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5 Keys to Evaluating a Sales Enablement Partner

By Eric Dudley

With sales and marketing team misalignment costing B2B companies 10% or more of revenue per year, it is critical for sales leaders to evaluate their sales enablement partner. Identifying a sales enablement partner that shapes their B2B sales strategy around your challenges is key to an effective partner relationship that results in high growth.

When evaluating a partner for sales enablement, consider the following 5 facets all companies should employ for developing successful B2B sales enablement strategies:

  1. Outline your B2B sales strategy
  2. Develop a sales process map that highlights best practices
  3. Develop consistent messaging in alignment with marketing team
  4. Define your sales team's standards of performance and SLAs
  5. Recommend technology that supports business processes

Companies with best-in-class sales enablement strategies experience 13.7% annual increase in deal size or contract value.

Clearly Outline Your Current B2B Sales Strategy

An integral part of a sales enablement engagement is understanding the current B2B sales strategy of a B2B company. Evaluating a partner that does the diligence to understand your current business processes and sales strategies is critical. For example, a sales enablement partner should understand the delineation between Sandler Sales versus Solution Selling methodology and the implications of these differences for your customer acquisition and sales strategies. The outline of your current sales strategy helps ensure that any new strategies and supporting activities your sales enablement partner will align and result in closing more business and driving revenue.

Develop a Sales Process Map Highlighting Sales Enablement Best Practices

On the heels of understanding your current sales strategies and business processes, a quality B2B sales enablement agency will begin developing a sales process map that highlights best practices. This is a process optimization and improvement exercise that underlies all future activities and recommendations for sales teams. This process map can be a highly-detailed flowchart that introduces areas where sales processes can be improved and better aligned with a desired customer experience that eliminates possible barriers in the buyer journey and encourages purchase readiness.

Develop Consistent Messaging in Alignment with Marketing Team

The opportunity cost of unused or underused marketing content is roughly $2.3 million for enterprise organizations.

On average, B2B sales reps spend up to 43 hours every month searching for information related to their products & services to inform customer interactions. This is a red flag of marketing and sales misalignment and missed opportunities to leverage marketing material to inform sales conversations. A critical part of a B2B sales enablement strategy that your partner should incorporate is developing messaging that reinforces marketing’s message about your products and services. While it goes without saying, reusing and recycling a piece of marketing content to shape sales scripts is one way to ensure messaging stays aligned and consistent.

Define Sales Team’s Standards of Performance & SLAs

Aligning sales and marketing is proven to deliver 19% more growth.

Understanding the reality of the “sales quota” is something many B2B sales enablement agencies often fail to consider when architecting sales strategies. Even the best B2B sales strategy can be undercut by a sales rep settled in his or hers “tried and true” habits. By helping you establish standards of performance and service level agreements (SLA) not only with your team but also cross-organizationally with marketing, customer service teams and IT teams, for example, a B2B sales enablement agency can create accountability that consistently achieves goals.

Recommend Sales Enablement Technology That Supports Business Processes

Lastly, a sales enablement partner will ensure the proper technology and platforms are aligned with your goals to increase revenue and customer acquisition. Process should drive technology, and not the other way around. In other words, now with a fully-defined sales enablement strategy and business process aligned with best practices and success metrics, supporting technology should increase the ease and efficiency of strategy implementation and execution. While not all partners have the capabilities for CRM implementation and system integration, a quality sales enablement partner should recommend how technology should support your business process to achieve your high growth goals.

At Crafted, we use the 5 facets we outlined above in our sales enablement methodology. By partnering with us, your sales team is enabled to achieve and succeed growth goals with winning B2B sales enablement strategies. Talk with one of our team members to get started today!


  • Kapost, 2015
  • Aberdeen, 2013
  • Sirius Decisions, 2015
  • Aberdeen, 2015

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