Sales Enablement

 

Insightful messages are great, but Tom Pisello reminds us that if they’re not what the B to B sales force needs, they’re useless.

In Is Marketing Too Busy?  The Forgotten Sales Professional, Pisello, the “ROI Guy,” recommends a Content Marketing Institute article by Jennifer Watson, The Audience Content Marketers Can’t Afford To Ignore – But Almost Always Do.  

I agree with both Pisello and Watson.  It takes humility to acknowledge that you’ll never know product attributes and how they meet the needs of potential customers as well as the sales people do.  Given that, once you do your best job, it takes creativity and ingenuity to figure out a way to make your sales enablement programs easily available to the sales force with the tools they use daily.

Watson includes a link to an eBook, The New Rules of Sales Enablement by Jeff Ernst.  Whether you’re from sales or marketing, you’ll want to have a look at this book and forward it to your friends.