It was only during my time working for a SaaS company that I really came to understand how content worked in a Sales-enablement capacity.
Most marketers follow a linear progression in content marketing, which makes sense when building a funnel: We create value and educational material that empowers at the top of the funnel, and focus on more sales-oriented content toward the bottom.
But creating content in linear progression won't work for Sales: Prospects have varying challenges and objections that Sales need to overcome at various points in the decision-making process to convince prospects to take the next step.
Therefore, the key to sales enablement is to create content that...
- Helps prospects overcome those challenges
- Helps sales reps to overcome the objections
Understanding Sales Enablement
The key to Sales enablement is to put yourself in the mind-set of being at the service of Sales, helping it to overcome challenges and determine where content can fit into current Sales processes.
Really good salespeople care about the messages you're delivering, because they understand that the process is a joint effort between Marketing and Sales. They also know that a great piece of content can really up their game, and so they want to help make it the best it can be. Accordingly, content and marketing channels (especially social platforms) aren't just for marketers anymore.
You need to make it easy for salespeople to access those channels. Good training and the integration of these platforms into the sales process will ensure an increase in Sales effectiveness. Marketing should share its own strategies and ideas on how Sales can use social platforms (particularly LinkedIn and Twitter on a B2B level) to nurture opportunities.