Sales enablement has become a necessary part of the sales and marketing tech stack for companies looking to increase sales productivity. But while your existing sales enablement solution may be improving sales efficiency, you’re likely missing a bigger opportunity to bolster sales revenue.
The ideal sales enablement strategy should look something like this:
Step 1 – Marketing creates sales materials
Step 2 – Marketing deploys sales content to sellers in portals and selling apps
Step 3 – Seller selects content based on recommendations from AI/ML
Step 4 – Seller creates or modifies parts of the story for their meeting
Step 5 – Seller assembles story tailored to unique buyer
Step 6 – Seller presents the sales story to buyer
Step 7 – Seller pivots in meeting to present relevant sales content
Step 8 – Seller uses interactive presentation tools to add value (e.g. calculators, assessments, configurators)
Step 9 – Seller records detailed notes and what content they presented during the meeting in CRM
Step 10 – Marketing utilizes AI/ML-powered dashboards to quantify which sales themes work in what situations and uses the information to inform future content production
If the depiction above doesn’t accurately reflect your sales enablement workflow, I’m guessing I started to lose you at Step 6?
Chances are, if you have a sales enablement solution in place, you have a portal for housing sales materials and your sellers have the means to assemble sales presentations. But how do those sales presentations play out in front of a prospective buyer? Are your reps still presenting static, linear (read: boring) presentations during their meetings? This is the first challenge you need to solve. You need a solution that allows your sellers to be nimble enough in meetings to dive deeper or pivot to the most relevant topics for buyers and effectively articulate the value of your products and services in real-time. Interactive sales tools like the ones referenced in step 8 can empower your reps to lead these value-driven discussions using client-specific data and insights for a more personalized and engaging experience.
Once you’ve equipped your sellers with the tools they need to transform static sales presentations into dynamic sales experiences, you’ll be well-positioned to conquer the “Holy Grail” of sales enablement.
What is the Holy Grail?
If you’re lacking the ability to quantify the sales and revenue contributions of your individual sales assets and stories, don’t worry, you’re not alone. You can still fix your sales enablement strategy to create a virtuous cycle for marketing and front-line sales and reach the “Holy Grail” of sales enablement.
Ask yourself this – do your marketers know what your sales reps are presenting in their meetings or are they still getting their understanding of what content is being used through anecdotal evidence, word-of-mouth, and vanity metrics, such as downloads from your web portal?
If your sellers are downloading, editing and presenting in PowerPoint, how do you know what they are actually presenting?
Mediafly is the only sales enablement technology in the market with the capability to automatically track every page presented and minute of video played, connect that information with who the content was presented to, and provide dashboards and reports for marketers to quantify the impact that sales content had on company revenue.
How does it work?
Busy sales reps are notorious for entering as little information as possible in CRM. Mediafly’s new Automatic Meeting Tracker takes the responsibility of data entry out of your sellers’ hands and automates it using a combination of machine learning and intelligence from integrations to your back-end systems. Mediafly autonomously understands when a sales presentation has taken place and identifies which customer and CRM Account the meeting was with. Sellers don’t need to do a thing, other than present from their Mediafly-powered sales apps. Mediafly does the rest. This breakthrough capability, available only to Mediafly customers, offers Marketers an entirely different way to prioritize content creation and assess the value of their sales enablement investments – based on revenue growth, wins, and deal velocity (not word of mouth and vanity metrics).
Companies who reach the Holy Grail of sales enablement can finally quantify:
- What sales stories perform best in various sales scenarios
- The impact certain types of content, such as videos, have on sales
- What content doesn’t drive revenue, so you can redirect those investments
- The revenue contribution of next generation sales tools, including interactive calculators and value assessments
- Which sellers are using the latest sales stories, and whether they’re selling more or less than their peers
For more information about Mediafly’s Automatic Meeting Tracker, contact us or schedule a demo.