Sales Enablement is a critical component of any organization’s success. It involves empowering the sales team with the right resources, information, and tools to help them achieve their goals.

A sales enablement charter is a document that outlines the objectives, responsibilities, and strategies for sales enablement within an organization. Here are some best practices for writing a sales enablement charter:

Define your objectives

Before you start writing your sales enablement charter, you need to define your objectives. What do you intend to achieve with your sales enablement program? Do you want to increase sales productivity, improve customer engagement, or enhance the onboarding process for new hires?

Once you have a clear understanding of your objectives, you can start outlining strategies to achieve them. For example, if you want to increase sales productivity, you might set objectives such as reducing sales cycle times, training reps on product features, or providing better sales tools. To inspire confidence in your reps, for instance, you could look at offering regular coaching sessions and sales competitions to reward top performers.

Identify your target audience

Your sales enablement charter should identify your target audience. Who are your sales reps, and what are their roles within the organization? What are their specific needs and pain points? Identifying your target audience will help you tailor your sales enablement program to their specific needs and ensure that they have access to the right resources and information.

Develop a content strategy

Content strategy is an essential component of any sales enablement program. Your sales enablement charter should outline your content strategy. This should include what types of content you will create, how often you will create it, and who will be responsible for creating it. Your content strategy should also address how you will distribute your content and ensure that it is easily accessible to your sales reps.

Establish a process for measuring success

It’s essential to establish a process for measuring the success of your sales enablement program. Your sales enablement charter should include key performance indicators (KPIs) that you will use to measure success. These KPIs might include metrics such as sales revenue, win rates, or the time it takes for new hires to become productive. By tracking these metrics, you can identify areas where you need to make improvements and refine your sales enablement strategies. For example, tracking win rates can provide insights into which sales enablement tactics are working and which ones may need to be adjusted.

Outline roles and responsibilities

Your sales enablement charter should outline the roles and responsibilities of everyone involved in the sales enablement program. This might include the sales enablement team, the marketing team, and individual sales reps. By clearly defining everyone’s roles and responsibilities, you can ensure that everyone is working together towards the same objectives.

Get buy-in from stakeholders

Finally, it’s imperative to get buy-in from stakeholders within the organization. This might include executives, sales managers, and individual sales reps. Your sales enablement charter should be communicated clearly to all stakeholders, and you should seek their feedback and input as you develop your program. By getting buy-in from stakeholders, you can ensure that your sales enablement program is aligned with the broader goals of the organization. To ensure successful implementation, you must make sure all stakeholders involved understand the charter and that their input is heard and embraced. For example, the marketing team should be consulted when developing the program’s content strategy, as they can provide valuable insights on what materials are most likely to resonate with customers.

In conclusion, a sales enablement charter is a critical document for any organization looking to empower its sales team. By following these best practices, you can ensure that your sales enablement program is tailored to your specific needs, measurable, and aligned with the broader goals of the organization.