All right, listen up. It’s time to get real. We’re getting down to business here. This is a no-nonsense blog. We’re talking marketing enablement and strictly marketing enablement. If you start talking about anything else you’re outta here! Let’s keep it clean and marketing enablement-focused. No horsing around, no roughhousing and absolutely no monkey business whatsoever.
With that out of the way let’s get to a definition. That’s right – a dang definition! I told you this was getting right to the point. What is marketing enablement? Here!
Marketing enablement is the process through which marketing-owned activities such as content creation, content storage, sales communication and content analytics are made more efficient, improving overall sales and marketing alignment.
Boom! You got that? No? Too bad! Keep up! We’re going fast here. You’re busy, I’m busy, the world’s on fire and we’ve got to keep moving. The only thing we’ve got time for is marketing enablement so let’s go!
Why should you care about marketing enablement? I don’t know, I can’t tell you what you should care about. Take a look at Maslow’s Hierarchy of Needs and figure it out for yourself. If you care about being good at your job and improving sales and marketing alignment then you should care about marketing enablement. Does that sound like you? Good, great, grand, wonderful. No yelling on the bus!
Why does marketing enablement help you reach your goals of transforming your organisation into a sales and marketing powerhouse? Great question, now you’re catching on. I was worried for a second but I think you’re starting to get the hang of this no-nonsense blog!
Marketing enablement unlocks the full potential of your marketing team. “But how does it do this?” you say to yourself as if you haven’t come to hear thought leaders drop truth bombs on you. It does it in a bunch of ways! Do I have to spell this out for you? Actually yes I do, that’s the whole point of this blog.
Marketing enablement radically alters the way content is stored, created, refined and delivered. A true marketing enablement initiative will give marketers the freedom to create better personalised content that speaks directly to their buyers and their needs. That content then can be stored in a more efficient manner by reducing the amount of ineffective and unused content while also serving the content up to more targeted audiences through content profiles.
Content analytics is arguably the biggest benefit of a marketing enablement strategy. If you’re a marketer think about what you’d give to have insights into how content performs, how it’s engaged with, who uses it the most, and finally, the actual effect on revenue your content has. You’d probably give up a lot for that! Well, you don’t have to give up anything when you start working on a marketing enablement strategy! So keep your grandfather’s watch and don’t barter it away for content analytics, you don’t need to do that anymore.
Marketing enablement sounds pretty good, right? I see you enthusiastically nodding your head. That must mean you want to learn more about it right? Again, the nodding, I love it. If you want to learn more then click the fancy picture below to read our guide Marketing Enablement 101. It’s full of great information. “Why don’t you just tell me more right here in this blog?” you’re asking. Because this blog is over!