How to Use CRM for Sales Enablement
Despite the name, most CRM solutions today go beyond the basics of customer relationship management. In fact, your CRM solution might prove to be the second most valuable part of your sales process—with your sales team taking the top honor.
This is due to the fact that a CRM solution configured for sales enablement can provide:
- insight into your sales process
- the effectiveness of your sales team
- a centralized hub for sales content, and more
Such knowledge can help your team make more informed sales decisions and better engage with customers and potential customers. So how can you leverage your CRM to improve your sales performance and create a sales enablement strategy that delivers?
Develop an Insight Driven Sales Workflow
One of the most useful features of a CRM solution is that it provides a wealth of historical data. Analysis of the data can help you better understand the average length of your organization’s sales cycle and create sales forecasting reports to inform future decisions.
This data can also reveal the top lead sources as well as the most successful sales tactics. Using this information, you can create a sales workflow that is both scalable and repeatable. You can then you use the workflow to train new sales team members and implement a sales strategy that enable them to succeed time and time again.
Provide Resources to Better Engage Customers
As with marketing, content is a valuable asset when it comes to sales. That means that developing a hub of great sales content and marketing materials is essential to a solid sales enablement strategy.
There two types of content your sales team should have at their disposal: customer facing content (e.g., presentations, white papers, and case studies) and internal content (e.g., sales scripts and product sheets). Your CRM is the perfect solution—accessible and directly connected to actual leads and opportunities. This tight integration allows your sales team to be ready to deliver at all stages of the sales cycle.
Automate and Customize Communications
No matter what your organization sells, the customer experience should be the cornerstone of all sales communication and outreach. That means ensuring that the content your team delivers is timely and relevant to the needs of the customer.
A CRM solution used to support a sales enablement strategy provides the perfect tool for maintaining an automated and customized communications workflow. The integration of your CRM with an email marketing solution allows you to create automated sequences that send customized emails at key junctions in the sales process. With the data you gather from each sent email, you can better determine how to engage customers at every stage of the sales cycle.
The sales landscape is constantly evolving. Configuring your CRM solution as a sales enablement tool can help your sales team successfully navigate this changing tide. With the data from your CRM, your organization can create a sales workflow that can help optimize sales performance and effectively engage customers.
This will equip your sales team with the tools and resources to spend more time on achieving business gains—and less time on administrative duties. It’s definitely an investment worth making.