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Sales Enablement
  • Level Foundation
  • Course by HubSpot Academy
  • Offered by

About

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.

Modules

Introduction to the Program

    • 3 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Meet and Greet

3 Videos

  • Introduction to the Program
  • Course Introduction Video
  • Careers in Sales and Customer Relationship Management

2 Readings

  • Course Syllabus
  • How to Be Successful in this Course

Introduction to Sales Enablement

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz: Sales Enablement Definition and Importance

4 Videos

  • Weekly Introduction: Adopting a Sales Enablement Mentality
  • Why You Need Sales Enablement
  • Developing a Sales Enablement Strategy
  • Sales Enablement in Action

1 Readings

  • Worksheet: Sales Enablement Self Evaluation

Developing a Unified Revenue Goal

    • 2 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz: Developing a Unified Goal

1 Discussions

  • What is the Vision and Goals of the Company You Work for?

2 Videos

  • The Importance of Having a Vision and Setting Goals
  • Creating a Revenue Goal

2 Readings

  • Creating Your Vision and Goals
  • Worksheet: Designing Your Vision

Developing a Lead Qualification Framework

    • 5 Videos
    • 1 Readings
    • 1 Discussion
    • 3 Assignment
Show info about module content

3 Assignment

  • Exercise: A Lead Qualification Framework
  • Practice Quiz: Developing a Lead Qualification Framework
  • Graded Quiz: Adopting a Sales Enablement Mentality

1 Discussions

  • Help! I Am Being Qualified

5 Videos

  • Leads and the Sales Pipeline
  • The Importance of Lead Qualification
  • Identifying Fit and Sales Readiness
  • Mastering Lead Qualification
  • Weekly Review: Adopting a Sales Enablement Mentality

1 Readings

  • Developing a Lead Qualification Framework

Holding your Teams Accountable with an SLA

    • 5 Videos
    • 3 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Exercise: Creating an SLA in Practice
  • Practice Quiz: Working with an SLA

5 Videos

  • Weekly Introduction: Managing for Sales Enablement
  • The Importance of the Sales and Marketing SLA
  • Creating an SLA for Your Teams
  • Optimizing Your SLA
  • Beyond the SLA

3 Readings

  • Creating Your SLA (Set Number of Leads)
  • Creating Your SLA (Time to Contact)
  • Working with an SLA

Maintaining Alignment with Smarketing Meetings

    • 4 Videos
    • 2 Readings
    • 1 Discussion
    • 3 Assignment
Show info about module content

3 Assignment

  • Practice Quiz: Maintaining Alignment with Smarketing Meetings
  • Exercise: Plan a Smarketing Meeting
  • Graded Quiz: Managing for Sales Enablement

1 Discussions

  • Get Me to the Meeting on Time

4 Videos

  • The Importance of Smarketing Meetings
  • Planning an Effective Smarketing Meeting
  • Running an Effective Smarketing Meeting
  • Weekly Review: Managing for Sales Enablement

2 Readings

  • The Pop Model
  • Plan a Smarketing Meeting

Using Buyer Personas in Sales

    • 5 Videos
    • 3 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz: Using Buyer Personas in Sales
  • Exercise: Create Your Own Buyer Persona

1 Discussions

  • Engaging Your Buyer Personas on Social Media

5 Videos

  • Weekly Introduction: Making the Connection with Your Buyer
  • Introduction to Buyers
  • The Importance of Buyer Personas
  • Developing Your Buyer Personas
  • Developing Your Buyer Persona: Application

3 Readings

  • The Beginner's Guide to Buyer Personas
  • How to Create Detailed Buyer Personas for Your Business
  • A Buyer Persona Template

Using Jobs-to-be-Done in Sales

    • 4 Videos
    • 3 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz: Using Jobs-to-Be-Done in Sales
  • Exercise: Uncovering Your Customers' Jobs to Be Done

1 Discussions

  • What Jobs Are Your Customers Hiring Your Product to Do?

4 Videos

  • The Importance of Jobs-to-Be-Done
  • Rethinking Your Competition
  • Uncovering Your Customers' Jobs
  • Uncovering Your Customers' Jobs: Application

3 Readings

  • Competing against Luck
  • Interviewing Customers to Determine Their Jobs-to-Be-Done
  • Using Jobs-to-Be-Done in Sales

Creating a Hero Statement

    • 5 Videos
    • 3 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • Practice Quiz: Creating a Hero Statement
  • Exercise: Developing a Hero Statement
  • Graded Quiz: Making the Connection with Your Buyer

5 Videos

  • The Importance of Hero Statements
  • Being a Hero to Your Customers
  • What Does Being a Hero Look Like?
  • Creating a Hero Statement
  • Weekly Review: Making the Connection with Your Buyer

3 Readings

  • Claire Menke on Combining Personas and JTBD
  • Doug Davidoff on Hero Statements
  • How to Create Your Hero Statement

The Power of Content in Sales

    • 5 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz: Using Content as a Sales Tool
  • Exercise: Using Content as a Sales Tool

1 Discussions

  • Presenting Pricing on Your Website

5 Videos

  • Weekly Introduction: Using Content as a Sales Tool
  • The Importance of Content in Sales Enablement
  • Using Pre-Sale Content to Enable Sale
  • Using Content during the Sales Process
  • Content Strategy in Action

1 Readings

  • Using Content as a Sales Tool

Aligning your Business around Content Creation

    • 5 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz: Aligning your Business around Content Creation

1 Discussions

  • What is Your Favorite Sales Blog and Why?

5 Videos

  • The Importance of Company-Wide Collaboration
  • Designate a Content Manager
  • Getting Sales Involved in Content Creation
  • Making Content Creation a Company-Wide Initiative
  • Getting Started with Video Content

2 Readings

  • 12 Brainstorming Techniques for Unearthing Content Ideas from Your Team
  • Aligning Your Business Around Content Creation - Summary

Become a Better Writer

    • 8 Videos
    • 2 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • Practice Quiz: Become a Better Writer
  • Exercise: Become a Better Writer
  • Graded Quiz: Using Content as a Sales Tool

8 Videos

  • Why is Writing an Important Business Skill?
  • The Research Process
  • What Goes into an Outline?
  • The Pain of Writing the First Draft
  • Writing Impactful Introductions and Conclusions
  • Top Writing Tips from Daniel Pink
  • A Guide to Self-Editing
  • Weekly Review: Using Content as a Sales Tool

2 Readings

  • How to Write an Introduction: A Simplified Guide
  • 10 Simple Edits that Will Improve Your Writing

Continuing Enablement after the Sale

    • 5 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz: Continuing Enablement after the Sale

1 Discussions

  • What is the Best After-Sales Email You Have Received?

5 Videos

  • Weekly Introduction: Continuing Enablement after the Sale
  • The Importance of Customer Enablement
  • Helping Customers Fire their Old Solutions
  • Encouraging People to Buy from You Again
  • Helping Your Customers Do the Job They Hired Your Product to Do

1 Readings

  • Customer Acquisition vs Retention Costs

Evaluating Sales Enablement Technology

    • 3 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz: Evaluating Sales Enablement Technology

3 Videos

  • The Importance of Technology in a Sales Enablement Strategy
  • Choosing the Right Technology
  • What Does a Technology Strategy Look Like?

2 Readings

  • The HubSpot Marketing Automation Tools: Learn More
  • Take the Certification Exam

Sales Enablement in Action

    • 2 Videos
    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Project: Sales Enablement in Action

2 Videos

  • Project Overview
  • Congratulations!

2 Readings

  • Career Support Resources
  • How to Add Your Info to LinkedIn

Auto Summary

"Sales Enablement" is a dynamic course designed to equip you with the essential skills and knowledge needed to develop a robust, marketing-driven sales enablement strategy. Ideal for beginners and those looking to enhance their expertise, this course focuses on aligning marketing and sales teams under a unified strategy and goals. Guided by an experienced instructor from Coursera, you will delve into the fundamentals of sales enablement, learning how to connect effectively with buyers and leverage content as a potent sales tool. The course covers crucial areas such as automation tools, lead qualification frameworks, creating Service Level Agreements (SLAs), and ensuring ongoing customer success post-sale. By the end of the course, you will be adept at: - Understanding the importance of sales enablement - Crafting a vision and goals that unify sales and marketing efforts - Planning and executing efficient 'smarketing' meetings - Developing buyer personas and engaging hero statements - Implementing a comprehensive content strategy to boost sales efficiency - Identifying and strategizing technology needs for sales enablement This foundational course is perfect for individuals looking to start or advance their career in sales, whether you are new to the field or a current sales representative seeking to refine your skills. No prior experience is required, making it accessible to a broad audience. The course includes practical exercises, such as evaluating lead qualification frameworks, planning meetings, and writing impactful content, culminating in a comprehensive project submission. With flexible subscription options like Starter and Professional, you can choose the level that best suits your learning needs. Embark on your journey to mastering sales enablement and transforming your career with this engaging and informative course.

Tiphaine Amblard
Instructor

Tiphaine Amblard