Mentor/s
Enda McGovern
Participation Type
Paper Talk
Abstract
This paper examines the rapidly changing, competitive landscape of B2B sales and the challenges this environment presents to marketing and sales teams. In light of this, the paper reflects on the need for these two functions in a business to be aligned in how they communicate their company’s value to deliver a seamless buying experience to their customers. This alignment is rooted in developing marketing strategies with a strong consideration for sales enablement, defined as the processes that empower sellers to optimize the sales cycle in every interaction with customers.
To form a sound thesis around this topic, research on the sales enablement space was conducted across several databases. This research was based in several studies that can be further categorized by the following three subtopics: the B2B market, how sales and marketing teams can be more aligned through sales enablement and measuring the effectiveness of sales enablement through revenue as the main KPI.
In conclusion, marketing is able to arm sellers with the right content at the right time when communicating with buyers through sales enablement efforts. When sales professionals are empowered to offer hyper-relevant content at the appropriate time in the deal cycle, the cycle itself is accelerated—positively impacting revenue. Since revenue is a key performance indicator of a successful marketing strategy, sales enablement should be not only a key component, but a priority for marketing teams who operate in the evolving B2B landscape.
College and Major available
Marketing BS
Location
Session 18: Digital Commons & West Campus West Building Room 208
Start Day/Time
4-28-2023 10:30 AM
End Day/Time
4-28-2023 11:45 AM
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
Prize Categories
Most Scholarly Impact or Potential, Best Writing
The Importance of Sales Enablement in B2B Marketing Strategies
Session 18: Digital Commons & West Campus West Building Room 208
This paper examines the rapidly changing, competitive landscape of B2B sales and the challenges this environment presents to marketing and sales teams. In light of this, the paper reflects on the need for these two functions in a business to be aligned in how they communicate their company’s value to deliver a seamless buying experience to their customers. This alignment is rooted in developing marketing strategies with a strong consideration for sales enablement, defined as the processes that empower sellers to optimize the sales cycle in every interaction with customers.
To form a sound thesis around this topic, research on the sales enablement space was conducted across several databases. This research was based in several studies that can be further categorized by the following three subtopics: the B2B market, how sales and marketing teams can be more aligned through sales enablement and measuring the effectiveness of sales enablement through revenue as the main KPI.
In conclusion, marketing is able to arm sellers with the right content at the right time when communicating with buyers through sales enablement efforts. When sales professionals are empowered to offer hyper-relevant content at the appropriate time in the deal cycle, the cycle itself is accelerated—positively impacting revenue. Since revenue is a key performance indicator of a successful marketing strategy, sales enablement should be not only a key component, but a priority for marketing teams who operate in the evolving B2B landscape.
Students' Information
Grace Kelliher
Marketing and Management, Honors, 2023
Honorable Mention Writing Across the Curriculum 2023 Award