This book helps in building an optimally designed and customer-oriented sales organization. It places a special emphasis on purchasing decisions and leads to producing a decisive competitive advantage. The focus is on the sales enablement process as a holistic framework concept. It forms the infrastructure that ensures efficient cooperation between all areas of the company. The book explains the alignment of all goals, motivations, thought patterns, actions and campaigns in relation to the needs of the customer. In addition, it shows the most promising methods and approaches and how the practical start of sales enablement can look like. The book is aimed at managers and all who deal with sales strategies.
Author(s): Dietmar Kilian, Peter Mirski, Britta Lorenz
Series: Business Guides on the Go
Publisher: Springer
Year: 2023
Language: English
Pages: 105
City: Wiesbaden
Preface
Acknowledgment
Contents
List of Figures
List of Tables
1: Background and Motivation
1.1 Factors Influencing Sales and Sales Processes
1.1.1 Digitalization in General and Its Basic Concepts
1.1.2 Changing Working Conditions in Companies: And the Expectations of Customers
1.1.3 Changed Competence Profiles
1.2 The Strategy: Sales Enablement as a Management Task
1.2.1 Overall Model of Strategic Corporate Management
1.2.2 “Open Strategy”
1.2.3 Sales Strategy
1.2.4 Sales Key Performance Indicators and Analytics
1.2.5 Closing the Loop: Or How to Bring Sales Experience Back into Strategy
1.3 The Sales Enablement Process
1.4 The Innovation and Initiation Process in the Design Thinking Format
1.5 An Outlook: What the Future Holds
References
2: Sales Enablement at a Glance
2.1 Definitions and Customer First
2.2 Sales Enablement Strategy
2.3 Processes, Training, and Sales Coaching
2.4 Content and Content Creation
2.5 Tools & Technology
2.6 Sales Enablement Charter
2.6.1 Overview of Historical Development
2.6.2 The Path from Problem Solver to Strategic Partner in the Company
2.6.3 Increasing Efficiency and Effectiveness Through Customer First
2.7 Practical Example
2.7.1 Possible Initial Situation
2.7.2 Problem Identification of the Initial Situation
2.7.3 Sales Enablement Solution Approaches
2.7.4 Outlook and Further Steps
2.7.5 Sales Enablement Charter for the Practical Example
References
3: The Practical Start in Sales Enablement
3.1 The Sales Process Adapted to Customer Behavior
3.2 Sales Enablement Canvas
3.3 Evaluation of the Status Quo—Relevant Factors
3.4 Creating the Right Conditions
3.5 Continuing Education, Training, and Coaching
3.6 Technology and Tools
3.7 Content Structure and Offer
3.8 A Concrete Example
References
4: Hybrid Sales Approach and Sales Enablement
References
Summary and Outlook
References
