Sales enablement: a tool to measure ROI

In the haste of zeroing down on the right target audience and acquiring a larger piece of the market share, Indian entrepreneurs have spent millions of dollars over the last two decades on print, TV, and radio advertising as well as on door-to-door sales. They've done all this and more in the absence of having a concrete solution to help them measure the Return on Investment (ROI) on their advertising and marketing activities. Snehashish Bhattacharjee, Global CEO & Co-Founder of Denave India Pvt Ltd., spoke about his entrepreneurial journey to Entrepreneur. Following are the key takeaways from his interview on how he filled the void in the industry as a service provider that can produce end-to-end sales enablement solutions with clear concentration on increasing revenue, ROI advancement, and measurable impact:

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Market gap is an encouragement

Snehashish says that when he started off, there were evident gaps in the sales industry. There were several service providers in the market, but they were either simple marketing play companies or companies that could supply pure warm bodies. He, along with his partners, recognised that there was no organisation which could think about the sales impact in a service, and that was the chasm they set out to fill. The very first challenge they faced was customers’ restricted knowledge of sales enablement. Another crucial factor was talent required to advance simple efficient sales procedures which they tried to bridge with their services.

Acquiring ROI for companies

When the client wants to expand his or her reach in a particular segment or market, Snehashish first tries to understand their current strategy. Once the existing strategy has been analysed, he redefines the strategy based on the knowledge of the market and develops and execution plan. The new strategy could either include a blend of technology, people, learning, and training, or it could be a combination of marketing technologies. The idea is to implement the strategy to administer a significant impact. He defines this as sales enablement, where he acknowledges the importance of talent to drive simple yet effective sales strategies.

Developing a niche

Snehashish says that it took him and his partners five years to get leading companies on board as their clients. It took 18 years and over four billion dollars in revenue contribution to clients to finally tap the industry pulse and understand what it takes to be productive in the marketplace. His company now has delivery centers in India, UK, Singapore, and Malaysia with reach stretching five continents, 50+ countries, and 500+ cities globally. They are now generating profits for the largest brands in the world. The company was always bootstrapped for funds and till date it remains a self-funded company with Rs 200 crore plus organisation.

In conclusion, Snehashish says that the market shows massive potential owing to the distinctiveness of its service line. With the emergence of trends like mobility and analytics, they are building core competencies that their clients can take advantage of.