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Allana HinkshMarketing ManagerBrauer Natural Medicine
Sales enablement technology can aid sales teams with customer interactions spanning the entire buyer journey and also provide support for internal communication. For Australia-based Brauer Natural Medicine, sales enablement tools are crucial not only for training sales reps, but also for aligning their efforts with marketing initiatives. Allana Hinks, marketing manager for Brauer Natural Medicine, spoke with eMarketer’s Maria Minsker about the value of sales enablement technology for the company.
eMarketer: What role does sales enablement play in your customers’ path to purchase?
Allana Hinks: We’re a natural health company, and the path to purchase is quite involved. It’s important for consumers to feel empowered to make their own health decisions, but in order to do that, they need to be in a position of power and knowledge. We drive that knowledge through content, our platform and our sales enablement tool. Consumers, pharmacies and retailers won’t buy a product just because it has great packaging. They want to know how it works, what the ingredients are and what potential side effects there are, so education is important.
eMarketer: What does sales enablement mean for your organization?
Hinks: Training our [sales] representatives is an important component. They need to know about the products. They need access to research and studies—anything that can support the brand. They use this knowledge to educate the store and pharmacy assistants that sell and recommend the brand to consumers, so sales enablement for us involves training and education.
eMarketer: Do sales enablement tools play a role in aligning sales and marketing teams?
Hinks: Sales enablement tools eliminate silos. At the very least, it means sales and marketing are using the same information techniques and a consistent approach. It also means that we’re monitoring the information that’s available to sales representatives at any given point. It’s always current. It’s consistent with the message that we’re trying to deliver, and it’s always on brand.
eMarketer: Can sales enablement help with attribution?
Hinks: Yes, definitely. [Sales enablement vendor HubSpot’s solution] provides a lot of measurement and evaluation around [content], so we’re able to know who is doing what and how it’s impacting our customers and our staff. It gives us the flexibility to change or adapt [content]. We’re able to modify it and immediately get a rough performance estimate for a campaign.
eMarketer: How can brands maximize the value that they get out of sales enablement technology?
Hinks: The important part is declaring it a key component of a brand’s marketing strategy. Sometimes sales enablement is taken for granted, and tools aren’t integrated into sales and marketing plans in every way. Our enablement reflects our marketing plans and reflects the business strategy.
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