How can you align your sales enablement program across multiple channels?

1 Assess your current state

The first step to align your sales enablement program across multiple channels is to assess your current state. This means identifying your existing channels, their performance, their challenges, and their opportunities. You can use data, feedback, surveys, and interviews to gather insights from your sales team, your channel partners, and your customers. You should also benchmark your current state against your competitors and industry standards to identify gaps and areas for improvement.

2 Define your objectives and metrics

The next step to align your sales enablement program across multiple channels is to define your objectives and metrics. This means setting clear and measurable goals for each channel, such as revenue, market share, customer satisfaction, retention, or loyalty. You should also establish key performance indicators (KPIs) and dashboards to track and monitor your progress and impact. Your objectives and metrics should be aligned with your overall business strategy and vision, and communicated to all stakeholders involved.

3 Develop your content and tools

The third step to align your sales enablement program across multiple channels is to develop your content and tools. This means creating and curating relevant, engaging, and personalized content and tools for each channel, such as sales scripts, presentations, brochures, case studies, testimonials, videos, demos, or calculators. You should also ensure that your content and tools are consistent, accurate, and up-to-date across all channels, and that they are easily accessible and searchable for your sales team and your channel partners.

4 Deliver your training and coaching

The fourth step to align your sales enablement program across multiple channels is to deliver your training and coaching. This means providing your sales team and your channel partners with the skills, knowledge, and behaviors they need to sell effectively and efficiently across different channels. You should also offer ongoing learning and development opportunities, such as webinars, workshops, e-learning, or mentoring, to keep your sales team and your channel partners updated and motivated. You should also leverage feedback and analytics to evaluate and improve your training and coaching.

5 Engage your customers and prospects

The fifth step to align your sales enablement program across multiple channels is to engage your customers and prospects. This means creating and executing a multichannel marketing and communication strategy that attracts, nurtures, converts, and retains your customers and prospects. You should also leverage social media, email, chat, phone, or video to interact with your customers and prospects, and to provide them with value-added information, offers, and support. You should also collect and analyze customer data and feedback to understand their needs, preferences, and behaviors.

6 Optimize your processes and systems

The sixth and final step to align your sales enablement program across multiple channels is to optimize your processes and systems. This means streamlining and automating your workflows, tasks, and activities across different channels, such as lead generation, qualification, distribution, follow-up, or reporting. You should also integrate and synchronize your data, platforms, and tools across different channels, such as CRM, CMS, LMS, or analytics. You should also review and refine your processes and systems regularly to ensure efficiency, effectiveness, and alignment.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?