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Sales Enablement

3 Sales Enablement Tools For Your Sales Team

3 Sales Enablement Tools For Your Sales Team

Companies today are spending more on sales technology than ever before.

A reported 67% of sales professionals use between four and 10 digital sales tools – a number that increased over the last three years – according to a survey conducted by GetAccept. Gartner reported a 5% increase in sales tech budgets from 2020 to 2021 and dubbed 2021 as the time of “sales tech mayhem.”

 So, sales professionals use more digital tools than they ever have. 

They use separate tools for lead management, prospecting, scoring, forecasting, content management, project management, training, demos, and more which can be overwhelming for sales reps. An excess of tools can disrupt a user’s workflow and reduce productivity

There are many types of sales enablement tools out there, but your sales team doesn’t need ten different tools in their sales enablement toolkit to excel at their jobs. To bring down the total number of tools your sales team uses, you need software that covers more than one aspect of sales enablement. Narrowing your focus to just three sales enablement tools will help you increase efficiency and save money.

1. A sales intelligence tool

Steady growth in the sales intelligence industry – an estimated $3 billion industry expected to grow to $7 billion by 2030 – indicates that companies find it helpful in boosting the performance of their sales teams. The right sales intelligence data helps you accelerate sales cycles by identifying decision-makers and reaching out to them at just the right time to close the deal.

To find and analyze data about your industry, you need a sales intelligence tool that identifies prospects, understands their attributes, and recognizes their intent. To do so, that tool needs information about your prospects and buyer personas. Some sales intelligence tools have databases of their own, while others work with your CRM to first study data related to your customers and then go search the internet for similar profiles. In either case, these tools help you find new prospects and give you insights about them. Those insights can be used to formulate a strategy to reach out to your leads at the right time.

For example, suppose your persona is a senior digital marketing manager. In that case, your sales intelligence tool will crawl the internet, collect publicly accessible data, and give you a list of senior digital marketing managers that can benefit from your product. The tool will also tell you if some of them got promoted recently, if they switched companies, got funded, posted on social media about a problem that your product can solve, and so on. This way, you reach out to them, knowing exactly how to start the conversation.

Sales intelligence tools also use AI and machine learning to analyze data and provide insights. As these technologies evolve further, you can expect better insights and better results. LinkedIn Sales Navigator or ZoomInfo are examples of sales intelligence tools. 

2. A content management tool/central knowledge base

When looking up sales enablement tools examples online, you always come across content management tools. One of the biggest functions of sales enablement is to make sure the sales team has all the materials they need to talk to prospects at any stage of the funnel. This means creating customer-facing content that sales reps can share with prospects and use in their conversations with them.

Since marketing owns the creation of sales content – such as whitepapers, case studies, webinars, demos, infographics, etc., the marketing team needs a way to share those assets with sales. With 35% of sales teams unable to easily locate the information they need, having a content repository or a central knowledge base will make it easier for both marketing and sales to coordinate their efforts.

Besides your standard assets for the top-, middle-, and bottom-of-the-funnel prospects, sales sometimes need personalized content created especially for one prospect. But 42% of marketing teams lack the ability to quickly produce custom sales content. Ideally, your central knowledge base should come with collaboration tools, so sales can place requests in advance, giving marketing a heads-up for upcoming meetings and demos. Furthermore, marketing can also use sales intelligence to anticipate future needs and create content in advance.

Guru works well as a content management system (CMS). It comes with a content editing tool that allows you to create and manage content within the platform. You can also capture important information from your Slack conversations or any website (through a browser extension). And you can use content organization features such as collections, boards, cards, and groups to keep your content assets organized. It is another piece of the puzzle when it comes to sales enablement tools at your organization.

3. A sales training and development tool

Your training and development tool needs to cover three types of learning: general sales, product/market-specific sales, and resources. With those types of training in place, your sales team can start building relationships based on trust and close more deals. The problem is sales reps forget 70% of what they learn in sales training within a week. Sales reps need to learn in the flow of work, so they learn how to take a lead from the top of the funnel to the bottom while they’re actually doing it. In short, you need to develop a culture of continuous learning – and you need a learning management system (LMS) to do it. This is the third and final of the top sales enablement tools you will need to take your sales team to the next level. 

Traditionally, sales training is broken into three distinct areas:

  • General sales training – to teach sales skills that every sales rep should have, such as active listening, emotional intelligence, communication, and so on.
  • Product or market-specific sales training – to help your team learn about the industry, niche, prospects and their needs and problems, product features that solve those problems, information on competitors, and so on.
  • Resource-specific training – to cover all the digital tools and assets your sales reps use for their daily activities and in their interactions with prospects and customers.

These trainings are necessary, but when lumped together during sales enablement, reps forget key skills when they need them. This is why you need sales enablement training throughout the year, delivered through an LMS.

An LMS serves as a unified platform for all your training material where you can deliver training, plan new learning programs, and track learner progress. In fact, LMSs are so effective when it comes to training that 70% of L&D departments use them.

To create all three types of sales training programs, you will need to get sales leaders, product managers, and L&D involved. For that, you’ll need an LMS that integrates with your existing technology stack, especially with your CRM. Without a CRM integration, it will be difficult to measure the results of your training. You will also need the LMS to have course authoring tools and analytics, so you can create courses and measure learner engagement, plus the ability to import courses from other LMSs. All of these capabilities allow you to create sales certification programs and deliver training without leaving your learning ecosystem.

WorkRamp gives you all the options you need to integrate with your human resource information system as well as your CRM, create new courses, import courses from other LMSs, create learning paths and certification programs, and train your sales team throughout the year. It will make a great addition to the other two sales enablement tools in your stack, giving you all the features and capabilities you need to train your sales team.

Is your sales enablement technology stack getting the job done?

Defining success and being able to measure it will help you determine the effectiveness of your sales enablement program. Once you have deployed the three sales enablement tools, start measuring adoption rates. 

Are your sales reps using the three tools you have deployed? If your sales reps are using the sales intelligence tool, the knowledge base, and the LMS consistently, you are on the right track.

If adoption is not an issue, measure your average sales cycle length, number of reps achieving quota, and average deal size. All three of these sales enablement KPIs should show improvement as a result of your sales enablement initiatives.

If you focus on the areas of greatest need, you’ll only ever need three sales enablement tools: a sales intelligence tool that handles data acquisition and analysis (Outreach.io), a central knowledge hub to manage customer-facing content (Guru), and an LMS, or as we call it, an All-in-One Learning Platform where you can create sales training courses and programs, import courses from other vendors, and track learner engagement. 

Want to know how that works? Contact us for a WorkRamp demo today.

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