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The Four Biggest Myths About Sales Enablement You’ll Ever Hear

June 1, 2016
Written by Dana Youngren

According to a Forbes Insights survey, 55% of US companies are investing in sales enablement – a higher percentage than for any other means of improving sales productivity.

With all the interest in sales enablement these days, you’ll find plenty of information on the subject, as well as misinformation. Or you’ll find information that’s not exactly wrong, but also not exactly right for your particular situation. Different companies have different needs, and it’s up to you to figure what’s right for yours.

To help you separate the wheat from the chaff, here’s a look at some of the most common myths around sales enablement you’re likely to come across as you seek out information.

#1: Create enough content, and everything else will take care of itself.

Whether you’re talking about outward-facing content to help buyers buy or internal content to help sellers sell, the principle is the same: more is not necessarily better. In fact, it can make things worse if you have a ton of content but no practical way to navigate it. An effective sales enablement platform should make it easy for sellers to get the information they need, either by helping them find what they’re looking for or, if they don’t know what they’re looking for, by proving insights and recommendations to help them figure it out.

#2: Automated digital information is all buyers need to make decisions.

The emergence of sales and marketing automation and the news that 67% of the buying journey happens digitally have fostered the misconception that sales and marketing don’t need to engage directly with customers early in the buying journey. But what happens when a buyer who’s having trouble finding the right information abandons the journey before it’s over? To steer clear of that outcome, consider combining digital content with direct customer interaction throughout the buying journey. Look for an automated sales enablement platform that not only provides information to help sales have productive interactions with buyers but also makes direct outreach to them easier and more efficient.

#3: Who needs direction from sales when you’ve got smart marketers?

Sure, marketers are experts in buyer behaviors and market trends. But they’re not the ones who end up using sales enablement tools. That honor goes to sales, and that makes feedback from sales teams critical when determining what solutions and tools will help meet business objectives. The truth is both sales and marketing have valuable experience and expertise to share, and they can do more to make sales enablement initiatives successful by working together. A sales enablement platform that facilitates unification between sales and marketing teams puts you that much closer to a more effective approach.

#4: Sales enablement strategy: Get it done and never think about it again.

It would be nice if a sales enablement strategy could be one of those do-it-and-be-done-with-it business challenges that you only have to think about once. But successful sales enablement requires ongoing tuning based on changing needs, content effectiveness metrics and other dynamic factors. Reevaluation and adjustment will always be necessary components of sales enablement, so you want a platform that allows you to handle them as effectively as possible. There should be a strong analytics component that provides insights for improvement, along with the flexibility to implement improvements with ease.

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