Highspot: Prioritising revenue and enablement in business

Amid continued economic uncertainty, it is all the more important that businesses are aware of their teams’ impacts on revenue. 

That is why Liz Hajjar, Senior Director of Sales for Northern Europe at Highspot, believes companies should embrace enablement software to ensure the long-term success and scalability of their business. 

We speak to her about the importance of revenue and enablement in today’s economic landscape. 

Why is now the time for businesses to take revenue plans and enablement into consideration?

Now more than ever, businesses need high-performing and productive teams to maintain their growth. 

According to McKinsey, the race for excellence is becoming a sprint, and organisations with the fastest revenue growth rates are raising the bar in data, tech and talent. 

The only problem is that we continue to see enablement lose its “seat at the table” in the revenue discussion.

It’s time businesses embraced enablement software. Enablement can help manage content, messaging and training all in one place. 

By starting with a revenue plan and following some simple steps, you can turn your enablement efforts into tangible business value.

What is a revenue plan and why do businesses need it?

Revenue planning decides where to allocate the money once it lands in the business account. Organisations can plan their expenditure over time through revenue planning, but this vital step often gets left out.

In what is a turbulent economic climate, it has never been more important to plan. However, this usually means that net new investments for businesses aren’t prioritised, as the decision makers have no previous data to rely on when backing up the spending to the CFO.

Due to this, investment in AI productivity technology like enablement, which helps vital business functions like sales and marketing stay aligned, is still not being considered in revenue discussions.

Where does aligning teams come into it?

Business leaders need to start bridging the gap in messaging between their sales and marketing teams. 

Communication is vital, and the misalignment between the two teams impacts revenue negatively due to outdated, randomly assembled material circulating to potential prospects.

The misalignment of teams tarnishes the relationship between prospect and salesperson and devalues the overall message the business wants to convey. 

The marketing team also suffers a similar fate. Marketers have no visibility over what material is landing with prospects in sales calls meaning they could be wasting time on collateral that isn’t driving results.

Enablement software facilitates this communication by allowing both teams access to the same collateral, training and up-to-date messaging in one convenient place. 

With enablement, businesses can keep their teams on the same page and ensure they know how they will reach the next milestone together.

What’s the role of enablement for businesses?

Enablement software can provide the insights and analytics teams need to do their job more efficiently. 

Whether measuring the ‘win rate’ when using a specific deck or recommending a ‘sales play’ to a salesperson before their big pitch, it all helps future-proof your business by knowing which metrics to focus on - not just for the overall business but for individual performance too.

Enablement software will help ramp up sales professionals’ performance. The AI-powered tool uses insights to recommend content based on where the customer or prospect is in the sales journey. 

It can also recommend sales plays and training based on the salesperson’s needs.

In short, enablement paves the way for business longevity by providing teams with invaluable sales and marketing insights. 

It keeps them aligned and ultimately helps the business achieve those long-term milestones, even in economic uncertainty. 

Business leaders who fail to embrace technology and see enablement as just a short-term strategy risk feeling the impact of uncoordinated teams, and are in for a surprise the next time they take their seat at the revenue table.

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