Top 8 Missing Sales Enablement Resources in Today’s SMBs

4 minutes
May 31, 2022
Sales Effectiveness

Many organizations focus on the front-end part of sales and neglect the critical backend that's crucial to the success of any sales campaign. If you're an SMB owner or stakeholder,...

Many organizations focus on the front-end part of sales and neglect the critical backend that’s crucial to the success of any sales campaign.

If you’re an SMB owner or stakeholder, then sales enablement resources may be the missing ingredient to transform your customer acquisition and retention efforts. Read on to learn about sales enablement resources and how they can help your organization.

Why Should Businesses Focus on Sales Enablement Resources?

Sales is a multi-pronged affair involving: 

  • Intensive research on customer needs
  • Customizing product solutions to customer needs
  • Sales personnel gently and efficiently taking customers down the sales funnel until they close the sale

Sales enablement involves giving your sales team all the resources to run an effective sales campaign with the highest ROI for your organization. 

It includes:

  • Proper curation and storage of sales material
  • Better sales training and development 
  • Data-informed prospecting and customer engagement
  • Advanced workflow automation
  • Constant research on customer insights

Here are nine top resources to amp your organization’s sales efforts.

1. Customer Relationship Management (CRM) Software

Your CRM can help you effectively track potential and previous customers. It then helps you manage your interactions with them as you move them through the sales funnel.

Some CRMs also feature content management capabilities. With a content management tool or feature, you can easily create, refine, and store your best sales content and then disseminate it to your sales team and existing and prospective customers as necessary.

2. Customer Data Platform

A customer data platform (CDP) can ensure that sales and marketing teams are working from the same data sets when communicating with prospects and customers. The CDP gathers data from multiple platforms to create a 360-degree view of each contact. 

This allows for better segmentation and targeting, which ultimately lowers prospecting costs. 

3. Intent Data

A sales campaign without accurate intent data wastes precious time and resources. While many companies focus on their Total Addressable Market when defining their audience, it’s much more valuable to focus on the subset of accounts that are in-market. 

A targeted sales campaign with relevant intent data focuses your efforts on prospects with a higher likelihood of converting, meaning more revenue for your organization.

4. Real-Time Dashboard

Big data is useless unless you can quickly translate it into insights and action. Dashboards should help your sales team quickly spot opportunities and determine next best actions.

At minimum, a sales dashboard should help you:

  • Objectively assess valuable prospects
  • Focus resources on accounts with a high possibility of conversion
  • Understand the pipeline value of the accounts you are working

5. Insight into the Buying Team

When companies make a big B2B purchase, there are typically a half dozen or more people involved in the purchase decision. The ‘buying team’ refers to individuals who affect the final purchasing decision in a significant way. Each buying team member plays a part in the buying process; some are involved in solution research, while others manage comparison or approval.

In addition to tracking the activity of target accounts, 6sense helps you identify buying team members and understand what they are researching and how far they are in their research process. This allows you to reach out to individuals who may have different concerns, and understand the overlapping needs of various decision makers. The more buying team members you can reach, the better your chances of closing a deal.

6. AI-Powered Email

Studies show people now have shorter attention spans than in the last decade, partly due to information overload on the internet. Therefore, your organization’s sales teams need to respond quickly and accurately to all customer queries. If you are slow to respond, your prospect may have moved on — and you might never get them back. 

There’s no better way to do this other than using an AI-powered email that can quickly:

  • Parse through customer queries.
  • Extract pertinent keywords, sentiments, and emotions.
  • Generate the most relevant and accurate response, all in record time.

7. Insights Into Prospect’s Search Keyword Queries

While content is king in raising awareness, content works best when it is personalized to the needs of individual buyers. But without intent data, you can’t be certain that your attempts at personalization will hit the mark.

Using highly relevant insight into your prospective customer’s keyword queries, your organization’s sales team can personalize messaging to match clients’ specific needs. This increases their likelihood of remembering your ads, opening your emails, and trusting your sales representatives — who know what the customer needs and can respond accordingly.

8. Website, Chatbot, and Email Personalization

Buyer-centric experiences lead to more sales. So it’s important to customize your entire sales ecosystem to your customer’s needs. If you already have a CDP in place, it should be feeding customer data to web personalization and marketing automation tools that allow you to deliver different content experiences to customers based on their needs and interests.

6sense helps businesses focus their efforts and generate stronger results

On average, within the first year of implementing 6sense, 6-sense prioritized accounts help out customers generate:

  • 2x deal value
  • 10% increase in win rate
  • 25% fewer days to close

Ready to supercharge your sales enablement efforts? Book a demo today to experience a whole new level of sales enablement.