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Apr. 9, 2007

2007 will be the "Year of Integrated Enablement Marketing" for technology companies, according to Launch International's annual analysis of dominant marketing trends or tactics.

According to Eric Nitschke, Vice President of Client Services at Launch International, every company subscribes to some particular sales methodology and requires its sales force to follow it. And, all marketers can tell you which methodology his/her company uses.

"Most marketers can even define and identify the associated stages of that methodology's selling process, because they've 'read the book' or participated in training. Yet, very few can then actually map their own marketing deliverables and sales tools across that selling methodology and explain how a salesperson knows when to use which piece or process," he said.

On the flip side, when a new product or service is announced, product marketers can identify all the elements required for launch: brochure, white paper, maybe a sales guide. Their own prescribed (probably company-documented) methodology defines their deliverables.

"The disconnect is that these two methodologies--selling and sales enablement--are not integrated, and therefore, often do not most effectively support the actual sales process.," Nitschke explained.

According to Nitschke, what's needed is Integrated Enablement Marketing™ (IEM) - a process that helps marketing organizations align with their sales peers.

"We suggest technology marketers take the time to map their deliverables across their company's selling methodology. This single exercise alone can make a huge impact on how marketers plan and execute programs, because it exposes deficiencies or excess in programs before they execute, so that adjustments can be made to maximize success," he said.

The ultimate goal, he noted, is to stimulate efficiencies in the sales process and speed the customer's buying decision through a logical progression of events and activities.

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