sales enablement

Sales enablement

At many companies, we've seen Sales Enablement as part of this Sales Operations role. This is a mistake, as they require vastly different skills and capabilities. Sales Enablement is responsible for preparing the field to execute the strategy set by management. The primary focus of sales enablement is increasing the effectiveness of each encounter. Here is our more formal definition, broken into 5 Key Components:

1. Get the right sales content…
2. into the hands of the right sellers…
3. at the right time…
4. through the right channel…
5. to move a sales opportunity forward.

Get the Right Sales Content: There are three key components of sales content: Persona, Buying Stage, and Format.  Sales Enablement should ensure there is an ample amount of information on each type.  At late stage a customer needs ROI proforma.  A lead development rep needs an awareness seminar or webinar explaining a common problem. Sales enablement’s job is to ensure these materials are available, up-to-date, and relevant. But content is not just a  document.  It is also the conversation track used by sales to present a solution or problem.  Sales Enablement writes and trains on these as well.
Into the Hands of the Right Sellers: Different positions require different content.  For Sales Reps, this means presentations and talk tracks for group meetings.  Or Tablet Content for one-on-ones.  Inside Sales Reps want shareable content and live demos.  Lead Development Reps need nurture emails.  Content should be tailored for each position to maximize customer traction.
At the Right Time: Content should be at the fingertips of sales at all times.  This means being Social, Local, and Mobile.  If a sales rep needs a key document, they should know exactly where it is.   If your reps can't find it in 30 seconds, they'll stop looking.
Through the Right Channel: Content should be in the format that customers and prospects prefer.  This may mean employing (A) A Content App for Rep's Tablets (B) Email Templates in CRM (C) Printed Brochures for Prospects. Remember, the best channel is the one the customers are most likely to consume.
To Move an Opportunity Forward: The end game of sales enablement is increased productivity.  If your content doesn’t accelerate the sales cycle, or increase wins, it is worthless.  Make sure your content is designed to answer specific micro-questions along the buyer’s journey.  Inward-out content that only talks about your company will not produce a meaningful result.  Make the content about your customers.
Sales Enablement is more than just a “Content” job. It is the rising tide that lifts all boats. It tests reps to ensure messaging and skills are learned. It measures adoption of programs and platforms. Sales VPs who ignore this new approach suffer these symptoms:

• Efficiency projects that fail to achieve ROI Goals.
• Dependency on several “A” Players to Make the Number.
• Reps only selling products they are most comfortable with.
• Product launch failures.
• Static Revenue per Rep figures.

In order to do more with less sales managers need to know everything they possibly can about their sales teams and their customers. Who are the best sales reps? Why? What do they do that closes more deals? And who are your best customers? What do they spend the most money on? And what do they want from you that you aren't giving them? The more you know the more focused your actions can be.

Job Description of the Sales Enablement Director will work on 3 key dimensions:

1.                  Content and Knowledge Gap Identification: Identifies key gaps throughout all sales channels (field sales, inside sales, and lead generation team) in our messaging, content, and communication. Gap Identification should also address future initiatives such as:  New Product Launch, New Role/Staff knowledge requirements, Persona Messaging Development, Content Audit and Management to identify largest gaps.

2.                  Content and Knowledge Creation: Building the customer-facing content, talk tracks, courseware, and workbooks required to effectively communicate our value proposition. Content Creation also includes: Procurement and Management of Content Distribution Systems (Mobile Content Apps, Content Inventory within CRM), Content Production Rules and Guidelines (for customer facing documents), and Courseware Certification documentation.

3.                  Knowledge Adoption and Learning: Building the adoption and certification programs to ensure our sales team is capable of replicating the messaging and talk tracks during customer interactions. Adoption and Learning also includes: Systems to track Rep certification, Gamification Software, Incentives for Adoption and Learning, Content/System Use and Tracking, Testing Software for Certification.

While you may not be familiar with all of these technologies and standards, a solid background in many of these disciplines is required.  You will also need to understand business strategy, personas, and sales and marketing strengths and weaknesses.  You should be able take high level sales strategy and implement tactics to continually improve sales performance.
Responsibilities:

1.                  Set strategy and vision for Sales Enablement programs.

2.                  Enable our Field and Inside Sales teams to accelerate revenue growth from core offerings.

3.                  Develop and manage sales courseware, tools, systems, and roadmap

4.                  Assist on key new initiatives to ensure new project, new product, and new role success

5.                  Build a foundation for sales enablement and training – design playbooks and training courseware for onboarding and skill development

Skills and Experience:

1.                  5+ Years in Sales Training, Enablement, or Continuing Education Role with a Corporation or 10+ Years in Business Teaching / Learning Environment

2.                  Experience in designing Sales Enablement Programs and Platforms

3.                  Ability to take high level sales strategies and develop structured plans, actions, and metrics to measure during execution

4.                  Strong technological skills to manage disparate enablement systems (CRM, Gamification, Courseware, Testing, etc.)

5.                  Strong verbal, written, and presentation skills

6.                  Relevant industry experience preferred, but not required

Interview Question Guide

1.                  your sales background and experience?

2.                  how did you learn and adopt new sales initiatives?

3.                  most successful sales enablement project / programs you have implemented?

4.                  How Did You Measure their success?

5.                  What are the newest trends you are seeing in the sales enablement space? Which are the most promising?  Which don’t seem beneficial?

6.                  You have 2 months to train the sales team on a new product launch.  The product is a net-new offering and not similar to your other offerings.  Walk me through the departments you would speak with and the roadmap you would create to ensure rep knowledge prior to launch.

7.                  One of the key reasons many sales project fail is lack of adoption.  How do you ensure that reps and managers are using your material?

8.                  How have you managed content in the past for the sales force? What are the systems/tools you have used to ensure the team is using/viewing your content?

9.                  Tell me about a sales effectiveness project that has failed.  What went wrong?

10.              One of your “A” Players is refusing to participate in a new program to increase rep knowledge. How do you manage this situation and ensure she participates?

11.              How do you ensure reps are learning new material after an initial training session? What methods do you use to ensure they understand the new material?

12.              Tell me something I don’t know about Sales Enablement that could help my team succeed.