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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/sales-enablement
课程评论：没有评论
课程名称：销售赋能 概述：本课程旨在为初学者或希望提升技能的人士提供制定以市场为驱动的销售赋能策略所需的知识和技能。您将学习销售赋能的基本概念，以及如何让市场营销团队和销售团队在相同的战略和目标下协调一致。您将掌握与买家建立联系的方法，并利用内容作为有效的销售工具。课程还将教授您在销售赋能战略中使用的自动化工具，以及如何在销售后实现持续的客户成功。 课程目标： - 理解销售赋能的定义及其重要性 - 制定能够激励和协调销售与市场团队的愿景和目标 - 建立潜在客户资格框架 - 创建服务水平协议（SLA） - 规划和运行有效的销售与市场（smarketing）会议 - 确定目标受众 - 开发买家角色 - 使用待完成任务框架理解买家需求 - 创建能够与买家产生共鸣的英雄陈述 - 制定内容策略，提高销售团队的效率和速度 - 规划全公司的内容创作计划 - 写出有影响力的内容 - 促成持续的客户成功 - 确定销售赋能的技术需求 - 制定销售赋能的技术战略 本课程将帮助您为制定销售赋能战略和有效与销售及市场团队合作打下坚实基础。适合任何希望在销售领域启动职业生涯的人，无论是正在转行寻找入门级角色，还是希望提升当前销售代表能力的人。课程不需要任何背景知识或经验。 在整个课程中，您将完成一些练习，以实用的方式应用所学的技能，包括评估潜在客户资格框架、规划“销售与市场”会议、创建买家角色以及撰写潜在客户的电子邮件。您将汇总您的成果并在课程结束时提交作为项目。 课程大纲： 第一部分： adopting sales enablement mentality 描述：在第一周，您将了解销售赋能的重要性，学习如何为销售和市场团队制定激励的收入目标，建立潜在客户资格网络，以帮助团队实现目标。本周结束时，您将完成第一项练习，作为最终课程项目的一部分。 第二部分： managing for sales enablement 描述：在这一周，您将学习如何为销售和市场团队制定和使用服务水平协议（SLA）。您还将学习如何规划和运行有效的“smarketing”团队会议，为什么这些对于销售赋能如此重要。本周中，您将完成两项练习以补充您的最终项目。 第三部分： making the connection with your buyer 描述：本周，我们将深入探讨您的买家是谁以及如何与他们建立联系。您将学习如何开发买家角色，以便明确目标受众，通过待完成任务框架更深入地理解买家。您还将学习如何撰写英雄陈述，以将所有有关买家的信息连接起来。本周将完成两项练习，作为最终项目的一部分。 第四部分： using content as a sales tool 描述：在第四周，您将学习内容及其对销售策略的影响。您将了解如何利用内容作为销售工具，为团队制定内容策略，并如何组织和激励团队创建有效的内容。您还将获得提升商业写作技能的宝贵经验，并将通过两项练习来实践这些新技能，加到最终项目中。 第五部分： continuing enablement after the sale 描述：在最后一周，您将学习使客户成功的策略，以及持续赋能客户的重要性。您将发现使用技术简化客户赋能的必要性，并制定如何有效使用技术的策略。同时，您还可以参加HubSpot销售赋能认证考试。本周将以您的最终项目结束，这一项目汇聚了您在整个课程中所做的所有工作。
Part: 1
Title:Adopting a Sales Enablement Mentality
Description:In the first week, you will be introduced to the importance of sales enablement. You'll learn how to create motivating revenue goals for your sales and marketing teams and a lead qualification network that can help your teams reach those goals. At the end of the week you will complete the first exercise that will be part of your final course project.
Part: 2
Title:Managing for Sales Enablement
Description:This week you will learn how to create and use a Service-Level-Agreement (SLA) for your sales and marketing teams. You'll also learn how to plan and run effective and smooth smarketing (sales and marketing) team meetings and why these are so important for sales enablement. Throughout the week you will complete two more exercises to add to your final project.
Part: 3
Title:Making the Connection with Your Buyer
Description:This week we are digging into who your buyer is and how to connect with them. You'll learn how to develop a buyer persona to know whom you should be targeting. You'll gain more understanding of your buyer through the jobs-to-be-done framework. You'll also learn how to write a hero statement to connect all the information about your buyer. You'll complete two more exercises for your final project.
Part: 4
Title:Using Content as a Sales Tool
Description:In Week 4 you'll learn all about content and how it can impact your sales strategy. You'll learn how to use content as a sales tool, how to develop a content strategy for your team, and how to organize and motivate your team to create effective content. You'll also gain valuable skills to become a better business writer. You'll practice these new skills in two more exercises that will be part of the final project you will turn in next week.
Part: 5
Title:Continuing Enablement after the Sale
Description:In the final week you will learn strategies to enable your customers and ensure their success. You'll discover the importance of using technology to streamline your customer enablement and create a strategy on how to effectively use the technology. You will also have the opportunity to take the HubSpot Sales Enablement Certification exam. The week will conclude with your final project, the culmination of all the work you have been doing throughout the course.
This course lays out the skills and knowledge necessary to develop a marketing-driven sales enablement strategy, for beginners or those looking to hone their skills. You’ll learn the basics of sales enablement, and how to align your marketing and sales team under the same strategy and goals. You’ll learn ways to make the connection with your buyers and use content as an effective sales tool. The course will teach you about automation tools to use in your sales enablement strategy and about how to enable continued customer success after a sale. By the end of this course you will be able to: • Describe what sales enablement is and why it's important • Create a vision and goal that can motivate and align sales and marketing teams • Develop a lead qualification framework • Create an SLA • Plan and run effective ‘smarketing’ meetings • Identify your target audience • Develop a buyer persona • Use the jobs-to-be-done framework to understand your buyer • Create a hero statement to connect with your buyer • Develop a content strategy to increase your sales team efficiency and velocity • Plan a company-wide content creation initiative • Write impactful content • Enable ongoing customer success • Identify technology needs for sales enablement • Develop your technology strategy for sales enablement This course will help you build a solid foundation for developing a sales enablement strategy and working effectively with your sales and marketing teams. The course is intended for anyone interested in jumpstarting their career in sales - whether you’re changing careers and looking for an entry-level role, or want to hone your skills in your current role as a sales representative. It does not require any background knowledge or experience to get started. Throughout the course, you will complete exercises that allow you to apply the skills you have learned in a practical way, such as evaluating a lead qualification framework, planning a “smarketing” meeting, creating a buyer persona, and writing an email to potential customers. You will compile your work and submit it as a project at the end of the course.
