Andy Champion, VP & General Manager, EMEA at Highspot: Sales Insight-Led Marketing is Key to Unlocking New Revenue

“Sales enablement is a relatively new concept, but one that should be common practice within businesses. It’s a scalable way to help your sales teams to improve their performance and ensure you land your company’s strategy.

By leveraging insight on what is resonating with your customers and prospects you can confidently turn your strategy into a value proposition, customer-ready messaging, and day to day activities that your salespeople can go and execute against.

By providing your sales teams with a proven recipe, you’ll drive up consistency of execution and individual productivity, whilst also having a significant impact on revenue as your salespeople deliver the value proposition as you designed it.

Ultimately this will drive a competitive advantage for you through the curated buying experience that you deliver and see you get more of your salespeople to quota. But how do you know it’s the right way for your business?

What’s wrong with ‘traditional marketing’?

All too often, we see marketers producing content without knowing how it’s used, when it’s used, or if it’s used at all by the sales team. This lack of communication, data and insight on the ROI of different content is a huge issue in most businesses, and is often a leading contributor to ‘content chaos’ whereby marketing teams are asked to produce one-off specials for Sales to use in ‘must win’ deals

All too often, marketers have very limited insight into how their content is performing. Having one place and a single source of truth for all content and materials helps to prevent ‘content chaos’, whilst providing visibility of the efficacy of all content throughout the entire sales cycle. Marketers can obtain valuable insight, from tracking and monitoring how their content is performing, as well as where in the cycle it performs best.



It’s all about the perfect ‘sales recipe’

If you buy into the concept of ‘if you give people a recipe, they’ll know what to do’, then the next step is figuring out what that recipe is. Well, one way to find this out is to look at your top performers. You need to replicate what they’re doing well, understand what they’re saying to win the hearts and minds of customers, and share the learnings they’ve gained over time.

The important message here is that when done well, data can lead to insight. This insight can then help you understand what is resonating with salespeople, and what messages they take to customers that are ultimately getting them to purchase. Being able to analyse content and messaging throughout every stage of the buyer’s journey allows you to see what good looks like, and therefore enables you to write ‘the winning sales recipe’.

Introducing Sales enablement

For each persona, sales enablement tends to provide a slightly different benefit.

For the salesperson, they will have one place to go for all the information and content they need, wherever and whenever they need it. Further, they can be wholly confident that once found, the content is up to date and has been proven at scale by other people in the business.

Using a sales enablement solution, a salesperson can also access ‘just in time training’ related to the content they plan to use that will allow them to land it effectively. For example, via an audio or video clip showcasing perfect execution from a top performer or a subject matter expert.

For Marketers, they gain absolute control over their content with deep insight on adoption and engagement that allows them to make it more impactful over time. A Sales enablement platform achieves this by tracking what content is being adopted by Sales, which content is resonating with customers and conversely a view of content that is neither used nor effective in influencing revenue.

So, what does this mean?

Sales-led marketing is already embedded in the DNA of high growth businesses. And alongside the deployment for a sales enablement platform, both are becoming an absolute ‘must-have’ for CMOs and CROs alike.”