This One Thing Could Sabotage Your Sales Enablement Program


Why your business needs a communication plan

One of the most overlooked parts of any successful sales enablement program is the communication plan. Without it, you won’t get very far in your goal of increased revenue and customer satisfaction. To create an effective communication strategy, it is important to decide which channels are most appropriate for this type of information dissemination. (i.e. email, social media) Then create a plan with specific goals based on desired results such as increased website traffic or providing more training videos .

Communication is an essential part of your sales enablement program

A communication plan is an important part of any sales enablement program. If you have a well-thought-out and executed strategy, your reps will be ready to effectively present key points to buyers.

It’s important to strike a balance and develop a communication plan that keeps your sales team well informed, without overwhelming them. You want the information they receive from you to be digestible so that their attention is focused on what matters most: closing deals! Consider developing informational emails with major company updates about once a week or creating an email newsletter every two weeks.

What makes a good communication plan

1.) Communication inputs

Communication inputs are teams that frequently have information to communicate in the field. Currently, these groups can communicate on an ad hoc basis when they have something to share with the team. This is not always efficient or effective for several reasons:

  • not everyone will know how to best reach every member and some people who rely solely on email might miss hidden messages in their inbox without ever knowing what has been hidden from them.
  • Business hours can also limit communication, as emails often go unanswered until the end of work, leading to missed opportunities during normal working hours.
  • To resolve these issues, designate one person as a point of contact so everyone knows exactly where and how we can get updates directly without going through other channels first, which slows down efficiency.

2.) Communication audiences

You’ll also want to make a list of the audiences your team communicates with. This will be an inventory of all teams and roles, and members of those groups who may need updates on company news or other messages from you ( for example, marketing).

3.) Communication channels

To ensure that all of your audiences are aware of new products and developments, you will want to communicate with them in a variety of ways.

  • Sending email newsletters gives company teams an easy way to keep up to date with events.
  • Sales enablement software alerts give businesses a centralized hub where managers can see what’s happening at all levels (this is especially useful when it comes to quarterly or annual reports);
  • SMS allows those who are not often near their computer to access interesting information without having to constantly check their e-mails. Make sure that whatever channels they prefer, everyone gets timely updates straight to their inbox!

4.) Communication cadence

Next, you need to determine how often you want your team members to stay up to date with important information.

  • Monthly: Newsletter sent by e-mail to the whole field compiling all the latest information from all participating teams.
  • Bi-Weekly: Send an email designed specifically for sales managers, who can then share it with their team if needed.
  • As needed: Communicate with your team to let them know when new and updated information is available.

5.) Measure

It is important to measure the effectiveness of your communications on an ongoing basis. This way, you can see which elements of your communication plan are working and make changes to components that aren’t working.

Email marketing software allows you to see who in the field is opening and reading your communications. You can then use this information to improve the effectiveness of future communications.

Sales team meeting (communications)

Develop an effective sales enablement program

For most organizations, the communication plan is an important step to take in order for sales enablement programs to be most effective. It takes a lot of hard work and careful planning, but it will help you reach your goals faster than if you hadn’t taken such steps.

With an effective communication plan, you can ensure your sales team is always armed with the right information to generate leads and close deals. The following components will help you create a strategy that helps your business grow.

  • What communication channels do you use to generate leads or retain your customers? (videos, slide decks, emails, etc…)
  • How are your audiences segmented to effectively tailor content?
  • When are messages sent (e.g. daily, weekly)
  • How often during these times should they be delivered (eg hourly, twice a day)?
  • Have you assessed whether it is possible to improve the current measurement metrics?

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