Comparing Sales Enablement vs. Digital Marketing (Where to Start?)

What's the difference between sales enablement and digital marketing? In other words, how do you compare the impact of sales enablement vs. digital marketing on a startup? 

And where should you start if you're tasked with choosing between starting with one over the other?

I got this question from a client I’d done some strategy consulting for.

Question: I think you’re a potentially perfect fit for our company. But I am hiring someone else to kick off our sales enablement. I’ll talk to you in a few months about a more long-term partnership, including a monthly professional services retainer. I’m going with you second because I want to try out the other consultant. Then return to you to potentially keep working with you long-term, whereas the other consultant I’m considering doesn’t engage long-term. Does that work?

Answer: I also build and manage sales enablement campaigns.

However, it would be very unusual to start with sales enablement because effective sales enablement requires content.

Content is the key to unlocking all of this.

And while you could technically use others' third-party curated content, you need your own branded thought leadership content for what you're trying to achieve.

So you can intercept people early enough in their buyer's journey, when there's a chance to influence how they navigate the research and decision-making process while you educate and build trust.

In today’s hyper-competitive marketplace, with digitally-savvy buyers, attempting SEO, SEM, social, email, or even sales enablement without a full funnel, differentiated content strategy is a very, very uphill battle.

Have you considered what content you plan to use with your sales enablement campaigns?

Or are you counting on your ideal clients to make decisions the same way they did ten years ago?

With a considered B2B sales process, it isn’t an either-or when it comes to sales enablement vs. full-funnel digital marketing.

If you want to attract the right people, in the right places, at the right time, and in the right context -- to be seen as the go-to expert in your space, content is the fuel that drives successful digital marketing and sales enablement.

Also, see How to Sell Sales Software to Sales Directors.

Do you do both sales enablement and digital marketing? If so, in what order? And how strong is your content? Let me know in the comments below.

And if you're serious about using digital marketing and sales enablement as growth accelerators, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.