Content Marketing Strategies For Dummies

Chapter 9

Embracing Sales Enablement

In This Chapter

Learning where your company fits on the maturity scale

Considering the evolving role of sales reps

Accommodating the needs of salespeople

Improving the sales coaching process

Sales Enablement (SE) is a relatively new term (circa 2010) that focuses on the processes, tools, and techniques companies use to increase the effectiveness of their salesforce and includes marketing automation, digital asset management, CRM systems, and social media monitoring tools.

Of course, the idea of creating sales content to improve sales is not new. Companies have struggled with getting their products into the hands of their customers for centuries. In the early 1900s, the Jell-O Company had its salespeople distribute free Jell-O recipe cookbooks to customers to show how to use Jell-O with their favorite dishes. It is recorded that more than 15 million cookbooks were distributed in some years and the sales of Jell-O doubled over time.

What is new is the use of the web to assist salespeople in getting the right information to the customer at the right ...