The management of sales enablement varies immensely depending on the organisation and its objectives. Due to its transversal nature, sales enablement can be managed by different teams: marketing, the sales, or a dedicated sales enablement team composed of sales and marketing specialists. Let’s take a look at how sales enablement evolves depending on its management.
Sales enablement management by the sales team
In this case, even if the marketing team retains control of content production, the sales team takes the lead. The sales team orchestrates the sales enablement strategy, ensuring content created by marketing remains aligned with key objectives and the needs of employees in contact with prospects and customers. However, there can be a risk of dissonance between the content proposed and the brand image.
Sales enablement management by the marketing team
As a company grows and expands its product and service selection, ensuring the sales enablement content is consistent with the brand’s image becomes more and more complicated. One solution is that the marketing team takes responsibility for the sales enablement content, maintaining the necessary consistency between the sales enablement content and the brand image. But a significant drawback of this solution is the marketing team’s potential lack of knowledge about the daily challenges faced by the sales team, and what content would best alleviate those difficulties.
Sales enablement management by a dedicated team
The best alternative to the two options above is creating a dedicated sales enablement team with members from marketing and sales. The sales enablement team will combine their professional knowledge with feedback from sales and marketing teams to create valuable, actionable content aligned with the brand image. Members from the marketing team will produce content that’s informed by data shared by the sales team. For this collaboration to work, the sales enablement must have a strong underlying strategy that’s validated by the upper management of both the sales and marketing departments.