On this week’s SBI Insider Video Podcast we discuss Sales Enablement, a surprisingly ill-defined and misunderstood term.
My colleague Mike Drapeau and I discuss the right paradigm for training. The goal of Sales Enablement is to drive revenue per sales head up and time to productivity for new sales hires down.
In section one, watch Mike and I passionately debate the concept of The Guild. The path of a guild progresses from apprentice to journeyman to master. Think learn by observation then progressively by doing. This is the low-risk way to impart skills.
It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 to access a revenue growth methodology to hit your number quarter after quarter, and year after year.
The dialogue covers measuring the effect of training on the business. To do this you need to know what specific behavior changes are required to show adoption of the new enablement effort. Sales leadership has to buy-off that coaching and managerial effort will be dedicated to ensuring the new behaviors are measured, tracked, and made accountable.
Mike builds on the guild concept with the Moral of the story: When you’re thinking about behavior change that requires new skills and exposes people to risk, limit training to conceptual orientation and getting people excited. Use in-the-field mentoring for building skills while taking the risk out so people don’t balk.
When done right, Sales Enablement delivers what the sales team needs in the most effective and efficient delivery. Yes it’s more than training. It starts with the reason the behavior change is needed and ends with making how easier and lower-risk.
In the final section of the show we discuss the 4 business objectives of the Sales Enablement function.
Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:
- Your revenue goal is realistic
- You will earn your bonus
- You will keep your job