Sales enablement should always be a cross-functional discipline that encompasses more than sales and marketing. In fact, it should encompass your entire organization.

What does that mean: Let’s say you’re bringing a product or solution to market. You’ve done the research, developed a unique solution that solves a real problem and your customers are clamoring for it. Your first instinct is to rush the product out the door and get it into the hands of your customers as soon as possible.

This is the wrong way to think about it.

When this happens, often you create redundant work, your internal teams are not on the same page and you miss more opportunities than you create. You create inefficiencies and confusion across the teams.

Sales enablement doesn’t have to be like this.

Vibrant sales enablement is as far reaching as possible and includes collaboration across many functions, such as marketing, service, sales operations, human resources, L&D, product management, sales management and IT. When you know what each department is doing, you immediately can spot opportunities as they arise. You’re more nimble, responsive and the service you provide to your customers is consistent across the board.

We all know a formal collaboration approach is much more effective. Organizations with a formal enablement process in place have a much higher probability of reaching their goals compared to others. Yet only 22 percent of organizations implement a formal sales enablement initiative, according to research from CSO Insights, the research division of Miller Heiman Group.

Formal cross-functional sales enablement allows you to create a production process for all enablement services and a collaboration model that clearly defines the accountable and responsible roles for each content or training type.

When your sales enablement process is formal and is tied together across the entire organization, it’s easier to stay focused and keep your initiatives on track for success. To learn how to make your sales enablement more collaborative, listen to the webinar: Sales Enablement: Making the Pain Worth the Gain.

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