Sales Enablement: Content, Technology & Support that Shortens Sales Cycles

In most companies, sales produces more content than marketing. But every minute a sale rep spends creating content is a minute he or she is not selling. Sales enablement helps organizations streamline the sales process and shorten sales cycles by improving buyer interactions with better, more relevant sales content and equipping sales teams with the tools they need to be more informed and productive sellers.

We know that nearly 60 percent of the buying decision is made before a lead will talk to sales. That means marketing is already participating in sales enablement.  Yet, according to Hubspot, only about half of the organizations surveyed align their marketing activities with their sales objectives.

Sales enablement

BackBone’s Sales Enablement Service:   

  • Sales and Messaging Diagnostic: web-based self-assessments that enable organizations to “audit” their sales/messaging processes.
  • Content marketing and sales automation to support all phases of the sales process: developing timely, focused content to improve – and sustain – communications with prospects and customers (case studies, product sheets, white papers, ebooks, articles, emails). Helping customers select and use the most appropriate sales automation platform to streamline the targeting and continuous improvement of their sales outreach.
  • Implementing sustainable, flexible systems to more efficiently find, hire and onboard top salespeople, and building a high performance team.

Sales enablement is about uncovering inconvenient truths by asking the hard questions: what’s working, what needs fixing, who should we be talking to and what does she want? Also: what’s your story, and are you hiring the best people.

Let us know if you’re ready to be asked some tough questions. You might be surprised at your answers. We’re offering the first 10 companies that respond a free sales content and technology audit. Please take a moment to fill out the form below and we’ll contact you to set up a call.  We look forward to meeting you!


Podcasts: Old is the New New

Don’t get me wrong, I love radio.

PodcastsSome of my earliest and fondest memories are radio-based: listening to late-night Mets and Knicks games (and some of their most epic well past bedtime), growing up listening to the talk radio that played in the house continuously (I can still do passable imitations of Bob Grant, Barry Farber and Malachi McCord), and in my high school years listening deep into the night to the surrealistic dreamscapes of the great radio monologist Joe Frank. Years ago I wrote a pilot for a radio series called Dick Mann Undercovers (wherein the eponymous Marlowe/Bond-like hero battles an assortment of arch-villains, including the Game Show Host, Abstract Expressionist and the French Chef — the latter threatens to turn the Hudson into bouillabaisse). I also co-hosted several nationally syndicated sports radio shows.

So yeah, I love radio and if given the chance could probably explain what I love about it. Still, I was perplexed by the unexpected rise in the popularity of podcasts over the past couple of years (in 2018, 48 million people listen to Podcasts weekly, up six million from 2017 — from Edison Research).

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Open Enrollment Goes Open Mic

(NSFW from the Summer issue of Workspan)

Let’s face it: Open enrollment is not something that gets the pulse racing, unless you’re actively fleeing the fast- approaching HR person who would like to have a word about it. And there’s nothing inherently funny about it, just as there’s nothing inherently funny about complex periodontal work. Still, as open enrollment nears, HR tries yet again to conjure “fun” ideas to make communications more interesting and engaging. So while open enrollment is not exactly the stuff of (intentional) sketch comedy, why not try some humor?

open enrollment

First, we’d recommend changing the font to Comic Sans.

Theoretically this is a pretty good idea. Adding humor to an otherwise pretty grim process is certainly different, and to the extent that you’re able to achieve your minimal objective — actually being funny — sure, why not … but realize that it’s tricky. The workforce is made up of people from various backgrounds with different ethnicities, religious sensitivities and, perhaps most importantly, widely divergent views on what is and isn’t funny.

As someone who specializes in communications and dabbles in humor, let me suggest: If you’re entertaining the idea of imbuing your open enrollment messaging with comedic touches, don’t worry about the content — well, worry about that later. First, focus on matching the comedic form to the segment of your workforce that’s most likely to respond to content in that genre.

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