Marketing plays a crucial role in enabling a sales organization to be successful. It equips the team with the right content, training, customer insight, and selling tools which are delivered in the right time frame. It is essential to grow revenues for the organization. If not done correctly, customers won’t have the confidence to work with the company in question, and the likelihood of winning their business will be close to zero.
Sales enablement is the bridge between marketing and sales organizations. To enable this, marketing organizations must be able to understand the entire B2B customer buying journey and deliver that insight coupled with the most relevant content that will enable a sales organization to successfully engage. There is a wealth of customer insight data from different customer interaction systems that can be leveraged to enable the sales team to deliver a more effective buyer experience.