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The Marketer’s Guide to Sales Enablement
Kyle Jepson
Kyle Jepson
kjepson@hubspot.com
@kyle_jepson
/in/kyleanthonyjepson
The Marketer's Guide To Sales Enablement
Our purpose is to educate and inspire people
so that we, together,
transform the way the world does business.
1. Defining Enablement
2. Marketing-Driven Sales Enablement
3. Expanding Enablement
4. AMA
Today’s Agenda
DEFINING ENABLEMENT
Definition
Sales Enablement
Definition
Sales Enablement
noun
Definition
Sales Enablement
noun
It looks like you’re writing
a dictionary.
Would you like help?
 Get help with writing the
dictionary.
 Just type the dictionary
without help.
Definition
Sales Enablement
noun
Definition
Sales Enablement
noun
???????????????
Definition
Sales Enablement
noun
???????????????
Definition
Sales Enablement
noun
???????????????
Did you mean
“Sales Ennoblement”?
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity.
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity.
What about training?
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity.
And incentives?
What about training?
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity. And recruiting? And
hiring? And--
And incentives?
What about training?
FOCUS ON WHAT
YOU CAN DO TO
INCREASE SALES.
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity.
MARKETING-DRIVEN
SALES ENABLEMENT
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
MARKETING AND SALES NEED
A SHARED UNDERSTANDING
OF WHAT A QUALIFIED LEAD IS.
IDEAL CUSTOMER PROFILE
A checklist of the most basic attributes someone needs
to have in order to be successful as your customer.
• Wants to live in Seattle
• Has an annual income of at least $90,000
• Has a credit score of at least 700
• Can pass a background check
Sample Ideal Customer Profile
• Consumer brand
• Product discernable in a photo
• Investing heavily in media
• Executing media in-house
• Big (>1,000 employees on LinkedIn)
Spotted Media’s Ideal Buyer Profile
What are the key traits a
person or organization has
to have in order to be a
good fit for your offering?
List them out and turn them into a checklist.
Key Traits
~~~~~~~~~
~~~~~~~~~~~~~
~~~~~
~~~~~~~~
~~~~~~~~~~~~~~~~~
Lead Qualification Matrix
GoodFitPoorFit
Leads
Lead Qualification Matrix
GoodFitPoorFit
Leads
QUALIFIED
UNQUALIFIED
NOT ALL QUALIFIED LEADS
ARE READY TO TALK TO SALES.
Awareness
Stage
Consideration
Stage
Decision
Stage
The Buyer’s Journey
EMOJI ISLAND
Awareness
Stage
Consideration
Stage
Decision
Stage
The Buyer’s Journey
EMOJI ISLAND
Awareness
Stage
Consideration
Stage
Decision
Stage
The Buyer’s Journey
EMOJI ISLAND
Awareness
Stage
Consideration
Stage
Decision
Stage
The Buyer’s Journey
EMOJI ISLAND
Awareness
Stage
Consideration
Stage
Decision
Stage
The Buyer’s Journey
EMOJI ISLAND
Lead Qualification Matrix
GoodFitPoorFit
Sales-Ready Unready
HAND RAISER
Someone who explicitly asks to talk to sales.
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES
NURTURING
NURTURING
SALES MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
THE MORE LEADS YOU HAVE,
THE HIGHER YOUR LEAD
QUALIFICATION STANDARDS
CAN BE.
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING
1. Where are they coming from? Are particular sources
sending you bad leads?
2. Why are they coming to you? Is there something wrong
with your messaging?
3. Who should they be buying from? Can you redirect them?
4. How do they feel about your company? If they love you,
don’t discourage their evangelism.
If You Have a Lot of Poor-Fit Leads
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
SERVICE-LEVEL AGREEMENT (SLA)
An agreement between a service provider and its customer that
guarantees a certain output.
1. What is your company’s revenue goal?
2. How many sales do you need to achieve that goal?
3. How many marketing qualified leads do you need to get
that number of sales?
Creating an SLA
SAMPLE SLA
“Every month, marketing will deliver 1,000 qualified
leads to sales, and sales will contact each of those
leads within 24 hours of receiving it.”
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
CLOSE RATE
*
SALE PRICE
=
LEAD VALUE
CLOSE RATE
*
SALE PRICE
=
LEAD VALUE
SAMPLE SLA
“Every month, marketing will deliver $100,000 in lead
value to sales, and sales will contact every marketing
qualified lead within 24 hours of receiving it.”
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
THE MORE EDUCATION YOU CAN
PROVIDE YOUR PROSPECTS
BEFORE THEY MEET WITH SALES,
THE MORE QUALIFIED THEY’LL BE
WHEN THEY GET THERE.
• What is your product?
• How much does your product cost?
• What are the common problems with your product?
• How does your product compare to your competitors’?
• What’s required to be successful with your product?
Questions Your Content Should Answer:
h/t They Ask You Answer by Marcus Sheridan
Content Matrix
Persona Pain Feature Content
VP of Marketing Admin Work Automation Blog Post: “Intro to
Workflows”
Ebook: “Marketing
Automation 101”
Content Creation CMS Video: “HubSpot’s CMS”
Blog: “What Is a CMS?”
Blog: “Why CMS Matters”
Content Strategy Ebook: “2018 Content
Strategy Guidebook”
Video: “Pillar Pages”
h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
• Customer Reference Calls – Connect happy customers to
similar prospects.
• Competitive Intelligence – Where do we win? Where do
we lose? What does the competition say about us?
• Deal Strategy – On-demand consulting for individual deals
that we need an extra edge to win. (Special topics,
additional resources, other teams, etc.)
Three Kinds of Strategic Support:
h/t Ben Cotton
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
• Strategic Support
Marketing-Driven Sales Enablement
EXPANDING ENABLEMENT
• How can Legal enable sales?
Company-Wide Sales Enablement
• How can Legal enable sales?
• How can HR enable sales?
Company-Wide Sales Enablement
• How can Legal enable sales?
• How can HR enable sales?
• How can the c-suite enable sales?
Company-Wide Sales Enablement
• How can Legal enable sales?
• How can HR enable sales?
• How can the c-suite enable sales?
• How can Product enable sales?
Company-Wide Sales Enablement
• How can Legal enable sales?
• How can HR enable sales?
• How can the c-suite enable sales?
• How can Product enable sales?
• How can Customer Service enable sales?
Company-Wide Sales Enablement
MAKE MARKETING THE
ENABLEMENT DEPARTMENT.
• How can Legal enable sales? How can marketing enable Legal?
• How can HR enable sales? How can marketing enable HR?
• How can the c-suite enable sales? How can marketing enable execs?
• How can Product enable sales? How can marketing enable Product?
• How can Customer Service enable sales? How can marketing enable
Customer Service?
Company-Wide Sales Enablement
ASK ME ANYTHING!
Kyle Jepson
kjepson@hubspot.com
@kyle_jepson
/in/kyleanthonyjepson
THANK YOU.

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