What Is Go-To-Market Enablement?
In business, enablement refers to everything employees need to perform their roles successfully, from training to tools to data. While enablement is important for all departments in an organization, teams tasked with creating and launching new products can especially benefit from go-to-market enablement.
You may have built the best product in the world, but if your go-to-market (GTM) team doesn’t know how to use it, you will struggle to find footing in the market. Go-to-market enablement is crucial for your team to understand the product and obtain the information needed to support your customers.
How to facilitate go-to-market enablement
There are several steps you can take to enable your go-to-market team to do their best work.
- Provide a single source of truth. It’s impossible for team members to have the most up-to-date information when details are spread out over email, Slack, and spreadsheets. Consolidate all your data into a single platform like Wrike, so it’s easy to access and share. Wrike updates in real time, ensuring accuracy and eliminating versioning issues.
- Invest in training. In-person discussions and video tutorials will only go so far. Learning management systems (LMS) handle all aspects of the learning process, including the administration, documentation, tracking, reporting, automation, and delivery of educational courses. Every time you produce a new product or feature update, you can create an online course to enable your GTM team.
- Hire an enablement team. Sometimes, you need to hand the reins over to the experts. Enablement professionals build and deliver training and understand how to achieve comprehensive go-to-market enablement.
- Align enablement across the go-to-market teams. While it’s important to ensure your sales teams are fully briefed on the product to pitch to clients successfully, don’t forget that your marketing and customer success teams are also part of your GTM squad. These departments also require training to keep them up to speed with product features and messaging.
Go-to-market enablement should be a key part of your go-to-market strategy to ensure a smooth, successful product launch.