Blending science and art in sales enablement is getting more difficult. Today, teams must maneuver around a variety of changes within the industry, from digital-first tactics to developments in sales education and knowledge.
Of these, the sales enablement vision and mission is becoming one of the more prominent aspects of any business-to-business organization. That means executives are expecting sales and commercial enablement leaders to have their house in order. To accomplish this result, sales enablement leaders and teams are looking for tried-and-true best practices to elevate their function and be successful. One of those practices is to define a clear vision and mission for enablement.
So, what is commercial enablement, and how can you use it to help propel your organization’s growth? Keep reading; this article is going to tell you everything you need to know.
What is a Sales Enablement Vision and Mission?
In simple terms, these aspects will form the blueprint behind your sales enablement efforts. A well-developed vision and mission will grant your company the guidance and tools it needs to be the most effective in its practices, keeping buyers engaged and interested throughout the selling process.
Follow these steps to create a vision and mission that sets your team up for success:
1. Identify Your Audience
Your mission statement will largely rely on your target audience. Ultimately, if you don’t know who your end-user is, you won’t be able to identify which practices to use to your advantage.
So, think about the type of buyer your organization aims to work with. This will help you determine the best strategies, tools, assets, and more to invest in along the way.
2. Outline a Mission Statement
Now it’s time to define your team’s mission. Commercial enablement efforts of all sizes must complete this step, as it ensures the resource you utilize isn’t done so out of vain. Rather, everything (and everyone) is aligned towards one well-defined goal.
Ask yourself these questions to develop your mission statement:
• What is my organization doing?
• Why is my organization doing it?
• Who is my organization targeting?
• What does my organization hope to accomplish?
3. Clarify Goals
Every company has goals it strives to complete. Still, it isn’t rare for organizations to sometimes fail at clarifying these objectives, causing confusion amongst both leaders and employees.
So, set your team up for streamlined success by developing clear, defined goals. Resist the urge to simply jot down the first thoughts that come to mind: spend time thinking hard about the achievements you wish to see and make sure they are measurable, attainable, and relevant to your overall sales enablement mission.
4. Pressure-Test the Vision
Now, it’s time for the long haul.
After creating a basis to build off from, you can begin translating your mission into an overarching vision that uplifts your sales enablement organization.
This step can be performed in a variety of methods. Still, they should all have one purpose: to keep every sales leader, sales manager, internal partner, and sales enablement team member up to date on the sales enablement strategy.
Some examples include:
• Engaging with experienced employees who can pass down their knowledge and weigh in on the mission and vision
• Talking through and role-playing with executives, especially on the expected impact and outcomes of enablement
• Messaging the mission statement in team calls to keep the vision and mission at the forefront of the team’s mind
Clarifying the vision and vision in a fast-moving, high-growth environment might seem like a waste of time, but it’s not. Make sure you socialize what you’re thinking and that you, and the team, own the vision and mission of enablement. Don’t allow yourself to think that toehers automatically know or undersadng what you’re doing or why you’re doing it.