Sales Enablement

本课程是 Strategic Customer Relationship Management & Sales Technique 专项课程 的一部分

位教师： Tiphaine Amblard

4,665 人已注册

包含在 Coursera Plus • 了解更多 中

10 条评论

推荐体验

10 条评论

推荐体验

您将学到什么

How to manage for sales enablement through alignment of the sales and marketing teams

Strategies for making connections with your buyers

How to enable continued customer success, even after the sale

您将获得的技能

Service Level Agreement

Sales

Persona Development

Sales Strategy

Goal Setting

Customer Success Management

Prospecting and Qualification

Writing

Target Audience

Meeting Facilitation

Content Strategy

Content Creation

Business Writing

Customer Engagement

显示全部

要了解的详细信息

添加到您的领英档案

25 任务¹

了解顶级公司的员工如何掌握热门技能

积累特定领域的专业知识

向行业专家学习新概念

获得对主题或工具的基础理解

通过实践项目培养工作相关技能

获得可共享的职业证书

该课程共有5个模块

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.

Adopting a Sales Enablement Mentality

In the first week, you will be introduced to the importance of sales enablement.You'll learn how to create motivating revenue goals for your sales and marketing teams and a lead qualification network that can help your teams reach those goals.

At the end of the week you will complete the first exercise that will be part of your final course project.

涵盖的内容

14个视频 6篇阅读材料 5个作业 3个讨论话题

Introduction to the Program • 5分钟

Course Introduction Video • 3分钟

Careers in Sales and Customer Relationship Management • 5分钟

Weekly Introduction: Adopting a Sales Enablement Mentality • 1分钟

Why You Need Sales Enablement • 7分钟

Developing a Sales Enablement Strategy • 6分钟

Sales Enablement in Action • 5分钟

The Importance of Having a Vision and Setting Goals • 5分钟

Creating a Revenue Goal • 4分钟

Leads and the Sales Pipeline • 3分钟

The Importance of Lead Qualification • 3分钟

Identifying Fit and Sales Readiness • 9分钟

Mastering Lead Qualification • 9分钟

Weekly Review: Adopting a Sales Enablement Mentality • 1分钟

Course Syllabus • 10分钟

How to Be Successful in this Course • 20分钟

Worksheet: Sales Enablement Self Evaluation • 30分钟

Creating Your Vision and Goals • 10分钟

Worksheet: Designing Your Vision • 15分钟

Developing a Lead Qualification Framework • 10分钟

Practice Quiz: Sales Enablement Definition and Importance • 10分钟

Practice Quiz: Developing a Unified Goal • 15分钟

Exercise: A Lead Qualification Framework • 30分钟

Practice Quiz: Developing a Lead Qualification Framework • 15分钟

Graded Quiz: Adopting a Sales Enablement Mentality • 30分钟

Meet and Greet • 30分钟

What is the Vision and Goals of the Company You Work for? • 30分钟

Help! I Am Being Qualified • 10分钟

Managing for Sales Enablement

This week you will learn how to create and use a Service-Level-Agreement (SLA) for your sales and marketing teams.You'll also learn how to plan and run effective and smooth smarketing (sales and marketing) team meetings and why these are so important for sales enablement.

Throughout the week you will complete two more exercises to add to your final project.

涵盖的内容

9个视频 5篇阅读材料 5个作业 1个讨论话题

Weekly Introduction: Managing for Sales Enablement • 1分钟

The Importance of the Sales and Marketing SLA • 3分钟

Creating an SLA for Your Teams • 7分钟

Optimizing Your SLA • 10分钟

Beyond the SLA • 13分钟

The Importance of Smarketing Meetings • 3分钟

Planning an Effective Smarketing Meeting • 9分钟

Running an Effective Smarketing Meeting • 8分钟

Weekly Review: Managing for Sales Enablement • 1分钟

Creating Your SLA (Set Number of Leads) • 10分钟

Creating Your SLA (Time to Contact) • 10分钟

Working with an SLA • 15分钟

The Pop Model • 20分钟

Plan a Smarketing Meeting • 15分钟

Exercise: Creating an SLA in Practice • 40分钟

Practice Quiz: Working with an SLA • 15分钟

Practice Quiz: Maintaining Alignment with Smarketing Meetings • 10分钟

Exercise: Plan a Smarketing Meeting • 40分钟

Graded Quiz: Managing for Sales Enablement • 30分钟

Get Me to the Meeting on Time • 10分钟

Making the Connection with Your Buyer

This week we are digging into who your buyer is and how to connect with them.You'll learn how to develop a buyer persona to know whom you should be targeting.You'll gain more understanding of your buyer through the jobs-to-be-done framework.

You'll also learn how to write a hero statement to connect all the information about your buyer.You'll complete two more exercises for your final project.

涵盖的内容

14个视频 9篇阅读材料 7个作业 2个讨论话题

Weekly Introduction: Making the Connection with Your Buyer • 1分钟

Introduction to Buyers • 1分钟

The Importance of Buyer Personas • 10分钟

Developing Your Buyer Personas • 10分钟

Developing Your Buyer Persona: Application • 6分钟

The Importance of Jobs-to-Be-Done • 14分钟

Rethinking Your Competition • 4分钟

Uncovering Your Customers' Jobs • 12分钟

Uncovering Your Customers' Jobs: Application • 4分钟

The Importance of Hero Statements • 10分钟

Being a Hero to Your Customers • 6分钟

What Does Being a Hero Look Like? • 6分钟

Creating a Hero Statement • 4分钟

Weekly Review: Making the Connection with Your Buyer • 1分钟

The Beginner's Guide to Buyer Personas • 30分钟

How to Create Detailed Buyer Personas for Your Business • 30分钟

A Buyer Persona Template • 10分钟

Competing against Luck • 10分钟

Interviewing Customers to Determine Their Jobs-to-Be-Done • 10分钟

Using Jobs-to-Be-Done in Sales • 10分钟

Claire Menke on Combining Personas and JTBD • 20分钟

Doug Davidoff on Hero Statements • 10分钟

How to Create Your Hero Statement • 10分钟

Practice Quiz: Using Buyer Personas in Sales • 15分钟

Exercise: Create Your Own Buyer Persona • 40分钟

Practice Quiz: Using Jobs-to-Be-Done in Sales • 15分钟

Exercise: Uncovering Your Customers' Jobs to Be Done • 40分钟

Practice Quiz: Creating a Hero Statement • 15分钟

Exercise: Developing a Hero Statement • 30分钟

Graded Quiz: Making the Connection with Your Buyer • 30分钟

Engaging Your Buyer Personas on Social Media • 10分钟

What Jobs Are Your Customers Hiring Your Product to Do? • 10分钟

Using Content as a Sales Tool

In Week 4 you'll learn all about content and how it can impact your sales strategy.You'll learn how to use content as a sales tool, how to develop a content strategy for your team, and how to organize and motivate your team to create effective content.

You'll also gain valuable skills to become a better business writer.You'll practice these new skills in two more exercises that will be part of the final project you will turn in next week.

涵盖的内容

18个视频 5篇阅读材料 6个作业 2个讨论话题

Weekly Introduction: Using Content as a Sales Tool • 1分钟

The Importance of Content in Sales Enablement • 3分钟

Using Pre-Sale Content to Enable Sale • 7分钟

Using Content during the Sales Process • 5分钟

Content Strategy in Action • 9分钟

The Importance of Company-Wide Collaboration • 7分钟

Designate a Content Manager • 3分钟

Getting Sales Involved in Content Creation • 10分钟

Making Content Creation a Company-Wide Initiative • 7分钟

Getting Started with Video Content • 7分钟

Why is Writing an Important Business Skill? • 3分钟

The Research Process • 10分钟

What Goes into an Outline? • 4分钟

The Pain of Writing the First Draft • 3分钟

Writing Impactful Introductions and Conclusions • 7分钟

Top Writing Tips from Daniel Pink • 7分钟

A Guide to Self-Editing • 8分钟

Weekly Review: Using Content as a Sales Tool • 1分钟

Using Content as a Sales Tool • 10分钟

12 Brainstorming Techniques for Unearthing Content Ideas from Your Team • 20分钟

Aligning Your Business Around Content Creation - Summary • 15分钟

How to Write an Introduction: A Simplified Guide • 30分钟

10 Simple Edits that Will Improve Your Writing • 30分钟

Practice Quiz: Using Content as a Sales Tool • 15分钟

Exercise: Using Content as a Sales Tool • 40分钟

Practice Quiz: Aligning your Business around Content Creation • 15分钟

Practice Quiz: Become a Better Writer • 15分钟

Exercise: Become a Better Writer • 30分钟

Graded Quiz: Using Content as a Sales Tool • 30分钟

Presenting Pricing on Your Website • 10分钟

What is Your Favorite Sales Blog and Why? • 10分钟

Continuing Enablement after the Sale

In the final week you will learn strategies to enable your customers and ensure their success.You'll discover the importance of using technology to streamline your customer enablement and create a strategy on how to effectively use the technology.

You will also have the opportunity to take the HubSpot Sales Enablement Certification exam.The week will conclude with your final project, the culmination of all the work you have been doing throughout the course.

涵盖的内容

10个视频 5篇阅读材料 2个作业 1次同伴评审 1个讨论话题

Weekly Introduction: Continuing Enablement after the Sale • 1分钟

The Importance of Customer Enablement • 4分钟

Helping Customers Fire their Old Solutions • 5分钟

Encouraging People to Buy from You Again • 5分钟

Helping Your Customers Do the Job They Hired Your Product to Do • 7分钟

The Importance of Technology in a Sales Enablement Strategy • 5分钟

Choosing the Right Technology • 2分钟

What Does a Technology Strategy Look Like? • 9分钟

Project Overview • 1分钟

Congratulations! • 1分钟

Customer Acquisition vs Retention Costs • 15分钟

The HubSpot Marketing Automation Tools: Learn More • 10分钟

Take the Certification Exam • 10分钟

Career Support Resources • 20分钟

How to Add Your Info to LinkedIn • 30分钟

Practice Quiz: Continuing Enablement after the Sale • 10分钟

Practice Quiz: Evaluating Sales Enablement Technology • 10分钟

Project: Sales Enablement in Action • 60分钟

What is the Best After-Sales Email You Have Received? • 10分钟

获得职业证书

将此证书添加到您的 LinkedIn 个人资料、简历或履历中。

在社交媒体和绩效考核中分享。

位教师

提供方

从 Business Essentials 浏览更多内容

H HubSpot Academy Lead Management with HubSpot 课程

H HubSpot Academy Sales Reporting with HubSpot 课程

H HubSpot Academy Managing for Frictionless Sales 课程

H HubSpot Academy Inbound Sales 课程

人们为什么选择 Coursera 来帮助自己实现职业发展

Felipe M.

Jennifer J.

Larry W.

Chaitanya A.

通过订阅解锁 10,000 多门课程的访问权限 开始试用

通过在线学位推动您的职业生涯 获取世界一流大学的学位 - 100% 在线 探索学位

加入全球超过 4,700 家选择 Coursera for Business 的公司 了解更多

常见问题

When will I have access to the lectures and assignments?

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course.Eligible learners may also have the option to start with a Free Trial.Some courses may also offer a Full Course, No Certificate option.

This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.

What will I get if I subscribe to this Specialization?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work.

Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

更多问题

提供助学金， 了解详情

¹ 本课程的部分作业采用 AI 评分。

对于这些作业，将根据 Coursera 隐私声明 使用您的数据。