This title seems to be a little provocative, however, there is (some) truth in this assumption as sales enablement professionals fail because of missing value creation to sales. According to a recent blog by Tamara Schenk on “Outcome Selling Part 1 – What Is It And How Do We Tackle It?”, outcome based selling is key for sales success.
That said, sales enablement needs to develop into this direction. Sales Enablement is not about “output”-based performance, meaning number of sales enablement assets that have been produced or delivered. And here is the issue as most sales enablement functions still relay on this pattern.
So why is “outcome”-based selling to important also to sales enablement functions? It seems to be quite simple: With your sales enablement activity you would like to measure your business results. How many leads have been generated? How many sales people have been trained on a particular portfolio? What has been the “time-to-first-deal” for new hires? Those are all relevant questions when looking at your sales enablement tactics.
With having this in mind, keep the following principles in mind:
- Plan strategically with your sales force
- Ask your sales team before building a sales enablement strategy
- Keep the outcome selling principles in mind
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