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An Introduction to Sales Enablement and Why It Matters Victoria Howard

An Introduction to Sales Enablement and Why It Matters Victoria Howard

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Published by Victoria Howard
An introduction to Sales Enablement, what it means, why it matters and applying creativity
An introduction to Sales Enablement, what it means, why it matters and applying creativity

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Published by: Victoria Howard on Jul 27, 2010
Copyright:Attribution Non-commercial

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10/25/2012

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1
 A
n introduction to Sales Enablement:
‘Where the rubber hits the road’.
 
Victoria HowardFounder EQAgency.comDec 20th, 2009
vhoward@eqagency.com
 
2
Contents
1.
 
Introduction2.
 
The financial risk 3.
 
Selling in today‟s reality
 4.
 
Taking your message to marketi.
 
Structuring your marketing proposition for consistency and clarityii.
 
Delivering the marketing propositioniii.
 
Creating a human connection with your sales forceiv.
 
Trainingv.
 
Challenges to content usage and information sharingvi.
 
Tool-kits5.
 
In summary6.
 
Further reading7.
 
Contacts
 
3
 Sales enablement is the pragmatic discipline of translating high level corporate  business strategy, marketing messages and sales strategy into everything your 
revenue generating groups need to ‘go Tell and go Sell’.
EQ
Agency.comis a sales enablement agency. Here I
‟m introducing the discipline of
salesenablement, the tactics for delivering it, and demonstrating why this is more relevant than ever.Going beyond the mechanics and traditional explanations
I‟ll t
alk about why I believe that asuccessful journey can only start with a sincere human connection between company leadershipand its sales force.
1.
 
Introduction
S
ome of you might be well versed in what sales enablement is, but since most companies do nothave a distinct group focussed on this, many are not. Often referred to as sales readiness,
it‟s
commonly rolled-up under the umbrella of marketing or sales training. What is sure, is that medium to
large organisations definitely feel it if they don‟t have it, and so does their bottom line.
It’s the glue between
the story your company tells, and what your sales force sells.
A
s you think about the need for sales enablement, think about some of the most common complaints from sales. Ever heard any of these?I am over-loaded with info,
I don‟t remember what info we
have and where to find it! Our corporate message isinspiring, but how can I connect it to my day to day work?!What does marketing do anyway ?!!
I
t can feel a bit like this!!
 
 When sales
is not enabled to tell and sell your company’s story
it means the glue has come unstuck 
.

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