Slack, Google Docs, slide decks, and spreadsheets fail to enable prospectors.
Let's face it: sales enablement and training glosses over SDR work. It's only a fraction of the whole deal cycle, and prospecting is tricky; it's usually taught on-the-job by people who also carry quotas.
This has left a huge hole in the bottom of sales enablement, and SDRs are good at patching it themselves. Nobody has the time to search for whole documents. SDRs only want small snippets of information within a document, and there is nowhere to aggregate all the snippets (until smooms).
The 'process' looks like this:
Does anyone have a use case or customer story for Software Engineers in Cybersecurity in the Bay Area?
Usually someone will respond in the next 20 minutes with a link to a 2-year old blog post or internal enablement document with a massive, unsearchable list of semi-related customer stories.
Spreadsheets used to be the best way to do it.
Companies with many products, customer stories, and use cases will build massive, complex spreadsheets to track outbound messaging strategies, and they suck. They are so unusable, they simply go unused. They aren't ready or available for any kind of prospecting call or email.
They have to build a spreadsheet for their own type of 'raw' messaging for a few reasons:
- Spam filters block any image, link, or media
- Enterprise buyers know branded content was not tailored for them
Enablement must address this need for raw value propositions.
If they don't, reps will continue wasting time trying to organize the building blocks of their conversations. Give them a simple, unified place to share and find hyper niche value propositions without any strings attached.
Align was invented to provide just that space. It's a really simple cheat sheet that replaces the slack/teams -> document -> touchpoint workflow.
