Building and nurturing a good sales pipeline is the ideal strategy for any business to have a solid forecast of their future growth. However, simply having a pipeline in place with prospective deals doesn’t add figures to the balance sheet every financial year. Sales pipelines achieve their glory when it finally realizes sales revenue through customer interactions. This is where sales enablement plays a crucial role in the business cycle.
Let’s take the case of Salesforce. With a 23.8% market share, Salesforce was the world’s leading CRM platform in 2021. But even if you have the world’s best CRM, where do the value and ROI come from if all the data simply resides as a pipeline within Salesforce? The focus shifts to sales enablement in the sales module of Salesforce.
How can sales associates be empowered with the right decision-making insights to engage leads?
How can the best deals be constructed from lead data?
How can businesses forecast their sales figures accurately for better business finance management?
These are often some of the most complex sets of questions that leaders thrive to find answers to while compiling corporate decisions. The best part is that the answer to all the questions lies within a hand’s reach – Salesforce Analytics.
Similar to how enterprises leverage data analytics to uncover hidden rhetoric across their operational landscape and customer experience, the same approach can help with sales enablement. Analytics on data residing in your sales and marketing channels holds the key to building a sustainable revenue stream that will influence profitability. In Salesforce, there is no need to look elsewhere for analytical computing as their inbuilt intelligent analytics capabilities. From spotting potential deal behavioral patterns in engagements to offering recommendations on the next step to perform, Salesforce uses AI-enabled analytics to drive better sales fulfillment for enterprises.
Let us explore 5 ways in which analytics can boost sales enablement in your sales module:
Customers love personalized engagement – from content consumption to purchase options. Sales are not different in this regard. Sales associates, as well as self-service sales channels, need to offer personalized engagement for every customer interaction. From finding the preferred time of the day to send an email or make a call to compiling a list of potential options that can interest them, sales analytics makes the selling experience more personal. Sales reps can be better prepared to deal with the questions and preferences of potential customers. Analytics can pull up customer interest areas and allow sales reps to tailor their content such as presentations or brochures or even their call script to match their expectations. This will result in a higher conversion of the sales funnel which ultimately improves the profitability of the business.
Here is how we helped India’s largest at-home smile and tooth makeover service company enhance its sales process through automation. The Salesforce-powered system led to enhanced productivity and customer satisfaction by making the sales process extremely optimized and digital-friendly.
Analytics can help in keeping due diligence on sales decisions based on the risk profile of leads in the pipeline. It can prevent unfair bids or false commitments to customers from happening by flagging risky behavior in the engagement. Analytics on lead nurturing insights can help discover leads that are of minimal or zero value and hence eliminate effort estimates for their realization.
Adding to the personalization touch we covered earlier, sales analytics helps to discover content and price points that have helped sales reps close deals with customers having similar profiles. Using the historic data as leverage, sales reps can quickly win deals by being well-prepared with the right content to market the right products at the right budgets. Also, they can refine their marketing collateral and approaches by analyzing win ratios, engagement metrics, and other parameters that are captured during every interaction with a lead in the sales pipeline.
Build a reliable training program for sales associates
With analytics, it is easier to measure the performance of employees in the sales function. By capturing macro-level details of communication approaches, strategies, closure time, and marketing budgets, it is easy to identify top performers and their benchmarks in each area of the sales cycle. Enterprises can then leverage these benchmarks as a standard in training programs to help other employees improve their performance considerably by adopting proven strategies.
Salesforce brings in a diverse range of capabilities with its AI-powered analytics infrastructure. Enterprises need to leverage such a capability to stay ahead of the curve. However, re-imagining sales enablement with analytics may not be everyone’s cup of tea. The roadblocks involved require a powerful analytical engine to derive maximum returns and experienced personnel who can manage the initiative. This is where Sapours can help bring a key difference. Get in touch with us to experience the future of sales enablement with Salesforce Analytics.