Sales Enablement 2.0: Humanizing Automation

The sales enablement space is seeing a significant shift towards humanizing automation. This trend is happening now because sales teams are looking for ways to make their automation tools more personalized and effective. In the past, sales automation was all about efficiency and speed, but now it’s about using data and analytics to create a more human experience for customers. Companies like Salesforce and HubSpot are leading the charge in this area, with their CRM platforms and sales automation tools.

One of the key differences between this trend and past cycles is the focus on personalization. Sales teams are no longer just looking to automate repetitive tasks, but to use automation to create a more personalized experience for their customers. This is where tools like conversation intelligence from companies like Gong and Chorus come in – they help sales teams analyze customer conversations and use that data to create a more human experience.

Early adopters of this trend are seeing significant benefits, including increased sales productivity and better customer engagement. They’re using tools like pipeline intelligence from companies like InsightSquared to get a better understanding of their sales pipeline and make data-driven decisions. On the other hand, laggards are still relying on traditional sales automation methods and are missing out on the benefits of humanized automation.

So, how can you adopt this trend in your own sales organization? Here’s a practical three-step framework:

1. Start by analyzing your current sales automation tools and processes. Look for areas where you can add a more human touch, such as using data and analytics to create personalized customer experiences.

2. Invest in tools that can help you humanize your automation, such as conversation intelligence and pipeline intelligence. These tools will help you get a better understanding of your customers and create a more personalized experience for them.

3. Train your sales team on how to use these new tools and processes. This will help them get the most out of the technology and create a more human experience for their customers.

Now, there are some cases where it might not make sense to adopt this trend. If you’re a very small sales team, you might not have the resources to invest in new tools and processes. Or, if you’re in a highly regulated industry, you might need to be careful about how you use automation and data analytics. In these cases, it might be better to focus on other areas of your sales organization.

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Overall, the trend towards humanizing automation in sales enablement is an important one. It’s about using technology to create a more personalized and effective sales experience, rather than just relying on automation for efficiency and speed. By following the framework outlined above and investing in the right tools and processes, you can stay ahead of the curve and create a more human experience for your customers.

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