During March 2012, ITSMA used a web-based survey to gather data from its members and select non-members about its sales enablement content and initiatives. One of the key findings was that in response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view, so marketing (and others responsible for sales enablement) must teach sales to how to use thought leadership in selling to open doors and nurture relationships. To enable sales, ITSMA has defined four critical success factors.

1. 30
62%
8
Scale
1=Do not do,
no plans at this time
2=In the
planning stages
3=Underway/
partially implemented
4=Implemented
within the last year
5=In place for
more than one year
Marketing and sales have visibility
into each other’s work
Marketing and sales have a shared
understanding of each other’s goals
and metrics
Marketing activities are tightly aligned
with the sales cycle
Marketing and sales have the same goals
and metrics
Marketing participates in sales planning
meetings and account planning meetings
Marketing and sales have a
formal feedback loop
4.4
4.4
4.4
4.2
4.1
3.5
% of Respondents
44
55%
Alignment
LEARN MORE.
Four Critical Success Factors
ENABLING SALES
Alignment
Shared goals and
objectives between
marketing and sales
Training
Training on how to use
sales tools and thought
leadership content
Support
Pursuit support and
sales “concierge”
services
Measurement
Formal processes to
measure effectiveness,
gather feedback,
and adjust as needed
Training
Vs.
Support
Measurement
High
P e r f o r m e r s
Average
P e r f o r m e r s
% of Respondents
Mean Rating
Train sales on whenand how to use
each tool in the selling cycle
Have systems to measure the
effectiveness of the sales process
5
4
3
2
1
5
4
3
2
1
Mean Rating 3.7
Mean Rating 2.6
Excellent
Poor
Underway
No plans
Implemented
Have shared goals and metrics and
closely align marketing activities
with the sales cycle
3.4
3.1
2.8
2.4
3.1
2.4
Offer just-in-time sales pursuit support
(24/7 globally)
(proposal automation, hotline, “concierge” service)
ITSMA Infographic | IG4802 | © 2012 ITSMA—Reproduction Prohibited