What’s the role of value messaging in sales enablement? Basically, value messaging is the glue that allows you to align your content and training services to each other and the customer’s path to ensure consistency and effectiveness.
However, two-thirds of organizations (64.7%) work with enablement services that are inconsistent with each other, as I discussed last week here. In reality, it means sales content and product training services are not purposefully aligned to each other. The business impact of aligned-versus-misaligned enablement services is both significant and remarkable, as stated in my previous blog post:
“The win rates for forecasted deals are 7.5% better if sales content and product training are aligned at least on the value message level. The costs of doing nothing are worse: 22.6% decline in win rates.”
Organization’s approach to value messaging
One of the root causes of inconsistent and misaligned enablement services is a fractured or non-existent value messaging