Digital sales enablement has emerged as a critical strategy for sales leaders. The shift towards digital interactions between suppliers and buyers is breaking traditional sales models, with Gartner predicting that by 2025, 80% of B2B sales interactions will occur via digital channels.

This transformation necessitates a shift from a seller-centric model to a buyer-centric one, and from analog to a fully automated, digital-first customer engagement.

Why is Digital Sales Enablement Important?

Digital sales enablement is crucial in today’s sales landscape for several reasons. Firstly, it maximizes the return on investment of time and energy for sales leaders and their teams. The right tech stack can make the difference between average-performing teams and exceptionally-performing teams.

Secondly, digital sales enablement makes buying easier for customers. Today, potential buyers have a wealth of information at their fingertips before they even engage with your business. Therefore, when they do interact with your organization, they are usually more informed and have specific questions and demands.

They don’t want to be sold to but rather helped and guided toward a decision to buy.

Recommended reading: The TAYA methodology: How to earn TRUST by addressing any question, problem, and concern your customers might have.

This shift in buyer behavior necessitates a change in sales strategy from the traditional “always-be-closing” approach to a ‘help first’ mindset. This means that sellers need to adjust to a more buyer-centric model.

The most efficient B2B sales strategy today is to make it easier for your customers to buy from you. Gartner statistics show that suppliers that make purchasing easy are 62% likelier than other suppliers to win a high-quality sale.

Pillars of Digital Sales Enablement

A holistic digital sales enablement solution needs to offer three key capabilities to enhance the modern-day sales process:

1. Content Accessibility and Creation: Sales teams need the ability to assemble the right information efficiently and effectively, and present that content in the form of highly polished, high-impact proposal documents. An enterprise-grade sales enablement solution offers functionality for creating, storing, curating, and distributing sales materials to sellers and buyers.
   
2. Team Collaboration: In a post-pandemic world, collaboration will be a key competitive differentiator for organizations in all industries. Sales enablement solutions allow sales teams to collaborate easily across departments, time zones, and regions without the hassle of travel or scheduling live meetings.
   
3. Anywhere, Anytime, Any Device Access: More and more organizations are enabling a mobile workforce to improve their competitiveness. A new generation of employees today expects a fully mobile-enabled experience when working with your organization.
   

Building Your Sales Enablement Tech Stack

The shift toward remote/virtual selling means that sales teams require solutions that align them with up-to-date sales content and ensure they have the materials they need – at precisely the right time. This makes sales teams more agile, enabling them to make more sales with less effort and more quickly. As a result, it is easier to buy from these companies.

Sales enablement software, like HubSpot, consists of a wide range of tools that provide essential functionality to support sales organizations and help them sell more. High-quality sales enablement software provides a sales team with the tools and resources they need to successfully close a deal.

In conclusion, digital sales enablement is not just a trend but a necessity for sales organizations looking to thrive in the new B2B sales landscape. By equipping your sales team with the right tools, content, and collaborative capabilities, you can ensure that your organization stays ahead of the curve and continues to deliver value to your customers.

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