When enablement practitioners and leaders discuss sales enablement fundamentals, they often dive into the relationship between sales enablement and the customer journey.

It makes sense. 

Enablement’s role is to support the buyer and customer journey by helping our customer-facing teams meet their needs.

If you want to be competitive, you must take your customers’ expectations into account at every turn.

Most of the buyers that contact your company knows quite a lot of information about your offerings. Technology and the internet have made information incredibly easy and fast to find for a given product or service. From their initial conversation forward, the customer expects to discover the value you can offer.

In addition to core selling skills and product information, your customer-facing teams must be able to deliver buyers with the information they need based upon where they are in their journey, not your sales cycle.

Beyond that, you must have insight into the needs of others in the business who are involved in buying decisions — and make sure your teams are delivering value to each of them.

Here is when the enablement activities supporting your sales force and process come into play.

Benefits of aligning sales enablement and the customer journey

  • Your salespeople will receive the training and coaching they need to specialize in specific situations when engaging with your buyers and customers. Targeting this effort is both cost and time-efficient.
  • The content (external and internal assets) that your sales force will use or distribute depends on the type of customer and where they are in their customer journey. Sales enablement ensures that the appropriate tools are readily available for your salespeople.
  • The sales process manages the steps and direction to guide a buyer or customer towards a deal, so alignment is of utmost importance in its design. Use the growing knowledge and feedback that your salespeople gather from their interactions with customers to continuously adapt and improve your company’s processes, customer-centric sales process, and enablement initiatives.

By following your customer’s journey, your customer-facing teams ensure that customers are confident in their decision to interact with you. Your support in their business demonstrates your dedication to your customers, making you stand out as a trustworthy and critical partner. 

Moreover, your company will learn more about how to adjust your offering and services to suit your target audience’s ever-changing requirements to remain a trusted business ally. 

The German version of this article can be found here on LinkedIn:  Warum Sie Sales Enablement und die Customer Journey aufeinander abstimmen müssen.

Britta Lorenz
Britta Lorenz

Passionate to enable B2B Sales Leaders and organizations to create their symphony for success.
I lead the DACH chapter of WiSE (Women in Sales Enablement) as I am an active supporter of women in leadership, mentorship, and coaching of other women in business.

As a business consultant, I advise organizations and individuals around the globe. My focus is on sales enablement as a means to accelerate growth and as an instrument that brings your performance to the next level.

My empathetic nature allows me to design the right environment that inspires people to thrive.
I have a passion for excellence in execution of sales enablement, am an ambassador for lifelong learning, and leverage digitalization as a driver for transformation and success. I don’t shy away from challenges, but rather they push me to my personal next level.

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