Today’s customers are knowledgeable and demanding - they expect convenience, choice, and seamless transition from one touchpoint to another. If they file a complaint through email, they expect a customer rep on call to already have that context. If they submit information via an online form, they expect the customer service rep to have those details handy.

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Buyer journeys are not linear, and they expect the company they buy from to understand that, and to optimize the customer experience at every touchpoint. 

This is where Revenue Enablement comes in.

Revenue Enablement: bridging the silos

“The way a team plays as a whole determines its success. You may have the greatest bunch of individual stars in the world, but if they don’t play together, the club won’t be worth a dime.”

- Babe Ruth

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‍Revenue enablement:

Revenue enablement is the process of empowering all your customer-facing business teams with the information and tools used across the board to effectively acquire, retain, and maintain customers.

Revenue enablement is a process-driven approach that focuses on delivering an exceptional and consistent customer experience. It strives to adopt the following activities across your business teams:

• Collaboration and alignment of teams and processes across the buyer’s journey.
• Metric-driven analysis and review of the implemented processes to ensure that these insights are available to all the teams.
• Empowering teams with intelligent insights from various business sources to help them do their jobs better, thereby maximizing transparency.

Here’s what this translates to in the real world: If your marketing teams are creating interactive content for your brand promotion, your sales teams should know what messaging they are using. It will enable them to understand the mindset of the leads that the marketing team sent them and what their potential customers expect from their product/services. Furthermore, they can use that information in their sales scripts and engage the buyers with methods developed by the marketing team. 

If your prospects are looking for more features in your product - which they are communicating to your sales teams on-call - your product team needs to be aware of that. Also, for the moments when the support team is answerable to all your customers, they should already know what has been promised on the product roadmap.

How is revenue enablement different from sales enablement?

Sales enablement equips sales teams with the sales content and resources needed to improve their prospect’s experience on call and take the deal to the next stage. However, sales enablement is limited to the sales team. And well, that’s okay. Go, team sales! 

But if we zoom out from this sales picture, there’s a need for business-wide enablement to drive customer success.

According to research by Gartner, the B2B buying process is non-linear and has increased in complexity. An average buying team consists of 7-13 active participants, depending on deal size, plus an additional group of occasional stakeholders.

Selling isn’t the only revenue function. If we were to make a list of revenue-impacting activities in any organization - it begins from when your prospect engages with your content marketing initiatives and goes as far as query resolution calls with the customer support team. And to “do your best,” you must blur the lines between the revenue-impacting functions and embrace revenue enablement to drive revenue growth at all levels.

3 ways revenue enablement software helps you scale

Guide your marketing efforts

Since sales reps are the foot-on-the-ground soldiers for client communication, wouldn’t it be ideal for marketing teams to base their efforts on the sales team’s experience? Yes, that’s ideal and optimal, but not very feasible. Each sales rep talks to at least 45 prospects a day, and every call brings out some new and unique insight into the buyer’s mind.

It’s a tiring, redundant, and inefficient activity to get a manual download from the sales team every day or even weekly - because how much information can a sales rep’s mind retain after all? And it’s even more painful for the marketing teams to let that relevant content and information go - that could be of significant value for implementing their next marketing campaign. 

Wait, can’t they listen to the recorded sales calls?

But how’s that any less time-consuming? Leave these petty measures behind; we have something more intelligent in store for you.

Revenue intelligence: an essential driver for revenue enablement

(Because we know you would stare at the long sales-call playlists for an hour before you gather the courage to start listening to them.)

Good-bye, scattered raw data. Hello, rich insights! 

Revenue enablement software is powered by revenue intelligence to arm the marketing specialists with actionable insights, such as:

• Who your competitors are, and you are losing to (and why).
• What your customers perceive your brand image as.
• What are the major pain points of your customers that you should focus your marketing efforts on.

These first-hand insights help you build and optimize the data-driven go-to-market strategy that you know would work. Moreover, revenue enablement ensures that the messaging used by the marketing team to bring in leads is the same that your sales team is reinforcing throughout the customer journey. This improves the consistency of messaging throughout your buyer’s journey, eliminating any setbacks, and enriching the customer experience.

Identify product improvement requirements

Sales and marketing executives are still able to engage with each other at some level since they have one thing in common - the prospects. But the product team is highly siloed from the two. All the insights they gather from social media channels and word of mouth don’t often reach the product team. And that is why many times, revenue growth stays stagnant, and marketing results start to slow down.

Revenue enablement drives successful collaboration and alignment of the product team with other teams by democratizing revenue intelligence for all. With AI-powered tools in hand, product teams can seamlessly listen to the sales calls on their revenue enablement software. Its call transcription provides them with the option to skip to the part where particular keywords about the product are mentioned. 

This information enables them to bring the true voice of customers to the product by identifying the following areas for improvement:

• Prospect/customer emphasizing on a particular product feature in the market that your product doesn’t deliver yet.
• Instances in customer support calls where customers are facing issues with the product/services.

Scale up sales team coaching and onboarding

Data-driven sales coaching

As a sales leader, you can only dream of a free slot in your calendar on a workday. From hiring salespeople to maintaining strong customer relationships - you have hundreds of sales operations to look after, and your sales team is one of them. To ensure that they close deals with large clients using their excellent sales skills, you first need to make sure that they develop those sales skills. 

Revenue enablement software facilitates sales coaching and sales training by helping you with intelligent sales call analysis. It highlights the required keywords that show how well your salespeople have engaged with the prospects throughout the sales process. It gives you AI-driven insights like:

• call duration of low, average, and star performers
• talk to listen ratio 
• the longest monologues (and if they were of any use)
• sales objection handling techniques

-  all at the click of a button.

New sales reps’ onboarding playbook

We appreciate the motivational speeches, and boy, do they work wonders! But on a busy day (more like every day), orientation sessions and presentations are a major time sink. New sales reps need this sales content to see your sales team in action to learn a great deal about your methodology to close deals and understand your sales cycles. 

With the right revenue enablement software, you can pick out your star performers' who have high win rates and commendable sales performance. You can dig up their best sales call recordings (and worst too - if you need a don’ts list) to create an ultimate sales playbook for your new hires to learn from.

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Bonus section for the readers who stayed:

How revenue enablement multiplies your ROI via customer success teams:

Customer success and support teams are where you turn clients into advocates. If you keep your customers happy, they will continue to pay and renew while also referring you to a dozen of their friends. You should keep a tab on all the client calls for real-time insights into your client accounts and seize opportunities to upsell, cross-sell, or just double efforts for the next renewal preemptively. 

A secret strategy for democratizing revenue enablement:

For the revenue enablement teams:

1. Leverage your revenue enablement software to go through the sales calls and recorded client meetings. 
2. Make a list of what factors drive revenue for your business and what skills are needed to be developed for various revenue-impacting roles.
3. Pan out essential metrics and KPIs that you need to see improvement in to achieve a higher ROI - for both leadership and executives. 
4. Survey. Approach your foot-on-the-ground soldiers to rate themselves on how they are doing on that metrics, and your team leaders to rate themselves and their team members.
5. Recognize the most important skills, prioritize them, and start coaching your teams for them.
6. Repeat using fresh business data.

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 You must’ve realized that your business data is at the core of your revenue enablement processes. But you don’t only need insights from your sales calls for gleaning insights that drive organizational revenue. This is where Wingman comes into play.

No need to just wing it - Wingman has accurate business insights for you.

Wingman’s revenue enablement software collates data from all your business platforms - your sales calls, calendars, CRMs, dialer, and video conferencing apps, and business communication channels, even Slack. It infuses your disparate business data from various teams and uses AI to distill actionable insights that you can directly use to impact your revenue. It empowers you to actualize drive revenue enablement with the automation of:

• Deal intelligence
• Market intelligence
• Conversation intelligence
• Coaching intelligence
• Product intelligence

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If you need a wingman for revenue enablement across your business to scale up and enable tremendous growth, book a demo with us today.