Most often sales enablement colleagues are challenged by their sales force. Sometimes they approach you with ad-hoc request in creating just another sales enablement assets, be it a video, podcast or simply a PowerPoint presentation, for their upcoming customer meeting. At this point, you are quite challenged as you have not been aware of this particular strategy area and worst case you have no funding in place to support this activity.
Plan strategically with your sales force
For sure, at the beginning of your planning cycle you would not be able to predict any changes to the sales strategy. However, start connecting with sales at an early stage of the planning process and build a sales enablement strategy together. Let your sales colleagues present their core priorities to you and jointly develop potential sales enablement activities that supports achieving those goals. Also identify learning needs with your sales colleagues. The most in common procedure by doing this is leveraging the ADDIE model (analyze, design, develop, implement and evaluation). This tool enables you to provide effective training to your sales force. In addition you might also think about using a design thinking approach.
Leverage the ADDIE model for building sales enablement content
As mentioned above, the ADDIE model is a perfect approach when it comes to creating sales enablement and learning in a sustainable way. At the end of the process you would not only have a concrete understanding of learning needs of your sales organization. It also give you the opportunity to
- Learn more about your target group
- Defining the desired outcome
- Defining delivery options
- Showcase your impact to the business
During the complete ADDIE phases, you should also identify key stakeholders within the sales organization supporting and communication your efforts. In addition, define joint KPI in order to make sales accountable for any outcomes and results, too.