You’ve spent time and money building a comprehensive marketing plan, buying fancy tools and implementing them you even bought the sales tools that go with your marketing automation platform, now what? You turn them on and run right? Not quite. Unless you have less than five sales people and they are all very very deeply involved in your marketing organization, chances are they have no idea what you invested in or why it isn’t just another shiny object for them.
Sure you can go to the Marketo or Eloqua websites and pull screenshots galore and PDF documents that extoll the virtues of the various tools you now own but Joe Salesguy may not be all that interested in reading all of those. Let’s be realistic, you wouldn’t send emails to your marketing universe that were less than relevant so why pass out generic stuff to your sales team and hope they will read it and find value? While it might sound like a lot of work to build a plan and execute isn’t it worthwhile? You bought into the Sales Insight or Discover tool-set because it was supposed to empower sales, so let’s really empower them. Here’s how:
1. Build a buzz. Prior to launch pick a small subset of your sales users for a pilot. You will want to get some of your more engaged, willing to experiment sales folks. With this you are doing two things, first you are making sure these tools work for your teams but second, and most important you are creating an internal case study. *If you’ve already launched then go fishing for some case studies, we all know how powerful they can be in a sales cycle, think of this as your own internal sale!
2. Set up in-person training time. At launch time plan to have a few in person workshops at different times (and if need be locations) so that you can connect with the sales users, explain the tools, gauge the reactions and then assist them in set up and use of the tools. Be ready to have some sample contacts/leads for them to test sending emails to, test following and watching the buying signals in the tools you have built.
3. Don’t set it and forget it. Build internal resources to support adoption of the tools, everything from an internal email nurture program to a webpage with resources, FAQ docs and samples will go a long way towards helping your users after training. These documents are definitely not one time use, make sure that the team who trains new sales users is involved so that they can leverage these going forward.
4. Reach out in multiple formats. You don’t send one-dimensional campaigns to your prospects so don’t do it here either! Engage your users with video, blog posts, emails and any other format you think might help them.
5. Track use. After you have gone through all of this you need to track the usage of the tools, listen for case studies of success with the tools (socialize those case studies!) and make sure the tools continue to be used. These tools cost money, make sure you are able to show some return on the investment.
How are you socializing your sales tools with the sales teams? How do you measure user engagement and what is “success” for your company? These are crucial questions to keep your eyes on as you roll out new software for your teams.