Why Your Sales Enablement Strategy is Failing

We've gotta be honest with ourselves here, folks.As much as many of us like to talk a big game about sales enablement strategy, that's pretty much all it is — talk. Don't get me wrong. I know most of you out there have good intentions with sales enablement, but the data shows we've still got a big problem:Sales and marketing alignment is getting worse, not better! In 2021, only 46% of sales and marketing teams said they didn't feel well aligned, but that jumped to 58% in 2022. B2B sales team say that only 27% of leads passed from marketing are actually qualified — the vast majority of them are not.Yikes. Is it any wonder, ladies and gentlemen, that our sales teams often struggle to trust anyone who says they're looking to truly enable them? Now, some of you out there might be saying, "George, we're using HubSpot Sales Hub and we're creating great content! It's not our fault that sales still isn't happy!"If that's you, pull up a seat, because this episode is for you. Sales enablement strategy is a very complex topic. So, over the course of the next two episodes, we'll be unpacking sales enablement in two different ways:First (in this episode), we're going to dissect why most sales enablements strategies fail to get off the ground, as well as what healthy sales enablement strategies and ecosystems look like.Next week, it's all about tactics and how you leverage technology to execute and implement your sales enablement strategy.If you're looking for ways to enable your team to close more deals faster in 2023, consider this episode must-listen material.Here's what we cover in this episode ...Why is sales enablement such a big problem within organizations?Why is sales and marketing alignment getting worse?What is a sales enablement strategy supposed to look like?What are the most common ways companies undermine their sales enablement strategies and efforts?What does healthy communication look like between marketing and sales?How do you nurture trusting relationships with sales?What does sales enablement content actually look like?At a high level, how do tools and technology factor into enabling sales?Who is responsible for sales enablement?... and much more! YOUR ONE THING FROM THIS EPISODEThere is no tool or platform out there that can repair broken trust and fix relationships within your organization. When it comes to sales enablement, you need to prioritize people first and genuinely give a damn about helping each other win.