Sales Enablement Developments for 2015
It’s no news that digital tools are permeating every single business practice, and sales enablement is no exception. We reported it back in September 2014, when our research proved that mobile is also reinventing how sales reps manage customer relationships. Earlier this year, we doubled down on our efforts to support sales enablement by announcing our DPS for Sales Enablement solution.
In a world where 89% of sales and marketing managers believe they need to shift their approach to sales enablement, things are changing. That is why we want to help European marketers accelerate their sales cycles and bring their sales enablement tools to life, through a powerful mix of CRM, visual storytelling and mobile. But how, exactly, are things changing? Here are three main developments we think deserve your attention.
- Customers make more informed choices than ever
The best sales reps know that nowadays customers are more informed, and the bar for differentiating the sales experience and add value is much higher.
We’re turning that issue into an opportunity. With Adobe DPS, we completely change the sales experience in two ways: the way information is organised, and the way it’s presented. With DPS, you can now empower sales reps with the most relevant materials ahead, during and after any pitch meeting. This means they can now quickly access the materials they need for a presentation, seamlessly organise any notes and follow up actions, and leave custom-made digital ‘leave behind’ materials.
Adobe DPS also changes the way sales reps present their materials: from slide shows, audio and video to HTML5 animations and panoramas, the formats to tell a more compelling story are now more robust than ever.
This not only facilitates a sales rep’s job when telling the story behind the sale, but it also increases overall customer satisfaction with the level of service.
- Corporate information exchanges are faster than ever
Even in a corporate environment, things are moving increasingly fast, and keeping your sales tools up to date is paramount.
The problem is, paper materials are costly to produce, and not that flexible to update without incurring more costs (or investing often precious time). As DPS integrates with Adobe Experience Manager and other Content Management Systems, marketers can easily publish content quickly into the application. There lie the advantages of a digital solution: information is shared faster than ever, and sales reps are kept in the loop about critical content updates through highly targeted push notifications, meaning they have the most relevant materials with them at all times.
Goodbye, outdated product whitepapers and catalogues. Hello, increased pace of product and service innovation!
- We need to assess the business impact of sales enablement
Justifying an investment can often be hard when there’s no concrete data to back our choices, but we know sales enablement requires significant resources to produce the very best materials.
The problem is: how do we know that a high-quality video is more effective than an intuitive and detailed brochure? Sadly we can’t… that is, unless we use DPS’s built-in analytics to understand which materials best resonate with a certain customer. This, allied with a powerful integration with Salesforce.com, allows sales reps to compare content viewership to sales and revenue impact, resulting in a much more effective process.
In a data-driven age, it takes more than instinct to make an informed decision; with DPS, you can make data your ally when explaining to your company which formats work, saving everyone a lot of time (and money) in the process.
Of course, don’t just take our word for it. We’re already seeing some very interesting uses of DPS for sales enablement with key customers.
Take Rémy Cointreau’s example, who are transforming their sales efforts by getting rid of bulky laptops and leave-behind printouts; instead, they now focus on presenting their customers with stunning videos and interactive features as the discussion evolves. One coherent, fluid story, rather than a hard sales pitch. Or perhaps you’re more interested in learning how Sotheby’s International Realty is delivering proved ROI with their sales enablement app, now used by over 15,000 of their associates to present, sell and win listings.
Sales enablement, as many other aspects of marketing, is changing. It’s our ambition to help all marketers embrace and leverage that change, by providing them with the right tools for the job, as well as the right insights. For those who are passionate about where digital marketing is headed, we’d definitely recommend some indispensable reads in our Digital Marketing Blog such as our Digital Trends 2015 report.
If you’re interested in learning more about DPS for sales enablement, get in touch.