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How Legal Vendors Can Develop a Marketing-Driven Sales Enablement Strategy

by Kevin Vermeulen • July 6th, 2018 • Legal Marketing | Blog

sales enablementIn the past, sales executives were so well-informed about their products that they were practically walking encyclopedias. Today, the sales approach has changed. This has largely been due to a shift in the B2B sales process that has thrust the buyer into the driver’s seat. Now, when a buyer connects with a sales representative, they are likely already two-thirds through the ir decision of making a purchasemaking process.

To keep up with the evolving nature of the sales industry, legal vendors need to develop a marketing-driven sales enablement strategy. This approach should focus on the inclusion of activities that will have the most significant impact on buyers. A sales enablement marketing strategy should include such elements as sales training, technology, and content.

First, it’s important for legal vendors to look at ways in which they can ensure their sales and marketing efforts are aligned. The common objective of the two should be to increase sales. Both sales and marketing should agree when it comes to identifying decision makers, influencers, target markets, and the overall purchasingsales process. When alignment is not present, it becomes impossible for marketers to address the needs and wants of buyers sufficiently. Ultimately, this can result in a waste of resources as well as delays.

Additionally, it is important to determine what works and what does not. It’s common in today’s marketing landscape to utilize a variety of feedback mechanism and automation tools. Yet, it’s imperative to determine what is working and eliminate those that simply are not closing deals.

Surprisingly, many legal vendors are not using enough sales material in their marketing approach. This is typically due to an erroneous belief that such content is not relevant. After aligning your marketing and sales efforts, the next step is to develop powerful content. Sales enablement depends not only on content creation but on the customization and measurement of that content, as well.

Finally, be sure your marketing team has access to proper training and coaching. Doing so will ensure your team develops a keen insight into the needs of buyers and the best way to highlight your solutions to those buyers. This training should include education regarding the needs of buyers, your products, services, pricing, value proposition, and competitive positioning.

To remain competitive, it’s crucial that legal marketers work to address every aspect of the sales enablement process while remaining consistent and working to continually improve.


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