Nowadays it’s not enough to simply follow up with leads that have canned messages. Salespeople must tap into the grid to ensure deals are closed by focusing on sales enablement. This practice is a proactive approach to increasing profitability from active leads in the sales funnel.

While sales enablement is defined slightly different at every organization, RO Innovation defines sales enablement as the ability to leverage a company’s best sales asset: happy customers. Whether that be in a video, case study, press release, presentation deck, etc., it is critical that sales enablement technology provides a sales rep with the ability to:

  1. Easily search for those assets
  2. Activate the customer assets for use in the sales cycle, at the “right time”
  3. Track the usage of those customer assets to let sales reps know “when to follow up and with what message”
  4. Provide the sales rep with that capacity, however they sell (i.e. Desktop, Laptop, Blackberry, iPhone or iPad)

In today’s B2B environment, moving a sale along means salespeople and marketers alike must have a clear and comprehensive view of their prospect’s digital buying behavior. This is necessary to judge what content and customer assets their company’s buying audience finds most relevant and valuable, and to be able to leverage the assets that align best with customer needs at key points during their buying cycle.

Technology has allowed for great insight into buyer behaviors and habits. Receiving real-time prospect engagement intelligence using  sales enablement solutions can aid the sales team in determining what their prospects are most interested in, and when the best time is to contact them. This bird’s eye view helps sales tailor follow up conversations and be most relevant to their buyer to coax them further down the sales funnel faster.

It is critical for your sales team to maintain your organization’s top-of-mind presence during their potential customer’s buying cycle. As buyers continue to research and access information, it is imperative your sales team continues to nurture the lead with engagement intelligence data. It is also important to make sure your sales team knows when to drop a lead that is not yet ready to take the plunge. This delicate balance should be maintained through constant monitoring so valuable sales resources are always where they are needed most.

For more information on how to begin enabling your sales and marketing teams, contact the experts at RO Innovation. We can help you harness the power of your best customer assets, and help you turn luke-warm prospects into executed deals.

Nichole Auston
Customer Marketing Director at RO Innovation
Nichole Auston is the Customer Marketing Director at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.