With today’s buyers waiting until they are 60 – 80% along their buying process, depending on which research you read, it’s becoming more and more important for these cross-functional departments to get on the same page. Without this alignment, it becomes nearly impossible for sales to function efficiently and close business as effectively as possible. That’s why building a completely integrated sales enablement ecosystem is important.

A sales enablement ecosystem should ensure that salespeople have access to the right content at the right time to advance sales. Plus, it should provide technology to sales staff that will help them streamline their tasks. An ecosystem that consists of a sales enablement platform that sits between the enterprise marketing automation (MA) system and its customer relationship management (CRM) system can facilitate the collection of intelligence from both systems and everything else that happens in between. Combining the data from both systems can help provide analytics and insights to use in decision making. With such a platform, the more solutions you can be integrated, the greater the insights. This intel is valuable to all involved departments including Marketing, Sales, Sales Ops, Product Development, Customer Service, and more. And, it puts everyone on the same page for more streamlined and efficient operations.

There are many benefits to building a completely integrated sales enablement ecosystem, including:

Consistent messaging
Improved communications across the entire enterprise help with consistency of branding, messaging, and updated product information. It provides sales with timely information that’s needed to craft messages for specific prospects. Without this free flow of information between departments, it’s more difficult to achieve business success.

Buyer’s journey alignment
Improved marketing and sales alignment with the buyer’s journey is a result of improved intra-department communications. Marketing needs to remain informed concerning prospect motivators and challenges. Sales reps are in the best position to acquire this information and share it with Marketing. Salespeople see the ever-evolving pain points of their leads and are able to share them. This allows Marketing to continually create content to address these as they change.

Agile strategy adjustments
This open feedback from sales reps to other departments, such as Marketing and Operations, facilitates quick changes to sales and marketing strategies.

Ability to share quickly and easily
These adjustments are then easily communicated through this shared platform in the form of updates, training, and new content. And it’s all done with the simple click of a button.

A huge competitive advantage
Due to increased efficiencies, organizations who build a completely integrated sales enablement ecosystem gain a huge competitive advantage in the marketplace.

A fully enabled sales team
With all training, coaching, content, and communications funneling through one platform, your sales team is always up-to-date. They are prepared for any prospect or situation and able to create valuable solutions easily.

Increased sales performance and productivity
With everything available in one place, sales reps are able to find the content they need quickly, gaining increased selling time. Plus, consistent updates, training, and coaching make them more effective. These elements improve sales results as well.

Building your ecosystem

With so many benefits you’re probably wondering how to go about building a completely integrated sales enablement ecosystem for your organization. Start by determining your objectives and goals. Next, select a sales enablement platform that will best meet your requirements. The selection process includes considerations such as ease of use, mobile readiness, integration options, and analytics capabilities. Be sure to consider whether the vendor will be a good partner on the long-term. Implement your selected solution. This includes defining scope, allocating resources, building a process, training, and more. You’ll find additional information about this process in this article.

A clearer structure and open communications provide for better operations. Building a completely integrated sales enablement ecosystem keeps Sales, Marketing, Operations, and more on the same page. The many benefits you’ll gain include consistent messaging and improved buyer’s journey alignment. Agile strategy adjustments and sharing of information at the touch of a button allow your organization to stay ahead of other businesses in the marketplace. This gives your company an advantage over the competition. A fully enabled salesforce increases sales performance and productivity. Of course, all of this adds up to a stronger organization and better bottom line. As you can see, it’s worth the effort to start building a completely integrated sales enablement ecosystem so your organization can reap the benefits too.