Sales enablement is a critical function for any organization that wants to close more deals and grow revenue. But not all sales enablement teams are created equal. Some are highly mature and strategic, while others are more reactive and transactional.
The Brevet Group's Sales Enablement Maturity Model provides a framework for understanding the different levels of sales enablement maturity. The model has four levels:
Level 1: Ad hoc
Sales enablement teams at Level 1 are often ad hoc and reactive. They may not have a clear plan or strategy, and they may rely on individual salespeople to create and deliver content. As a result, these teams are often ineffective and lack the resources they need to be successful.
Level 2: Tactical
Sales enablement teams at Level 2 are more strategic than those at Level 1. They have a clear plan and strategy, and they may have a dedicated team of content creators and trainers. However, these teams often lack the data and analytics they need to make informed decisions.
Level 3: Operational
Sales enablement teams at Level 3 are fully operational and data-driven. They have a clear understanding of their sales process and buyer journey, and they use data to create and deliver content that is relevant and effective. These teams are also effective at measuring and tracking their results.
Level 4: Strategic
Sales enablement teams at Level 4 are fully integrated with the rest of the organization. They are seen as strategic partners to sales and marketing, and they
play a key role in driving revenue growth. These teams are also constantly innovating and looking for new ways to improve their effectiveness.
Where does your sales enablement team fall on the maturity model? If you're not sure, take a few minutes to assess your team's current state. Once you have a better understanding of your maturity level, you can start to develop a plan for moving to the next level.
Here are some tips for moving your sales enablement team to the next level:
Get executive buy-in. Sales enablement is only successful when it has the support of senior leadership. Make sure you have the CEO's backing before you start making any changes.
Create a clear plan and strategy. What do you want to achieve with sales enablement? Once you know your goals, you can start to develop a plan to achieve them.
Invest in the right resources. Sales enablement requires a variety of resources, including content creators, trainers, and data analysts. Make sure you have the resources you need to be successful.
Measure and track your results. It's important to measure the results of your sales enablement efforts so you can see what's working and what's not. This information will help you make necessary adjustments to your plan.
Be constantly learning and evolving. The sales landscape is constantly changing, so it's important for sales enablement teams to be constantly learning and evolving. Stay up-to-date on the latest trends and best practices, and be willing to experiment with new ideas.
Moving your sales enablement team to the next level takes time and effort, but it's worth it. A mature sales enablement team can help you close more deals and grow your revenue.
Contact us to learn more about our Sales Enablement Maturity Model and how we can help you move your team to the next level.
Source: Brian Williams, PhD.
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