25 épisodes

Dive into the world of elite strategic sales enablement professionals and explore the mindset, strategies, and tactics to run enablement as a business-within-a-business.

Inside Sales Enablement Scott Santucci, Brian Lambert

    • Gestion

Dive into the world of elite strategic sales enablement professionals and explore the mindset, strategies, and tactics to run enablement as a business-within-a-business.

    Busy Active or Busy Productive? The Flavors of Sales Enablement

    Busy Active or Busy Productive? The Flavors of Sales Enablement

    The sales enablement profession has reached an important pivot point.While the hype of the role continues to drive more and more hires, many executive leaders are still waiting to see the transformative benefits they expect by making continued investments into enablement. Most enablement functions start out as the fixer of broken things.  Eventually, there is only so much value that can be created that way.   You will have to expand your scope and focus on identifying core root problems.We've been working with leading sales enablement functions for over 10 years.   In this podcast, we identify the emerging flavors of sales enablement excellence.   TALENT - Recruit, retain, and develop the right people to help sales leaders be successful with better, more skilled salespeopleMESSAGE - Customer stakeholder specific value-based messages to help sales leaders be successful by helping their salespeople have better and more relevant sales conversationsENGAGE - Integrated programs to drive pipeline milestones to help sales leaders be successful with more targeted and focused pipeline stimulation programsADMINISTRATE - Simplification programs to reduce seller burden by helping sellers spend less time with data entry and more time selling 

    • 45 min
    Rudolph the Red Nosed Reindeer and Moving from Reactive Actions to Proactive Sales Enablement (Ep #24)

    Rudolph the Red Nosed Reindeer and Moving from Reactive Actions to Proactive Sales Enablement (Ep #24)

    Right now, growth is anyone's turf. Growth can be aligned to the sales department, the marketing department, business operations or the strategy team.  Everyone "owns" the customer, and very few people have the answer when it comes to creating sustainable impact and success.Today, only a few organizations have more strategic sales enablement capability aligned to the growth. The ones that do fold them into commercial operations or report directly to the CEO.  While many Sales Enablement leaders aspire to become the Go-to-Market partner of the CEO, the reality on social media is quite different.  The key question:  Why are you here?  Why does Sales Enablement even Exist?Looking at the blogs, content, and discussions, there is certainly a big gap between the aspiration of Sales Enablement and the reality faced by many in the role.  Transformation is happening in many sales organizations, but sales enablement is often a tactical "get stuff done" aspect of tactical decision making.In this episode, the guys as a great question: "Are You Providing Strategic Sales Enablement or Are You the Land of Misfit Toys?" The answer to this question will determine your impact and success including:allocating resources to projects you believe are most important.defining who you report intobalancing the completion "fast tasks" with "strategic ongoing business impact"That current state “island” of sales enablement is chaotic... it’s reactive.  It’s where all the misfit initiatives are inherited by the VP of "broken things" end up.In this podcast, you'll hear actionable approaches and real-world examples on how to balance the short-term with the long-term impact required to support transformations.  Using examples such as onboarding and training, the guys talk about the strategies you need to help sellers get what they need to be successful.   They will also share the discomfort many people have in being strategic (hang in there when you're listening!). The reward: Throughout the podcast, you'll learn how to do WITH sales, and stop doing TO sales.As Jack Welch once said; "Control your own destiny or someone else will."

    • 41 min
    Lessons From the Ford Edsel Failure & Who's the Customer of Sales Enablement? (Ep#23)

    Lessons From the Ford Edsel Failure & Who's the Customer of Sales Enablement? (Ep#23)

    Welcome to the Inside Sales Enablement Podcast, Episode 23Sales enablement leaders work at the intersection of sales leadership, marketing, product, and operations to help engineer and elevate sales conversations.  As Sales Enablement pros work across these stakeholder groups they often experience very high expectations, leading to challenges and friction if not handled well. For example, on one hand, sales leaders demand a high-level service and impact with their teams. And on the other hand, groups like training and product groups view sales enablement as the most critical function they need to partner with to get their content in front of sales teams. As sales enablement leaders work in more integrated ways to achieve sales results, they need buy-in and support from not only sales leaders, but also a wide variety of department leaders.If you are a sales enablement professional, you know there are a lot of people to serve. You also know that they aren't all your customers, and you can't treat everyone who wants something the same. So, the question is, how do you parse people out? Who do you listen to?   These are critical questions requiring you to think through the business you're in, the function you roll up to, and the leadership team you're accountable to.  At the same time, you must ensure sales and sales leadership has a voice into what you're doing (and what others say you need to do).To help you think this through, Scott and Brian take an inventory of who sales enablement leaders serve, and who their customer is, depending on a variety of variables including:- Where you report into- What your charter is- Who your customer is They also provide an actionable checklist to help you document who your customer is, and who you serve, to increase clarity and traction in your role.  Thanks for listening! And as always, send us feedback and comments! 

    • 39 min
    Clarifying the Sales Enablement Operating Model to Elevate Strategic Impact (Ep#22)

    Clarifying the Sales Enablement Operating Model to Elevate Strategic Impact (Ep#22)

    Welcome to the Inside Sales Enablement Podcast, Episode 22What happens when you go through a major organizational change and need to redefine your sales enablement operating model, vision, mission?  During times of frames, how do you frame out your sales enablement "moon shots" in order to engage strategically and tactically to overcome the internal complexity that bogs sellers down?On this podcast, Brian and Scott talk to Sandra about her stakeholders within the business how she might re-frame the relationships she has in her company in order to get closer to the business while also elevating her role to a strategic function. Topics on this podcast include:Sales Enablement operating modelStakeholder managementDefining your sales enablement domain / sandboxCommunicating with clarityBreaking through internal perceptionsFocusing on what matters to sellers and sales managers Key questions the guys talk through with Sandra include:- How do you evolve from a department of tactical projects to a strategic function?- What relationships does she leverage to gain more influence?- How might she define and clarify her sales enablement operating model- How do you become a truly cross-functional role to support sales team conversations?- How do you devote attention to building a team that propels sales effectiveness forwardLet us know what you think, and send us ideas for a future podcast at engage@insideSE.com  

    • 52 min
    The Scouts Scene in Moneyball & Figuring out Focus for Sales Enablement (Ep#21)

    The Scouts Scene in Moneyball & Figuring out Focus for Sales Enablement (Ep#21)

    Welcome to the Inside Sales Enablement Podcast, Episode 21If you are a sales enablement practitioner, you are likely pulled in a lot of different directions.   You might:Be frustrated you are called a "training" function inside your company Struggle to get the right resources Have a hard time balancing your inbox (and your team's workload) Experience conflict with other departments  Why is that the case?   In this episode, the guys talk about how most sales enablement functions today pop up to address problems that are really symptoms of bigger issues and challenge Insider Nation to really focus on understanding "what is the problem sales enablement exists to solve".  

    • 39 min
    The Securities Act & A Foundation to Elevate the Profession (Ep#20)

    The Securities Act & A Foundation to Elevate the Profession (Ep#20)

    Welcome to the Inside Sales Enablement Podcast, Episode 20Since starting the podcast, the guys have gotten a lot of feedback from listeners who've built more advanced functions.  These listeners have one thing in common... they all are using the "old Forrester sales enablement" definition Scott authored in 2008 and peer-reviewed by Brian and published for Forrester clients in 2010.  In 2017, acting as the President of the Sales Enablement Society, Scott sponsored work by enablement professionals to bring together:  analysts, academics, practitioners, and vendors to create a common definition that was published and shared at the first annual sales enablement society conference. Yet, here we are in 2019 and Forrester has not only a new definition of what sales enablement is - but also Sirius Decisions' definition to rationalize.   Gartner is talking about "buyer enablement" and "sense-making" while CSO insights have narrowed the focus to be about enabling the sales force.   Meanwhile, marketing has moved into their own versions of helping "sales" by advocating: content marketing, account-based marketing, and growth marketing.The guys think this has gotten out of hand and have decided to become far more definitive.   In this episode the guys:1)  Highlight the key enabler that propelled accounting into the finance department and the rise of the CFO 2)  Contrast the similarities between finance and the sales enablement space 3)  Outline the drivers that exist in the economy that point to a huge gap between strategy and execution 4)  Discuss the purpose of sales enablement is to bridge that gap 5)  Observe the only way to solve that problem is to do it cross-functionally 6)  Review the basic pillars of what should be in the scope of a department tackling the strategy/execution gap  

    • 37 min

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