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How Revenue Enablement Drives Business Growth

Regardless of industry and company size, every business reaches a point where the way things run is no longer feasible. At that moment, innovation is the only way forward. As companies grow and evolve in the digital age, establishing strategic implementation processes can help them scale to meet business goals and objectives.

To begin this journey, organizations must be willing to take a closer look at existing programs, determine their effectiveness, pivot any strategy or tactics wherever necessary, and start preparing for the expansion of the sales team’s scope.

The truth remains, however, that putting those new processes into action is hard work. In fact, it’s some of the most difficult work that salespeople can do. With the ever-changing nature of technology, change can push employees out of their comfort zone, causing tension and resistance. Other sales teams have trouble developing the plans themselves and struggle to come to a consensus on how to proceed. Even if companies can successfully establish and define those new processes and make some progress on changing their salespeople’s mindsets, there is still the uphill battle of implementing key plans that turn into action. Enter Revenue Enablement for business sales teams, a solution that takes the heavy lifting out of strategic implementation. 

How does Revenue Enablement for business work?

The term “Revenue Enablement” has recently been circulating within various conversations taking place in the industry, which is fitting considering the sales enablement category itself is still budding.

Bigtincan Vice President of Revenue Enablement, John Moore (aka The Collaborator), said it best when he defined revenue enablement as “the process by which you most efficiently acquire and maintain customers, maximizing revenue gained through each stage of a customer’s journey with your business.

Essentially, Revenue Enablement for business takes a customer-centric approach in aligning multiple functions across the buyer journey. By having all teams in the revenue engine join forces, organizations can create better alignment via shared goals, shared KPIs and metrics, and shared resources to deliver the necessary content, training, and coaching support. Revenue Enablement helps professionals in the marketing, sales, customer success, product, and finance areas to support their areas of expertise through an integrated approach.

While sales enablement focuses on delivering content, training, and coaching to sales teams, revenue enablement takes these same systems, and layers process-focused, data-driven systems right on top. From a financial standpoint, these capabilities will help companies drive a holistic strategy to improve customer hand-offs and optimize their customers’ experiences with reliable revenue results.

Introduce your sales team to Revenue Enablement for business 

These days, sales enablement is an indispensable component of modern B2B infrastructure. What was once an afterthought has become a must-have foundation for any organization with a large sales team. And yet, sales enablement on its own is not a sufficient method of optimizing the customer experience.

While sales enablement provides the necessary framework to effectively engage buyers, it’s just the tip of the iceberg. Marketing and Enablement teams are generally focused on developing content and training materials for their salespeople. And often, their only method of measuring success is with verbal validation.  It’s not that you can’t measure the success of your Sales Enablement efforts, it’s often that the measurement is a secondary or tertiary concern that teams put off until tomorrow. This presents quite a few problems as there are very few, if any, data-driven insights sales teams can use to deliver long-term value unless this measurement is built into your overall approach.  If it’s not, they lack the insights required to optimize their business, and drive revenue.

In order to generate revenue, there needs to be a revenue supply chain. From customer success to account management, there are several stakeholders within the revenue supply chain, and all of them need to be enabled. In order to enable them, they need content, buyer personas, and real-time feedback — all of which require more than sales enablement strategies.

Why Revenue Enablement for business is right for you

As anyone in sales knows, the entire customer experience — from the traditional buyer’s journey pre-purchase through the phases of the post-sale customer lifecycle, including the upsell and cross-sell interactions — need to be sustained by the proper enablement of every customer-facing role within the organization. These roles not only include each type of salesperson, but also field marketers, customer success managers, and channel partners.

To stand apart from the competition and stay ahead of the curve, companies need to be mindful of the disengaged customer experience that can accrue. Ultimately, if high-performing organizations want to improve their business outcomes, they should begin experimenting with Revenue Enablement concepts and examining their business processes sooner rather than later.

Bigtincan can help management teams give their employees the tools and resources needed to maximize their implementation efforts.

Bigtincan is a mobile sales enablement platform that allows sales and service organizations to access, create, present, and share content, and engage with customers on any device at a moment’s notice. Organizations around the globe rely on Bigtincan to ensure the efficiency and productivity of their workforce when using their mobile devices and make every customer interaction count.

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