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Sales enablement is a cross-functional strategic practice aimed at enhancing sales outcomes and productivity through the delivery of integrated content, training, and coaching. An effective sales enablement strategy significantly influences time allocated to selling, success rates, and deal magnitude. It basically aligns sales teams and technology behind a common goal: sales success.
Just as even the greatest golfers can enhance their performance with better clubs, superior training, and a deeper understanding of the courses they play, the same principle applies to sales enablement. A highly skilled sales representative can benefit significantly from the right support and structure.
Sales enablement strategies and solutions need to revolve around the buyer’s perspective, with the ultimate aim of aiding sales professionals in identifying the right prospects and effectively engaging them throughout the customer journey. The primary objective is to eliminate any obstacles that could impede smooth interactions and create a seamless buying experience.
A good sales enablement strategy helps with:
As per Seismic’s 2023 Value of Enablement Report, an overwhelming majority (82%) of revenue leaders admitted to using some kind of sales revenue technology, with another 88% claiming that it helps them get better results.
Before even getting started, you need to understand where your company stands in the grand scheme of things. Your current status should determine your sales enablement strategy. Not doing so can prove to be counterproductive.
Businesses and companies typically fall into four maturity levels:
Let’s start off with the pre-sales fundamentals:
But what about post-sales? Customer retention, expansion and growth is part of the revenue game too. But the truth is, customer growth opportunities are being missed.
Your sales enablement strategy should cover the post-sales side too.
Only connecting the dots on the post-sales sides of things will help you turn your sales enablement strategy into a revenue enablement one. But covering so many bases in real-time manually is impossible. This is where AI can come to the rescue.
Related: How to Effectively Build Your Modern CS Tech Stack
AI-tech is turning out to be a true gamechanger.
It can turn customer communication data into true sales intelligence on upsell and cross-sell opps, automatically. It can optimize your sales enablement strategy for post-sales challenges. Our Customer Expansion: Identifying Untapped Opportunities report showed that identifying customers’ pain or identifying customers that are satisfied and likely to expand are today’s top challenges.
With automated AI-generated insights and information, sales reps are less distracted and their communications are always in the right context. They no longer need to wait for CS teams to report on CSQLs, or dig in order to retrieve relevant information while on a call. With all important information available with just a few clicks, AI-powered solutions are perfect “sales assistants”.
Sales teams can now:
AI-tech can boost your sales enablement strategy, transforming it into revenue enablement with its 360 approach. These plug-and-play platforms usually come with centralized and user-friendly dashboards for easy usage. Their automated features also help accelerate deal velocity – sales pros can now actually focus on listening rather than taking notes or filling in cumbersome reports.
Other key benefits include:
Leading customer intelligence solutions can also harness the power of ChatGPT to assist with context-driven communication assistants. Writing emails can now be fully automated, freeing up sales teams to indulge in growth opportunities.
AI adoption in sales has risen by 76% since 2018. Don’t get left behind.
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