Enhancing Competitive Positioning
Software company refreshes customer-centric messaging to out-position competitors in the as-a-Service space after working with MarketBridge. Learn more from our competitive positioning case study.
Learn how sales executives are thinking about allocating sales enablement dollars in the upcoming year across insights, content development, messaging, data, and technology.
As customers enter the sales funnel later, sales enablement is increasingly critical to communicate positioning and value. Sellers who are armed with the right content for the right buyer function as brand evangelists, as well as revenue producers.
Producers disengage when too much content is spread across too many technology platforms. Effective enablement provides sellers with one message, in multiple formats, for each clearly defined MECE (mutually exclusive, collectively exhaustive) buying scenario.
Sellers are human beings; they must be empowered, not told what to do. Great sales enablement is about striking the balance between prescriptive “shoulds” and streamlined, organized resources.
Sellers are human beings; they must be empowered, not told what to do. Great sales enablement is about striking the balance between prescriptive “shoulds” and streamlined, organized resources. Let sellers be sellers. Sales reps get a lot of lists–usually too many. Instead of lists, think about a rich pivot table of prospects, accounts, and leads that allow sellers to find and identify value in their territories.
The pareto rule almost always applies to seller content: 20% of the content provides 80% of the value. Imitate what works and relentlessly prune what doesn’t—and make sure it all lives in one place.
The indirect channel can be a cost-effective way to drive distribution, but only if they are targeting the right customers with the right message. Collaborative channel marketing, including data sharing, is a proven approach to driving measurable channel performance.
Our big data / small data approach means that we always start with quantitative analysis and interviews with sellers, partners, and customers. This way, we fully understand the barriers and best practices producers face every day.
Most sales enablement companies are trying to sell software or widgets. We believe that there are more than enough apps, software, and data out there today. What’s missing is the smarts to prune it down, package it, and make it all work for real producers. That’s where we come in.
Our playbooks put everything producers need in one document—archetypes, scripts, barriers, expectation setting, objection handling, and to-do lists. They are designed to be printed out and used with no logins required. Reps should be talking to customers, not remembering 12 different logins and passwords.
Selling strategies alone don’t help anyone. We take strategy to the last-mile by providing the specific language, product details, and account quirks. These details make it easier for producers and partners to break-through and get wins.
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Speak with us about your sales enablement challenges and building the best sales toolkit.
Software company refreshes customer-centric messaging to out-position competitors in the as-a-Service space after working with MarketBridge. Learn more from our competitive positioning case study.
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