Starting a Sales Enablement Program

Using a few of my articles, below is my guidance if you’re starting up a Sales Enablement program.

SETTING UP SALES ENABLEMENT:

  1. Ensure Cross-Functionality can happen by establishing good Organizational Alignment
  2. Set the Vision, Mission & Strategies for the sales enablement team (even if it’s just one person) who leads the charge across the company on behalf of the sales organization
  3. Establish the Measures/KPIs to track the impact of the enablement efforts overall and specifically for measuring sales productivity

THEN START WITH THE BASICS:

  1. Create a Value Proposition to build messaging in the sales content, both all-up and per industry, possibly per persona too
  2. Find out what’s working from the subject matter experts (top sales reps, etc.)
  3. From that, figure out the right Sales Methodology and the right Sales Process , which go hand-in-hand together and identify the interactions between the buyer and seller that will, I assume, involve some mix of solution selling, consultative selling, and value selling while integrating the right method to apply at the right time during the sales process so reps know why, when and which approach, and skills, to apply.
  4. At that point, it makes sense to select the right sales tools, beyond the basics of CRM and e-mail
  5. While also making sure we have good Competitive Intelligence and eventually a Win/Loss program

MAKE IT REUSABLE & REPEATABLE:

  1. Create the Sales Playbook that includes a variety of guidance for the sales team, including specific guidance per Persona and Industry, but also general guidance too, such as Social Selling, and Open-Ended Questioning, and Unlocking your Decision Maker’s the Buying Process
  2. Ensure the sales managers are Managing and Coaching their reps
  3. Make sure the Go-To-Market Plans include the sales training and the right sales content too

ESTABLISH & RUN SALES TRAINING:

  1. When ready, bring the sales team together for a Sales Kick Off that includes training on the new content
  2. While improving ramp time for new sales reps with a 30-60-90 Day On-Boarding Plan and a Sales Boot Camp (training)
  3. Eventually, a Sales University of training courses and guidance can be created that covers the internal sales team as well as partners, with curriculum that’s specific to each, but with overlap when possible
  4. That Sales University should include a variety of courses, one example might be teaching Business Acumen to your sales team.

 

 

Sales Enablement Articles

You can now find all of my articles about sales enablement at https://www.linkedin.com/today/author/bgroth

6 Months of Posts on LinkedIn about Sales Enablement and Leadership

In the last 6 months, I’ve written 15 articles about sales enablement, leadership, management, and coaching. They’re all on LinkedIn, but listed here for convenience:

  1. Leadership Commitments and Action Items
  2. A Sales Process Framework That’s Easy To Follow
  3. My Vision for Sales Enablement, Using LMS
  4. Unlock Your Buyer’s Decision Making Process
  5. 25 Tips for Front-Line Sales Managers
  6. Sales Enablement Thought Leaders
  7. Leading Sales Enablement
  8. Skills for Sales Coaching
  9. Building The Sales Playbook
  10. Sales On-Boarding: Why and How
  11. 4 Sales Training Tips
  12. Reaching Decision Makers
  13. Kicking Off A New Sales Year
  14. The 2015 Buyer
  15. 8 Sales Training Options

Posting on LinkedIn

I’ve decided to primarily post my blog entries to LinkedIn now, which you can see at https://www.linkedin.com/today/author/162975

The most recent (as of December 2014) and more popular ones ones I’ve posted include:

  1. Sales Boot Camp Agenda (with a template to download)
  2. Sales Enablement Choices (tools)
  3. Sales Enablement Challenges – The eBook
  4. Sales Onboarding: 30-60-90 Day Plan (with a template to download)

So many Sales Enablement vendors

too-many-choices1The market for sales enablement solutions is exploding, and as the sales enablement manager at Xactly, I’ve been trying to keep track of the different options available to me. I organize them into a few different buckets, but I’m not even including the variety of marketing automation solutions here, which is arguably related to sales enablement too. So while the solution providers I list is only a subset of what’s available in the market, as you can see, it is getting crowded.

One thing you’ll notice is that I lump sales training people and companies in with software solution providers. That’s because they often go hand-in-hand, but also from my point of view, I need to provide both and they fall into similar categories.

 

Categories Solution Providers

Who to sell to & why: To figure this out and to manage it on a day-to-day basis, it includes the following sub-categories:

  • Territory Management, Account & Selection
  • Account Planning Solutions
  • Lead Scoring Solutions
  • Lead/Prospect/Contact Management & Info
  • Social Selling (account & lead insights and tools)
  • Customer Intelligence Solutions

LinkedIn, InsideView, ZoomInfo, Infer, Leadspace, Lead Forensics, Lead411, SalesLoft, DiscoverOrg, SalesPredict, Lattice Engines, DashTab, MindMatrix, Introhive, Fliptop, Demandbase, SiriusDecisions, PeopleLinx, Revegy, Avention, D&B, Experian, FirstRain, Thompson Reuters, Collabspot, 6Sense, Mintigo, OptifiNow, GoodCall, TrapIt, EveryoneSocial

Manage the sale: To do this, it includes breaking it down into the following sub-categories:

  • Opportunity & Account Management Solutions
  • Pipeline Management, Opportunity Scoring & Forecasting
  • Customer Engagement & Activity Tracking Solutions (e-mails, calls, meetings, social, etc.)

Salesforce.com, Zoho, Dynamics, TAS Group, TopOPPS, SalesPredict, CirrusInsight, Lattice Engines, InsideSales, Klink, Selligy, Aviso, SalesPredict, TinderBox, DataHug, RelateIQ

Train the sales skills, behaviors & tools: To do this, it helps to break it down into the following sub-categories:

  • Learning Management Solutions (LMS) (host, assign, & track courses)
  • Coaching & Sales Management Solutions
  • Sales Playbook Solutions
  • Sales Training Solutions (trainers, courses & content that span all the other categories and subcategories)

Cornterstone, CommercialTribe, HireView, BrainShark, Brightcove, LearnCore, Rivalry, Playboox, Qstream, CEB, John Barrows, Jill Rowley, Sales For Life, Barry Rhein, Sandler, Miller Heiman, Jill Konrath, ATD, Playboox, MindThickle, Skillsoft, SRG, LSA Global, Selling Power University, Top Sales World, Oratium, FactorLab, 9Slides, Vorsight

Sales content: Spans internal and external solutions and needs to include the marketing department, but can be broken into subcategories:

  • Messaging and Positioning (creation, training & reinforcement solutions)
  • Content Management Solutions (CMS) (host, expose, deliver and share content)
  • Content Creation Solutions
  • Content Usage & Influence Tracking Solutions
  • Business-specific content (ROI, contracts, proposals, etc.)

KnowledgeTree, Box, SAVO, SharePoint, Docurated, Seismic, YesWare, ToutApp, HubSpot Signals, TheROIShop, SpringCM, GoToMeeting, WebEx, JoinMe, ClearSlide, Showpad, Fileboard, Pitch24, Crushpath, Qvidian, Brainshark, TrapIt, Bloomfire

Most of the solution providers I list cut across multiple subcategories, but this is how I look at it from the challenges and opportunities I have as a sales enablement manager. (and yes, I know many people and the solution providers listed, but I opted to not play any favorites when listing them)

Connect with me on LinkedIn and let me know how you categorize the solutions and which ones I’ve missed.

My eBook on 13 Sales Enablement Challenges

Seismic has taken my guest blog posts and created an eBook, organize into 4 sections:

1. Marketing Support
   Content Creation
   Content Management
   Lead Management
2. Role Guides
   Managing the Sale
   Sales Process
   Sales Methodology
   Sales Tools
3. Sales Training
   Sales Kickoffs
   Onboarding
   Coaching
4. The Bigger Picture
   Organizational Structure
   Sales Strategy
   Change Management

Please download it and let me know what you think by leaving a comment on LinkedIn.

Sales Onboarding: 30-60-90 Day Plan

30-60-90 On-boarding PlanAs part of my guest blogging series for Seismic, I recently wrote about the challenges of on-boarding new sales reps

In the article, I mention a checklist of topics (with accompanying documents and videos) for new sales reps to learn on their first 30, 60 and 90 days on the job. I organize that checklist into (1) process-related tasks to master, (2) product-related topics to understand, (3) sales tools to learn, and (4) industry knowledge to get proficient at. The details for each of these will be different for each company, but I’m sharing my framework and rough outline here to help spark a conversation with other sales enablement leaders to share some best practices. Click on the image for details or contact me for a version in Microsoft Word.

LinkedIn: http://www.linkedin.com/in/bgroth/
Twitter:  http://www.twitter.com/BrianGroth

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