Imagine a group of people in a business meeting who are discussing a certain topic that seems to be familiar to everybody. But somehow, the meeting goes on and on. Then it ends with – no decision. We all know those unproductive scenarios. People assume that all others have the same (their own) understanding of a certain term. But this is often not the case. Then meetings end nowhere, the time has been wasted, and no decisions have been made.
This is why definitions are so important. Definitions are a productivity booster rather than a waste of time. Most important in our ever-changing and complex world of selling and buying is that definitions have to be adjusted, changed, and evolved to remain valuable.
And that’s exactly the case with sales enablement. How enablement began its journey several years ago may no longer be appropriate to create sustainable and scalable business value in today’s ever-changing environments.
Let’s analyze how a world of rising buyer expectations requires that enablement evolve to a more dynamic, strategic and holistic discipline.
Our 2015 MHI Sales Best Practices Study shows that world-class sales performers involve an average of 5.8 stakeholders at the customer, and 4.6 within their own organization. That’s significantly more than average performers, who only involve 4.4 stakeholders at the customer and 3.8 people internally. More people involved leads to more complexity to be mastered. But more people involved also leads to better sales performance. That’s counterintuitive, but this world-class segment outperforms all others in terms of increasing customer retention rates (+5.8%) and sales performance (+23%), measured by various sales metrics. What are they doing differently?
World-class sales performers adapt better and faster to rising and changing buyer expectations in a customer-centric world.
World-class sales performers know that understanding the specific customer’s journey, and all involved stakeholders, is the foundation for providing valuable perspectives. World-class sales performers create value at each stage of the customer’s journey for all stakeholders, each of whose involvement may be different. They provide valuable perspectives on how to achieve even better results and wins, and collaborate with customers to calculate their specific business value. World-class sales performers know exactly how to navigate the different dynamics along the entire customer’s journey, and they don’t walk away after a deal has been closed.
That’s why enablement needs to be refreshed and redefined in a strategic and holistic way – Sales Force Enablement
All these findings on world-class sales performance require a dynamic, strategic and holistic enablement approach based on the customer’s journey as the main design point. That’s why I came up with a new and comprehensive definition. Many years in different sales roles, as an executive in the enablement space evolving the topic from a program to a strategic function in a large corporation; and working for many years with peers in the same space plus working with our clients, have led to this sharpened approach. Here we go:
A few soundbites for you on the definition:
- Strategic means that the business strategy is mapped to sales execution to derive a specific enablement scope that’s tailored to addresses an organization’s weaknesses, gaps and strengths to execute the business strategy successfully.
- We call it a discipline, as enablement can be organized in many different ways depending on your context and maturity. Enablement, whether it is a program or a function, is always cross-functional. The orchestration of tasks and processes – such as content creation and distribution or training design and delivery – always involves several functions and often external providers.
- Sales results and productivity are the quantitative metrics by which an organization assesses the performance of their sales function. Specific goals always have to be defined based on your organizational context and your specific point of departure. Make sure to cover both, effectiveness (first) and efficiency metrics.
- Providing integrated content, training and coaching services helps to ensure consistent messages across the sales force. There is no training without content, and no enablement content should be provided to the sales force without at least a “how-to-use” video.
- As a consequence of providing coaching services, frontline sales managers are a key target group to ensure that coaching can reinforce the enablement efforts. No sales leader can afford to put enablement investments at risk by not aligning enablement and coaching.
- As discussed above, what separates world-class performers from all others is their ability to make the customer’s journey and all involved stakeholders their main design point.
- Last but not least, sales force enablement is powered by technology from the creation and production of enablement services (content, training, and coaching) up to their distribution and integration in CRM systems with mechanisms that provide relevant services at salespeople’s fingertips.
As an MHI research member, please check out the related Research Note that explains the definition in detail. You can also have a look at my keynote from the SAVO Sales Enablement Summit 2015 to learn more about the underlying maturity model that covers a required level (where we have all started to organized certain domains), the recommended level (that’s the sales force enablement definition) and the world-class level (our ambition), which we call customer-core enablement.
This article was first published in Top Sales Magazine, July 28th 2015
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