While 73% of of sales teams say that collaboration across business functions is critical for success, only 28% of companies employ a full team of sales enablement professionals. The disconnect between a desire for greater collaboration and actual execution of a full sales enablement strategy is frequently caused by not knowing how to effectively measure and track the impact of the content. Busy sales people frequently struggle to stay on top of the content available to them and when and how to use it effectively.

The growth of big data technology will allow sales enablement to be more effective in three ways.

1.Buyer’s profiles that predict behavior

As businesses collect more and more customer data via website, mobile app and even in-store interactions, it becomes easier to create buyer profiles that can predict certain behaviors. Many B2C marketers already use this data to send targeted display ads and email marketing messages based on purchase history patterns. Sales teams can also benefit from this data as they plan outreach strategies and lead nurture streams. For example, leads could be grouped based on the sales enablement content they interact with to determine which messaging will be most relevant to their situation.

  1. Dynamic scripts and talking points

As potential lead profiles are developed, sales enablement teams can develop dynamic scripts based on the profile of a lead. When a salesperson gets on a call with a prospect, pre-written talking points based on the person’s profile will auto populate to guide the sales rep to the right pitch for each prospect. The system could also recommend certain pieces of sales enablement content that matches the prospects industry, role and stage in the buying process.

  1. Marketing and sales cohesion

As sales enablement software develops more analytics capabilities, it is easier for the marketing team to see which content is being used the most and if it is influencing the sale. If certain pieces are getting high volumes of traffic while others rarely get a visit, it could be a red flag that either the sales team isn’t aware of the content or the content isn’t effective. As the marketing and sales teams review and discuss these points, they will be better able to work together.

Connecting a sales enablement tool to multiple data points will also allow for greater automation and customization of sales collateral. For example, a proposal template could quickly be updated with a prospect’s name, logo and pre-made talking points through a connection with a customer database. By locking down the various elements of the proposal, the sales enablement team can ensure the proposals the sales team send out stay on brand and on message while enabling the sales team to quickly customize each proposal.

As these tools continue to develop, sales enablement will continue to grow as a powerful resource for organizations looking to scale personalized sales outreach.