Companies spend millions on training for Sales Kickoff (SKO) Events. They hire Sales Enablement teams. They pull sales people out of the field for enablement events. Then they drop the ball with post SKO reinforcement. As a Head of Sales, driving adoption happens 52 weeks a year. So why does post SKO adoption fail so often?
Sales kickoff events are indicative of many enablement issues in sales orgs. The event is the end of the initiative. Adoption is an afterthought. Enablement and adoption need to be joined at the hip. If they aren’t, both will fail. Use this year’s SKO to pilot a cohesive enablement and adoption plan.
Download our research report to learn best practices regarding enablement and adoption. The report provides clarity on how to make SKO training sticky. Set the tone for next year by making SKO more than an event.
Let’s define Sales Enablement and Adoption and the problems they solve.
What is Sales Enablement’s Role?
Right Content + Right Time + Right Resource = Advance Sales Opportunity
The Problem Sales Enablement Solves
Need to get the right content in the hands of the right people at the right time… The last mile plagues Sales and Marketing departments. The last mile is defined as the sales call. The moment of truth. A lot of work goes into generating interest in the mind of a buyer and in securing an appointment. Then the sales call happens. The tools and talk track used by sellers vary from rep to rep. Leaving the last mile to the discretion of sellers generate inconsistent buyer experiences. This is a primary reason revenue production varies greatly from rep to rep.
Unfortunately, the success metrics Sales Enablement is judged on are reliant on field adoption. This is frustrating. Sales Enablement acts as an influencer. They produce great SKO content, but adoption is an afterthought by sales leadership. Also, sales leaders think training at SKO is the easy answer. SKO is only effective if the desired behavior change takes place.
The report outlines factors to consider when building your SKO enablement strategy. Once completed, you have to ensure enablement is sticky. Without proper front-line reinforcement, adoption simply won’t happen. And your investment will be squandered.
What is Sales Adoption?
Driving sales adoption of sales programs.
The Problem Sales Adoption Solves
You need to craft improvement programs that sales will embrace… Millions of dollars and thousands of man-hours are wasted on SKO each year. Sales programs are created and never used in the field. Sales Enablement celebrates a successful event. Then Sales Leadership shifts their focus to the next thing. Sellers become numb to the constant flow of “new and improved” sales training programs. Eventually they just ignore them.
Don’t ignore post SKO adoption this year. Here are some questions to answer when developing your adoption program.
- How do we communicate new initiatives to the sales team?
- How do we promote quick wins with new initiatives?
- How do we ensure compensation plan alignment with new initiatives?
- How do we get sales management to lead the adoption of new initiatives?
- How does the sales management cadence change with a new initiative?
- How do we get sales reps to change their behavior with a new initiative?
In the report we discuss how to answer these questions. Front-line Sales Leaders should be experts at driving adoption. They are the sales strategy gate keepers. Without field execution, your strategy and enablement efforts never reach customer interactions. Plan for adoption first and the event second when planning SKO this year.