13 min
Episode 159: Bryan Suit on Sales Enablement’s Role in Digital Transformation Sales Enablement PRO Podcast
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- Business
Shawnna Sumaoang: Hi, and welcome to the Sales Enablement PRO podcast, I’m Shawnna Sumaoang. Sales enablement is a constantly evolving space, and we’re here to help professionals stay up to date on the latest trends and best practices so that they can be more effective in their jobs.
Today, I’m excited to have Bryan Suit from Siemens Healthineers join us. Bryan, I would love for you to introduce yourself, your role, and your organization to our audience.
Bryan Suit: I’m Bryan Suit from Siemens Healthineers. If you’re unfamiliar with Siemens Healthineers, we actually are a global leader in health technology. We focus on enabling healthcare providers to increase their value really by focusing on four elements: providing precision care, transforming care delivery, improving the patient experience, and number four, all the while trying to digitalize healthcare. As we look at our comprehensive portfolio, we focus on products, solutions, and services that focus on clinical imaging, clinical therapy, and laboratory diagnostics.
From my perspective, I’m part of the global commercial excellence team based in Erlangen, Germany. I’m responsible for sitting in the team of standards and process excellence with a focus in customer relationship and partner management excellence, working with our global programs and also interacting with our 16 zones to help them optimize the use of these programs while also making improvements for their sales professionals at the localities.
SS: I’m excited to have you here, Bryan. I noticed that you actually recently earned a certificate in organizational design for digital transformation from MIT, and you’ve discussed your interest in digitally enabling reps on LinkedIn, in fact, that’s what caught my eye.
Given the acceleration of virtual and hybrid work environments in the past year, I’d love to understand from you, how are you setting your reps up for success in a more digital-first world?
BS: Starting there is probably a good standpoint. I think the aspects of digital and digitalization are two frequently used terms as we look at the enablement space. Really the concept as we look at combining these together to make improvements for the sales professional is, how can we ultimately take off the low-value work? For example, digitalizing things that nobody wants to do or things that are just taking time that can be done in automated fashions. The idea of trying to create new ways, new digital approaches to allow us to be more efficient. More importantly, identifying the right customers at the right times and then leading the sales professional in that engagement. Whether that is using data to leverage the insights, to create actions, or whether just serving up what’s been successful.
As we all look at playbooks, really having tangible quantitative information that allows us to look at evaluating across each of the steps of our sales process. When we should be engaging, what we should be engaging with, and ultimately what is successful with the customers. As we talk about the last year-plus, I think many of us see the challenges that sales has been put through, but I think it’s ultimately more of an opportunity for organizations such as mine and everyone else’s to focus on changing engagement with customers. The first part is we cannot sell like we used to. We have to take in the aspects of understanding how our customers are interacting with our digital assets. As they look at engaging in the websites, making sure we’re collecting that information and feeding it to the salespeople as much as possible, so again that we have a better way to personalize that customer journey and really focus on what’s important as we try to provide value back to solving business problems.
SS: Absolutely. How are some of the ways sales enablement can leverage technology to its advantage to really improve the effectiveness of sales enablement programs?
BS: As we look at technology, I
Shawnna Sumaoang: Hi, and welcome to the Sales Enablement PRO podcast, I’m Shawnna Sumaoang. Sales enablement is a constantly evolving space, and we’re here to help professionals stay up to date on the latest trends and best practices so that they can be more effective in their jobs.
Today, I’m excited to have Bryan Suit from Siemens Healthineers join us. Bryan, I would love for you to introduce yourself, your role, and your organization to our audience.
Bryan Suit: I’m Bryan Suit from Siemens Healthineers. If you’re unfamiliar with Siemens Healthineers, we actually are a global leader in health technology. We focus on enabling healthcare providers to increase their value really by focusing on four elements: providing precision care, transforming care delivery, improving the patient experience, and number four, all the while trying to digitalize healthcare. As we look at our comprehensive portfolio, we focus on products, solutions, and services that focus on clinical imaging, clinical therapy, and laboratory diagnostics.
From my perspective, I’m part of the global commercial excellence team based in Erlangen, Germany. I’m responsible for sitting in the team of standards and process excellence with a focus in customer relationship and partner management excellence, working with our global programs and also interacting with our 16 zones to help them optimize the use of these programs while also making improvements for their sales professionals at the localities.
SS: I’m excited to have you here, Bryan. I noticed that you actually recently earned a certificate in organizational design for digital transformation from MIT, and you’ve discussed your interest in digitally enabling reps on LinkedIn, in fact, that’s what caught my eye.
Given the acceleration of virtual and hybrid work environments in the past year, I’d love to understand from you, how are you setting your reps up for success in a more digital-first world?
BS: Starting there is probably a good standpoint. I think the aspects of digital and digitalization are two frequently used terms as we look at the enablement space. Really the concept as we look at combining these together to make improvements for the sales professional is, how can we ultimately take off the low-value work? For example, digitalizing things that nobody wants to do or things that are just taking time that can be done in automated fashions. The idea of trying to create new ways, new digital approaches to allow us to be more efficient. More importantly, identifying the right customers at the right times and then leading the sales professional in that engagement. Whether that is using data to leverage the insights, to create actions, or whether just serving up what’s been successful.
As we all look at playbooks, really having tangible quantitative information that allows us to look at evaluating across each of the steps of our sales process. When we should be engaging, what we should be engaging with, and ultimately what is successful with the customers. As we talk about the last year-plus, I think many of us see the challenges that sales has been put through, but I think it’s ultimately more of an opportunity for organizations such as mine and everyone else’s to focus on changing engagement with customers. The first part is we cannot sell like we used to. We have to take in the aspects of understanding how our customers are interacting with our digital assets. As they look at engaging in the websites, making sure we’re collecting that information and feeding it to the salespeople as much as possible, so again that we have a better way to personalize that customer journey and really focus on what’s important as we try to provide value back to solving business problems.
SS: Absolutely. How are some of the ways sales enablement can leverage technology to its advantage to really improve the effectiveness of sales enablement programs?
BS: As we look at technology, I
13 min