“Revenue Enablement is the process by which you most efficiently acquire and maintain customers, maximizing revenue gained through each stage of a customer’s journey with your business by focusing on the delivery of excellent customer experiences.“
In even simpler terms, Revenue Enablement helps prospects buy from you more easily.
To be successful with Revenue Enablement, you must look across the buyer and customer journeys, from awareness of pain through purchase through implementation and adoption.
As you do so:
Identify where friction exists in the process and compare these points against the business impact, alignment to business goals, and level of effort.
Collaboration and Communication for Revenue Enablement
Did I mention collaboration? You must collaborate and communicate across the organization to build alignment. Bring together representatives from sales, presales, customer success, executive leadership, finance, product, and any other team involved in the buyer and customer journeys in your business.
Execute using a predictable and transparent model that ensures stakeholders are regularly updated on progress. While I recommend an agile model, it is purely a recommendation, and you can use any approach that works well within your business.
Revenue Enablement is a form of change management, and you must keep change management principles in mind to be successful. Why is this important? It is relatively easy to create new content, deliver training, roll out new technology or processes. It is tough to get teams to embrace these changes for a long time.
Measure Business Impact and compare it against your initial expectations. Are you positively measurably influencing your business?
Refine approaches based upon data and user feedback.
Repeat until the world is a bit better.
Revenue Enablement is reasonably straightforward, but it can be very challenging to implement well. Follow this simple approach and do it well.