Sales enablement has become a core pillar of the sales function. Almost every sales team has at least one person dedicated to the function. But how does the role evolve with the modernization of sales teams?
The goal of sales enablement is to increase both the efficiency and the effectiveness of sales teams through deploying training, software, resources, and methodologies. This puts the effort into constant tension, as many sales efforts that are effective are not efficient, and many that are efficient quickly lose their effectiveness.
However, if the goal of sales is to build relationships, the world of sales enablement changes substantially. A core foundation of sales enablement becomes relationship measurement, not activity measurement, and a relationship intelligence platform becomes a partner platform to your CRM system. From there, the effort of sales enablement becomes focused on using software, resources, and training to make the team more efficient and effective at building relationships.
Brand new relationships also need a significant amount of effort in the early days to ensure that they gain traction rather than being quickly forgotten about. Enabling a team with an indicator of their new relationships and an ability to drive follow up quickly goes a long way to building a good base of new relationships.
Investments in relationships to enable sales extends beyond the direct sales team. Knowing about, and being able to visualize, the relationships that each person at your company has is crucial to starting new opportunities, or moving opportunities further along. Someone in your services org might know an ex power user who has moved to the company you are pursuing. Or, equally powerfully, an executive or board member might have a high level connection that can serve as an introduction.
The discipline of sales enablement is changing, driven by advances in artificial intelligence and new relationship intelligence platforms. With it, the balance between efficiency and effectiveness is shifting back towards effectiveness.