Why Your Sales Enablement Strategy is Failing
We've gotta be honest with ourselves here, folks.
As much as many of us like to talk a big game about sales enablement strategy, that's pretty much all it is — talk. Don't get me wrong. I know most of you out there have good intentions with sales enablement, but the data shows we've still got a big problem:
- Sales and marketing alignment is getting worse, not better! In 2021, only 46% of sales and marketing teams said they didn't feel well aligned, but that jumped to 58% in 2022.
- B2B sales team say that only 27% of leads passed from marketing are actually qualified — the vast majority of them are not.
Yikes. Is it any wonder, ladies and gentlemen, that our sales teams often struggle to trust anyone who says they're looking to truly enable them? Now, some of you out there might be saying, "George, we're using HubSpot Sales Hub and we're creating great content! It's not our fault that sales still isn't happy!"
If that's you, pull up a seat, because this episode is for you. Sales enablement strategy is a very complex topic. So, over the course of the next two episodes, we'll be unpacking sales enablement in two different ways:
- First (in this episode), we're going to dissect why most sales enablements strategies fail to get off the ground, as well as what healthy sales enablement strategies and ecosystems look like.
- Next week, it's all about tactics and how you leverage technology to execute and implement your sales enablement strategy.
If you're looking for ways to enable your team to close more deals faster in 2023, consider this episode must-listen material.
Here's what we cover in this episode ...
- Why is sales enablement such a big problem within organizations?
- Why is sales and marketing alignment getting worse?
- What is a sales enablement strategy supposed to look like?
- What are the most common ways companies undermine their sales enablement strategies and efforts?
- What does healthy communication look like between marketing and sales?
- How do you nurture trusting relationships with sales?
- What does sales enablement content actually look like?
- At a high level, how do tools and technology factor into enabling sales?
- Who is responsible for sales enablement?
... and much more!
YOUR ONE THING FROM THIS EPISODE
There is no tool or platform out there that can repair broken trust and fix relationships within your organization. When it comes to sales enablement, you need to prioritize people first and genuinely give a damn about helping each other win.
Creators and Guests
Host
Devyn Bellamy
Devyn Bellamy works at HubSpot. He works in the partner enablement department. He helps HubSpot partners and HubSpot solutions partners grow better with HubSpot. Before that Devyn was in the partner program himself, and he's done Hubspot onboardings, Inbound strategy, and built out who knows how many HubSpot, CMS websites. A fun fact about Devyn Bellamy is that he used to teach Kung Fu.
Host
George B. Thomas
George B. Thomas is the HubSpot Helper and owner at George B. Thomas, LLC and has been doing inbound and HubSpot since 2012. He's been training, doing onboarding, and implementing HubSpot, for over 10 years. George's office, mic, and on any given day, his clothing is orange. George is also a certified HubSpot trainer, Onboarding specialist, and student of business strategies. To say that George loves HubSpot and the people that use HubSpot is probably a massive understatement. A fun fact about George B. Thomas is that he loves peanut butter and pickle sandwiches.
Host
Liz Murphy
Liz Murphy is a business content strategist and brand messaging therapist for growth-oriented, purpose-driven companies, organizations, and industry visionaries. With close to a decade of experience across a wide range of industries – healthcare, government contracting, ad tech, RevOps, insurance, enterprise technology solutions, and others – Liz is who leaders call to address nuanced challenges in brand messaging, brand voice, content strategy, content operations, and brand storytelling that sells.
Host
Max Cohen
Max Cohen is currently a Senior Solutions Engineer at HubSpot. Max has been working at HubSpot for around six and a half-ish years. While working at HubSpot Max has done customer onboarding, learning, and development as a product trainer, and now he's on the HubSpot sales team. Max loves having awesome conversations with customers and reps about HubSpot and all its possibilities to enable company growth. Max also creates a lot of content around inbound, marketing, sales, HubSpot, and other nerdy topics on TikTok. A fun fact about Max Cohen is that outside of HubSpot and inbound and beyond being a dad of two wonderful daughters he has played and coached competitive paintball since he was 15 years old.
