Effective Sales Enablement: Achieve Sales Growth Through Collaborative Sales and Marketing
- 4h
- Pam Didner
- Kogan Page
- 2019
Sales enablement is a way of increasing sales results, revenue, profitability, and productivity by creating integrated content, training and coaching for the sales function. Powered by technology, it provides the tools, systems, processes, training, coaching, and development to enable sales to be more effective and efficient. Effective Sales Enablement provides an introduction to the development and evolution of sales enablement and shows how the field has been transformed by marketing technologies.
Using case studies and examples from some of the world's largest companies including Google, Cisco, and Salesforce, Effective Sales Enablement will allow you to understand how these market-beating firms have harnessed and exploited technologies and bridged the gap between marketing and sales. The author provides a blueprint for any organization wanting to create a sales enablement function, which will, in turn, accelerate revenue growth.
About the Author
I've been in the tech and information technology (IT) segments for over 20 years with experience in Marketing, Sales Enablement, Strategic Planning, Finance, Product Development, and Operations. Being on the corporate side for a long time, I understand how MNCs (Multi-National Companies, Global Enterprises, and B2B companies) work, especially managing the intricacies and delicate relationships among business units (product teams), headquarters (corporate) and geographies (regions and countries). I have the ability to synthesize clients' challenges, bring clarity to the issues and craft actionable recommendations with templates, processes, and workflows.
In this Book
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Introduction—Sales Enablement from a Marketer’s Perspective
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Sales Enablement, Leonardo da Vinci and the Industrial Revolution
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Twelve Sales Trends That Matter
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The Dilemma for Marketing as a Sales Enablement Function
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Branding and Messaging Also Apply to Sales
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Key Sales Enablement Ingredients—Training, Content, and Coaching
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All Marketing Leads to Sales
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Design and User Experience Enhance Sales Success
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When it’s Time to Build Your Sales Enablement Team
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It’s Complicated—The Blessings and Curses of Technology
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Action. Action. Action
