September 21, 2022

Sales Enablement to Gain Qualified Leads with Matthew Delman

by Breaking Through in Cybersecurity Marketing

Listen Now

test
Sales Enablement to Gain Qualified Leads with Matthew Delman

September 21, 2022 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

Matthew Delman, Director of Product Marketing at LookingGlass Cyber, joins the show this week to discuss all things related to sales enablement strategy. Sales enablement helps businesses provide consistent messaging throughout all their content. This enables (Get it?) potential customers to have a seamless journey from discovery of a company to purchase of products or services. In this episode, Matt teaches us how to boost a sales cycle, streamline communication, and improve internal organization, all through the magic of sales enablement. Timecoded Guide: [02:48] Explaining sales enablement and how it fits into marketing strategy

[06:31] Transforming sales enablement into a faster sales cycle

[14:00] Integrating sales enablement into company culture

[20:20] Essential tools to include in your future sales enablement kit  

What is sales enablement and why is it important?

The core of sales enablement is ensuring your message gets out to your marketplace with consistency. During this process, Matt explains that your team is supporting the buyer journey with one-to-many messaging. This ensures a consistent flow in each stage of the sales journey and enables each department to touch on the same concepts. Essentially, sales enablement helps your customer avoid confusion and pain points so that they can go from first contact to purchase seamlessly.

“When your buyers read your content, or they download a white paper, or they go to an event, and then, they're contacted by your salesperson, they should get an extension of that same message.” –Matthew Delman

How does sales enablement convert into a faster sales cycle?

Sales teams are usually hyper focused on making sales. While this fits their goals and metrics, this one-track mindset breeds confusion if they can’t find exactly the materials they need when they need them. In order to save the sale with potential clients, your sales team might create one-off materials that are a good fit in that moment, but do not match what the marketing team is saying. Successful sales enablement streamlines internal processes so that sales teams have exactly what they need, when they need it.

“Sales enablement is about training your sales team to make sure they're confident in talking about your solution, but it's also making sure that they can find the collateral that they need when a prospect asks for it.”  How do you get sales teams to buy into sales enablement and use the organizational tools you create?

Sales enablement starts with sales leadership, according to Matt. If you tell the sales manager that your sales enablement strategy will help them close deals faster, essentially every single decision maker will sign on. Once you have the leadership on board, the sales team will follow their guidance. You might have to do some negotiation in terms of support and positioning for the team, but once the sales enablement leaders understand it will increase business, it usually becomes an easy sell.

“With sales enablement, your whole goal is to make the deals move faster, to make them smoother, to essentially smooth out the lumps in the sales cycle because you are responding to your prospects' questions in a timely manner with consistent information.” –Matthew Delman What are the key tools to include in a sales enablement kit?

Matt explains that a few tools need to be included in your sales enablement kit to ensure success. His list includes a unified pitch deck, educational videos or an educational call recording, high-level product trainings, and a few plug-and-play email templates. The pitch deck shouldn’t have the exact same slides for everything, but rather allow for customization within limits, a sample call can provide a real-time example of the sale, and trainings and templates make sure your sales team are knowledgeable and have structured responses ready at all times. 

“You want to have your main points for each slide in the deck, and basically say, ‘Here's the main points that you should hit on this slide. How you say it, I don't care. But here's the main points.’” 

---------- 

Links: 

Get tickets for our upcoming CyberMarketingCon 2022

Spend some time with our guest Matthew Delman on Twitter and LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter

Read more

Recent Episodes

March 16, 2023
by Breaking Through in Cybersecurity Marketing

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts and help you become a better cybersecurity marketer! In this episode, Tom Kish, Director of Growth Marketing at Cardinal...

March 8, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Samara Williams, Senior Manager of Security Engineering at New Relic, joins Maria and Gianna to share her insights on building relationships and making strategic partnerships in the cybersecurity industry. She talks about the i...

March 1, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Gianna and Maria interview Michelle Radlowski, Sr. Director, AMS & EMEA Regional Marketing and ABM at DigiCert, Inc. (former Director of Regional Marketing at Zscaler). Michelle shares her experience of working in the IT tech space f...

February 22, 2023
by Breaking Through in Cybersecurity Marketing

This week, Kelsey LaBelle joins hosts Gianna and Maria to talk about marketing soft skills and returning to empathy in the workplace. Kelsey, who is the VP of Marketing at DomainTools, also shares how she works soft skills in her role at the company....

February 15, 2023
by Breaking Through in Cybersecurity Marketing

This week, Claire Mckenna and Michelle Rawlings join us from BARR Advisory to talk about their roles and how they work with numerous people in the field to bolster their company’s goals. Claire is the senior writer and researcher at BARR while Michel...

February 8, 2023
by Breaking Through in Cybersecurity Marketing

Joining us this week is Chris Spellman, Senior Demand Generation Manager at SCYTHE. Chris has been in cybersecurity marketing for over six years and has also worked in marketing operations and analytics. Gianna and Maria ask Chris about his marketing...

February 1, 2023
by Breaking Through in Cybersecurity Marketing

Along with your hosts Gianna and Maria, this week we have Joshua Gonzalez joining us from Beyond Identity to talk shop in creativity. Joshua comes from years of experience as an actor on broadway and on screens—you may have even seen him on the Trave...

January 25, 2023
by Breaking Through in Cybersecurity Marketing

This week, Wade Wells joins us to talk about being on the board of BSides San Diego, being a brand ambassador, and being on a podcast—all while also being a mentor and working his day job. Gianna and Maria ask Wade about his research workflow and why...

January 18, 2023
by Breaking Through in Cybersecurity Marketing

Shaun Walsh joins today, offering a cybersecurity marketer’s handbook worth of advice in navigating job transitions in the industry. Shaun, a veteran in the cyber industry, is the Vice President of Global Marketing at SimSpace. We’ve all been there—a...

January 11, 2023
by Breaking Through in Cybersecurity Marketing

Join Gianna and Maria for a crazy live episode with their very own audience at Cyber Marketing Con! Hear your hosts discuss the cybermarketing industry as they also try to say a few nice things about sales. Also, listen in to hear a few audience memb...