It is very common that the sales reps in Napp are asked what the difference between Digital Asset Management (DAM) and sales enablement is. Some people already own one or the other system but still struggle to see how they can benefit their organization in different ways. The confusion is not unfounded since the two practices overlap, but still there are significant differences that distinguish them from one another.
Defining DAM and Sales Enablement
Let’s start out with defining the concepts. DAM is the practice of making assets easily available to users. This involves turning data into digital files that can be categorized and are searchable. These digital assets can be text, photos, videos, animations, infographics and more. Some describe a DAM system as an archive or library of content and place emphasis on its ability to handle multimedia resources.
Most often DAM systems are used for brand management and collaboration, because they ensure that employees use the same assets, e.g. logos and product information, and gather everything in one place to speed up and ease collaborative projects.
Sales enablement, on the other hand, is a matter of connecting marketing and sales to ensure that sales reps always have relevant conversations with prospects and clients. This also involves managing content and getting it into the hands of the right people. But sales enablement differs from DAM because it is centered around improving the buyer’s experience, whereas DAM tends to focus on the internal teamwork benefits.
Sales enablement platforms support sales reps in encounters with prospects and clients to increase sales, upselling and cross-selling. These end goals are achieved by connecting marketing and sales to ensure that the marketing department creates content that the sales reps need, and by boosting an entire sales team’s performance based on best practices of high performing sales reps. Basically, all of this depends on the buyer the sales rep is facing and the sales rep’s abilities and prerequisites for having effective client meetings. In short, sales enablement is the practice that provides sales reps which these prerequisites.
Which system do you need?
Figuring out whether your organization needs a DAM system or a sales enablement system, is a matter of identifying the challenges you are facing.
A DAM system might be the right solution for your company, if you have a large amount of content that is disorganized and located in multiple media both offline and online. If this is the case, you are most likely experiencing inconsistent communication from employees and teamwork that often is stalled because of the inability to find and work together on specific resources. Then the DAM system serves as the one access point where employees come together to find the right, updated resources for both their own work and collaborative projects with coworkers.
Sales Enablement is the solution for your company; if your marketing department creates a lot of content that is not utilized by your sales force; if your sales force is inefficient and struggles to pitch your relevance to both potential clients and current clients; and if you do not know what sales reps do in client meetings and why some sell more than others. If you can recognize all of the above, the potential outcome of employing a sales enablement platform is great. Oftentimes you can also scale a sales enablement solution, meaning you can employ it in an international organization and easily manage marketing and sales collaboration across borders.
The descriptions above show that a sales enablement platform can perform many of the tasks that a DAM system handles. However, sales enablement is centered around marketing and sales, and it comes with features that help you improve client meetings and increase sales.
If you would like to learn more about the features and potential outcomes of employing a sales enablement platform, then reach out to us. We are always happy to talk, and if you want to see sales enablement in action, we will gladly give you a demo of Napp.