Effective Sales Enablement Campaigns in 4 Steps
Getting sales teams to co-sell together across geographies and organizations is the key to a successful Partner-Vendor relationship, but an area where many struggle. There are many reasons this is a challenge; lack of alignment, differing sales structures, areas of focus, concerns about share shift, and sharing of proprietary information.
However, when manufacturers and their channel partners work together to ‘crack the code’ and drive sales, they can find new opportunities—and grow revenue—in ways that weren’t possible working separately.
The challenge, of course, is alignment, coordination, communication, and most importantly, execution.
In a channel relationship, sales teams need to set their sights on a common goal, exchange value, transfer knowledge, and work together to achieve whatever initiative is at hand. The most common form of ‘rallying the troops’ in the industry is rooted in the form of a campaign, or a focused initiative. For leaders of the alliance, this can be a daunting task.
We have built a step-by-step approach to build custom, full-scale sales enablement campaigns that keep your teams engaged, promote accountability, and reach the right customers with the right opportunities.
Step 1: Get aligned with your partners
Data is where every successful campaign starts. In many instances, for sales campaigns, less is more. Work together with your partner(s) to develop a list of targeted accounts that align with a specific call to action. Ensure that you and your partners are working from the same data sets. The ability to work seamlessly with your partner hinges on accurate alignment, identification of resources, and delivery of quality data that provides an intuitive reason to call.
HopperBlue makes data alignment simple so that you and your Channel Partners can operate more efficiently, make decisions more effectively, and stay accountable throughout campaigns.
Here’s how:
Our custom matching process aligns your sales data, helping you find prime opportunities together with your Partners
You can easily map thousands of records to your partner organizations, then quickly identify account coverage and sales opportunities
Each data mapping project includes a custom Excel workbook for greater collaboration
Data is the foundation for email campaigns, joint sales days, ROI dashboards, and more
Step 2: Scale your message
Smaller support teams are responsible for covering hundreds or even thousands of sellers. It is impossible to send personalized messages to each seller without a platform to do so. You need a centralized place to house and track information, making it possible to stay organized, ensure messaging is consistent, and give all their sellers the tools and attention they need.
Determine what your call to action is for your sales teams. Use a step-by-step approach and make sure that your targeted data support this call to action. Sales teams simply want to know what is in it for them and what action they need to take.
Personalized messaging is one of the ways to do it.
Custom messaging is easy to set up and can quickly be deployed. You can scale campaigns to touch thousands of account managers in minutes, all with personalized lists and instructions customized to their sales targets. All you have to do is hit send.
Step 3: Seamlessly schedule account manager meetings
Email is a core part of the equation for sales alignment, but it is only part of the campaign. The other part, and arguably the most important, is meetings.
The most successful campaigns occur when there is direct sales-to-sales engagement involving planning, lead generation, and alignment. This is where the magic happens. Relationships are forged, knowledge is transferred, and value is exchanged. Vital to any good relationship is communication from both sides, but how do you facilitate thousands of meetings across hundreds of reps?
Our Huddle solution does just that.
Coordinate and organize hundreds of sales representatives
View all meeting information in one place
Set and directly send meeting agendas that include account information
Schedule in-person meetings with room blocks, or virtual meetings across multiple platforms (i.e. MS Teams, Webex, Google Workspaces)
Step 4: Track, analyze, and measure your results
How will you know if a campaign is successful? With any campaign, you must have clear and direct measurements. Identify your key performance indicators and make sure they are aligned with your account targets and with your call to action. How much engagement are you getting from your sales campaigns?
Campaign portals and dashboards are pivotal to measuring results. Our solutions provide robust real-time tracking that puts program managers in control of the campaign. Plus, it allows alliance leaders and sales teams to view results and metrics instantly. Examples of key metrics through the course of campaigns:
Lead and opportunity creation
Account Alignment
Sales Team Performance and Engagement
Meetings Scheduled and completed
Penetration Rates
Invoice/Bookings tracking against account targets
Spiff Tracking
We have conducted sales campaigns for over a decade and have the industry expertise to make you successful. Rely on our experience to help guide you through the daunting task of creating a sales enablement campaign to get the results you are after. Are you ready to get started? Contact us today!