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Marketing enablement – A detailed guide

by Casey Schmidt  |  October 23, 2019

3 min. read
A marketing lettering concept.

As technology and companies change, marketers struggle to keep up. The result is companies that don’t successfully acknowledge transformations. For businesses to keep up with these changes, marketing enablement needs to be functional.

What is marketing enablement?

Marketing enablement is a structured approach to boost productivity for teams of different departments. It involves ensuring marketing teams have sufficient technology to maximize the quality of their research, projects and efficiency. Think of marketing enablement like a written plan.

Constructing an effective marketing enablement strategy

The foundation of a marketing strategy needs to be laid first and it needs to coincide with the company strategy. For example, if a company strategy involves pushing to be more product oriented, the marketing strategy should as well. Also, there are different phases of strategy that, if followed, create stronger marketing enablement.

A board with different project steps on it.
A strategy is a basic part of marketing enablement.

The initial phase involves assigning and understanding marketing roles and functions. In order to move forward past this first stage, this needs to be abundantly clear. Evaluate teams to ensure they’re operating at a high level. Finally, remember that these roles and functions change as technology evolves. Adjust accordingly.

The next step in this process is the expansion and accomplishment phase. It involves constructing a procedure for marketing enablement. This is completed by determining things like cost and hiring needs. Finally, this phase implements and carries out this enablement plan. This is an ongoing process that involves continual change.

Notable marketing enablement solutions

There are plenty of different ways that encourage enablement and boost things like productivity. One important one is adherence to mobile devices. As technology continues to evolve, mobile devices play a larger and larger part in marketing. Currently, users overwhelmingly use mobile devices such as phones and laptops to access things like email and websites. Because of this, marketing toward mobile devices makes a lot of sense.

A group of workers study a whiteboard.
Be aware of potential new marketing solutions.

Another solution to acknowledge is marketing using email. There’s a lot of different ways an email can boost your outreach. Not only does it reach a lot of people effectively, it also gets more traffic to your website and keeps your brand at the forefront of their thoughts. Finally, an email could also expand the range of your social media communication, notifying users of company pages.

Key step to success

One overlooked key to marketing success is training, specifically training that encompasses a wide range of the marketing spectrum. As companies recognize the importance of marketing enablement, more resources will need to be funneled toward training. This phase is double-edged, as marketing enablement takes on the duty of constructing the right type of training.

A young woman ponders different topics.
Training is a large part of marketing enablement.

The formal training offered should take into consideration that marketing needs and roles change constantly. As the necessities of marketing evolve, so should the types of training given. Lastly, marketing training should be comprehensive. Instead of focusing on a few specific areas, it should cover all possible situations.

Recognize the reality of marketing – it changes. Each marketing team faces all sorts of new challenges with these different adjustments. Discover the ways marketing enablement can help you react to these challenges.