The real ROI of sales enablement

Quotes

• “It’s been a really exciting evolution in sales enablement. Back when sales enablement started you had this influx of content that has been going on for a long, long time were just really blowing up all the digital channels and different content and that started to confuse the sales rep and the buyer on how to make sense and use that content.” -Dustin“The enablement profession almost became a therapist in between the sales leader and the marketer. I think what you’re saying is things should have changed in COVID as dramatically and spread that transition up as it’s much more about that rep effectiveness.” -Dustin “It seems like sales enablement used to be, using a basketballmetaphor here, the kid sitting at the end of the bench who couldn’t get on the court and eventually becomes the ball boy. Your job is to get some towels and Gatorade for the guys that are scoring all the points and now it’s dramatically different. Now that content is much more front and center.” -Ben “First and foremost you have to put it in the context of the opportunity that you are working. I think you have to really enable and coach the rep on how to deliver that content because it’s not just aboutthrowing over content to the customer, it’s about how you are talking about information in that content when you’re using it, how you are using it in your cycles.” -Dustin “Another element of sales enablement is coaching. If I made reps call or email or pay more visits, I want to get more revenue. It was about an activity-based approach to solving a problem.” -Dustin“The whole thing though has become much more complex so sales enablement really needs to be about the knowledge and skill of the rep and tying that to performance. It’s much more about what skills do you have as an Account Executive and we go back to coachability, discovering curiosity to business acumen, and tying it to performance creating a culture of coaching to improve those skills because it translates to higher performance.” -Dustin “It seems to me that the overlap between marketing and sales is deepening. You say sales enablement, I hear content marketing. A lot of these are email marketing where we have specific pieces of content that need to be delivered based on a trigger.” -Ben “Now you are using your sales enablement reps to understand theright timing and delivery methodology and get that content out there.” -Ben “By leveraging that intent data either in another platform or our platform, or a combination of multiple which is typically the case, you can really get an understanding of where that customer is in the process and come up in a much less annoying fashion.” -Dustin“That’s exactly it, [Ben]. They get commission breath way too early and some customers are merely just diagnosing their own problem. So we look at all those intent signals and map them back with other buyers who bought from us.” -Dustin“As they get down the funnel and start to move in their consideration or decision, we start to hone and rally the troops internally to actually make an investment. That’s when we start to get more granular about our differentiation.” -Dustin “When you think about it from a customer’s perspective, it’s a much better experience when you are in research of other problem and a company reaches out to you, not about their tool or their technology but more about how they view the problem and how they thought about solving it. You just come off as much more trustworthy.” -Dustin“Showpad fundamentally believes that the only way to solve your rep effectiveness problem is through a singular platform.” -Dustin “That full lifecycle of content, coaching onboarding, and meeting intelligence is the fundamental road that we take versus this amalgamation of point solutions that really don’t give you that 360-degree view of your rep.” -Dustin“That’s how we think about the problem. Much less about rep efficiency and finding things one or two seconds faster but more about the effectiveness of the rep in leveraging the cohesiveness collectiveness. We provide modules to get better results from a trainer’s perspective.” -Dustin