Sales Enablement and Sales Collateral Management

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What is Sales Enablement?


Sales enablement consists of all the sales content, communication tools, and technology necessary for an organization’s sales processes. Effective sales enablement empowers salespeople to be as efficient as possible throughout the entire sales cycle. The salesperson can then focus on providing the best service possible to every customer they interact with, from the very first outreach to signing the deal and taking care of the customer relationship.

Sales collateral is the term for all the different materials and content that are needed for nurturing a prospect into an opportunity, and eventually into a deal.
Sales collateral management ensures that all the tools for assisting the sales process are easily accessible, integrated and streamlined.

The ultimate aim of sales enablement is to empower each salesperson to do their job as well as possible. In the modern digital workplace, this includes ensuring that automation occurs in the parts of the sales process where it is most needed.


The three key elements of sales enablement are:

1. Content

2. Processes

3. Technology

Accessible content from any device and any location

 


Content is a vital component throughout the sales process. Content is shared with the prospect to inspire them from the very first outreach, and it is also used to accelerate the sales process later on. Forms of content are varied and can include documents, videos, emails, webpages, blogs, product images, customer case stories, and personalized presentations.

Often, content created by other departments is distributed through traditional methods, for example, email or intranet. As a result, content is spread between legacy systems, desktops, and company online storage. This means that sales teams can face difficulties accessing the latest forms of content, increasing the risk of mistakes and non-compliance, which is especially serious because documents represent valuable and sensitive digital assets to large enterprises.

Time is often wasted due to the difficulty in finding relevant content, so it is vital that a salesperson can easily access the appropriate content at a given stage. For this to happen, all content must be located in a place and manner that is intuitive, and integrates with the workflow. Efficiently managed and distributed content creates a more effective sales process.

Sales representatives should be able to trust that all sales collateral materials are up-to-date and correct versions, whether they are customer-personalized content or the latest product information. Using incorrect or outdated information in sales collateral will reflect badly on the sales team, increase manual work for the sales representative, and provide poor service to the prospect.

How processes enhance productivity


To enhance productivity, sales teams should know exactly how to use sales collateral, and have the tools to facilitate this. All data and sales collateral used in the sales process must be documented, and salespeople recognize the important part that the chosen CRM plays in this. Processes must be in place to support storing and tracking of information, in a manner which makes using them intuitive and efficient.

Sales enablement tools make the sales process more seamless, by taking the manual effort out of learning about the prospect, and finding and storing data related to them. This allows a salesperson to be accurate about who they talk to, when they talk to them, and what knowledge to share in relation to the challenges that the prospect is facing. All the background information is easy to take into account through streamlined technology, and this results in a more powerful sales process.

How technology adds momentum to the sales process


Technology helps promote productivity by giving momentum to the sales process. It also aids the internal sharing of information, which is helpful for educating and learning. Through aligned technology, the sales process is more efficient, which is both better for the business, and also provides better service for the prospect.

Different sales management software is required at different stages of the sales cycle. Examples of this include Discoverorg as an initial tool to access data about prospects, Salesloft to help engage prospects, and Drift to help begin conversations with prospects who are visiting your website.

SaaS sales enablement solutions are on the rise, and offer all-in-one integrated solutions which gather data from a CRM system, collect visual assets from a DAM system, and assemble documents to result in a compliant and personalized document for the client. These solutions enable sales teams to drive revenue more efficiently, as they save time by removing the task of creating sales enablement content.

Expert opinion


“To empower salespeople, we have to enable them and guide them to the right updated content, without disrupting their habits. The solution consists of giving them enough freedom to control their business relationships, but still drawing the line with what content and data has to be used as it is, because of its sensitivity.”

Christophe Eynius-Genneson, Enterprise Sales Manager, Templafy

 

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Templafy is a tool which enhances sales enablement and sales collateral management
 


Templafy’s platform is located online, meaning it can be accessed from any device or workplace, so the location of content is never a cause for concern, and time is saved due to its easy availability. Templafy also functions as an add-in within Office applications, allowing all the sales enablement content and brand assets to be accessed directly where salespeople are working.

Different levels of access controls to all content mean that salespeople are only able to access content that is relevant for them. Updates to templates and assets are made centrally, and updated across the organization in minutes. This results in the most up to date versions of content always being available, so there’s no risk of sending outdated or incompliant content to prospects.

Templafy integrates with CRMs used in sales processes
 


Templates for documents and presentations can be dynamically personalized, with relevant personal information automatically added. This saves time, and ensures all the created sales content is aligned with the organization’s latest brand standards.

Templafy also integrates with Salesforce. Through this integration, all your Salesforce data is aligned with your personal information, and your company brand assets. This means that personal, company, account and opportunity information is automatically inserted into documents created with Salesforce, so creating sales contracts and quotes is easier and more efficient. It also means you can be secure in the knowledge that all documents shared with prospects are on brand and compliant.

Extra resources

Take a look at our blog for more information to help empower your sales team.

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