Sales Enablement Campaign: Where do I start?
Picture this. You have been given the task of putting together a sales campaign. You need to track metrics and generate demand. Where do you start? What questions do you need to answer? Most importantly, how are you going to deliver results?
Sound familiar? It is something we see every day. Numbers are down so you have to do something and do something fast! Here are a few key questions to help you get started.
1) Start with a purpose:
The most successful sales enablement campaigns start with a clear purpose and a goal; what is the purpose of this campaign, and what should it accomplish? To be successful, you must first know what you want to accomplish.
2) Develop a data strategy:
Once you’ve got your purpose and goals figured out— it’s time to work on your data strategy. Most data strategies begin with alignment and then layer in business intelligence that will help your team identify and target mutually aligned accounts. Consider what types of data will help your team reach their goals (addressable market, renewals, buying behavior, historical sales) and then bring that data into your strategy. This is where you can bring value to your sales teams.
3) Design your campaign flow:
Now that you have your data strategy in place, consider how you will design your campaign to utilize that data and to also hit your campaign goals. Make sure to collect input from leadership & the support team—they are a valuable source of knowledge when you’re designing your campaign. Start by considering:
What must your team do to reach their goals
What is your call to action?
4) Develop a communication plan:
How will you distribute the data & other campaign information to your team? How will you communicate with your leadership team to keep them informed on the campaign’s progress?
Determine if and how the support team will be involved in the campaign.
How will you measure the success of the campaign? Are you collecting the correct data to measure your success?
How will you track team engagement? Leads/Pipeline? Activity?
5) Create a buzz:
How will you create a sense of excitement around this campaign to drive engagement?
What incentives, prizes, and events will you use? Designate clear beginning and end dates to create a sense of urgency. The most successful campaigns have these features.
6) Get help:
Once the design of the campaign is flushed out—it is important to make sure that you have the support and buy-in from your leadership and support teams. The excitement from above will trickle down and help to ensure that your campaign is a success. We cannot stress this enough; a top-down approach is key to a successful campaign. Employees need help filtering through what is a priority and what is not a priority, and that direction comes from the top.
Now that you have your questions answered it’s time to execute. See our post on full-scale sales enablement campaigns in 4 steps here.
