Between two worlds: Where does sales enablement really belong?
People need information, content, and supporting documents to sell things and make buying decisions, and you provide it. Simple, right?
Well, it would be, were it not for one inconvenient factor: The ancient and perpetually present rift between sales and marketing. In a perfect world, sales and marketing should have similar priorities and work toward similar goals. But in practice, that isn’t always how things pan out.
Marketing teams want to ensure the content that’s put in front of customers is consistent, highly engaging, and aligned with the company’s key messaging and branding.
Sales, on the other hand, tend to be a lot more flexible in their content demands. A salesperson typically wants content that will directly appeal to the customer they’re talking to. And they’re not particularly concerned if that means compromising on ‘core’ messaging areas.
Just 32% of sales reps and marketers align on analytics and metrics - and that rift is making it harder for both teams to achieve their goals.
Meanwhile, aligned organizations save 30% on their customer acquisition cost and maintain 20% higher customer lifetime value than their unaligned counterparts.
If you’ve got what it takes to close the gap, there’s a lot of business value to be gained.
Those conflicting attitudes and priorities have left sales enablement in a tricky position. They’re suspended between the two, perpetually asking questions like:
Whose needs take priority?
Should we prioritize the personalized content sales wants, or the versatile assets marketing wants?
How can I get sales teams interested in using the kind of content marketing teams want them to share?
How can I work more strategically when sales processes demand I work tactically?
Since the role began, sales enablement teams have languished over those questions, finding little in the way of meaningful or lasting answers.
At Turtl, we’ve found that with the right approach, capabilities, and content formats, you can:
Create content that’s simultaneously able to grab the attention of sales team members and the customers they serve
Personalize content at speed, using marketing-approved foundations and reusable, customizable assets
Empower the people responsible for empowering your sales teams, and increase the effectiveness of your sales enablement efforts across the board
In this guide, we’ll explore how by walking you through three focus areas that come together to make those things not only possible, but immediately achievable for you and your team.
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We have a designated team
There is a dedicated person(e.g. associate or executive)
It is a shared responsibility
No one is really responsible
