How to Define and Build Your Sales Enablement Charter

How to Define and Build Your Sales Enablement Charter

Throughout the development of your sales strategies, you will face certain blockages. These can inhibit progress on your projects and must be dealt with immediately. What do we do when we are stuck at a river? We build a bridge.

A sales enablement charter, like a bridge, can elevate you above these issues and allow you to continue working effectively.

A sales enablement charter ensures that sales reps have the information and resources they need to sell effectively.

But what goes into a sales enablement charter? And how do you go about creating one?

In this blog post, we’ll answer those questions and more. We’ll discuss the key components of a sales enablement charter, and we’ll provide tips for building one that meets your specific needs.

Defining Your Sales Enablement Charter

When creating a sales enablement charter, it’s important to define the specific goals of your sales team. This will help you to focus on key areas and ensure that your sales reps are able to sell effectively.

Some factors to consider when defining your sales enablement charter include

  • The products or services that you offer
  • Your target market
  • The sales process playbook that you use
  • Your sales goals
  • The metrics you will track to measure success

Building Your Sales Enablement Charter

Once you’ve defined your sales goals, you can start building the specific components of your sales enablement charter.

Decide Charter Format

The most common format for a sales enablement charter is a simple document or slide deck. It is a good option if you want to provide a lot of detail about your sales content strategy and procedures.

It’s also easy to update and revise as needed.

If you prefer a more visual approach, you could use different flowcharts or infographics to outline your sales enablement strategy.

This can be a more concise way to present your information, and it can be easier to track progress over time.

Whichever format you choose, make sure it is easy to understand and follow.

The goal of the sales enablement charter is to provide clear direction for your sales team, so they can be as effective as possible in reaching their goals.

Below are the key components of any successful charter that will help you determine the format of your charter.

Mission Statement

The mission statement is an important part of any charter, and the sales enablement team is no exception.

Without a clear purpose, it can be difficult to determine what the team should be focusing on and how it should be organized.

A good mission statement will help to define the goals of the sales enablement team and provide a framework for determining which activities are most important. It should also clarify how the team will work with other groups within the organization to achieve results.

Your Charter Sponsor

Your charter sponsor should be someone whose business goal you can help support through your sales enablement efforts. They may be the CEO, COO, or another executive with a vested interest in your success.

When creating your charter, make sure to outline how you can help support their goals and get their buy-in.

Having this level of communication and understanding will help ensure that your sales enablement efforts are on track and targeted towards the right goals.

Your Ideal Customer Persona

When you’re designing your sales enablement charter, it’s important to consider your ideal customer persona. By doing so, you can better equip your sales reps with the right content and tools they need to connect with, and close deals with, your target customers.

Your ideal customer persona is someone who is a good fit for your product or service and has a need that your company can help them meet. They are likely to be early adopters of your offering and have a high lifetime value.

When creating content for your sales reps, it’s important to think about what this persona would find valuable:

  • What are their pain points?

  • What are their goals?

  • What type of messaging will resonate with them?

By taking the time to understand your ideal customer persona, you can ensure that your sales enablement strategy is tailored specifically to their needs.

Product or Service Information

Including some key information regarding your product or service will help your team better understand the products and services that you offer, and how to best sell them.

It is also important to include any specific information that may be unique to your product - your unique selling point, what problem it solves, etc.

This can help your team better understand your company’s offerings, and how to position them in the market.

Goals and Objectives

Goals and objectives aren’t the same as your mission statement

Including your goals in your sales enablement charter is significant because it helps to keep everyone aligned and focused on what is most important.

When everyone in the company knows what the sales enablement charter is about and what it represents, they can better understand how their individual roles and responsibilities contribute to the overall success of the sales organization.

Having your goals and objectives as part of your sales enablement charter enables you to track and measure progress towards achieving them.

Team Roles and Responsibilities

The roles and responsibilities of a sales enablement team are important to document when creating a sales enablement charter.

This allows everyone on the team to be aware of their specific tasks and how they contribute to the overall success of the sales enablement initiative.

It helps ensure that all stakeholders, such as sales and marketing, are consulted and kept up to date on progress.

Training Materials and Resources

Your sales reps need access to the right training materials and resources in order to sell your products or services.

This section should include information on the types of training that your reps will need, as well as the resources they will have access to (such as product specifications, marketing materials, etc.).

It is also crucial that you provide access to the relevant sales enablement tools to your reps so they excel at their roles and responsibilities.

Here are Top Sales Enablement Tools to choose from!

Performance Metrics

A good sales enablement charter should include performance metrics that can be used to track the success of your sales team.

Your charter must address what key performance indicators will you track, and how often? This could include metrics such as customer acquisition costs, gross margin%, sales cycle time, etc.

Support Systems

In order for sales reps to be successful, they need access to appropriate support systems.

This section should list the types of support systems or tools that are available (such as customer service, technical support, CRM, etc.) and guide them towards appropriate communication channels to obtain access to those systems.

Policies and Guidelines

Your charter is incomplete without your company policies and guidelines for sales reps. This could include things such as acceptable methods of selling, pricing guidelines, return policies, etc.

Remember, your charter is the ultimate source of information for your sales team, so make sure you cover all aspects of knowledge you want them to know.

Wrap Up

A sales enablement charter is an essential tool for any sales leader.

By sitting down with your team and defining the specific goals of your sales reps, you can create a focused plan that will help your reps sell more effectively.

Make sure to iterate on the charter until you’re happy with it, and then publish it so everyone has access to it.

Your sales team will be much more successful if you have a well-defined charter in place.