Como você conduz uma pesquisa de capacitação de vendas eficaz para o seu setor?

Take it back to an old school survey - I love using surveys and focus groups as it quickly grounds you on what the field needs and keeps you connected as your grow your enablement org.

Para conduzir uma pesquisa de capacitação de vendas eficaz, primeiro identifique as principais necessidades do setor e as habilidades críticas que a equipe deve desenvolver. Entreviste líderes de vendas e membros da equipe para entender desafios e lacunas de conhecimento. Analise dados de desempenho para detectar áreas que precisam de melhorias. Inclua perguntas sobre ferramentas de vendas, abordagens de clientes e domínio do produto. Compare seus resultados com benchmarks do setor para identificar oportunidades de crescimento. Com base nos insights, desenvolva um programa personalizado que melhore habilidades, aumente a eficiência e alinhe a equipe às tendências de mercado.

1. Decide which stage of the sales funnel you want to target. Are you focused on creating awareness or driving conversion? This will shape your strategy and the materials you develop. 2. Identify your target audience. Are you aiming at B2B, B2C, or B2B2C customers? Understanding your audience helps you determine where and how they interact with your product. Each customer type requires tailored content to effectively address their needs and preferences. 3. Research your competitors’ sales enablement efforts. Which platforms they use? What types of content they create? What is their approach? This analysis can provide valuable insights and inspiration while also helping you identify points of differentiation for your own strategy.

Our company was having trouble connecting with a new audience: fast-growing tech startups. Our sales pitches weren't working, so we decided to change our approach. We checked out our competitors' websites to see what they were doing. Then, we looked at their social media and signed up for their newsletters and webinars. We reached out to the startups directly to with an online survey. We found that startups wanted quick, practical growth strategies instead of the usual sales talk. So, we changed our approach to focus on personalised messages, fast responses, and providing immediate value. Our engagement and conversion rates went up and showed us that online detective work can make a difference.

In my experience, selecting the right research methods 🔍 depends on the specific goals you're targeting. For example, I’ve used a combination of secondary research, such as industry reports and competitor analysis, with primary research like customer surveys and interviews. The secondary research provided a broad understanding of industry trends and customer needs, while primary research offered deeper insights into specific customer segments, pain points, and buyer personas. Additionally, benchmarking our sales processes against industry standards helped us identify key areas for improvement and innovation. This comprehensive approach allowed us to fully understand both the market landscape and our own sales performance.

Data analytics? Yes. Dialogue? Definitely. That's my first port of call. Talking to people. There's no replacement for face time with your key stakeholders. As Enablers, we want to see sellers consult with their buyers. So consult with your 'buyers'. What's working ? What's not working? What's in place? How is it being used? How is user-adoption being measured? What needs to change? Where is there overlap? What can we ship out before we ship in? That's all consultative, primary research. With answers to these questions 'inside', I can start looking 'outside'. I've wasted time, looking for solutions for non-problems and failed to consult adequately. People hate solutions 'foisted' upon them. #salesenablement #revenueenablement

You can use different methods depending on your research goals: - Surveys and interviews: Engage with both current and prospective customers to understand their needs, challenges, and buying behaviors. - Sales team feedback: Collect insights from your sales team about the tools, content, and strategies that have worked or failed. They're the front-line users of sales enablement materials, so their input is invaluable. - Competitor analysis: Gather competitive intelligence by reviewing competitors’ content, websites, case studies, and customer testimonials. Look for gaps where your solution outshines theirs. - Content audits: Analyze existing content to assess its relevance, performance, and alignment with the buyer’s journey.

To ensure your sales enablement research is effective, it's essential to choose the right methods based on your goals. If you're looking for broad industry insights, secondary research like market reports, competitor analysis, or customer feedback is ideal. On the other hand, for more detailed insights about your specific target audience, primary research—such as interviews, focus groups, and surveys—will provide you with personalized data. By carefully selecting and combining these methods, you’ll gain a well-rounded understanding, allowing you to optimize strategies and outperform competitors.

Organising and synthesising research findings effectively can improve your sales team's performance. Start by categorising key insights into actionable themes, and use data visualisation to highlight trends—like creating easy-to-read charts or dashboards. Tools like Notion can be particularly useful here; we’ve found it helps us centralise all our research in one accessible place, making it easy for the team to find what they need when they need it. Not only is it cost-effective, but it's really easy to collaborate on. It allows the team to stay aligned and up-to-date. We structure some parts formally and other areas are used as a more informal content deposit - data like useful articles for example.

Once you've collected your research, you'll need to organize it in such a way as to draw meaningful conclusions: 1. Categorize by theme: Group findings based on buyer personas, product pain points, competitor insights, etc. 2. Highlight key insights: Identify trends or patterns in the data that highlight actionable opportunities, such as a recurring need for a specific type of content. 3. Create personas or profiles: Build detailed buyer personas or ideal customer profiles (ICPs) based on the research, focusing on motivations, needs, and challenges. 4. Map to the buyer’s journey: Ensure your findings are aligned with each stage of the buyer’s journey, from awareness to consideration to decision-making.

Collecting research is just the first step—how you present it matters even more. To make your findings impactful, focus on creating a narrative around the data. Use visual tools like graphs, charts, and dashboards to make patterns and trends easy to digest. Combine that with storytelling to turn raw numbers into actionable insights, making the information relatable and engaging for your sales team. By organizing research effectively, you ensure that your team has a valuable resource library to rely on for future strategies.

Customer-Led Content Audit Regularly review customer feedback across all touchpoints (support calls, NPS surveys, social media). Prioritize insights from customers directly to shape content and training materials, ensuring they address real pain points and trends.

After we're done with data scraping, we always follow up with a chain of classification prompts to confirm or assess the relevancy of scraped leads based on given criteria. The information we consider mostly comes from LinkedIn, the prospect's website, and occasionally search engine results.

At Outreachly, implementing and evaluating our sales enablement research has been vital to our success. After researching market trends and client needs, we created targeted email templates and sales scripts tailored to our clients' challenges. We also use a multi-channel, multi-touch approach, allowing our team to automate follow-ups and streamline workflows. The final step is coaching our team, providing ongoing feedback, and refining our approach based on actual performance data. This process improved conversion rates, helping us close more deals effectively.

Now it's time to use the findings in your sales enablement strategy: 1. Develop targeted content: Use the insights to create sales decks, case studies, email templates, and call scripts that directly address your buyers’ challenges and highlight your solution's benefits. 2. Collaborate with your sales teams: Ensure the sales team understands how to use the new content effectively. Offer training sessions or workshops. 3. Monitor performance: Track the success of your enablement content through metrics such as meetings booked and deals closed. Use CRM tools to see how the content impacts sales performance in real-time. 4. Refine and optimize: Continuously gather feedback from the sales team and customers to optimize the content.

Research is only as good as its implementation. After gathering insights, the real value comes from turning that knowledge into practical tools and strategies. Create resources like templates, sales scripts, and training programs that align with your team's goals. Introducing the right software can streamline workflows, while effective coaching will build confidence across the team. Continuous evaluation of these tools ensures that your sales process remains optimized. Empower your team with the right skills and resources to stay ahead, turning data into deals and driving long-term success. 💼

Enablement ties into Revenue. The further we are away from Revenue, the harder it is to prove effectiveness. The ultimate yardstick by which to measure enablement 'effectiveness' is its contribution to revenue. The more evidence there is for this contribution, several things happen: - You prove your worth - You prove your value - You prove your results Unsurprising that our professional body (Revenue Enablement Society) renamed itself and has made this year's conference theme #ProveIt ❤️

Identifying areas for sales enablement can be straightforward and effective. Consider these three strategies: 1.⁠ ⁠Consult Sales Leaders: They intimately understand their teams' strengths and weaknesses, pinpointing gaps in product knowledge, solution understanding, or sales process execution. 2. Survey Frontline Sellers: Direct feedback from sales teams reveals where they struggle and need support. 3. Analyze Metrics: Data highlights bottlenecks and stalled deals, guiding targeted enablement initiatives. By combining these approaches, you'll focus enablement programs on the most critical areas, maximizing impact and driving results.

Sometimes the most valuable insights are found in the overlooked details. Consider gathering feedback from front-line employees who interact directly with customers—they often hold the key to understanding real pain points. Also, don't underestimate the power of unexpected trends in customer behavior that can shape your next big strategy. These seemingly minor elements, when analyzed correctly, can provide actionable insights that take your sales approach to the next level. Remember, the little things can make the biggest impact. 🌟

Enablement should be tied to forecast and competencies not Revenue. Sales enablement is far too focused on churning out endless content when the big gap is at the individual performance level. Most enablement is spray and pray.