Agencies are discovering that implementing sales enablement services for their clients is boosting their existing lead generation efforts. Aligning marketing resources to a sales enablement strategy can be crucial to close deals. Sales enablement resources can include lead-generating content, client-building tools, specific sales knowledge, skill development, and training seminars, workshops, and webinars.
The addition of a sales enablement strategy for your clients can increase their current lead generation while saving you time and your client’s money. A sales enablement strategy ensures your client’s sales team doesn’t waste time pursuing cold leads or uninterested parties. There are dedicated resources to answering commonly asked product questions, and helpful materials that they can easily share with clients, prospects, and customers. Other benefits include:
- Increased brand awareness
- Further marketing reach
- Establishing and fostering meaningful relationships
- Identifying top quality leads
- Business growth
- Increased revenue
- Marketing and sales alignment
While a majority of agencies are likely already dedicating time, resources, and revenue to improving lead generation for their clients, a truly effective sales enablement strategy will help set your services apart from competitors. A well-defined sales enablement process will not only help your clients attract more leads but will also help them better understand the value of your services.
How to create a sales enablement roadmap
To go above and beyond lead generation, here’s our guide to help you set up a sales enablement plan of action for you and your clients:
1. Define your sales enablement services
How you define and communicate your sales enablement services to your clients is important. By developing a clear statement of work (SOW) and service level agreement (SLA), your agency will be able to better define your sales and marketing efforts, what your clients can expect to receive from your agency, and the purpose and duties of your internal operations.
2. Collect and store client data in one place
The right customer relationship management (CRM) platform will help you collect and store important lead-related data that can immediately improve lead generation. If your client does not currently have a CRM, offering a platform that gathers relevant data that’s accessible to all of your client’s teams is crucial. This relevant data should be reviewed and analyzed by your entire team, from marketing and sales to creative.
Unorganized or out-of-context data will only slow your lead generation efforts. Being able to analyze client data helps agencies identify what attracts leads and why certain leads use their services.
CallRail’s Call Tracking can help interpret important data and insights that can boost your current strategy.
With Call Tracking, agencies can:
- Simplify multi-touch attribution, shorten customer response times, and follow preferred customer channels.
- Monitor and track online marketing campaigns such as PPC ads, emails, social media posts, and keywords.
- Identify incoming leads from offline marketing campaigns such as ads, mailers, brochures, billboards, and more through source-level tracking.
- Gain access to each lead's name, number, and location.
- Understand which campaign, review, case study, or keyword captured the attention of each lead.
3. Encourage communication across teams
Reporting, analytics metrics, project management, and customer retention play integral roles in lead generation across your client’s organization. The ideal CRM platform will encourage and enable communication across teams, bridging the gaps between marketing and sales. This helps your clients understand each step of their lead’s journey to becoming a customer, from start to finish.
CallRail’s Marketing Analytics products empower agencies to track and measure their clients’ sales funnel. Integrating Conversation Intelligence with CallRail’s Analytics Suite helps agencies obtain insights on the value of their client’s incoming leads. One of the benefits of this software is that it can save your clients time by automatically recording and transcribing their incoming calls, then, by using artificial intelligence (AI), identifying call data to help speed up the lead qualification process. You will be able to identify the source of your client’s calls as well, giving you the tools you need to spend the most time on the marketing efforts that are bringing you the most leads.
4. Create content specifically for the sales team
Instructive case studies, white papers, sales decks, one-sheets, and detailed guides can help your client’s sales team improve their chances of success. Another way to help show your client that you are invested in their sales enablement success is to create a standardized sales playbook. This will help to establish a tried-and-true sales plan and strategy in conjunction with your client’s individual goals.
Your playbook may include client engagement emails, customer service call tracking, retention reporting, and available offers or promotions. The sales playbook you create should remain on-brand and on-message with your client’s current standards, however, adding any important updates, ideas, or changes that can improve your client’s techniques can help you to position yourself as a more strategic partner.
Pro tip: Know the sales team’s specific needs before you start
Prior to creating this sales-specific content, it’s important to understand the needs of your client’s sales team. To generate more frictionless sales, agencies should meet with important stakeholders in the client sales department to obtain a better understanding of their ideal customer’s pain points.
Asking the right questions can identify any potential issues, possible improvements, or changes that can be made to their current sales protocol. These questions may include:
- What hinders the sales process?
- What objections and hesitations does your sales team frequently encounter from potential customers?
- Do members of your sales team have any suggestions or feedback that could help improve certain processes or procedures?
5. Align your sales enablement strategy with the client
How does the customer journey align with your proposed sales enablement strategy? Do you have standard protocols to push leads along the sales funnel, regardless of where they currently sit?
Your client’s sales team should be fully aware of each lead’s position in the sales process, and your sales enablement strategy should outline clear actionable tasks for the sales team to follow regardless of where the lead sits within that funnel.
Implement the right sales enablement tools
The right sales enablement plan is an important early component of a successful lead generation strategy. If you take those solid strategies and execute them with the right tools, you’re going to get much better results.
Some great places to start:
- CallRail’s Call Tracking:
- Attributes incoming calls and text messages to your marketing efforts and strategies.
- Helps agencies prove the success of their advertising campaigns to clients.
- Uses dynamic number insertion (DNI) to keep track of online activity like PPC ads, emails, social media posts, and keywords.
- Uses source-level tracking to follow calls from offline marketing pieces: ads, mailers, brochures, and billboards, etc.
- Paired with Form Tracking, you can connect the online and offline customer journeys, and see all touchpoints in one view.
- Pair Call Tracking with CallRail’s Conversation Intelligence.
- Saves time by identifying quality leads through call scoring.
- Optimizes sales conversations by recording and transcribing phone calls
- Improves customer service by revealing caller activity and behavior.
- Identifies pain points by surfacing trends from calls with leads and clients.
- CallRail’s Lead Center:
- Helps marketing agencies get clear visibility into how clients can improve customer experiences to convert leads.
- Provides a unified inbox that centralizes your client's calls, texts, form submissions, and live chat.
- Improves marketing metrics with contact and communications data that fills the gaps and uncovers barriers to customer conversion.
- Seamlessly works together with Call Tracking, Form Tracking, and Conversation Intelligence to get actionable insights to help your clients improve the quality of conversations, and drive more of them.
Exceed your client’s sales goals
See for yourself the power that sales enablement can bring to your lead generation efforts. CallRail can help your agency not just meet clients’ sales goals, but exceed them. Download our agency marketer's guide to proving ROI to learn more.
