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When we talk about Sales Enablement, we tend to focus mainly on the benefits for the sales force. But what about marketing? How does aligning these two departments also benefit the marketing department? We tell you all about it in this article dedicated to Sales Enablement Marketing.
Partager du contenu personnalisé, pertinent et simplement
According to Forrester, 65% of the content produced by marketing is not used by sales. Alignment fills this gap by facilitating the exchange of information between these two departments. Sales teams can feed back information (photos, files, text info...) observed in the field, and give their opinion on the content used in meetings. The result? A 30% increase in the use of content by the sales force.
The other advantage of Sales Enablement lies in its ability to keep the presentations used by sales reps always up to date. As soon as a network is accessible, the application automatically synchronizes to download the latest available content and update existing content. This facilitates the dissemination of information, enabling the marketing team to work on a wider range of content (infographics, Business Cases, Customer Testimonials.....) tailored to the needs of the field. The application is a real opportunity gas pedal for marketing, which can provide sales reps with attractive, personalized and varied content.
Other important elements complete the benefits mentioned above. For example, it is possible to create contextualized content according to the sales path while maintaining the same level of graphic requirements as the brand's media. Marketing can arm the sales person with content adapted to each stage of the funnel, thus improving the relevance of their words. Finally, all users of a Sales Enablement application are notified when the prospect/customer has read or downloaded content shared by email before, during and after the appointment. This is very good information to perfectly adapt your B2B sales approach.
Analyser les statistiques pour améliorer la performance commerciale
Sales & Marketing alignment helps to gain a better understanding of the market. The statistics produced by Sales Enablement tools such as content usage statistics as well as appointment and purchase behaviors provide a base of information that will be used to better understand the environment in which the company evolves.
La digitalisation de vos supports de vente (dites stop au format papier et oui à la tablette) est un excellent moyen pour la force de vente de travailler plus efficacement. C’est aussi l’opportunité pour les équipes marketing de mieux comprendre les besoins commerciaux et d’améliorer avec justesse la pratique & outils commerciaux.
Les métriques mesurables par la direction marketing sont les suivantes : Taux d’utilisation, contenus consultés par les équipes commerciales, parcours utilisateurs en clientèle, nombre de partages par contenu, taux de lecture des contenus partagés. Une véritable mine d’or pour le marketing qui peut piloter et mesurer les performances sur une base mensuelle ou quotidienne. D’autres statistiques permettent de suivre la montée en compétence et d’évaluer la maîtrise des offres par le commercial.
Les statistiques sont à analyser dès le premier mois du déploiement de l’application. Cela vous permet d’accompagner les commerciaux qui n’ont pas fait un usage immédiat afin d’obtenir un taux d’adhésion de 100%, de suivre les contenus et les fonctionnalités les plus et les moins utilisés, de garder un œil sur les connaissances des commerciaux et découvrir à quel moment vos équipes ont besoin d’être formées, ou tout simplement d’analyser la cohérence de vos cibles avec les parcours de vente en clientèle.
Automatisez et améliorer la qualité de la data déversée dans votre CRM
The effectiveness of a CRM depends mainly on the quality of the data that feeds it. However, a McKinsey study recently highlighted that 77% of companies consider that CRM data is of poor or very poor quality. This is an alarming figure when you consider that data has a direct impact on the profitability of your actions and on your company's image. Imagine a sales person dialing the wrong phone number or simply not having the right history of the relationship with his prospect before even making an appointment... Even more frustrating for a marketing department to know that its database contains duplicates. Over-solicited by e-mails, a prospect may consider an approach too intrusive and take a radical decision such as unsubscribing or declaring the sender as spam...
By connecting your CRM to a Sales Enablement application, all the information taken in an appointment by the sales person will be automatically dumped. The management is supplied with quality information, therefore perfectly exploitable for its marketing campaigns. It is also freed from declarative targeting of its prospects and is able to respond instantly and accurately to a question such as: which prospects in the last 6 months have received a salesperson who presented and argued a product A, shared a technical data sheet on this same product A but have still not ordered. This gives him an increased visibility on the future commercial actions to be carried out!
Beyond coupling with your CRM, the Sales Enablement application goes even further by integrating perfectly with all your applications and software (PIM, DAM, Drive, Sharepoint, Social Networks). Sharing information within the company is thus facilitated and the various users save time thanks to automation. To learn more: Download the Sales Enablement White Paper - Connectors
Adaptez sa stratégie smarketing continuellement
En centralisant vos KPIs avec Salesapps Board, la direction marketing pourra mieux comprendre les informations remontées et ainsi prendre de meilleures décisions. Elle bénéficie d’un arbitrage avisé dans ses investissements marketing. Pourquoi investir Xk€ dans une nouvelle vidéo demandée par les sales si celle-ci est non utilisée ? Ou alors quel budget d’accompagnement sera nécessaire pour permettre à la nouvelle vidéo de Xk€ d’être effectivement utilisée par les sales ?
In another concrete use case, you can analyze the marketing content used by the most successful sales reps and replicate it to the rest of your sales force. As you can see, when you adopt a Sales Enablement solution, your entire sales force is tracked in real time, providing management with essential information for boosting sales tenfold.
Passez à la vitesse supérieure avec le Sales Enablement Marketing
Avec le Sales Enablement, non seulement vous ne produirez plus jamais du contenu marketing à l’aveugle mais vous pourrez également l’ajuster en fonction de vos observations du terrain. Vos présentations seront toujours à jour, attractives et faciles à personnaliser. Votre plateforme de Sales Enablement Salesapps s’intègre parfaitement avec l’ensemble de votre tissu logiciel et constituera le véritable accélérateur de votre performance commerciale et marketing.
