Any marketing strategy's ultimate goal is to generate new business, and it can be tricky to increase sales if your team isn't providing a helpful, educational, streamlined experience for prospects. That's where sales enablement content comes into play. When the marketing team creates content that answers common sales objections and questions, the sales team can then use that content to bolster their sales conversations and nurture prospects closer to closing.
And if you're maximizing your marketing automation system, your sales team can see the specific content leads have engaged with, which empowers your sales team with important insight into which topics are of interest to leads, allowing them to tailor the sales process to each lead.
To gauge the effectiveness of your sales enablement content over time, you can monitor changes in a few key areas: