Design the right Sales Enablement strategy to achieve a successful digital transformation

Undoubtedly, the digitalisation of sales processes is one of the priority missions for most companies.

For a digital transformation of sales, it is clear that companies must commit to acquiring innovative, high-quality technological tools. However, purchasing digital solutions is not enough on its own: you need a plan.

This plan, which seeks to optimise a company's commercial activities, is what we know as Sales Enablement. Sales Enablement is more than a specific product or solution; it is an overarching strategy based on training the sales team to ensure comprehensive sales improvement.

Today we want to present some key points for establishing a good Sales Enablement strategy in your company, which will help you ensure a successful digital transformation.

Key points for a successful digital transformation

An experience for every moment

Don't know where to start optimising your sales?

In digital transformation, it is important to go step by step. Every strategy needs short- and long-term objectives; if you limit yourself to calculating immediate benefits, it will be very easy for the strategy to quickly become outdated.

To be one step closer to success, you should design your strategy within these three time frames:

Acceptance (TODAY) -> Integration (TOMORROW) -> Usability (EVERY DAY)

The first thing is to observe how your sales team operates and take into account what their routine is to ensure that you offer tools that they really accept for improve their day-to-day functions. For example, a good start would be to automate routine tasks of little added value, so that salespeople can focus more fully on customers. 

But to introduce technological solutions into your company, you must look beyond your business's current needs.

In the near future, your focus should be on ensuring that the digital tools you offer the sales team are used consistently and not just as a one-off patch. In other words, that they integrate these solutions as part of their routine.

In the long term, what will ensure that your digital strategy is solid and delivers results will be the usability real usability that they have.

A user experience

To incorporate new digital tools into the sales department, it is key to thoroughly understand how the sales team works. That is, not to choose a solution just because of its success in the market, but to question:

How can technology improve the sales team's work?

To achieve an appropriate digital transformation, sales management must know the routine of the entire sales team and identify which low-value tasks are taking up too much time. 

There is also a factor that is essential to consider, and that is the stage each user within the team is at. In this sense, each salesperson poses a different challenge for sales management. A person who has just joined must adopt the existing tools from scratch, but at the same time a person who is used to a more traditional way of working may also have problems adapting.

• New employees

Digital adoption facilitates the onboarding process for new salespeople, making it faster and more effective.

Digital tools make the information and resources needed for faster, more effective training available to new users. 

A comprehensive platform keeps users connected to each other, making it easier to transfer knowledge and best practices between the different users.

Digitalisation can reduce the time for effective onboarding by 50% (Society for Human Resource Management)

• Existing employees

Undoubtedly, changing the routine of existing employees who have always done things in a specific way is one of the major challenges facing companies' digital transformation teams. 

Therefore, beyond providing information to get to grips with the company's way of working, a digital platform must be able to facilitate the functions of existing salespeople.

In this sense, a digital platform should be like a companion, reducing the time that salespeople often have to invest in more repetitive, administrative tasks while at the same time allowing them to have greater control over their usual commercial activity.

The aim is that not only management, but the salespeople themselves, can carry out tracking of visits, beyond the limitations of the CRM. And in this way, detect, maintain and drive, the best practices within the sales team.

The use of digital tools reduces administrative errors by 90% (Aberdeen Group)

• Platform users

It is also worth looking at the long term to detect whether the solution, once introduced into the sales team, will be effectively maintained. This will be the case as long as it represents a continuous improvement for all users.

Thus, for those employees who become accustomed to using technology on a regular basis, it will be important to promote digital adoption through scalable technological solutions. In other words, users are more likely to maintain the use of this technology if the company keeps up to date with the latest developments in the digital market and updates it on a regular basis.

In this sense, it will always be preferable to opt for solutions that are versatile y adaptable and that, through their use, have a significant component of personalisation for each user.