be more flexible, insightful and interactive in their sales interactions, resulting in increased sales and stronger customer relationships. Mediafly has been named to the Inc. 5000 list of fastest growing companies for five years consecutively in addition to being named Inc.’s Best Places to Work of 2017 and 2018. Visit Mediafly.com or follow @Mediafly for more information.

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