Let's play a game of spot the difference, a business edition! On one side, we have Sales Enablement, which has been the trusted go-to for years. And on the other, enter Revenue Enablement, the new kid on the block.
Sales Enablement vs Revenue Enablement: What's the difference?
Sales enablement is purely for sales roles and how most businesses have traditionally enabled their sales teams.
Revenue enablement goes beyond only sales to include all revenue-generating channels and revenue-generating roles such as inside sales, channel managers, pre-sales, and customer success. It also leverages technology, data and analytics to improve the end-to-end customer journey.
What's the Big Deal Anyway?
B2B buyers are changing how they interact and purchase and, therefore, are disrupting the sales process. Alignment between customer-facing functions is needed to maximise growth, deliver a knockout customer experience, and ensure no gaps in the sales process.
Aligning revenue-generating teams goes beyond enablement; it's also about creating consistency in messaging and customer experience across marketing, sales, and services as rocket fuel for growth.
To break down the traditional departmental silos and fix the great divide, businesses are responding by changing leadership roles to put responsibility under one roof with a Chief Revenue Officer or Head of Growth style roles. LinkedIn has seen a 60%+ increase in Chief Revenue Officer roles at the start of 2024; it's a freight train moving fast.
Businesses are flocking to Revenue Enablement as a growth strategy to drive:
Greater consistency and reduced friction in handoffs between teams
Increase alignment between revenue-generating teams
Improve communication
Align marketing, sales and customer success on shared goals and strategy
Improve visibility through the buying journey
Our 2 cents worth
Without a shadow of a doubt, the highest-performing campaigns we've ever worked on are those where we have alignment between sales, marketing, pre-sales, and revenue-generating roles. Alignment is a deal breaker for us, as we've seen the enormous impact and results it yields.
Our top tip is to include marketing in the mix. Whilst marketing might not be directly client-facing, the big divide between sales and marketing is one of the biggest inhibitors to growth. Only 8% of companies have a strong alignment between their sales and marketing, and those who do generate 209% more revenue than those who don't.
Our enablement sessions have recently included marketing, and we've seen massive breakthroughs immediately from the collaboration and by creating a shared understanding of best practices. In the era of digital sales, sales and marketing need to be seamless and a match made in heaven like Romeo and Juliet.
So there you have it. The goal is to increase the alignment of revenue-generating teams to maximise growth.
Now, it's your turn; what's your take on sales enablement vs revenue enablement?
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