Published: 04 July 2024
Sales enablement training typically covers solutions, markets, operations and processes, but insufficient emphasis on value hinders sales effectiveness. Tech CEOs who focus enablement on sales process achieve sales targets faster because their emphasis is on how to sell instead of what to sell.
Traditional sales enablement is overly focused on content and product training, rather than teaching salespeople how to sell the value and outcome that the solution provides. This results in sales enablement plans that do not adequately prepare the seller to engage buyers.
When sales enablement plans are disconnected from the sales process, they may contribute to the professional development of individual salespeople, but have limited impact on organizational sales effectiveness.
Tech CEOs looking to improve sales effectiveness by refreshing their sales enablement approach must:
Center sales enablement training on sales process execution to teach salespeople how to sell, as well
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Analysts:
Warren Johnstone, Elizabeth Jones
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