Sales Enablement Must-Do’s Structure and Process Basics Brian Fravel VP of Marketing, Veelo @veeloinc @fravelb
Sales Enablement Must-Do’sStructure and Process Basics
Brian FravelVP of Marketing, Veelo@veeloinc @fravelb
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Agenda
• Sales Enablement Definition
• Sales Enablement Adoption Framework
• Traps to Avoid
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What is Sales Enablement?
• “A strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.” – Forrester
• “[Focus on] the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward” – IDC
Processes, tools, training and coaching to help salespeople perform better
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Common Problems Sales Enablement Solves
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Two Primary Benefits of Sales Enablement
Productivity Performance
• Save time• Reduce waste• Process efficiency• Improve internal alignment
• Find new prospects• Close more deals• Close deals faster• Greater quota achievement
A Good Sales Enablement Program Has Both Productivity and Performance Elements
A Sales Enablement Adoption Framework
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Key Elements of a Sales Enablement Program
Technology Process
Content Organization
WARNING: Don’t Lose Sight That People Are at the Center of Your Solution
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A Basic Sales Enablement Framework
Processes Content Technology Organization
Onboarding Audit Information capture (eg CRM)
Who owns sales enablement?
Training Alignment to sales Automation (egmarketing automation)
Resources &budget
Coaching Delivery Analytics Role definition
Lead scoring & hand-off
Predictive technology
Measurement
The ‘Must-Do’s’
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Phased Maturity Model
PHASE 1
• Establishing a formal sales enablement program
PHASE 2
• Sales enablement function in place, missing elements
PHASE 3
• On the way to world class, taking advantage of the latest technology
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Phase 1: Example End State
Processes Content Technology Organization
Formalized onboarding
Defined content repositories
CRM usage Sales enablement ownership
Formalized training Sales / marketing alignment
Marketing automation usage
Budget
Lead scoring & hand-off defined
Marketing efficiency metrics
Measuringactivities, not results
PHASE 1
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Phase 1: Must Do
• Align sales & marketing
• Agree on objectives and roles / responsibilities
• Agreed upon lead scoring and hand-off process
• Assign ownership and resources
• Formalize key support functions
• Onboarding, training and coaching
• Consolidate content
• Establish system(s) of record for latest content
• Establish basic systems
• CRM & marketing automation
PHASE 1
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Phase 2: Example End State
Processes Content Technology Organization
Formal onboarding process
Content repositories
Good CRM usage Formal sales enablement role
Formal training program
Sales/marketing aligned
Good marketing automation usage
Budget
Formal coaching program
Content delivered via repository/portal
Analytics for marketing efficiency
Sales enablement roles defined and staffed
Lead scoring & hand-off documented
Using tech to provide attribution for marketing assisted revenue
PHASE 2
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Phase 2: Must Do
• Onboarding & on-going training viewed as strategic asset
• Formal coaching program that is monitored with reward system
• Lead scoring & hand-off jointly reviewed by sales and marketing on a regular basis
• Audit content and align to sales stages/buyer’s journey
• Use adjacent technologies to augment CRM and marketing automation
• E.g., LMS, content management, sales productivity tools
• Make strategic, revenue growth oriented investments in sales enablement organization, programs and tools
PHASE 2
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Phase 3: Example End State
Processes Content Technology Organization
Onboarding & training programsinclude on-going reinforcement
Predictive content delivery with corresponding coaching
Predictive technologies for prospect & lead prioritization
Sales enablement elevated at VP level
Technology for virtual coaching
Joint sales &marketing goals and rewards system
Budgeting allocated on strategic revenue initiatives
Predictive lead scoring
Measuring content contribution to sales
PHASE 3
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Phase 3: Must Do
• Elevate Sales Enablement within the org and make it a strategic function
• Invest in technology
• Predictive leading scoring & content delivery
• Virtual coaching
• Deliver virtual coaching with content
• Develop onboarding and training that includes post training reinforcement
• Post training reinforcement
• Measure specific content impact to sales
• Revenue and movement through the sales funnel, down to the individual piece of content
PHASE 3
Traps To Avoid
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Traps to Avoid
• Don’t bite off more than you can chew
• Go for small wins
• Not aligning sales & marketing
• Content by sales stage?
• Measuring activities not results
• No feedback loop
• Marketing content doesn’t align to sales training
• No methodology/playbooks
• Sales training is a single event (and marketing isn’t included)
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Other Resources
• Check out Veelo’s Resources page: veeloinc.com/resources
• Webinar: “Sales Enablement Mistakes You Should Avoid (but Probably Haven’t)”
• Webinar: Aug. 16th – “Demystifying the SalesTech Stack”
• An in-depth look at the ever-growing sales tech stack. We will break down the landscape into easy to understand segments, talk about their benefits, and reasons you might consider adopting these technologies.
• Brief: “Onboard Smarter, Not Harder”
Other:
• Salesforce.com sales blog - “The Top 5 Sales Enablement Mistakes To Avoid (But You Are Probably Aren’t)”