Achieving Sales Targets In 2024 Requires A Sales And Marketing Enablement Strategy

We know that sales and marketing alignment is key for a builder to succeed. When sales and marketing align, sales increase, the sales cycle gets shorter, and conversion rates improve. I suggest we go one step further and create a sales and marketing enablement strategy. Marketing plays a key role in developing this strategy.

Sales enablement is the process of equipping your sales group with the resources they need to close more homes. These resources include:

• Content and tools
• Knowledge and information
• Onboarding and continuous training initiatives

Sales enablement helps you sell more, provide a better buyer experience, and empowers sales to be more efficient and productive.

Where do you start?

Standardize Reporting – marketing and sales must know their conversion numbers, how long it takes to make a sale, how many touchpoints, appts, sources, etc. While the buyer journey is no longer linear, understanding this data helps us develop relevant workflows and importantly identifies areas that need improvement.

Define content and tools needed throughout the sales process – what workflows, content, templates, and systems are required. Marketing and sales can sit down and review what is needed to enhance the customer journey and keep prospective homebuyers engaged every step of the way. Organize the content so it’s easy to find and accessible to all.

Systematic approach – make it easy for people to follow a process and to learn how to use the tools and content available.

Communicate – sales and marketing teams must meet regularly to understand what is working and what isn’t. How can marketing support sales and vice versa? Lack of communication results in siloed groups that don’t contribute as effectively towards goals. Feedback is crucial!

The new home market in 2024 is bound to throw us some curve balls. The market is competitive and equipping sales with an effective toolkit is imperative. Enablement and alignment will create a productive, resilient environment and will be the difference between a good team and a sales-crushing team.

If you enjoyed reading this article, check out these other blogs featuring tips for new home builders:

• Top New Home Sales Tips for 2024
• Top New Home Operations Tips for 2024
• Top New Home Marketing Tips for 2024