Sales Enablement is a relatively new category within sales and marketing, but it’s growing fast. We sat down with Ben Cotton, EMEA Sales Enablement lead at Hubspot, to pick his brains on the role of Sales Enablement teams, the common mistakes to avoid in creating a Sales Enablement strategy and the future of Sales Enablement technology. In our final blog of this series, we look at the future of this still emerging, but quickly growing, trend.
Still building the plane
As can be expected with any new development, Sales Enablement technology is still finding its feet. Ben says: “I think we all have a good understanding of what marketing and sales is and does, but with Sales Enablement, in many respects, we’re still figuring that out and building the plane while flying it. However, there are a few trends that point to a promising future including the formation of the Sales Enablement Society, the influx of VC funding into the category, the growing number of Sales Enablement tools and, of course, the increasing number of Sales Enablement teams and practitioners.”
What does this tell us? Despite its youth, Sales Enablement is a trend that many businesses and organizations are already experiencing the benefits of using.
Consolidation of Sales Enablement technology
Though different to what iPresent offers, HubSpot’s products also operate in the sales space, so naturally our conversation turned to products of the future and, specifically, AI.
“In my role, we’re especially interested in the promise of bots and how we can provide sales reps with the right resources at the right time on the right device. Currently, we have a couple of bots that are doing some interesting things for our sales reps. One of them is an FAQ bot that lives within Slack and answers questions on case studies, sales collateral, competitive intelligence and much more. The way I think about it, is that this bot answers the high-frequency, low-value questions that need a template answer, which frees up my time to focus on the more bespoke, consultative work that needs a human — the low-frequency, but high-value enquiries. Another one is an unworked MQL bot, so if people haven’t worked a marketing qualified lead within 48 hours, they get a notification in Slack. We managed to halve unworked MQLs thanks to it.”
As Sales Enablement technology and AI develops, there will undoubtedly be more of a crossover. However, what AI will never be able to do is replace the knowledge and expertise of a Sales Enablement expert or team qualified to increase the efficiency of sales departments.
Skills growth in Sales Enablement
Technology definitely offers a lot of opportunities for Sales Enablement going forward, but Ben is keen to see other developments too.
“I’d like to see best practices, case studies and data being more widely available. I think there are a few people out there sharing their thoughts and work, but there’s a huge appetite and unmet need for more Sales Enablement information.”
We’d like to thank Ben for his insights and we hope you enjoyed our series on Sales Enablement technology and practices.
If you’re looking to see how using Sales Enablement technology can help boost sales and the productivity of your team, get in touch with us today for your free personalized demo.