We devote a lot of blog space to Sales Enablement…so what about Marketing Enablement? Pam Thomas, Director of Marketing Communications at LexisNexis considers the role of her team to be marketing enablement.
They’ve had success enabling sales using SAVO for years. How did they do it? By delivering only information relevant to the sales team, and offering a way for Marketing to control their own destiny. LexisNexis has found success by including expert blogs, news feeds, and podcasts targeted to sellers. They don’t need any IT members to support the effort. Permissions and access to the site are seamless, and Marketing has the ability to push information to Sales.
Pam drove home the point that today, many of us have less people and fewer resources, but the same amount of work still needs to get done. A Sales Enablement platform is a smart way to do it & use time effectively. It also allows Marketers to demonstrate value, which is more important now than ever.
The bottom line is that the selling environment is changing. Sellers have got to know their stuff and beyond that, they must know the ‘so what’ for their stuff. Meanwhile the buyer is often wondering ‘what can it do for me?’ Marketing can’t stand still—they need to be part of the ongoing solution.
