Sales Enablement Use Cases
Sales Enablement tools such as Profiler and Engage help sales organizations improve the lead management process and support the achievement of sales. Today, we’d like to share with you a few use cases of how these tools can come in handy helping your sales force learn more and better communicate with their customers.
One great use case for Engage is creating rep templates to support marketing campaigns. Clients can create and launch a nurture campaign from Eloqua and then have branded matching templates available for sales reps to use with post campaign follow up tactics. These templates can have a similar look & feel to match the campaign, yet contain personalized one on one content and be sent directly from a rep to a customer as part of the lead management process. Many of our clients are using this method post campaign launch to reach out with a tailored message to see if there’s interest in the marketing promotion that was received.
With Profiler, one of the most common use cases is to use this tool for researching a prospect or customer’s activity prior to outbound calling. For example, you’ve got a lead queue containing multiple contacts to follow up on, and wouldn’t it be beneficial to your conversation to know everything you can about that person’s recent interests before jumping on the phone! Profiler allows you to review all the demographic info and marketing activity a lead has been sent and responded to over the past several months. You can see what pages they’ve visited on your website and ultimately glean where their more recent interests lie so you can be fully prepared for your follow up calls.
Lastly, a use case that is a constant in the sales & marketing world is aligning on the lead management process. To ensure your sales force is fully enabled and equipped with all necessary information to get a sale through the pipeline, it’s of critical importance everyone agrees on and understands the process from lead inception to closed/won. A lead management workshop with sales & marketing management is a great way to come together once a year and ensure the process meets the current business needs and all participants are informed as to what their role is in it. This can cover things like defining pipeline stage definitions and process, reviewing available sales tools, and agreement on lead & opportunity management.
We hope these use cases give you some helpful ideas about how to assist in the sales process and work together to ensure teams have a full understanding of available process & technology.
