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VanillaSoft Sheds Light on Sales Enablement, Engagement

December 27, 2017
By Paula Bernier - Executive Editor, TMC

There are so many new approaches, new terms, and new tools available to business people these days, it’s sometimes difficult to know what’s what. 

For example, is there a difference between a sales engagement solution and a sales enablement one? And, if so, what is the difference? And what is it important?

A recent VanillaSoft blog delves into this discussion and helps deliver some clarity about it.

This piece suggests that sales enablement is about arming sales reps with the knowledge, processes, and skills they need to make the most out of every buyer interaction. And it says that educating and motivating sales people and equipping them with the right tools to do their jobs are part and parcel of sales enablement. So are getting the right people in sales positions and figuring out what people and processes are working and which are not. Another very important, and somewhat new, aspect of sales enablement, the blog says, involves orchestration among different people and departments.

“Recent changes in customer expectations mean the sales process has become more buyer-centric, necessitating close collaboration between sales teams and other internal departments or specialties, such as marketing, human resources, product marketing, field marketing, customer service, account-based marketing, and more,” according to the blog’s author, VanillaSoft Chief Marketing Officer Darryl Praill.

So that’s the bit about sales enablement. What, then, is sales engagement all about?

Well, according to Praill, sales engagement has more to do with helping sales staff better communicate with their customers and prospects. That needs to go well beyond simply leveraging CRM (which is basically just a database) and marketing automation (which is really just a way to reach more people more efficiently) technology, he says.  Sales engagement has to do with effective messaging (the actual content) and the role of those messages in driving actual conversion.

Only with both sales enablement and engagement can companies drive the maximum value from their sales efforts, Praill suggests.

Edited by Mandi Nowitz

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