Jim Ninivaggi is the Service Director, Sales Enablement Strategies at SiriusDecisions. SiriusDecisions is an advisory firm focussed on B2B companies providing data, advice, research and industry events for practitioners in the field of marketing, sales and product development.
This week’s podcast is focussed on ‘Building the business case for Sales Enablement’. Almost everyone who wants to start a Sales Enablement function or expand an existing function will have to go through the same justification challenge: Why invest in Sales Enablement? What will be our return for the company? Why not invest in something else?
The answer this question we need to start at the beginning. Jim will share his views and definition of Sales Enablement. According to SiriusDecisions Sales Enablement is the orchestrating function between sales, product marketing, sales training & sales operations and should be focussed on three different key areas:
Sales Talent Management – How do we attract the right sales talent to the organisation, retain and give them the right skills?
Sales Asset Management – Which sales assets do we need to develop?
Sales Communication Management – When do we communicate what to the sales teams to make sure we don’t overwhelm them?
When done right these three key areas will enable the sales teams to have the right conversation with the right customers at the right time according to SiriusDecisions.
After discussing Jim’s view on Sales Enablement we focus on how to create the business case. Jim shares some practical advice on how you can make some simple calculations to show your leadership the impact you will deliver over time. How do you calculate sales rep productivity? What will be the impact if they can find content within 10 minutes vs 1 hour? How can you leverage data points like this to create your personal business case. Jim explains it all.
As always we end with 3 practical tips you can start using today in your sales enablement programs.
We would love to hear your feedback! How did you create your business case for Sales Enablement? Did you have to prove the value? How are you measuring your impact? Leave your comments, feedback and suggestions in the comments below.
Simon Morton is the founder and managing director of Eyeful Presentations. Eyeful Presentations helps companies with their last mile communication, translating a product or an idea into an easy to understand value proposition and presentation. Simon is also the author of a great book called “The Presentation Lab” focussed on the same topic. Interested in his book? Read till the end.
You work extremely hard for months, sometimes years on your product and now you have reached the point you are ready to launch it to the market. How do you communicate the value your product brings in the most effective and efficient way so people start to buy? You can have the best idea or product in the world but if you can’t articulate the value in an easy to understand way your efforts will go to waste.
In this week’s podcast Simon and myself will talk about how to create a great message and how to translate that message into a great presentation. How do you avoid the “Death by PowerPoint” syndrome which we have all experienced?
Together we explore what communication tools work best for which audience. We discuss what other tools are available in addition to powerpoint like press and white boarding? What works best with a technical buyer vs a business buyer? What tool do you use when you want to connect with the C-Suite? Why is it important to have a clear call to action? Simon explains it all.
Like in every podcast we wrap up with three key suggestions you can start using tomorrow!
Interested in Simon’s book The Presentation Lab? Good news! the first 3 people who post a question or leave their feedback on this blog post will get a free copy from Simon! Big thank you to Simon and Eyeful Presentations for making this possible! Looking forward to see everyone’s feedback and questions!
Co-Host Tamara Schenk - CSO Insights, a division of MHI Global
Tamara Schenk is a Research Director at CSO Insights, a division of MHI Global, focussed on Sales Enablement. She is one of the key thought leaders and influencers in this rapidly evolving space.
During this week’s podcast Tamara shares her perspectives on Sales Enablement. She shares how she has seen Sales Enablement evolve from a highly fragmented function with disconnected programs to a much more integrated selling systems approach in the recent years.
Tamara shares how you can create your own selling system based on her four key principles:
Map your sales execution to your business strategy
Define which Sales Enablement Services you want to offer
Measure your impact through Sales Enablement Operations
Focus on reinforcement, adoption and change management
We also touch on the million dollar question, to who should Sales Enablement report in the organisation? Sales, Marketing or … ?
At the end Tamara will give you her top 3 tips you can use to start building your own selling system today!
Are you interested to participate in the Sales Enablement survey from MHI Research Institute? Visit Tamara’s blog and complete the survey. Upon completing the survey you will be able to download the CSO Insights’ 2015 Sales Management Optimization Key Trends Analysis and you will receive the 2015 Sales Enablement Study Key Trends Report in October.
Jonathan Palay is one of the founders of CommercialTribe and VP of Sales. CommercialTribe solves one of the toughest problems in sales: how do you make sure your sales reps tell a consistent sales story?
We have all seen it. You research a company on the web, look at their products and decide to reach out to get more information. However when you talk with one of the sales reps the story is different compared what you read on the web. You quickly lose trust.
Creating a good sales messages is tough and we explored this earlier in the sales enablement lab with the team from Corporate Visions, so once you have the perfect sales message for your product or service you want to maximise the value and the return.
Together with Jonathan we explore how you can achieve consistency across your entire sales organisation and how you can setup a certification program in your company to make sure your teams all articulate the same value.
At the end of this podcast Jonathan will share 3 practical tips to get you started today with your own program!
Peter O’Neill is the VP & Research Director for B2B Marketing (previously called Sales Enablement) at Forrester. Peter manages a group of analysts focused on B2B marketing understanding and navigating the complex sphere of buyer stakeholders.
As we discussed a few weeks ago with Tom Pisello in Season 1, Episode 9 the role of the B2B Sales Rep is dramatically changing. Forrester forecaststhat 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. This statement and the research challenged the current thinking and caused a debate on social media.
Peter explains the research behind the prediction and provides more color & insights. Peter also shares how to turn this into a potential opportunity to differentiate yourself from the competition and how you can continue to add value to your customers and become a true business partner.
Peter wraps up with his personal insights and shares 3 practical tips on how you can be successful as a Sales Enablement leader.
Leslie Talbot is the vice president of content at Corporate Visions. She is a thought leader on how to create an engaging sales message which can be used by sales reps to win more deals!
This week’s podcast is a followup to the conversations we had with Tim Riesterer in Season 1, Episode 3& Jim Moliski Season 1, Episode 5.If you did not listen to these podcasts yet I highly recommend you do!
Leslie and myself will talk about how important it is to have a clear sales message which can be leveraged by your sales teams and how to create one. She explains the value of a power positions and how they differ from value propositions and how this really drives the customer to take action!
Leslie will share her secret sauce she uses every day to create amazing sales messages for her customers – the CVI 7 step framework to a power position:
Step 1) Identify your audience and create your targeted conversation profile
Step 2) Identify your customer’s business objectives
Step 3) Understand your customer’s status quo, which trends put their business objectives at risk
Step 4) Identify your customer’s top challenges
Step 5) Map your capabilities; Identify your 2-3 differentiators
Step 6) Identify your value; what can your customer do differently with your solution
Step 7) Take a step back and create your power position based on step 1 – 6
Want to understand the detail and hear a great example, listen to the podcast!
We wrap up with Leslie sharing her personal top 3 tips to get you started today!
Tom Pisello is the CEO & Founder of Alinean. He is a serial entrepreneur, popular speaker and author, focused on value marketing and selling.
Tom’s latest book was published in April and is called the The Frugalnomics Survival Guide – How to Use Your Unique Value to Market Better, Stand Out and Sell More.
In this week’s podcast Tom and myself talk about one of the very hot sales enablement topics currently being discussed on social media: the future of B2B sales reps. Forrester forecaststhat 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. Both Tom and myself were in the presentation which Andy Hoar delivered in Scottsdale, AZ during the Forrester Sales Enablement Forum. Andy shared how B2B buyers now favor do-it-yourself online options for researching and buying products and services, and they are demanding that B2B sellers fully enable those digital paths to purchase.
Tom and myself discuss how the world of sales has dramatically changed in the last years, what the influence is of social media and what this means for b2b buyers and sellers. We talk about how other analyst companies look at this and come to a slightly different conclusion. Tom shares practical tips on what to do if you are a B2B sales rep and how you can continue to deliver value to your customers and even sell more.
Jeffrey Hayzlett is very well know in the world of sales and marketing. He is a thought leader, best selling author, TV/Radio/Podcast host, a public speaker, was CMO for a top fortune 100 company, worked from main street to Wall Street, bought and sold 200 companies worth billions of dollars. He is also the founder of the Hayzlett group. An incredible resume.
Jeffrey’s new book called ‘Think Big, Act Bigger– The rewards of being relentless.” will be released in September. This week we have a preview together with Jeffrey.
We will discuss how to get access to the most influential buyers: the C-Suite, the importance of social selling and how being relentless pays off at the end. Jeffrey will reveal the secrets behind his 118 pitch and he will share his thoughts on the common mistakes he sees sales executive make and how to avoid them.
At the end Jeffrey will share 3 practical tips you can get put into practice starting now!
David Brock is the founder and president ofPartners In EXCELLENCE, a boutique consultancy company focussed on the customer facing side of organisations. In addition Dave has his own podcast and blog.
This week’s podcast is focussed on coaching and especially coaching by the front line sales manager. We discuss why it is critically important to coach your sales teams, how you find the time to have regular coaching sessions and explore the most effective way to conduct a coaching session. Dave explains how to conduct a non directive coaching session by asking the right questions.
At the end of the conversation Dave will share a few practical tips on how to start your own coaching program.
Jill Rowley is one of the leading experts on social selling globally, she is a regular presenter at conferences and a lot of companies rely on her personal advice while building their social selling strategies. In addition she is a startup advisor and an entrepreneur.
In this week’s podcast we jump into the world of social selling. We will explore how the world of sales has changed because of new buyer behaviour. The new buyer is digitally driven, socially connected, mobile, and fully empowered!
We will explore how you can leverage the power of social selling to connect with these new buyers. We will talk about how you can create a sales enablement program to enable your sales team with these extremely powerful social selling tools.
At the end of the conversation Jill will share 3 practical tips to get you started with social selling!