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)”

Thank You!

www.veeloinc.com@veeloinc @fravelb