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HubSpot Academy

Sales Enablement

HubSpot via HubSpot Academy

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Overview

The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers as well as sales leaders can benefit from learning the principles involved in this approach to sales enablement. This course is made up of 12 classes and a 60-question exam.
  • Align your marketing and sales teams around business-level goals
  • Define your target customer using buyer personas and Jobs to Be Done
  • Implement marketing processes that will provide your sales team with a steady flow of qualified leads

Syllabus

  • Introduction to Sales Enablement
    • What is sales enablement? And why is it important? In this lesson, you'll learn the basics of sales enablement and see a real-life example of how it can transform an entire organization.
  • Aligning Your Teams Around a Unified Revenue Goal
    • For a business to grow, marketing and sales teams need to have the same definition of success. In this lesson, you'll learn how to create a goal that will motivate both teams and get them working in the same direction.
  • Developing a Lead Qualification Framework
    • Inbound strategies fail when leads generated by the marketing team don’t match the expectations of the sales team. In this lesson, you'll learn how to set up a lead qualification framework that will satisfy both teams.
  • Holding Your Teams Accountable With an SLA
    • Having a unified goal and lead definition is great, but you need a system of accountability to make sure marketing and sales are both pulling their weight. In this lesson, you'll learn how to hold your teams accountable using a service-level agreement (and what to do if either team falls behind).
  • Maintaining Alignment With Smarketing Meetings
    • In-person meetings are a great way to keep people informed, but you’ll need more than just status updates to keep the sales and marketing teams aligned. In this lesson, you'll learn how to run meetings that solve problems and improve outcomes.
  • Using Buyer Personas in Sales
    • If you try to accelerate your sales process without knowing who you're selling to, you might accelerate into a dead end. In this lesson, you'll learn how to identify the people your marketing and sales teams should be focusing on.
  • Using Jobs to Be Done in Sales
    • Knowing who you sell to is only half the battle. You need to understand why people buy from you. In this class, Clay Christensen of Harvard Business School explains how to use the Jobs to Be Done framework to gain a deeper understanding of what motivates your buyers. It might surprise you.
  • Creating a Hero Statement
    • Buyer personas define who you market to; Jobs to Be Done defines why people buy from you. In this lesson, you’ll learn how to combine the two into a single statement your whole company can rally behind.
  • The Power of Content in Sales
    • Content is a key piece of any sales enablement strategy. In this lesson, you’ll learn how to use content to increase your sales team’s efficiency and velocity.
  • Aligning Your Business Around Content Creation
    • Sales enablement content starts with marketing and sales and becomes even more valuable when other teams are involved. In this lesson, you'll learn how to get your whole company involved in the content creation process.
  • Continuing Enablement After the Sale
    • If you know how to enable your sales team to sell more efficiently and at a higher velocity, why not enable your customers to succeed once the deal is closed? In this lesson, you’ll learn how to enable customer success and how doing so can result in more sales in the future.
  • Evaluating Sales Enablement Technology
    • Technology is an important part of any sales enablement strategy. In this lesson, you’ll learn how to identify your tech needs and strategically build a tech stack that will help you achieve your goals.
  • Sales Enablement Certification Next Steps
    • Learn what to do after completing the Sales Enablement Certification Course content

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