In the present results-NOW environment, marketers (particularly B2B and high-tech) are shifting resources from marketing programs to provide sales with the right materials, tools, and training to unleash the power of the imbedded marketing ideas. The concept is usually referred to as “sales enablement”.
The hard reality is that, in the short term, there is only so much sales enablement one can achieve. Magic sell sheets do not turn mediocre sales reps into revenue superheroes. Online demo tools don’t revolutionize categories or spark unprecedented demand. Those sorts of changes come about through:
Sound sales management process. Comp structures aligned to incent the “right” behaviors. Methodical, continuous training based on observed effective practices. Regular “pruning” of the bottom 25% of performers (and a few nearer the top who neglect the means for the end).
Those familiar with the concept of “elasticity” understand that there are limits to just how much improvement we can achieve with sales enablement in any 3, 6, or even possibly 12 month horizon. So pressed for better results NOW, sales enablement may be more of a feel-good response than an effective one.
If you want some ideas on how to get a better handle on the level of “elasticity” of your sales force, look here.
When times are tough and horizons are shorter, we all want to help as much as we can. But let’s not mistake hope for judgment when reallocating resources from marketing programs to sales enablement.
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Pat LaPointeis Managing Partner at MarketingNPV– specialists in measuring the payback on marketing investments, and publishers of MarketingNPV Journal available free online.
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