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Tiphaine Amblard
This course lays out the skills and knowledge necessary to develop a marketing-driven sales enablement strategy, for beginners or those looking to hone their skills. You’ll learn the basics of sales enablement, and how to align your marketing and sales team under the same strategy and goals. You’ll learn ways to make the connection with your buyers and use content as an effective sales tool. The course will teach you about automation tools to use in your sales enablement strategy and about how to enable continued customer success after a sale.
Read more
This course lays out the skills and knowledge necessary to develop a marketing-driven sales enablement strategy, for beginners or those looking to hone their skills. You’ll learn the basics of sales enablement, and how to align your marketing and sales team under the same strategy and goals. You’ll learn ways to make the connection with your buyers and use content as an effective sales tool. The course will teach you about automation tools to use in your sales enablement strategy and about how to enable continued customer success after a sale.
Read more
This course lays out the skills and knowledge necessary to develop a marketing-driven sales enablement strategy, for beginners or those looking to hone their skills. You’ll learn the basics of sales enablement, and how to align your marketing and sales team under the same strategy and goals. You’ll learn ways to make the connection with your buyers and use content as an effective sales tool. The course will teach you about automation tools to use in your sales enablement strategy and about how to enable continued customer success after a sale.
By the end of this course you will be able to:
• Describe what sales enablement is and why it's important
• Create a vision and goal that can motivate and align sales and marketing teams
• Develop a lead qualification framework
• Create an SLA
• Plan and run effective ‘smarketing’ meetings
• Identify your target audience
• Develop a buyer persona
• Use the jobs-to-be-done framework to understand your buyer
• Create a hero statement to connect with your buyer
• Develop a content strategy to increase your sales team efficiency and velocity
• Plan a company-wide content creation initiative
• Write impactful content
• Enable ongoing customer success
• Identify technology needs for sales enablement
• Develop your technology strategy for sales enablement
This course will help you build a solid foundation for developing a sales enablement strategy and working effectively with your sales and marketing teams. The course is intended for anyone interested in jumpstarting their career in sales - whether you’re changing careers and looking for an entry-level role, or want to hone your skills in your current role as a sales representative. It does not require any background knowledge or experience to get started.
Throughout the course, you will complete exercises that allow you to apply the skills you have learned in a practical way, such as evaluating a lead qualification framework, planning a “smarketing” meeting, creating a buyer persona, and writing an email to potential customers. You will compile your work and submit it as a project at the end of the course.
Register for this course and see more details by visiting:
OpenCourser.com/course/52nljb/sales
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What's inside
Syllabus
Adopting a Sales Enablement Mentality
In the first week, you will be introduced to the importance of sales enablement. You'll learn how to create motivating revenue goals for your sales and marketing teams and a lead qualification network that can help your teams reach those goals. At the end of the week you will complete the first exercise that will be part of your final course project.
Read more
Syllabus
Adopting a Sales Enablement Mentality
In the first week, you will be introduced to the importance of sales enablement. You'll learn how to create motivating revenue goals for your sales and marketing teams and a lead qualification network that can help your teams reach those goals. At the end of the week you will complete the first exercise that will be part of your final course project.
Read more
Managing for Sales Enablement
This week you will learn how to create and use a Service-Level-Agreement (SLA) for your sales and marketing teams. You'll also learn how to plan and run effective and smooth smarketing (sales and marketing) team meetings and why these are so important for sales enablement. Throughout the week you will complete two more exercises to add to your final project.
Making the Connection with Your Buyer
This week we are digging into who your buyer is and how to connect with them. You'll learn how to develop a buyer persona to know whom you should be targeting. You'll gain more understanding of your buyer through the jobs-to-be-done framework. You'll also learn how to write a hero statement to connect all the information about your buyer. You'll complete two more exercises for your final project.
Using Content as a Sales Tool
In Week 4 you'll learn all about content and how it can impact your sales strategy. You'll learn how to use content as a sales tool, how to develop a content strategy for your team, and how to organize and motivate your team to create effective content. You'll also gain valuable skills to become a better business writer. You'll practice these new skills in two more exercises that will be part of the final project you will turn in next week.
Continuing Enablement after the Sale
In the final week you will learn strategies to enable your customers and ensure their success. You'll discover the importance of using technology to streamline your customer enablement and create a strategy on how to effectively use the technology. You will also have the opportunity to take the HubSpot Sales Enablement Certification exam. The week will conclude with your final project, the culmination of all the work you have been doing throughout the course.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops the skills and knowledge necessary to develop a marketing-driven sales enablement strategy for either beginners or professionals seeking advancement
Helps learners align their marketing and sales team under one strategy, using consistent goals
Explores how to make a connection with buyers and use content as an effective sales tool
Examines automation tools and their role in sales enablement strategy, as well as how to enable continued success with customers after a sale
Involves exercises to apply skills learned, such as evaluating a lead qualification framework, planning smarketing meetings, and writing impactful content
Save this course
Save Sales Enablement to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Sales Enablement with these
activities:
Review marketing terms and definitions
Show steps
Reviewing key marketing concepts will provide a strong foundation for learning more advanced topics covered in this course.
Show steps
-
Define key marketing terms such as segmentation, targeting, and positioning.
-
Identify different types of marketing channels and their respective strengths and weaknesses.
Complete online tutorials on sales enablement
Show steps
Completing online tutorials will provide you with a deeper understanding of sales enablement concepts.
Browse courses on
Sales Enablement
Show steps
-
Search for online tutorials on sales enablement.
-
Choose a tutorial that covers the topics you are interested in.
-
Complete the tutorial.
Analyze marketing case studies
Show steps
Analyzing marketing case studies will help you understand how marketing concepts are applied in the real world.
Browse courses on
Marketing Case Studies
Show steps
-
Identify the key marketing challenges faced by the company in the case study.
-
Evaluate the marketing strategies and tactics used by the company.
-
Assess the results of the marketing campaign.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Discuss sales enablement strategies with peers
Show steps
Discussing sales enablement strategies with peers will help you learn from others and gain different perspectives.
Browse courses on
Sales Enablement
Show steps
-
Find a peer who is also interested in sales enablement.
-
Schedule a time to meet to discuss sales enablement strategies.
-
Discuss your ideas and experiences with sales enablement.
Develop a marketing plan for a specific product or service
Show steps
Creating a marketing plan will help you apply the concepts you learn in this course to a real-world scenario.
Browse courses on
Marketing Plan
Show steps
-
Define the target audience for the product or service.
-
Set marketing goals and objectives.
-
Develop a marketing strategy to achieve the goals and objectives.
-
Create a marketing budget.
-
Implement the marketing plan and track results.
Help a junior colleague or mentee with their sales enablement skills
Show steps
Mentoring others will help you solidify your understanding of sales enablement concepts and develop your leadership skills.
Browse courses on
Sales Enablement
Show steps
-
Identify a junior colleague or mentee who is interested in developing their sales enablement skills.
-
Schedule a time to meet with them regularly to discuss sales enablement topics.
-
Share your knowledge and experience with them.
Develop a sales enablement training program
Show steps
Developing a sales enablement training program will help you organize your knowledge and skills in a structured way.
Browse courses on
Sales Enablement
Show steps
-
Identify the target audience for the training program.
-
Define the learning objectives for the training program.
-
Develop the content for the training program.
-
Create a delivery plan for the training program.
-
Evaluate the effectiveness of the training program.
Review marketing terms and definitions
Show steps
Reviewing key marketing concepts will provide a strong foundation for learning more advanced topics covered in this course.
Show steps
Show steps
Show steps
- Define key marketing terms such as segmentation, targeting, and positioning.
- Identify different types of marketing channels and their respective strengths and weaknesses.
Complete online tutorials on sales enablement
Show steps
Completing online tutorials will provide you with a deeper understanding of sales enablement concepts.
Browse courses on
Sales Enablement
Show steps
Show steps
Show steps
- Search for online tutorials on sales enablement.
- Choose a tutorial that covers the topics you are interested in.
- Complete the tutorial.
Analyze marketing case studies
Show steps
Analyzing marketing case studies will help you understand how marketing concepts are applied in the real world.
Browse courses on
Marketing Case Studies
Show steps
Show steps
Show steps
- Identify the key marketing challenges faced by the company in the case study.
- Evaluate the marketing strategies and tactics used by the company.
- Assess the results of the marketing campaign.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Discuss sales enablement strategies with peers
Show steps
Discussing sales enablement strategies with peers will help you learn from others and gain different perspectives.
Browse courses on
Sales Enablement
Show steps
Show steps
Show steps
- Find a peer who is also interested in sales enablement.
- Schedule a time to meet to discuss sales enablement strategies.
- Discuss your ideas and experiences with sales enablement.
Develop a marketing plan for a specific product or service
Show steps
Creating a marketing plan will help you apply the concepts you learn in this course to a real-world scenario.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Define the target audience for the product or service.
- Set marketing goals and objectives.
- Develop a marketing strategy to achieve the goals and objectives.
- Create a marketing budget.
- Implement the marketing plan and track results.
Help a junior colleague or mentee with their sales enablement skills
Show steps
Mentoring others will help you solidify your understanding of sales enablement concepts and develop your leadership skills.
Browse courses on
Sales Enablement
Show steps
Show steps
Show steps
- Identify a junior colleague or mentee who is interested in developing their sales enablement skills.
- Schedule a time to meet with them regularly to discuss sales enablement topics.
- Share your knowledge and experience with them.
Develop a sales enablement training program
Show steps
Developing a sales enablement training program will help you organize your knowledge and skills in a structured way.
Browse courses on
Sales Enablement
Show steps
Show steps
Show steps
- Identify the target audience for the training program.
- Define the learning objectives for the training program.
- Develop the content for the training program.
- Create a delivery plan for the training program.
- Evaluate the effectiveness of the training program.
Career center
Learners who complete Sales Enablement will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and implementing marketing strategies for a company or organization. They oversee all aspects of marketing, including market research, advertising, public relations, and social media. This course may be useful for someone who wants to become a Marketing Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Sales Manager
Sales Manager
A Sales Manager is a professional who leads a sales team. They are responsible for developing and implementing sales strategies, managing sales operations, and supporting their sales team. This course may be useful for someone who wants to become a Sales Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Sales Executive
Sales Executive
A Sales Executive is a professional who is responsible for selling products or services to customers. They work with customers to understand their needs and develop solutions that meet those needs. This course may be useful for someone who wants to become a Sales Executive because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and executing business strategies for a company or organization. They work with customers to identify opportunities for growth and develop solutions that meet those needs. This course may be useful for someone who wants to become a Business Development Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Product Manager
Product Manager
A Product Manager is responsible for the development and management of a product or service. They work with engineers, designers, and marketers to bring a product to market and ensure that it meets the needs of customers. This course may be useful for someone who wants to become a Product Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Customer Success Manager
Customer Success Manager
A Customer Success Manager is responsible for ensuring that customers are successful with a company's products or services. They work with customers to identify and resolve problems, and to provide training and support. This course may be useful for someone who wants to become a Customer Success Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Sales Engineer
Sales Engineer
A Sales Engineer is a technical professional who works with customers to identify and solve technical problems. They work with sales teams to develop and deliver solutions that meet the needs of customers. This course may be useful for someone who wants to become a Sales Engineer because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Account Manager
Account Manager
An Account Manager is responsible for managing relationships with key customers. They work with customers to understand their needs and develop solutions that meet those needs. This course may be useful for someone who wants to become an Account Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Marketing Analyst
Marketing Analyst
A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help companies understand their customers and develop marketing strategies. This course may be useful for someone who wants to become a Marketing Analyst because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Project Manager
Project Manager
A Project Manager is responsible for planning, executing, and closing projects. They work with stakeholders to define project goals, develop project plans, and manage project resources. This course may be useful for someone who wants to become a Project Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Marketing Operations Manager
Marketing Operations Manager
A Marketing Operations Manager is responsible for developing and implementing marketing processes and procedures. They work with marketing teams to improve efficiency and effectiveness. This course may be useful for someone who wants to become a Marketing Operations Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Salesforce Administrator
Salesforce Administrator
A Salesforce Administrator is responsible for managing and maintaining a company's Salesforce software. They work with users to ensure that the software is configured to meet their needs. This course may be useful for someone who wants to become a Salesforce Administrator because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Sales Operations Manager
Sales Operations Manager
A Sales Operations Manager is responsible for developing and implementing sales processes and procedures. They work with sales teams to improve efficiency and effectiveness. This course may be useful for someone who wants to become a Sales Operations Manager because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data to help companies understand their customers and develop business strategies. This course may be useful for someone who wants to become a Data Analyst because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
Business Analyst
Business Analyst
A Business Analyst is responsible for identifying and solving business problems. They work with stakeholders to understand business needs and develop solutions to meet those needs. This course may be useful for someone who wants to become a Business Analyst because it teaches the basics of sales enablement, including how to develop a sales enablement strategy, how to align marketing and sales teams, and how to use content as a sales tool.
For more career information including salaries, visit:
OpenCourser.com/course/52nljb/sales
Reading list
We've selected three books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Sales Enablement.
This easy-to-understand guide provides a comprehensive overview of sales enablement, including its benefits, challenges, and best practices. It's a great starting point for those new to the field.
Provides insights into the modern buyer's journey. It shows you how to understand your buyers' needs and motivations, and how to create content that resonates with them.
Provides a new perspective on sales. It shows you how to become a challenger salesperson, who is able to challenge your buyers' assumptions and help them make better decisions.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/52nljb/sales
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Effort
5 weeks of study, 5-6 hours/week
Level
Introductory
Via
Coursera
Institution
HubSpot Academy
Instructor
Tiphaine Amblard
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
қазақша
tiếng Việt
Good to know
Develops the skills and knowledge necessary to develop a marketing-driven sales enablement strategy for either beginners or professionals seeking advancement
Helps learners align their marketing and sales team under one strategy, using consistent goals
Explores how to make a connection with buyers and use content as an effective sales tool
Examines automation tools and their role in sales enablement strategy, as well as how to enable continued success with customers after a sale
Involves exercises to apply skills learned, such as evaluating a lead qualification framework, planning smarketing meetings, and writing impactful content
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