Inside: Sales Enablement Scott Santucci, Brian Lambert

Welcome to Inside: Sales Enablement Episode 63
How do we make sales today and one of the things that we need to concentrate on is selling the value of what is actually value mean in the first place? No human being on the planet can live without water. But water is cheap, and prevalent, and inexpensive in most places. Whereas none of us need diamonds to survive. But diamonds are expensive. So what actually is value?
In this episode, the guys are joined by Jen Burns who runs sales enablement globally for IQVIA. The reason the concept is so important today is as we move into a digital into the digital economy where customer experience becomes so vital.
The key questions you must be able to help your sellers answer are: What actually is valuable? Is the product and service that you have, is that what is valuable? Or is it the outcome the customer achieves? Is that what's valuable. That's what we're talking about today.
AUDIO TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.
Scott Santucci 00:34  
I'm Scott Santucci.
Brian Lambert 00:36  
I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.
Scott Santucci 00:49  
Together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.
Brian Lambert 01:03  
And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization. And as usual, we have a centering story. So Scott, what do you have for us today?
Scott Santucci 01:34  
So I'm going to lead with a quote, and I'm going to ask you to see if you can think place the quote and the time period.
Brian Lambert 01:42  
Okay.
Scott Santucci 01:44  
Here's the quote. Why is water that is vital for all life. cheap. And diamonds are so expensive.
Brian Lambert 01:56  
Isn't this say? Something tells me that this is like the 1980s or something that a technology reference like a Steve Jobs keynote or something?
Scott Santucci 02:06  
Close?
Brian Lambert 02:06  
It is
Scott Santucci 02:07  
very close. Yes. It's Aristotle. And it's about 300 BC. You were right. Close. My hopes
Brian Lambert 02:17  
only to bash it upside that. Okay. Well, fine. Aristotle's a smart dude. I can get go for that.
Scott Santucci 02:22  
I guess he's Steve Jobs. Yes. And essentially, he's got, you know, big thoughts.
Brian Lambert 02:27  
And they probably are more like sandals.
Scott Santucci 02:29  
There's the close part. So why are we talking about this and diamonds, around the time of Aristotle, many of...

In this episode , we're joined by Brian King. Sales Enablement leader who brought a cross-functional team together to develop and clarify the value of his team at Intercontinental Hotels. In this podcast, we talk through bringing together cross-functional leaders (all who have a myopic lens of "value") as well as understanding the commercial ratio and how to leverage to elevate the strategic conversation and strategies.
And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization.
EPISODE TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.
Scott Santucci 00:34  
I'm Scott Santucci.
Brian Lambert 00:36  
I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies

Scott Santucci 00:48  
together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.

Brian Lambert 01:02  
Our focus is on you as sales enablement leaders and orchestrators as a sales enablement orchestrator, you need to develop specific skills to blend both strategy and tactics together to help your company succeed. As you work across the sales and marketing, you're also bringing together a lot of different inputs, and you're turning those inputs into value for your company. As usual, we have a centering story, Scott, what do you have for us today?

Scott Santucci 01:27  
So our centering story goes way, way, way, way back.

Brian Lambert 01:31  
usually say that it doesn't isn't that far. Either way.

Scott Santucci 01:35  
With that.

Brian Lambert 01:36  
When you add all the emphasis you blow it that it's not that far back.

Scott Santucci 01:41  
We have the benefit of actually knowing what the story is because I'm including you on this one. So that's a little unfair. I'm using

Brian Lambert 01:47  
the fact that I'm not in the dark this time.

Unknown Speaker 01:50  
Exactly.

Scott Santucci 01:52  
But so we've we've had stories that go way back as I remember around BC period, BC when we talked about the invention of improv.

Brian Lambert 02:05  
That's right.

Scott Santucci 02:06  
That's how far back we've gone. So this time, we're going all the way back to episode six gaven, episode six of our actual podcast. So how modern are we getting here? So if you haven't, if you haven't listened to Episode Six, you probably shouldn't do it. It's we published this in in June of 2019. And there's actually a funny story about that. What...

Welcome to Inside: Sales Enablement Episode 61
In this episode we're joined by long-time listener Erik Host-Steen who appreciates getting into the meat of some issues. Since we like introducing ideas and inviting people to participate and push back, Erik reached out to discuss business outcomes and business impact of Sales Enablement.
Erik finds that sales, marketing, and product leaders are often working at cross-purposes. One way to get alignment is through business impact measures. What are the goals of the organization? And certainly, growth is usually a part of that. And that growth is for some purpose, value creation, profitability, etc. And then if it's a venture capital backed, firm, there's an exit. So then we have to have an eye toward valuation. And the top typical valuation models have many other factors involved rather than the Commercial Ratio we discussed on the show.
What does the Commerical Ratio really add to the toolkit in terms of being able to solve growth problems being able to drive toward a particular valuation or profitability? Find out as we walk through the top-down view of business impact measures so you can quantify your business impact of the sales enablement function.
EPISODE TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.
Brian Lambert 00:33  
I'm Scott Santucci. I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.
Scott Santucci 00:48  
Together, Brian, I've worked on over 100 different kinds of sales enablement issues. As analysts, consultants, we're practitioners, we've learned the hard way, what works, and maybe was more importantly, what doesn't. And

Brian Lambert 01:01  
our focus is on you as sales enablement, leaders and orchestrators. In that role as an orchestrator, you have to blend both tactics and strategy to execute. Our goal is to help you clarify the measures of success, provide an example of what that looks like to execute, and work together across your function across your organization. And then give you confidence to engage up down and across so you can drive results. And on this podcast today, we're just really excited. And it's really awesome to have another insider join us. We've got Eric hosting with us. Hi, Eric, how you doing?

Erik Host-Steen 01:37  
Great, thanks. Thanks for having me.

Brian Lambert 01:39  
Absolutely. And I was, I wanted to bring you in, because you and I had both had a conversation on the heels of the Commercial Ratio webinar. And I learned a little bit about you, you've got you fixed sales and marketing and product problems. You've been with Rogers Corporation, and hoche and Red Mountain, and you're very process driven and quality focused, and have a product marketing background in business development. And, you know, one of the things that I learned about you as you really are focused on having a dialogue, to understand but also where things maybe don't necessarily come together for you, you want to have a discussion. And that's what we're doing here today. I thought, Well, you know what, instead of having the conversation between us, between you and Scott, let's have you on the show. And you can ask Scott yourself. So thanks for joining in,...

Welcome to Inside: Sales Enablement Episode 60
We're in the experience economy and Sales Enablement Orchestrators are working to bring together the valuable contributions of multiple departments in their organization to improve the customer experience. How are they doing that? By pulling together people, processes, technology, and information to benefit sellers and address the gaps in the selling eco-system.
Curiosity is the new competitive advantage, as savvy leaders are taking a "how do we figure it out" approach and learn by doing. Forgoing the big-bang efforts for laser beam experience "labs" to figure out what works.
In this episode, we’re joined by Bill Ball, a founding member, and one of the members of the Sales Enablement Board of Directors. As sales enablement society founders and members Scott, Brian, and Bill share their examples of creating an all-digital organization of volunteers through a shared and common experience to elevate the role.
As Bill shares in the podcast; "We're navigating an evolving profession together. We have to get to know people and to help people, to figure it out together."
Listen in as the guys share what they're seeing, and more importantly, what they have learned to help your own organization orchestrate and bring together people through a common and shared experience
SES EXPERIENCE 2020 - Forward Momentum for a New Decade October 26 - 29 Virtual
Join the members of the Sales Enablement society at their annual conference http://ses2020.sesociety.org/
Make sure you join Scott Santucci (SES Founder) in the Founders Room on Wednesday, October 28, 2020 at 4:15pm Eastern.
EPISODE TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.
Scott Santucci 00:34 
I'm Scott Santucci.
Brian Lambert 00:36 
I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's most important, but doesn't. Our focus is on you as sales enablement leaders and orchestrators in that role that you have in your company, you've got to develop specific characteristics that we call orchestration. That means blending strategy and tactics together to achieve results to help sales sell and simplify the selling ecosystem. And as usual, we have a centering story, bill, bill, what do you got for us?
Bill Ball 01:29 
Thanks, guys. I want to take us way back to the year of 2016. I know that's not quite as far as you gentlemen generally travel back in your centering stories, but it's important.
Brian Lambert 01:45 
It's important,
Scott Santucci 01:46 
you know why? It's so it might as well be that Fargo. Right,
Bill Ball 01:50 
right, right. I mean, cuz who can tell at this point anymore? It seems like 1000 years ago is my relationship with you guys go what's happened this year, and how far the sales name one society has come. So um, the reason I'm going to talk about 2016 is that's the year all the wheels started to turn in the sales enablement society....

Laying the foundation is critical to Sales Enablement Orchestrators. Laying the foundation is a foundational step to create the survival kit for an enablement leader. It's absolutely mandatory for the enablement leader.
In this episode, we're joined by Tamara Schenk. Tamara talks with us about the blueprint Sales Enablement Orchestrators need to create with all teams and roles that are involved. Laying the foundation requires approval by senior executives so that this is your blueprint you're going to achieve.
Laying a foundation is not an exercise you do for somebody else, it's not something you you do for finance or controlling. And it's definitely not filling out a form. That's the absolute the last step, when you put all the pieces together. It's a creative process of creating the blueprint you need in your organization, in your context, where you're currently at to achieve your goals. You You have to achieve an enablement to meet your company's sales objectives.
EPISODE TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.
Scott Santucci 00:33  
I'm Scott Santucci,
Brian Lambert 00:35  
Brian Lambert, we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies
Scott Santucci 00:48  
together, Brian and I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.

Brian Lambert 01:01  
Our focus is on you as sales enablement leaders and orchestrators as an orchestrator, you need to be able to blend both strategy and tactics in order to execute. Our goal on this show is to help clarify the metrics of success, provide examples of what that looks like, and give you confidence to engage up down and across the organization. As always, we start with a centering story, Scott, what do you have for us today?

Scott Santucci 01:25  
Okay, so today's centering story, the timeframe on this is 1400 1400. Okay, got it. It was it was it was imagine that a little imagine that in 1400. And Florence, the Republic of Florence commissioned a whole bunch of sculptors, because to celebrate, hey, you know, we're done with the plague. I thought this was a little time, like, given where we are today. Maybe some wishful thinking with maybe, maybe co it would be over. Yeah. And one of the people who was commissioned one of the sculptors that was commissioned is someone we've talked about on the show before Brian, who might

Brian Lambert 02:05  
have a, I don't know, we've talked about so many Italians for some reason.

Unknown Speaker 02:12  
I know a lot of times, um,

Brian Lambert 02:16  
my favorite though, was vilfredo Pareto.

Scott Santucci 02:19  
So his tamaraws that's a little foreshadowing. Okay. Uh, well, it's one that you brought up

Brian Lambert 02:27  
to Vinci. Oh, Which one is that? Oh, um, I don't know. I can't remember. Man. You stuck in me. I love it. So it's 55 shows in man,

Scott Santucci 02:37  
the lipo...

One thing that we like to do on our podcast is to make this very conversational. And the reason that we want to make it conversational, as we go through a structured format, it can get overwhelming. The things that we're all talking about are very, very complex. In this episode, the guys are joined by Steve Goas who is passionate about co-creating value in Message Enablement.
Topics:
The vision of Message Enablement programsCreating Routes to ValueOrchestration across the organizationDefining what "good" looks like with Sales
EPISODE TRANSCRIPT:
Intro 00:02  
Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. 
Scott Santucci 00:33  
I'm Scott Santucci. 
Brian Lambert 00:34  
I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies 

Scott Santucci 00:47  
together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way what works and maybe what's more important, what doesn't

Brian Lambert 01:00  
Our focus is on you the sales enablement leader and Orchestrator, as a Orchestrator in sales enablement. You have specific characteristics and skills that you need to leverage in order to blend both strategy and tactics to execute. Our goal is to help you clarify what that looks like, provide examples that you can reference as you're engaging across the organization, and give you the confidence to gauge up down and across the organization. So you can drive the simplification that salespeople need to be successful with their customers.

And on this podcast, we have a special guest. His name, Steve, Steve Goss. And Steve is with a very large financial services company. He's got a very strong background in b2b content and b2b messaging enablement or Message Enablement. He's very passionate about sales enablement, as an enabler of the content and the message that salespeople need to have as they engage with their clients and their customers. 

And when you think About the sales enablement landscape that Scott shared in early 2020. We obviously we had Talent Enablement, we had Pipeline Enablement, Organizational Enablement and commercial enablement. Steve, one of our listeners here is in the Message Enablement space. 

Steve and I met at the sales enablement soiree, actually in 2019. We actually hit it off really well. That event is great to walk the hallways with him and just talk about sales enablement and what he was seeing, as he was helping his large sales teams. And he's been texting and emailing Scott and I ever since he's been a big listener of our show, and actually since COVID, we've had the largest body of post COVID sales enablement research with over 25 episodes and obviously all the state of sales enablement research we did. And Steve's been involved and digesting all that and he reached out to Scott and I said So that's how this started. And Steve so much. I just want to thank you so much for being on the show today. And can you tell us a little bit more about yourself and anything I missed in that setup?

Steve Goas 03:10  
Yeah. So thanks for having me. And...