How to Establish Marketing Automation Sales Enablement Functionality - dummies

How to Establish Marketing Automation Sales Enablement Functionality

By Mathew Sweezey

Turning on sales enablement is the last part of your implementation between your marketing automation tool and your Customer Relationship Management (CRM). The reason to save this part for last is that everything else has to be done first before you can leverage any of the features for sales.

Getting your sales-enablement tools set up also is likely to require you to have very solid understanding of your tool because you are now the expert in your office, so be prepared.

Some salespeople like to try new tools but others will never use them, so make sure that you share the potential impact with your salespeople. The impact to the sales organization is often so large that salespeople who sell with marketing automation won’t sell without it again. They often become the champions for marketing automation when they move to a new company that is not using it.

You shouldn’t activate sales enablement without introducing these features to your salespeople. You should take the following three important steps just before or immediately after you turn everything on:

  1. Have a “town hall” meeting.

    Get all your salespeople together and go over the changes they are about to see in the CRM application. Let them know that they do not have to change but that they can leverage these new tools to sell more. Show the CRM screen with the new features turned on, and explain what each feature is supposed to do.

  2. Demonstrate the process of the lead flow.

    During your town hall meeting, show a prospect record. Create a dialogue based on a salesperson who got a lead, saw the lead go cold, reconnected after getting a lead activity notification from a drip campaign, and then generated the closed ROI. Make sure that your demonstration shows salespeople how they now have visibility into all actions of leads, automatic nurturing, and instant reporting.

  3. Conduct a training class.

    Set up a short training class online or in person. Most companies use either video tutorials or live trainings in a classroom setting. Getting your team trained saves you countless questions and hours of frustration.

You don’t need to have sales enablement functionality turned on to get your own marketing value out of your tool after you integrate your CRM system with your marketing automation tool. However, enabling sales functionality doesn’t take any meaningful amount of time, and the value for sales is huge. So it really doesn’t make any sense to leave it turned off.

You also don’t have to turn on all sales enablement technologies right away. Many marketing automation tools have various levels of sales support. Most tools have three levels: sales notifications, daily emails, and campaigns. They all work independently of each other, so it is suggested you start with one and moving toward another later on. Start with daily emails and then move to more frequent notifications, followed by sales campaigns.