If a customer’s buying journey (and your corresponding sales process) is complex and you’ve reached a stage in growth and maturity to warrant hiring specialized sales roles including pre-sales, lead development reps, hunters, farmers, industry or domain experts and overlays, then you have a set of people with vastly different needs in what they should learn and what content they should read. But far too often, sales enablement strategies fail to take this specialization into account. Training and content are primarily designed for the hunters, since they have the most prominent role in acquiring new logos. When the strategy is more specialized, it becomes two-track, where more technical training is delivered and content created for the sales engineer. But that strategy still leaves out a wide range of customer-facing individuals, including those that are viewed as highly influential by prospects.
The ideal approach is one that looks at all the different roles involved in the sales process and designs training and content specifically for each of them.
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