Sales Enablement & Readiness
IDC’s definition of Sales Enablement is our preferred definition:
Sales Enablement is putting the right information into the hands of the right sales professional at the right time and in the right place to move a specific sales opportunity forward.
- The right information is that which is relevant to the needs of a specific customer or prospect
- The right sales professional refers to the fact that different sales roles (e.g., call center vs. field-based) may need different types of information
- The right time refers to the fact that information must be timely and relevant to the point in the sales cycle at which it’s delivered
- The right place refers to where information delivery can be most effective and what format it needs to be in (e.g., hard copy collateral that can be handed to a prospect for a field sales rep vs. soft copy PDF that can be emailed for call center rep)
What’s key to understand is that Sales Enablement is not about delivering more information; it’s about delivering less information that is more relevant.
We define Sales Readiness as:
Sales Readiness is product training that takes sales professionals beyond their baseline skills and empowers them with the specific information and techniques they need to properly position complex products in a competitive marketplace.
Sales Readiness is generally delivered in conjunction with a new product introduction. To deliver a sales readiness program, SalesNv partners with product engineering and marketing – the groups best equipped to teach narrowly focused (i.e., product-specific) positioning skills.
Sales readiness can be considered advanced sales training. It teaches your sales team how to introduce new products and services to various buyer personas, vertical markets, large or small companies, and other situations unique to your sales process.
It often involves customizing existing marketing materials so they are even more effective when your salespeople are in conversation with prospects. For example, a generic marketing piece may be revised to better address prospect specific needs. A CTO will be interested in a different value proposition than an IT Manager. Or a CTO may have a unique needs based on the connection of their back end system to your technology. Sales readiness addresses these situations.