Enabling Sales: Four Critical Success Factors

Author:	Julie Schwartz
Published:	June 4, 2012
Ref. Number:	SV4584
Pages:	149 slides

Overview

In response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view. Marketing and others responsible for sales enablement must teach sales to how to use thought leadership in selling to open doors and nurture relationships.

Based on the results from our online survey, ITSMA has defined four critical success factors that will enable sales:

Tight marketing and sales alignment
Training on how to use sales tools and thought leadership content
Pursuit support and sales “concierge” services
Formal processes to measure effectiveness, gather feedback, and adjust as needed

This report, Enabling Sales: Four Critical Success Factors, gives details on each of these success factors, as well as information on the best practice model ITSMA has created for sales and marketing alignment.

Download an Abbreviated Summary

Methodology

Online web-based survey
Survey invitations were emailed during March 2012 to ITSMA member and select non-member companies
35 representatives from 30 companies responded
ITSMA analyzed the data three ways:
- Comparison to the ITSMA Survey: Sales Enablement, August 2009
- Company type (sells products and services vs. primarily services)
- Sales enablement performance (high performers vs. average or below)
  Note: High performers reported that their sales enablement programs are having a significant impact on sales performance.

Special Offer

This report is available free of charge to current ITSMA members that responded to this survey. Companies that responded but are not members of ITSMA will receive an Executive Summary.

Alcatel-Lucent
Atos IT Solutions and Services GmbH
Avanade
Avaya
BMC Software
BT GS
Capgemini
Cisco Systems
Cognizant
CSC

Deloitte
HCL Technologies
Hewlett-Packard
IBM
Infosys
Iron Mountain
Juniper Networks
Logica
Microsoft Corporation
Oracle

PTC
Rimini Street
SAP
SAS
Softtek (USA)
SunGard
Talent Partners
Tata Communications
Tata Consultancy Services
The Marketing Advisory Network
Xerox Corporation

If your company is on the above list, please send us an email (using your company email) and request your free report. Orders will be processed the next business day.

This report is available for sale at member and nonmember prices.
See if your company is an ITSMA member
Download an Abbreviated Summary
Email ITSMA for more information

Phone: 1-888-ITSMA92 (Outside the U.S. +1-781-862-8500)