{"id":4613,"date":"2015-10-27T17:00:00","date_gmt":"2023-10-18T17:00:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4613"},"modified":"2023-10-18T17:36:00","modified_gmt":"2023-10-18T17:36:00","slug":"sales-enablement-starter-kit","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/","title":{"rendered":"A Sales Enablement Starter Kit For Canadian Small and Medium Businesses"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-header.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<p><i>This article by Dave Borrelli is part of our <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2015\/10\/blogtober-has-arrived.html\">Blogtober <\/a>event, which features blog posts written by industry influencers in support of Breast Cancer Awareness Month.<\/i><\/p>\n<p>\u201cSales enablement\u201d is a term many people, especially those who aren\u2019t in sales, aren\u2019t familiar with. It\u2019s \u201ca <a href=\"https:\/\/www.salesforce.com\/blog\/2014\/08\/infographic-what-is-sales-enablement-anyway-gp.html\">collection of tasks and tools<\/a> that are intended to improve the execution of key sales activities\u2014activities like making sales calls, pursuing opportunities, managing major accounts, and targeting top prospects.\u201d While Canadian companies may approach sales enablement in different ways, there\u2019s one thing common to most of them: a burning need for more people who can make it their top priority.<\/p>\n<p>Check LinkedIn or any of the popular recruitment sites and you\u2019ll see hundreds of jobs across the country that have \u201csales enablement\u201d listed somewhere in the posting. It may be in the title, the description, or in the list of qualifications. This is likely because, particularly in business-to-business (B2B) environments, <a href=\"https:\/\/www.salesforce.com\/blog\/2015\/08\/3-ways-improve-sales-enablement-crm.html\">sales enablement is a critical step in nurturing prospects and converting leads<\/a> into buyers.<\/p>\n<p>Given the fact that <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2014\/12\/canadian-small-business.html\">Canada is largely a country of small- and medium-sized businesses<\/a>, sales enablement may occasionally be less a defined role for one person than a responsibility spread across a team. If you\u2019re not sure where to get started, there are plenty of resources to help, including a few we\u2019ve curated for you. They all point to some core, sure-fire strategies.<\/p>\n<h3>Sales Enablement Starts With A Strong CRM<\/h3>\n<p>You might expect a company like <a href=\"https:\/\/www.salesforce.com\/ca\/crm\/\">Salesforce to link CRM<\/a> and sales enablement, but don\u2019t take our word for it. According to Peter Ostrow, an analyst at the research firm Aberdeen, there is a real difference between companies that reduce or simply maintain the level of sales enablement content in their CRM system, and those he calls \u201cCRM expanders.\u201d <a href=\"http:\/\/blogs.aberdeen.com\/customer-management\/crm-sales-enablement-creating-a-library-of-success\/\">Writing on his company\u2019s blog<\/a>, he shares the following statistics reported by CRM expanders: <\/p>\n<ul>\n<li>52 per cent more proposals, quotes, or RFP responses delivered to customers and prospects (14.25 per sales rep, per month, versus 9.40)<\/li>\n<li>32 per cent higher overall team attainment of sales quota (62 per cent versus 47 per cent)<\/li>\n<li>24 per cent more sales reps achieving individual quota (56 per cent versus 45 per cent)<\/li>\n<li>23 per cent higher lead conversion rate (33 per cent versus 27 per cent)<\/li>\n<li>11 per cent more quotes resulting in orders (41 per cent versus 37 per cent)<\/li>\n<\/ul>\n<p>When CRM is leveraged fully, its potential for contributing to sales enablement increases exponentially.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-001.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<h3>Sales Enablement Grows With The Right Skill Set<\/h3>\n<p>This summer, the <a href=\"https:\/\/www.td.org\/Publications\/Blogs\/Sales-Enablement-Blog\/2015\/06\/New-Competency-Model-Defines-Areas-of-Expertise-for-Sales-Enablement-Professionals\">Association for Talent Development produced The ADT World-Class Sales Competency Model<\/a>, which included a look at the areas of expertise required for sales enablement. The main five included talent selection, talent development, tool and process improvement, sales coaching and sales incentive\/compensations design.<\/p>\n<p>\u201cOn one hand, there are sales enablement specialists (sales coaches, sales recruiters, sales compensation analysts, CRM administrators, and so forth),\u201d Roxy Torres, manager of the ADT\u2019s Sales Enablement Community, wrote. \u201cOn the other hand, there are sales enablement generalists, who despite dabbling more on some sales enablement areas of expertise than others, poses a general awareness of all the sales enablement areas of expertise and leverages that awareness to bring a more well-rounded approach to their role.\u201d<\/p>\n<p>In other words, encourage all members of your staff to develop areas of expertise in sales enablement that make the most sense for their jobs, their levels of experience, and the needs of the company.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-002.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<h3>Sales Enablement Thrives When Marketers Think Long Term<\/h3>\n<p>Even if you live and work in Canada, you can access a global range of experts by tuning into the <a href=\"http:\/\/salesenablementlab.com\">Sales Enablement Lab podcast<\/a>. A recent episode featured an interview with Forrester analyst Peter O\u2019Neill. He suggested that in the future, sales enablement will become a job that\u2019s integrated into all the work that\u2019s being done by B2B marketers, whether it\u2019s content management, demand management, channel enablement, or another job function.<\/p>\n<p>The important thing, according to O\u2019Neill, is to think of sales enablement as a strategy, not just a set of training modules. \u201cStep back and think about the role of sales in the future,\u201d he said. \u201cConsider what kinds of salespeople you\u2019re going to need against the buyer archetypes your company is looking to for its revenue growth.\u201d<\/p>\n<p>Go beyond mere segmentation and customer personas and talk to real buyers as often as possible. That will ensure that the information entered into your CRM will be accurate, relevant, and actionable for your sales team.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-003.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<p><i>Like what you read? Please consider donating to the Canadian Breast Cancer Foundation and sharing this article. <a href=\"http:\/\/www.cbcf.org\/ontario\/GetInvolved\/Donate\/Pages\/default.aspx\">http:\/\/www.cbcf.org\/ontario\/GetInvolved\/Donate\/Pages\/default.aspx<\/a><\/i><\/p>\n<p><a href=\"https:\/\/www.salesforce.com\/ca\/form\/sales-performance\/sp-accelerate-your-sales-performance.jsp?d=70130000000NOOq&amp;nc=70130000000NOOv\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/800wi.jpg?strip=all&#038;quality=95\" alt=\"Accelerate your sales performance: 7 tips for sales success. Get the ebook.\"><\/img><\/a><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this article for Blogtober, we talk about sales enablement and how it can benefit your company.<\/p>\n","protected":false},"author":1,"featured_media":4615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1],"sf_content_type":[],"coauthors":[2],"class_list":["post-4613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Sales Enablement Starter Kit For Canadian Small and Medium Businesses - Salesforce<\/title>\n<meta name=\"description\" content=\"In this article for Blogtober, we talk about sales enablement and how it can benefit your company.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Sales Enablement Starter Kit For Canadian Small and Medium Businesses\" \/>\n<meta property=\"og:description\" content=\"In this article for Blogtober, we talk about sales enablement and how it can benefit your company.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-18T17:00:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-18T17:36:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-open-graph.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"366\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Salesforce Canada\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce Canada\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/image\/67746feea2d6a73653ce0c10f94077a5\"}],\"headline\":\"A Sales Enablement Starter Kit For Canadian Small and Medium Businesses\",\"datePublished\":\"2023-10-18T17:00:47+00:00\",\"dateModified\":\"2023-10-18T17:36:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\"},\"wordCount\":790,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/starter-kit-open-graph.jpg\",\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\",\"url\":\"https:\/\/www.salesforce.com\/ca\/blog\/sales-enablement-starter-kit\/\",\"name\":\"A Sales Enablement Starter Kit For Canadian Small and Medium Businesses - 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