In today’s B2B market, sales specialization is a popular strategy
. Organizations are not only specializing based on their markets and geographies, but they also have specialized reps for different stages of the customer’s journey. And when you have a dedicated sales force, your sales reps have different content needs based on their market and functional specialization.
For example, a sales development rep (SDR) is more interested in top-of-the-funnel sales content whereas an account executive (AE) is more likely to work with late-funnel content.
You can draw similar preferences based on the market vertical that a rep is selling into
or the geography that the rep is covering. A sales communication process that helps you personalize communication for individual sales representatives is bound to yield higher returns. Some simple examples of personalization are,
- Targeted Newsletters based on the Rep’s role and geography
- Recommending targeted content in CRM application
- Notifications about content that is relevant to a rep’s pipeline
Measure Results with Data
Every organization is different. And when you implement any process, these differences yield different results. And this is true when implementing or improving your sales communication strategy. Therefore, in addition to making these process improvements, you should also use a framework to track and measure the return on these investments.
- What content sales reps access?
- Where do sales reps access content?
- When do sales reps access content?
- How often do sales reps pull content?
- What do sales reps search?
Answers to the above questions give you insights to sharpen and further improve your sales communication process.
Sales communication is essential, and marketing will continue to be the owner of the sales communication process. However, a namesake sales communication process does not yield any real benefits and is an unnecessary drain on marketing resources. Furthermore, an imperfect sales communication process is bound to result in frustration for the sales and marketing teams. However, when done right, sales communication can be a useful tool to not only help improve the bottom line but also drive productivity for marketing and sales operations. Enablix
has helped many companies improve their sales workflow to drive more revenue
, faster. Learn more about how we did it.