How Sales Enablement Can Drive Revenue Growth in 2021

How did your leadership priorities change in 2020? If you started paying more attention to the sales enablement needs of your organization, you’re not alone.

According to recent HubSpot research, 65% of sales leaders who outperformed revenue targets in 2020 reported having a dedicated person or team working on sales enablement efforts instead of making it an initiative someone works on off the side of their desk.

[New Data] The 2021 Sales Enablement Report

For sales organizations that have been waiting to implement dedicated sales enablement measures — the time is now. With 2021 right around the corner, intentional sales enablement is a must-have for organizations that want to remain competitive in the future.

HubSpot recently sat down with Chris Pope, Director of Sales at Crayon, to discuss how companies can implement sales enablement strategies that can move the needle and drive revenue growth.

“Crayon defines sales enablement as providing our account executives with the resources and content they need to win more deals. Closing deals is more important than ever, especially in today’s competitive market where there are fewer deals to close,” he says.

In 2020, Crayon placed even greater emphasis on sales enablement to support their sales force. “We’ve put even more effort into making sure that our sales teams have the resources they need, simply because every deal matters more than ever,” says Pope.

How to Improve Sales Enablement for Your Team

1. Use data to inform your sales enablement content.

Crayon uses data to inform sales enablement decisions. According to Pope, his team relies on “velocity reports” to determine what areas of the sales process reps need the most support with.

“Velocity reports tell us what our reps conversion rates are at every stage of the sales funnel. How many opportunities are turning into discovery calls? How many discovery calls are turning into demos? How many demos are turning into proposals? And how many proposals do we send out that turn into closed business?” says Pope.

“We leverage that data to inform us where each individual rep needs to spend the most time, and where managers need to spend time training individual contributors.”

From an organizational level, this approach helps sales leaders know how to support sales managers and reps, and provides valuable insight into the type of training and content would be most effective.

Two examples of enablement content Crayon leadership has provided to their sales team include:

Call Recordings

“We love call recordings. We not only have call recordings of what the perfect call sounds like, we also have recordings of ideal discovery calls, effective demos, and successful closing calls. We share these recordings with reps who may need help in those areas, and we share them broadly across the organization so everyone is on the same page,” Pope says.

Battle Cards

Battle cards are a valuable tool for preparing reps to speak to features and objections related to your product. Crayon relies heavily on battle cards to ensure sales reps understand what they’re selling inside and out.

“We use our own product to make sure that our individual contributors have the most up to date messaging on how we position against our competition. This knowledge has been crucial not only for our organization, but for our customers as well,” says Pope.

2. Focus on sales team culture.

Chances are, you’re familiar with the term “company culture” — the idea that a company should have a shared set of beliefs, values, and practices. But when was the last time you assessed the culture of your sales team?

Sales teams are often dynamic organizations with motivated team members whose ability to sell is critical to the health of a company. Building strong rapport among members of the sales team and having a culture of open communication, especially in a remote environment, is an effective way to support sales enablement.

Feeling supported and included while selling remotely can be challenging for reps. For Crayon, sales team cohesion is a high priority.

“We’ve done our best to create a team atmosphere. We have daily calls where the entire sales team is on together, we have a peer program where our more experienced reps are paired with less experienced reps to offer coaching and mentorship, and we’re creating cross-functional opportunities for our pipeline generation team to work closer with our closing team,” says Pope.

These activities build trust across the team, and strengthen communication among sales managers and reps, creating a better environment to tackle sales enablement issues as they arise.

3. Prioritize sales enablement at each level of the organization.

At Crayon, sales enablement is an all-hands-on-deck initiative from the top down.

“Sales enablement is a team effort at Crayon. It starts at the top with our Senior Vice President of Sales, who delivers insight on broad topics and training related to overarching sales themes such as a demo workflow, or how to run a closing call,” says Pope.

“The managers and directors are responsible for individual training tailored to the needs of their reps. This can include listening in on at least a few calls for each individual contributor weekly, and providing regular feedback.”

In addition to the sales enablement work of leadership, Crayon focuses heavily on team selling to get everyone involved.

“If one of our reps is great at positioning our product against a competitor’s or they’re strong at demoing a certain aspect of our platform, we’ll invite their team members to tune into their sales calls so they can learn from them.”

Everybody within the organization plays a role in our sales enablement.

In 2020, sales managers at Crayon took a hands-on approach to coaching reps who had opportunities for improvement.

“We’ve really made it a focus to make sure managers are involved in more calls. Managers are putting time aside to give individual contributors and feedback that they need after calls, and benchmarking performance after every stage of the sales cycle,” says Pope.

According to Pope, if a rep is struggling with a specific part of the sales process, Crayon’s team will “focus our training on the specific aspect of the process they’re struggling with to help them improve and get their overall win rate up.”

4. Don’t wait to give feedback.

When sales managers and seasoned team members are coaching reps, the Crayon team makes it a point to provide feedback quickly.

For example, if Pope were to listen in to a rep’s sales call with a prospect, he would schedule 15 minutes with the rep right after the call to deliver feedback on how it went.

“When you let time pass, the call is not as fresh in the rep’s mind, and your feedback is not going to be as direct as it would be if you delivered it right away.”

5. Make sure sales managers feel supported.

Sales managers often have a lot on their plate. They are responsible for coaching and leading their reps to success, and are accountable for their team’s performance to leadership. For growing companies, relieving pressure from sales managers is crucial for a healthy organization.

“As you continue to scale your teams you don’t want your managers to feel overwhelmed. You want to make sure they have enough time in the day to give every individual contributor the attention that they need to to perform their best.” says Pope.

Pope says Crayon focuses on conscious staffing and resourcing to avoid sales manager burnout:

“If we know we’re going to hire a new group of sales reps, we make sure we already have enough managers in place who have the bandwidth to lead.

So when those people start we don’t have a new manager meeting new reps, we have experienced managers working with new reps, and we make sure that team members have the data they need to understand what their path to success will be as an individual contributor.”

Improving Team Morale in 2021

Per HubSpot’s 2021 Sales Enablement Report, 40% of sales leaders expected to miss their revenue targets this year. That means sales enablement efforts are not only necessary for growth — they are critical for survival.

In a competitive landscape where sales teams are working with volatile markets and buyer uncertainty, keeping morale high is more challenging than ever. Pope shares why communication is Crayon’s greatest tool for keeping employees engaged.

“Morale has been all over the map for different members of the team. At Crayon, we never go a day without checking in on our reps,” he says. “I try to at least have two times a day where I’m asking them how their days are going, what they’ve been working on, what calls have gone well, what calls haven’t gone well, and asking how can I continue to support them.”

This approach to communication happens at the organizational level as well.

“Crayon has done a really great job of communicating, being honest about when we might go back into the office, and making sure we’re meeting with folks who are concerned about not having an office atmosphere to make sure that they’re comfortable with their remote work setup,” says Pope.

If you’re looking for more advice on boosting sales rep productivity and morale, check out this post for advice from an Aircall sales leader on navigating employee fatigue.

By: Lestraundra Alfred @writerlest

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HubSpot

Learn more about Sales Enablement: Why You Need Sales Enablement: https://clickhubspot.com/Sales-Enable… The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers, as well as sales leaders, can benefit from learning the principles involved in this approach to sales enablement.

This course is made up of 12 classes and a 60-question exam. Completing this course will help you: 1. Align your marketing and sales teams around business-level goals 2. Define your target customer using buyer personas and Jobs to Be Done 3. Implement marketing processes that will provide your sales team with a steady flow of qualified leads 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media… • SEO Training Course: https://clickhubspot.com/SEO-Training… • Inbound Course: https://clickhubspot.com/Inbound-Cert… • Inbound Marketing Course: https://clickhubspot.com/Inbound-Mark… • Email Marketing Course: https://clickhubspot.com/Email-Market… • Inbound Sales Course: https://clickhubspot.com/Inbound-Sale… • Taking your Business Online Course: https://clickhubspot.com/Business-Online

Want To Sell More? Keep Your Mouth Shut – George Deeb

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I have written dozens of useful how-to lessons for driving sales, but perhaps none is more important than this one.  This is the day that you learn that driving sales has very little to do with what YOU have to say.  And, it is everything to do with what YOUR CLIENT has to say.  The magic sauce to closing the transaction is knowing how to ask probing questions, sit back and LISTEN.  Keeping your mouth shut is typically a really hard concept for a salesperson to grasp.  But, if they do, jewels of insights and real pain points of your customers will quickly surface to the top the more THEY talk……..

Read more: https://www.forbes.com/sites/georgedeeb/2018/11/02/want-to-sell-more-keep-your-mouth-shut/#4c8322c01e8e

 

 

 

 

 

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3 Things To Watch Following McDonald’s Q3 Earnings – Alicia Kelso

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With global comp sales up 4.2% and U.S. comp sales up 2.4%, McDonald’s turned in a strong third quarter, and investors are happy for now. But we all know that running a restaurant chain is about more than just making investors happy, right? Beyond the financials, a number of narratives emerged during the company’s earnings call Tuesday morning that could qualify as storylines to watch through Q4. For starters, the company continues to endure its largest construction project ever with its Experience of the Future initiative…….

Read more: https://www.forbes.com/sites/aliciakelso/2018/10/24/three-storylines-to-watch-following-mcdonalds-q3-earnings-report/#3f804e0d26d5

 

 

 

 

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Apply These 10 Cool Techniques to Increase Sales and Marketing ROI for your Small Business

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There isn’t just one correct way for small businesses to make sales. You can use social media, content marketing, or even good old fashioned phone calls. No matter what tactics you use, it’s important to have a plan and a way to measure results. Here are some techniques suggested by members of the online small business community for increasing sales and marketing ROI.

Uncover Your Best LinkedIn Prospects

If you use LinkedIn for sales, then you need to know how to uncover the most relevant prospects on the platform. A recent Social Media Examiner post by Josh Turner features tips to help you use LinkedIn’s Advanced People Search to find results and make more sales.

Take Advantage of This New Google My Business Feature

Google offers plenty of tools to help your local business get found. But if you ultimately want to get those customers on the phone so you can make sales, a new “call now” button on Google My Business could be another great solution. Learn more in a recent Search Engine Journal post by Matt Southern.

Quantify Marketing ROI with These Metrics

In order to determine which marketing and sales activities are worth your time and investment, you need a way to quantify ROI. In this Startup Professionals Musings post by Martin Zwilling, you can see some of the top demand generation methods to help you make those important decisions. Then you can see what BizSugar members have to say as well.

Automate Your Sales with Chatbots

AI offers plenty of opportunity for small businesses to automate processes. Chatbots in particular can help you make more sales by answering common questions quickly and concisely. In a recent CorpNet post, Samantha Engman outlines some of the chatbots with the best ROI for businesses.

Use These Marketing Tips to Increase Back to School Sales

Back to school season offers plenty of opportunities for some businesses to really increase their sales. But you need to have a solid marketing plan in place early. To kick off the season right, check out the tips in a recent Biz Epic post by Chad Stewart.

Don’t Waste Time Creating Content That’s Too In-Depth

Content marketing can help you reach more customers and potentially make more sales. And in-depth content has an even better chance of getting you noticed. However, there comes a point where your time spent creating content might not be worth it, as Neil Patel discusses in a recent post.

Build Your Own Customer Support with Wix Answers

Customer service is absolutely essential to any effective sales strategy. And setting up a process for answering customers quickly online doesn’t have to be difficult. In a recent Smallbiztechnology.com post, Ramon Ray details how you can use Wix Answers to provide customer support.

Value These Successful Business Traits

Whether you’re looking to increase sales, build a team or complete any other important business tasks, you need to have strong instincts and leadership traits. In a recent post, Takis Athanassiou outlines some of the most important traits successful businesses have in common. You can also check out the commentary from members of the BizSugar community here.

Rally Around ROI and Prioritize Your Marketing Efforts

At some point in running your business, you might have to make budget cuts or prioritize certain tasks over others. In those cases, it’s important to keep ROI in mind. A recent TopRank Marketing post by Alexis Hall goes into some of the ways you can make the most of your marketing budget.

Don’t Believe These Myths Keeping You from Winning on Amazon

If you’re looking to increase sales on Amazon, you could have some long-held beliefs holding you back. You can read about some of those myths and learn the truth about succeeding with the online retail giant in a recent Marketing Land post by Andrew Waber.

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Time Management Skills for Sales Professionals – Andrew Quinn

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We’ve all heard the saying “time is money.” This is especially true for salespeople. Allotting time to one prospect over another could be the difference between closing a million dollar deal and having the door closed on you. Spending a certain amount of time on one group of activities could set a rep up for record week, while concentrating on something else might launch you down the path to a slump.

Time management is one of the most challenging disciplines for salespeople to master. Reps always have several important tasks competing for their attention at once. How do they prioritize and maximize their time?

Short of adding more hours to the day, a few solid time management hacks can help reps boost their productivity. Here are 13 of my favorites.

1. Eliminate administrative tasks

To maximize your selling time, look for administrative tasks you can automate. Saving a few minutes here and there will quickly add up — and as an added benefit, you can direct more energy toward activities that are actually challenging, like giving demos or answering tough questions.

Here are a few examples:

  • PandaDoc, which integrates with HubSpot, is a good tool for reps who send sales collateral and quotes. It automatically pulls in data from your CRM so you don’t have to tediously copy and paste key details. You can send an error-free, personalized, professional-looking proposal in a few clicks.
  • Route planning software can help you figure out the most efficient way to travel to your prospects’ offices, meaning you’ll never have to manually plan your route again.
  • HubSpot Meetings lets buyer book open slots on your calendar instantly. Say goodbye to long email chains of “What about X time?” “Sorry, I’m busy …. What about Y?”
  • Todoist, a to-do list app, uses AI to learn your personal productivity habits and schedule your overdue tasks accordingly. In other words, the app will figure out the optimal time for you to get everything done.

The best tools will depend on your industry, daily tasks, and specific role, so this is by no means a comprehensive list. The gist is: Automate as much of your non-selling activities as possible.

2. Be prepared to pivot

When I was in outside sales, I would organize my leads by location and always have the date of my last contact for each lead noted. If I got stood up for an appointment, I could quickly regroup and connect with other nearby prospects to secure a new meeting rather than drive back to the office or cool my heels in a coffee shop until the next appointment.

This tactic also applies to inside sales. Prospects cancel all the time, so salespeople should always be prepared to pivot into other profitable activities. The trick is to not shift gears on those activities. Say you’re prepared to have an exploratory call scheduled to run an hour and the prospects flakes on you. Since you’re already in the mindset of the exploratory call, spend that reclaimed hour prepping for other exploratory calls you have booked that week. Your mind is already focused on the exploratory process. Keep it there.

I’m sure some of you are saying to yourselves, that’s foolish advice — you should use that time to prospect or make follow-up calls. But here’s the thing. Unless you have your leads at the ready and you’re fully prepped to prospect, the odds are you’ll waste time getting ready to make those calls.

From my point of view, prospecting is an activity that tends to be more effective when it is deliberate, planned, and scheduled. This brings us to the next point.

3. Stick with the task you’re on

Multitasking is a myth. Studies have clearly shown that people cannot actually do two things at once; they’re really just quickly switching between tasks. And that switching dilutes focus and slows people down because their brains have to adjust to each task. Here are two great books about the subject if you’re interested: “Your Brain at Work” by David Rock and “Focus” by Daniel Goleman.

From a sales perspective, different tasks engage different mental muscles. For instance, giving demos requires a much different mindset and focus than pre-call prep or pipeline management. Sales reps can gain efficiency by grouping similar activities.

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Take prospecting, for instance. Let’s say your organization advocates using voicemail and email as critical components to prospecting, and you’ve got two hours planned to make prospecting calls. One approach is to dial the phone, get the prospect’s voicemail, leave a message, write a follow-up email, send the email, document the activity in the CRM, set a new activity to try and reach the prospect again, and then move on to the next prospect on your call list and keep repeating this cycle for two hours.

This approach can chew up a ton of time because of all the activity switching. There are a lot of ways to streamline it. One way is to group activities:

  • Figure out how many prospects you can reasonably call in the two hours if all you did was dial the phone and leave voicemail messages. Research that many prospects before your planned and scheduled prospecting time.
  • When it’s time for your two hours of prospecting, pull up the list of researched prospects you want to call.
  • Call each prospect and leave personalized voicemails based on your pre-call research.
  • Log just the call activity in the CRM and quickly move onto the next prospect on the list. Repeat.
  • Later in the day during scheduled administrative time, revisit the set of prospects you called to send out the follow-up emails and set the times you want to reach out again in the CRM.

This simple move to grouping activities will yield a much higher volume of calls, which improves the odds of actually talking to someone on the phone about what you’re selling. And that’s what it’s all about, right?

4. Swallow the frog

Every rep has at least one task in particular that they simply can’t stand. Prospecting, logging activity, writing follow-up emails, etc. I’ve got mine. I’m sure you’ve got yours.

The funny thing is we can all find plenty of ways to appear productive and avoid those important tasks we dread the most. But by overinvesting in one area to avoid doing work in another, time gets away from you. And behavior like that always catches up to you in the end.

The bottom line: Just do the thing you’re uncomfortable with and get it over with. In fact, do it first if you can.

5. Keep going

When a rep experiences success or reaches an activity goal, they often take a break to pat themselves on the back. While I’m not against a quick coffee run, the best time to make a call or book an appointment is … right after you had a great call or booked an important appointment. So if you’ve allotted a certain amount of time to an activity — say, two hours for prospecting — don’t stop before the time is up even if you have some success right out of the gate.

Momentum is a powerful thing. Once you’ve got it, don’t squander it. You’ll have even more to pat yourself on the back for if you just keep going.

6. Structure your day around your buyer

According to experts, the best time to connect with prospects is in the afternoon, the very early morning, the evening, the late-mid early morning, or on weekends. I think that about covers it.

As you probably know, there is no perfect time to connect with your target buyers. It really depends on that particular buyer’s behavior and the way they allocate time to get their jobs done. If a salesperson is selling to contractors, calling at 10:00 a.m. isn’t going to work because they’re already busy on the job site. Calling on a restaurant with a thriving lunch and dinner business any time after noon is probably not going to yield a favorable conversation. Strive to structure your day around your target buyer’s schedule to avoid wasted time and unanswered calls.

7. Streamline repeatable tasks

I’m not a fan of sales scripts, but the fact remains that if your company targets a certain type of buyer, many of your prospects will be similar to each other. So instead of formulating a brand new list of questions each time you talk to a prospect, develop a core set you can work from and customize.

Developing a framework you use to research prospects is another smart idea. Look at previous deals you won and look for details that came in handy again and again. For instance, maybe you incorporated the knowledge you found on Crunchbase in seven of the last 10 deals you closed. Once you know which data sources are the most valuable, you can immediately go to those sources when researching new opportunities.

8. Have a concise value proposition

Another area where salespeople can waste time is during introductory conversations. At some point in every sales engagement, your prospect will ask some form of the question, “So what do you do, anyway?” If you have crisp, concise answers to the common questions you get asked every day, you’ll have more time to discuss the things that really matter to your prospects and to gain an understanding of how you can help them. Having a clear, well-articulated value proposition at the ready lessens the possibility that you stumble through the explanation. And the more articulate you are with the buyer, the faster your sale will progress.

9. Create email templates

It’s vastly inefficient to write a brand-new email every time you contact a prospect. While you should tailor each message to the individual and their situation, you’ll save a huge amount of time if you start with a template rather than a blank slate.

Look through your “Sent” folder to find the emails you send repeatedly. That doesn’t just include outreach emails — you should also make templates for following up, scheduling meetings, recapping calls, and so forth.

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10. Reduce distractions

It can be hard to stay focused when your favorite time-wasting site is just a click away. To ensure you stay focused, ruthlessly get rid of every distraction. If you don’t use a website for your job, block it using the Chrome extension Blocksite or by following these instructions for restricting sites on Safari.

Reps should also stow their cell phones out of sight. It’s all too tempting to check social media or your texts if you can see or hear notifications come up.

11. Create your to-do list the night before

Instead of wasting your productive mornings organizing your day, do it right before you leave for the night. That way, you can get right to work when you come into the office the next day. Save tasks like these for when your burned out in the evenings, and make the most of the time you have.

12. Chunk your time

The Pomodoro Technique encourages people to work in 25-minute chunks to maximize productivity. There are similar techniques that share the benefits of working in 90-minute increments. Chunking your time allows you to find a flow and squeeze the most productivity out of every day.

13. Take breaks

The Pomodoro Technique I mentioned above also recommends taking a five-minute break between each time chunk. Get up, move around, go for a quick walk, or grab some water — but give your brain a chance to rest, recoup, and stay fresh.

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