Should You Make Sales Enablement Topic One? John Aiello, CEO, The Savo Group, explains why 2007 will be “The Year of Sales Enablement.”
John Aiello, Chief Executive Officer and Co-Founder for The Savo Group, points out that up to 80% of what marketers produced is NOT used by sales forces – and explains how to turn that problem around. Strategies for making the fix:
- Focus on creating sales assets instead of marketing collateral. Sales assets are anything that helps the sales team deliver the right conversational messaging at the right time
- Find out what assets and tools are being used in the selling process – especially those that weren’t created by Marketing -- then analyze to find out why they work
- Throw out the old “marketing checklist” and be open to completely new kinds of sales tools
- Introduce technology that helps sales teams more efficiently prepare customized sales assets for use in prospect interactions – and be sure the technology is co-sponsored by sales and marketing teams.
