“Everything should be made as simple as possible, but not simpler.”
There is not a single day the topic of simplification, simplicity, or the imperative “make it simple” is not discussed with great passion. And most of the time, it’s a relevant topic. Especially when it comes to sales force enablement. Who doesn’t want things to be simple? Salespeople prefer simple solutions and approaches, simple content assets and training services, simple tools, and simple value messages, etc. There are just a few small details most people overlook in the discussion:
- First, there is the macro view: The markets most sales organizations sell into are not simple. Most markets are complex environments with many different dimensions impacting them at the same time. Examples are trends and innovations, emerging markets here, saturated markets over there, politics and legal issues, trends, and regional and cultural differences that require tailored approaches.
- Second, there is the micro view: Our clients’ environments are not simple either. Most customer organizations are complex environments, and each one is unique. Their context is specific, their challenges, goals and desired outcomes are different, and the roles that are involved in the buying decision and the implementation are different as well.
For sales force enablement, this means tons of work, because the complexity in the customer and market environments cannot be “reduced.” We can’t simplify without first understanding this complexity in its entirety. The customer’s complexity cannot be reduced but only navigated. The focus should be on all the complicated things you can influence and you can simplify. On the other hand, complexity can be reduced in your own organization. That’s a self-inflicted problem. Making things simple for the sales force is a highly challenging, often difficult, and always time-consuming responsibility for sales force enablement teams! Not easy. But worth doing it.
- Make the customer’s journey your design point
This may not sound relevant here, but it is. Align all your efforts to what really matters, which is how your potential customers approach challenges, make buying decisions, and implement or use your products and services. That’s the beginning of the move toward simplicity. Changing the perspective within your organization is key to success. For example, it’s not about aligning sales and marketing to each other, but aligning and integrating them both with the customer’s journey. Because the customer’s journey is where your sales force has to be successful at the end of the day.
- Build a robust, simple process and methodology foundation with the customer’s journey as the design point
A sales process, ideally an integrated process chain from marketing to sales to service, should be as simple as possible, but not simpler. Don’t fall into the “simplification trap” and skip things that are important because you want to make it “simple.” That leads to the wrong results. Examples are, for instance, when organizations try to fix everything with “one” process even if they have very different use cases from transactional to complex selling scenarios. The answer for a simple approach (and this means simple for the salesforce, not easy for the enablement resource!) requires the enablement and ops team to create process variations and a simple configuration that allows salespeople to get to the right process variation with a few clicks.
Don’t forget to integrate your sales methodology into the process. A process defines the sequence of events, while the methodology details what to do and why. This will take a lot of work for the enablement and operations team. But the outcome for the salesforce will be simple, because a method that’s integrated in the process, and ideally all in one place (one CRM), makes their life more productive. This will be a change they’ll welcome, rather than another time-consuming “add-on.”
- Assess your current enablement services and throw away what’s no longer relevant:
This is an exercise that doesn’t make a lot of friends, which can make people avoid or overlook it. But it’s a necessary step to throw away all different versions of content and training assets that exist on multiple platforms. Throw away all content assets that are no longer relevant, that are not tailored to the customer’s journey, or that are not valuable for whatever reason.
- Develop an enablement production and collaboration process to provide enablement services along the customer’s journey:
You have to collaborate with many different departments, not only with marketing. So, defining collaboration goals and defining a simple process (such as “define, create, localize, provide, measure”) for producing the desired services, and identifying which role is accountable for which content or training type, is essential to ensure a scalable and efficient approach.
- Invest in an integrated enablement content management solution:
For salespeople, enablement is only as simple as they perceive it. And the biggest obstacle is often that they are required to go to different places to find all the content they need. There is a marketing portal and an operations portal, and there is the one from product management and from legal for the contract attachments. And, most organizations (48.3%) still email their content to the sales force or have it accessible on multiple repositories. Only 10.5% work with an enablement platform that is integrated in their CRM. But that’s the way to go if you want it simple. For the sales force.
I could list another five topics to look at in terms of simplicity, but that might “complicate” this article!
So, first things first: Implement a solid, simple, robust foundation based on the customer’s journey. Only then will the other four steps be effective.