Mobile-Video: The New Tool for Optimizing Sales Enablement

The availability of engaging and valuable sales training content has long been a priority for most companies. However, over the past few years, sales enablement has emerged as a hot new trend in B2B sales training, and sales managers are recognizing that getting the right content into the hands of their sales team is only half the battle.

While there is no standard blueprint for creating a successful sales team, research shows that the yearly sales kickoff – even when supplemented with intermittent classroom training – is no longer producing the desired results. In fact, according to the National Association of Sales Professionals, 84 percent of training content is likely to be forgotten within 30 days unless there is ongoing follow-up and reinforcement. Enter sales enablement, which is pivotal to helping the modern sales force to both develop and retain the skills needed to close more deals.

What Is Sales Enablement?
Before we delve into strategies for successful sales enablement, let’s take a closer look at how sales enablement is defined.

Put simply, sales enablement is a function that helps sales teams to become more effective. While the role is still relatively new and definitions vary, the consensus is that the sales enablement professional is a hybrid of sales and marketing that better relates to the experiences of the salespeople, thereby providing them with relevant, engaging content for each stage of the sales process. Whereas sales training takes place on certain designated days or at certain times of the year, sales enablement is an ongoing and continuously evolving process. While organizations may approach this role differently, the goal of sales enablement is to provide individualized and ongoing guidance to salespeople to increase their close rate.

To evaluate the effectiveness of a sales enablement strategy, companies should look at how content from training materials is implemented and used during the sale, not just what content is being read. This means that sales enablement must not only create strategies and content, but also monitor their effectiveness by tracking the sales team’s success.

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