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Inside: Sales Enablement
68 minutes | Dec 2, 2020
EP63 Helping Salespeople Communicate Value: What is Value Anyway?
Welcome to Inside: Sales Enablement Episode 63How do we make sales today and one of the things that we need to concentrate on is selling the value of what is actually value mean in the first place? No human being on the planet can live without water. But water is cheap, and prevalent, and inexpensive in most places. Whereas none of us need diamonds to survive. But diamonds are expensive. So what actually is value?In this episode, the guys are joined by Jen Burns who runs sales enablement globally for IQVIA. The reason the concept is so important today is as we move into a digital into the digital economy where customer experience becomes so vital.The key questions you must be able to help your sellers answer are: What actually is valuable? Is the product and service that you have, is that what is valuable? Or is it the outcome the customer achieves? Is that what's valuable. That's what we're talking about today.AUDIO TRANSCRIPT:Nick Merinkers 0:02 Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.Scott Santucci 0:34 I'm Scott Santucci.Brian Lambert 0:36 I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.Scott Santucci 0:49 Together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.Brian Lambert 1:03 And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization. And as usual, we have a centering story. So Scott, what do you have for us today?Scott Santucci 1:34 So I'm going to lead with a quote, and I'm going to ask you to see if you can think place the quote and the time period.Brian Lambert 1:42 Okay.Scott Santucci 1:44 Here's the quote. Why is water that is vital for all life. cheap. And diamonds are so expensive.Brian Lambert 1:56 Isn't this say? Something tells me that this is like the 1980s or something that a technology reference like a Steve Jobs keynote or something?Scott Santucci 2:06 Close?Brian Lambert 2:06 It isScott Santucci 2:07 very close. Yes. It's Aristotle. And it's about 300 BC. You were right. Close. My hopesBrian Lambert 2:17 only to bash it upside that. Okay. Well, fine. Aristotle's a smart dude. I can get go for that.Scott Santucci 2:22 I guess he's Steve Jobs. Yes. And essentially, he's got, you know, big thoughts.Brian Lambert 2:27 And they probably are more like sandals.Scott Santucci 2:29 There's the close part. So why are we talking about this and diamonds, around the time of Aristotle, many of the people many of the Greeks actually believe diamonds were literally tears of the gods. And between, then, and in the dark ages, many kings wore diamonds on their armor because it was a great, it was a great sign of health and virility and safety. And then in 1477, I guess that's the Renaissance time. maximillian, who at the time that this happened was the Archduke of the Habsburg Empire, babe later became the Holy Roman Emperor. So there's your Italian Kwazii connection there for you. Thanks. You're welcome. Nice pay out there. But this, this is pretty interesting. And 1477, he became the first person to actually propose to a woman using it using a diamond ring.Brian Lambert 3:32 So it's his fault. I see.Scott Santucci 3:34 It is his fault. So set so that then so we fast forward to 1938. And the reason 1938 is a is a good is a very important time is because at this point in time, that De Beers organization we all know about the beers cornered the diamond industry. And they commissioned a study because most of the diamond sales were happening in the United States at the time. And what's significant about 1938 Yes, it's during the Great Depression. And there was a big dip in diamond sales. They commissioned a study figured out that before 1938 you know, who they were trying to sell diamonds to directly to women. And what they found out is that they needed to sell diamonds to men, and specifically around this whole engagement ring phenomenon. So a woman named Dorothy diam did did a bunch of this research and when it first came out, they came out with a she's the one who came up with the Diamonds Are Forever program.Brian Lambert 4:37 What's her name?Scott Santucci 4:38 Dorothy was Dorothy Diane.Brian Lambert 4:40 I thought I thought you said Dorothy diamond. I'm like what that did she changed her name. Okay.Scott Santucci 4:46 Great. Yeah, actually credited as being one of the first people to do product placement so thatBrian Lambert 4:52 diamonds are forever. That's right.Scott Santucci 4:55 So that's that became a slogan and wrote by By the 1950s diamond sales that drunk jumped at the time they were promoting one, one month salary for what you should pay for a ring that went so well they doubled it to two months. So those things are all going on. Now what's interesting then, and at the same time, in 1954, so think about alchemy, we've talked about alchemy, before people trying to make gold, and people have been trying to make diamonds or synthesize diamonds. And it wasn't it wasn't until 1954 that synthetic diamonds could be produced today, synthetic diamonds are its own industry and upon itself. So you have the regular mined diamonds that are used mostly or for gems. But then the synthetic diamonds are used for machine and cutting tools. They're used as thermal conductors, they're used as optical materials, electronics, and increasingly as gemstones and to bring this full circle. Part of the reason gemstones are becoming an option is because of environmental reasons and be poked, people are becoming more concerned with it. So for example, it takes about 250 tons of earth to produce one carat of diamonds, or also some of the poor working conditions are like, so what you have is, you know, coming back full step full circle to Aristotle. Why is water? vital? And why are diamonds so expensive? Well, there's a whole bunch of reasons for for diamonds, and a whole bunch of people have different value for it. So that's our centering story, full circle from Aristotle, the Aristotle between 300 some odd BC to 2020. And we've covered a lot of ground here.Brian Lambert 6:56 Yeah, thanks. Great, great lesson, I guess. But I got to ask. So what? So what does this have to do with sales enablement?Scott Santucci 7:05 So this has to do with sales enablement is the first part of that word is sales. How do we make sales today and one of the things that we need to concentrate on is selling the value of what is actually value mean in the first place? No human being on the planet can live without water. But water is cheap, and prevalent, and inexpensive in most places. Whereas none of us need diamonds to survive. But diamonds are expensive. So what actually is value. And the reason that that's so important today is as we move into a digital into the digital economy where customer experience becomes so important. What actually is valuable? Is the product and service that you have, is that what is valuable? Or is it the outcome the customer achieves? Is that what's valuable. So that's what we're talking about today.Brian Lambert 8:02 Great. Well, we have with us to help us unpack this. And actually, we're using this and it this podcast in a in an interesting way. I think our listeners are gonna love to hear about this. We've got Jen burns with us, Scott, why don't you tell us a little bit about Jen and have her introduce herself. And then I'll come back at the end and recap what all this means to orchestrators.Scott Santucci 8:22 Well, I'm super excited to introduce Jen for a variety reasons. So Jen and I go back aways. Jen actually was one of the participants, Brian, if you remember, the sales enablement society didn't start as a sales day was sorry, started as the washington dc local sales enablement. networking group, which I titled that was my baby.Brian Lambert 8:47 That's why you're not in marketing.Scott Santucci 8:48 That's true. I'm not in marketing. So Jen, Jen, join us there. Jen has been the been on the board of directors of the sale today and once it along the way. And now she runs sales enablement globally for a company called a cavia. So when they The third thing there for actually The fourth thing that I'm excited about is I'm really interested to see how Jen reacts to our centering story and connects the dots of what we're going to talk about. Jen, would you care to add some color about who you are and introduce yourself to inside our nation?Jen Burns 9:23 Yeah, absolutely. Well, I'm kind of nervous about the pivot to the centering story, but we'll see what we can do. From that perspective. It was a great one. So see, I'm Jen burns, and Senior Director of Sales, global sales strategy, enablement training at IQ vs. Scott mentioned. And and I'm really excited to be part of this podcast and it I think it's been quite a number of years actually, since Scott, you and I have been on a webinar or podcast together and Brian similar to that, so. So it's great and a lot of has happened since then. Particularly since our early days. It days for sure. But um, you know, but I'm very excited to kind of get into this topic today, particularly because we're preparing for a keynote, this coming week at our global sales conference, which Scott is, is going to be leading, and I will be joining him in the discussion. So really important that we start to flesh this topic out and wanted to use this platform to really kind of think through some of the key issues to ensure that when we put it in front of the sales team, you know, it makes sense, and they can start leveraging some of these techniques. So it's really important, you know, for me, and for my organization to ensure that we continue to drive, you know, value to our customers, and very, very excited to discuss what that actually means today. So yeah, really great to be here, guys. Thanks for having me.Scott Santucci 10:46 Oh, no problem. So in case you're wondering. And following along, let's make sure we're paying attention really clear, crystal clear, Jen is doing this podcast, because she's practicing. And she's practicing for a keynote presentation, that, well, we're gonna do, we're gonna do, we're gonna do together. So we're gonna do a keynote presentation for the sales kickoff that she's got in a few days. And we're practicing landing some of the concepts. So I just want to make sure that everybody recognizes that we all have to practice we all have to put ourselves in uncomfortable situations, we're asking our sales people to do it don't get outside of their comfort zone. I think this is a great opportunity to highlight that Jen's doing exactly that. So with that, having said that, let's talk about value. And why is this topic so important? Don't doesn't everybody know what value means? Gen y's, why is talking about values such a central theme for sales organizations in 2020?Jen Burns 11:52 Yeah, so I think, you know, it reminds me back to the days when we were trying to put a definition behind sales enablement, right? It kind of means something different to every person. And, you know, I think for every sales enablement practitioner that's listening to this, or even a salesperson or marketing professional, it's the word value is a very nebulous term. And I think, you know, frankly, we throw it around, you know, in a way that it doesn't really clearly provide value. Right? So when we say we're value selling, or we're driving value to our customers, I think we really need to be careful about how we use that term, because what ends up happening is it doesn't carry meaning. And, you know, one of the reasons you know why Scott, I'm so excited to, you know, to be working with you, and growth enablement and trying to, you know, work through what, what the definition of value really means to to our sales, sales organization, so we can continue can continue to drive growth, it's really thinking about, you know, what it means to the customer, because I think we all want to define it from our lens. But really, you know, the value is what the customer thinks it is not what we think it is. And so there's a lot of, you know, ways that I think we can get to that answer. And so really excited to, you know, to start working through, you know, one, how we do that, and to how we communicate it to sales so that they can articulate it in a much stronger way to our customers,Scott Santucci 13:22 right. And one of the things that where this problems begins, or starts, really comes down to as businesses, we tend to go to market. And when we go to market, we think, let's make a list of all the different products that we've got our capabilities that we've got. Now let's compare those capabilities, and how do we compare those capabilities, either by the speeds and feeds that we can prove and demonstrate or what we can demo, or by how we compare against our competitors. And I think the observation that we're on Jen and love, you get some add some more clarity about that, is, as we build more and more capabilities, one, we can't communicate all that stuff to people, it becomes overwhelming. And to from a customer standpoint, one of the challenges is how are we going to get everybody who is who's involved in that on the same page? And how are we going to turn those capabilities into value for us? So are you seeing similar similar situations? And how do you go about preparing the right kinds of materials to have a value driven conversation?Jen Burns 14:32 Yeah, so let's, let's unpack this a little bit, because I'll give you my perspective. And then actually, I'd like to get yours right on, you know, potentially a different direction. so well done in a very, in a very simple way, right? The way that that you know, and I and I will come out and be transparent and say that this is how I typically view value right and i think others do as well is that when we're trying Trying to prepare our sales organization to sell more effectively and have better deeper conversations with buyers, we often anchor that conversation to what our solutions are going to drive. Right? So, you know, what can we increase or decrease? Can we drive revenue growth rate, all of the key buzzwords that everybody uses in their marketing materials or sales conversations. And you know, of course, that's all talking about product. And while we absolutely want to share those things, and they're very meaningful at different parts of the conversation, and conversations that we have with buyers and other key stakeholders, I don't think they're the things that really set us up for a good consultative relationship so that we can help our buyers understand, you know, what is that value that that they're looking for? Right, because we think myopically that it's directly, you know, related to our product and what it can do versus what actually is going on with an organization that directly impacts that definition to them. So I would actually turn it back to you, Scott, and just get your thoughts on, you know, one is, is the pattern kind of that you see, directly correlating value to product versus, you know, people actually digging into the value that the customer believes that they're trying to drive, which may be influenced by things going on in their environment? And then how do we actually think differently about that? As we're crafting, you know, our resources and tools for sales? Because it's a very difficult thing for me to kind of get my hands around? Yes.Scott Santucci 16:35 So Jen is leading with all of you guys. She has a more refined view than what she's what she's sharing. The Jen, you and I both have had experience talking about this concept of prototypes. And it's been really the width inside your company. I think that's really where where things start, is that we've just got so much muscle memory, about wanting to talk about what we've got, that we're losing sight of what's valuable for customers. That's one point. The second point is, I think it's really difficult when we so let's say that Brian, were a real estate agent and genuine I had a business partnership where we're looking to buy some real estate. Brian referred to us as buyers, we're going to be put off because we haven't bought anything yet. So I think another another challenge is let's, let's move off of thinking about the people that we're trying to sell to as buyers because it desensitizes it, we treat them like there's some formulaic thing out there just waiting. They have all this demand for whatever our product and services, but the reality is they don't. The reality is to create demand with them. And maybe we don't treat them as buyers, we treat them actually as customers and human beings.Jen Burns 18:06 Yeah, no, that's that's a fair point, honestly, and, and frankly, if we were doing our jobs well, as salespeople, you know, we want them to recognize, you know, in many cases, problems they may not realize exists. So if there's no problems in their mind, they're not buyers. That's right. So it actually makes sense to say it that way, I agree with you.Scott Santucci 18:26 So when we when we when we unpack that, then what makes it be makes it very difficult is we're in the b2b world. So in your case, Janet acuvue, you sell to pharmaceutical companies. So pharmaceutical companies are multinational, large, complex entities and word that's what we're technically selling to. However, we're also selling to...
57 minutes | Nov 18, 2020
EP62 Leading the Sales Enablement Function To Achieve Greater Business Impact
In this episode , we're joined by Brian King. Sales Enablement leader who brought a cross-functional team together to develop and clarify the value of his team at Intercontinental hostels. In this podcast, we talk through bringing together cross-functional leaders (all who have a myopic lens of "value") as well as understanding the commercial ratio and how to leverage to elevate the strategic conversation and strategies.And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization.
56 minutes | Nov 4, 2020
EP61 Proving Business Impact: Quantifying Sales Enablement Contribution to Outcomes
Welcome to Inside: Sales Enablement Episode 61In this episode we're joined by long-time listener Erik Host-Steen who appreciates getting into the meat of some issues. Since we like introducing ideas and inviting people to participate and push back, Erik reached out to discuss business outcomes and business impact of Sales Enablement.Erik finds that sales, marketing, and product leaders are often working at cross-purposes. One way to get alignment is through business impact measures. What are the goals of the organization? And certainly, growth is usually a part of that. And that growth is for some purpose, value creation, profitability, etc. And then if it's a venture capital backed, firm, there's an exit. So then we have to have an eye toward valuation. And the top typical valuation models have many other factors involved rather than the Commercial Ratio we discussed on the show.What does the Commerical Ratio really add to the toolkit in terms of being able to solve growth problems being able to drive toward a particular valuation or profitability? Find out as we walk through the top-down view of business impact measures so you can quantify your business impact of the sales enablement function.
48 minutes | Oct 15, 2020
EP60 Creating Shared Experience: A Lesson in What Works with the Sales Enablement Society
Welcome to Inside: Sales Enablement Episode 60We're in the experience economy and Sales Enablement Orchestrators are working to bring together the valuable contributions of multiple departments in their organization to improve the customer experience. How are they doing that? By pulling together people, processes, technology, and information to benefit sellers and address the gaps in the selling eco-system.Curiosity is the new competitive advantage, as savvy leaders are taking a "how do we figure it out" approach and learn by doing. Forgoing the big-bang efforts for laser beam experience "labs" to figure out what works.In this episode, we’re joined by Bill Ball, a founding member, and one of the members of the Sales Enablement Board of Directors. As sales enablement society founders and members Scott, Brian, and Bill share their examples of creating an all-digital organization of volunteers through a shared and common experience to elevate the role.As Bill shares in the podcast; "We're navigating an evolving profession together. We have to get to know people and to help people, to figure it out together."Listen in as the guys share what they're seeing, and more importantly, what they have learned to help your own organization orchestrate and bring together people through a common and shared experienceSES EXPERIENCE 2020 - Forward Momentum for a New Decade October 26 - 29 VirtualJoin the members of the Sales Enablement society at their annual conference http://ses2020.sesociety.org/Make sure you join Scott Santucci (SES Founder) in the Founders Room on Wednesday, October 28, 2020 at 4:15pm Eastern.>>>>>>> TRANSCRIPT FOLLOWS <<<<<<<Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.Scott Santucci 0:34 I'm Scott Santucci.Brian Lambert 0:36 I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's most important, but doesn't. Our focus is on you as sales enablement leaders and orchestrators in that role that you have in your company, you've got to develop specific characteristics that we call orchestration. That means blending strategy and tactics together to achieve results to help sales sell and simplify the selling ecosystem. And as usual, we have a centering story, bill, bill, what do you got for us?Bill Ball 1:29 Thanks, guys. I want to take us way back to the year of 2016. I know that's not quite as far as you gentlemen generally travel back in your centering stories, but it's important.Brian Lambert 1:45 It's important,Scott Santucci 1:46 you know why? It's so it might as well be that Fargo. Right,Bill Ball 1:50 right, right. I mean, cuz who can tell at this point anymore? It seems like 1000 years ago is my relationship with you guys go what's happened this year, and how far the sales name one society has come. So um, the reason I'm going to talk about 2016 is that's the year all the wheels started to turn in the sales enablement society. Now, I wasn't involved right at the very beginning. Because I didn't know Scott and Scott didn't know me and I didn't know what sales enablement was. That's right. I'm saying I didn't know what sales enablement was in 2016, until I found a LinkedIn group called the sales enablement society. And so I joined it. I was like, that sounds like some of the things that I do. You know, I'm helping grow sales people. I'm helping train sales people, I'm helping them with their messaging. But you know, that that sounds a little bit like what I'm doing. It sounds a lot cooler than trainer. Yeah. Or, you know, that kind of thing, right? Because Because, my, my students or, you know, the, my colleagues aren't dogs. So, so I can get behind this. And so I joined the group, you know, and I was like, okay, you know, maybe I'll get a digest or something, if people actually talk in this thing, because like, back back, then you subscribed to a lot of LinkedIn groups and hope, you know, one out of 15 was good. And within that same week, I got a phone call. And it was Brian. And it was like, Okay, this is weird, because I feel a little stocked, I joined a LinkedIn group. And, and Dude, you're breaking the fourth wall, like what's going on right now? And, and he proceeded to vet me, you know, but like, in a really nice and thoughtful way, like, Hey, I see you're, you're in DC, and I'm in DC. And that's where the sales enablement society was, you know, originally had a chapter. And we talked about my role a little bit and he was super complimentary. You know, I taught it and now knowing all the things that Brian's done, like it was really nice for him to say that, right? Because I was just beginning my journey as well not beginning but like, this is my first role in what anybody would classify as sales enablement. And he was like, so you're kind of like the Yoda for SDRs and and I thought like, Yoda, I would never say that. But But yes, I have to be sometimes and definitely my age versus the SDRs I'm easily Yoda that way so so so we'll keep that so so we talked again after that, I was like, Wow, that was really weird at first and then super nice. And like now I'm more curious about this thing. And so we talked again, and he was like, Hey, we're actually having a meeting. And I found out it was like way out in Leesburg at some Country Club. Yeah, like I was like, do I have banjo to get inBrian Lambert 4:46 his city slicker he's out cuzBill Ball 4:49 Yeah, cuz I'm in Arlington, Virginia and for those on the podcast like Leesburg and DC traffic like that's a haul from from from where I am and you know, that's just part of living in a big City. So, so yes, I know, I know. And I know it's hard Down on the Farm, Scott. So So I went out to the country club. And you know, I didn't have to have a banjo and I saw Brian and and I saw, I got to meet Scott. And I saw other people who, around that same time, Terry was doing that podcast on sales enablement, which was like, super groundbreaking at the time, and he was interviewing people in the sales, manual society. So I was like, you know, I know a little bit about Scott, I know a little bit about Nicola, Brian, because she talked about all the Van Halen shows that she went to like in the 70s, or the 80s, or whatever that happened. And I was kind of jealous. So I have heard him talk about that with but, you know, so I thought I was gonna have these, like, you know, one off personal discussions, and we got serious really fast in that meeting. So we laid out a few things about business within a business and a lot of the things that we're trying to establish at that time. But then we had an exercise, and I was like, I have never been to, you know, I've been to all kinds of sales meetups and all those kinds of things. I've never been to one where we actually had to do an exercise. And I was like, Okay, this is this is for real. And this was the exercise. So there was a marketing business plan, you know, given with a scope and an amount of time and an ROI. And, and Scott was leading this exercise, and he said, Okay, I'm going to split you up into two groups. So he divided the two groups into one group, which was, you need to make the business case for this, your sales enablement, you need to come up with reasons to support this. And then the second group, you're the CEO, you need to find reasons to shoot this down. Because part of being in sales enablement, little did I know at that point was selling your initiatives and making a business case your initiatives upstream, even at the CEO level. So to my delight, I worked at a small business at that time, and I reported to the CEO. So to my delight, I got to play the CEO groups, I was in a group with Brian and Rao Gupta and a couple of other folks. And I knew exactly what my boss would say about this. And so when we came back as a group, like we like, wrote on notepads, and we came up with talking points, and we came back as a group and debated, I did not hold back, I totally went CEO, and I rip that plan to shreds. And it was an amazing plan, but I just played the CEO, and I ripped it to shreds, and I could just, you know, Scott was facilitating, but I could also see his face kind of contort a few times when I was when I was kind of going at the plan. And did I know at the end of the meeting, that it was a plan that Scott had submitted. So I felt like a huge ass, but I also felt like, you know, dude, you put that out there, and you gave me permission to take some swings. And this is awesome. And I cannot wait to come back to this thing. That's awesome.Brian Lambert 7:59 Yeah, remember that? there? Yeah. Yeah. So let me ask bill, I always ask asked after our centering story, so what?Insider Nation 8:08 So what?Scott Santucci 8:09 Well, wait, let me help you out, Bill. So okay. So first of all, who the heck are you? Who's this person talking? And who's taken my space for my centering story? That's like my, my value contribution. That's what I do. So for those of you who don't know, Bill ball joining us, Bill ball, it gave us his story about his first experience within the sales enablement society. And now you're on the board of directors, right?Bill Ball 8:36 Yep. So I practice sales enablement. For an IT staffing and managed services firm. I'm in the process of transforming my practice from a traditional learning and development practice, because it's a traditional business into field enablement practice. And so, so I'm super excited about that. But yes, I have the pleasure and the privilege of being not only a founding member, and a past Board of advisor for the sales enablement society, but now I'm on the board of directors with four other awesome hard working volunteers.Scott Santucci 9:14 So the reason that this is this centering story is important in the so what Brian so now, that way they know who the heck this bill guy is in the first place. He just starts talking about getting calls and making fun of us rednecks out and media. And he's making history again, the first ever centering story. That's not Scott. That's right.Scott Santucci 9:34 That's right. But I think the bigger issue is, where is sales enablement as a profession today and how much influence has the sales enabled society had with it? There's been a huge explosion since 2016. And funding for companies like seismic highspot, etc. A lot of that is because of the visibility in sales and a warrant that was created to make investors feel more comfortable with it. There's way more research out there. So those businesses are converting some of that research that money that investment money. So high spots, got the sales enablement, sell the name or Pro, because of that traction, you've got other conferences now that are, you know, squatting on the sales enablement society, timeframe, but that's a different issue. All of this has been done and built. So let's kind of review what's all been built by volunteers serving and it says Key Point bill, how much money you get every year for your your efforts as being a board member?Bill Ball 10:36 I have two answers to that question. One, the overwhelming amount of zero dollars, infinite and, and a lot of pride. And then and then also I pay to go to every single conference, I've paid for my travel, and this year won't be paying for my travel. But I've paid for the conference as well as as a board member and as a practitioner.Scott Santucci 10:58 So not only are you going out of pocket, so you're paying for your part, but you're not getting any money either. And I think that's really important for you, as our audience to really pay attention to understand what the society is all about. The cells in a one society is driven by volunteers who care about the profession. And the volunteers are people like Bill, who are practitioners who believe in this role. And I think that's really, really important. Because as you think about all the different things that you could attend, and all the stuff that you could do, having insight of how things really work matters. And you should be participating in the things of where people are putting their money where their mouth is, there's a lot of other resources out there that are quote unquote, sales enablement, where people aren't putting their money where their mouth is. But what we're going to talk about here is the remarkable thing of Orchestration. So you guys all know that since COVID, we're shifting our podcast to be much more about Orchestration. As Orchestration really happened, how two volunteers who've never worked together, don't work in the same company aren't getting paid? How do they put together a conference? Oh, and by the way, even when there is a template for a conference to follow, guess what COVID hits. Now you have to do a virtual conference as well. How does that actually happen? So we've we've asked bill over here for two reasons. One is to get you motivated, so that you will join the conference. The entity is a nonprofit organization, they need the money. But more importantly, you should be supporting an organization done by your peers. But I think more importantly, to for our listeners of our show, how does this stuff actually really happened? So don't? Where does it start? Where does it begin from? How do you decide that? What what topics you're going to cover?Bill Ball 12:53 A couple of ways. So so we we think about the theme. And there were a lot of foundational themes, when we all met together for the first time at the end of 2016. In, in Palm Beach. And then there were greater themes in that when we had our actual first conference in Dallas, where we were trying to just build foundations for this thing and talk about what happened, you know, with technology companies in 2008. Scott, you did a presentation on that. Howard, Dr. Howard over talked about the Dust Bowl, and how hiring more salespeople wasn't the answer. So there was all of this build and momentum of the need for sales enablement, in that first conference. So since we built on that, two conferences after one in Denver, and then one last year in San Antonio, this year, we had originally planned to talk about the forward momentum, meaning a lot of our practitioners are growing up, we talked to our members, that's how we find out we don't start with the technology and say this is how you do sales and eight, when we talk to our managers, we see what are our practitioners, we see what's happening in our chapters. And what a lot of us, a lot of them were telling us was, you know what, I'm starting to expand beyond my army of one, you know, I'm starting to build out my team. What does that look like? What does forward momentum look like for me, and then there's some people at a at an even greater level that, that that are that are still looking for ways to scale. And you know, there's conversations of different types of enablement at this point, you know, I don't want to get into that too much. But But we, we have a huge audience. And so to do something memorable and experiential for them, we have to talk to them.Scott Santucci 14:43 Yeah, and I think part of the difficulty, at least from my experience, with regards to society, it's really hard to share what that experience is to other people. And that's what that's what that's the cause. If you will make makes all this work is it's not so much you don't go to the sales enablement society conference. For the speakers, even though the speakers are great, you go there to build the connections that you need, and to be able to have honest conversations with other people so you can do your job better. Was that? Is that what you're what you're after bill? So how do we give more insight of what happens behind the closed doors?Bill Ball 15:29 It's, it's, it's exactly what I'm after. And that's something that nobody told me. You know, nobody gets told that. I mean, maybe I'm saying it and you're saying it now, Scott, but nobody says that. I'm in the sales enablement society. You find that out, you figure that out, you discover it. When I went to our first founding meeting, back in 2016, started to take us back there again, but it was a big year. I got to meet people that I'd heard on podcast before like Daniel West, right. So like, Who's elevated to a huge role in Australia now? I'm sure mon batcher. Officer. Yeah, yeah. I mean, that's massive, right? So So Siobhan Satcher, who she you know, a lot of people know shavon. But when I met her guys, she was an army of one. Yeah. Now she is a major Orchestrator Vp at ringcentral. With with lots of successful sales named leaders underneath her.Scott Santucci 16:27 So Palm Beach meeting that people will recognize. So Mario was there, right?Bill Ball 16:33 Mario was there. Bob Britton was there? Giuliana Stan can pianos there? You me and Brian were there. We hadBrian Lambert 16:44 to think Who was there? Niccolo BrianBill Ball 16:46 Cole O'Brien was there Raul Gupta was there. A lot of all of our original founding castle there Michael Abadi. It was one who was um, who also just took took a new role. He's heading up a region, I believe doctors,Brian Lambert 16:59 the doctors were there. Peterson,Scott Santucci 17:02 Michael avani. That was his first experience. Yes. He's a board member as well. He was at this he was at meeting the doctors, right. Yeah. So that one of the doctors. So Dr. Dover, a lot of you guys know, actually the sales name was society donated a large sum of money in that first conference to pay his foundation because they were doing the most work. And were offered to host the first conference, then we have been also, Dr. Peterson. Peterson is leading one of the roundtables.Bill Ball 17:43 Yeah, it's so tying that back to what you're talking about Scott. I don't just hear Daniel west on a podcast anymore. I reach out to him. You know, my 5050 and call a friend right now is pretty awesome. Um, and and it is 100% of the sales success, do the sales enablement society. And and why that's important is not just okay, I have awesome connections. It's because we're navigating an evolving profession together. And who wants to be Sisyphus and push a rock up a hill by themselves, you know, so but by being a part of these experiences, and it's one thing to be a member, right, and join and be on our message board and that kind of thing. But by being a part of these experiences, you get to know these people. And if you get to know people, and you interact with them, then you
62 minutes | Oct 6, 2020
EP59 Laying Foundations: Gaining Executive Buy-in to your SE Charter
Laying the foundation is critical to Sales Enablement Orchestrators. Laying the foundation is a foundational step to create the survival kit for an enablement leader. It's absolutely mandatory for the enablement leader.In this episode, we're joined by Tamara Schenk. Tamara talks with us about the blueprint Sales Enablement Orchestrators need to create with all teams and roles that are involved. Laying the foundation requires approval by senior executives so that this is your blueprint you're going to achieve.Laying a foundation is not an exercise you do for somebody else, it's not something you you do for finance or controlling. And it's definitely not filling out a form. That's the absolute the last step, when you put all the pieces together. It's a creative process of creating the blueprint you need in your organization, in your context, where you're currently at to achieve your goals. You You have to achieve an enablement to meet your company's sales objectives.
62 minutes | Sep 23, 2020
Ep58 Fighting Productitis by Orchestrating Message Enablement with Routes to Value
One thing that we like to do on our podcast is to make this very conversational. And the reason that we want to make it conversational, as we go through a structured format, it can get overwhelming. The things that we're all talking about are very, very complex. In this episode, the guys are joined by Steve Goas who is passionate about co-creating value in Message Enablement.Topics:The vision of Message Enablement programsCreating Routes to ValueOrchestration across the organizationDefining what "good" looks like with Sales
50 minutes | Sep 15, 2020
Ep57 Friars, Peas, and Best Practices: Embracing Message Enablement in a COVID Impacted Business Landscape
Are you embracing real-world reality? What is the impact of change on your customer’s conversations right now?Think about it: Are best practices really going to help you move forward when those practices were built and defined before COVID? Who really KNOWS the customer today and what are you going to do about it?Join Louis Jonckheere - President and Co-Founder of Showpad, a leading sales enablement messaging platform - as he talks about the ingredients of successful message enablement initiatives, the buy-in required to get results, and what it takes to gain a broader perspective – to elevate and improve messaging. He also talks about what it means to be customer-centric in a COVID-impacted world.Topics include:Why perspective mattersThe evolution of the sales enablement marketUsing technology to improve the quality of sales conversationsBeing a leader with the courage to act and engageThe impact of COVID on “Best practice”What it means to be customer-centricAdditional Resources:The Commercial RatioWatch the Sales Enablement Is at a Cross Road Webinar ON DEMANDJoin us at Showpad's Transform2020 Virtual Conference Oct. 1-2 to learn more about the future framework of sales enablement
55 minutes | Sep 10, 2020
Ep56 Langley vs. the Wright Brothers: Embracing the Complex Conditions that Lead to Breakthrough Results
Welcome to the Inside: Sales Enablement Podcast Episode 56The close of the 19th century found Samuel Pierpoint Langley and Orville and Wilbur Wright in a competition to create a powered and controllable flight. Langley worked with a lot of government support and enormous public exposure, while the Wright brothers worked quietly using their own resources.Langley built a monolithic 54-foot-long flying machine had two 48-foot wings -- one in front and one in back. It was launched from a catapult on the Potomac River in October of 1903 and it fell like a sack of potatoes into the water.Just nine days later, the Wright brothers flew a trim little biplane, with almost no fanfare, at Kitty Hawk, North Carolina. Their advantage? They'd mastered the problem of controlling the movement of their plane by focusing on the environment in which they operated. Windy, uncontrolled, volatile, requiring the plan to harness those conditions.The results were remarkable, and as they say, the rest is history.In this episode, we're joined by Amy Benoit. An Orchestrator who is also focused on harnessing the often volatile, uncertain, and complex environment that salespeople operate within. While many (most?) organizations build out their monolithic sales engines with overlays, technology, and management support, Amy focuses on working "light and lean" to get moving and get results.There's a lesson in this episode for all of us, what do you think?
64 minutes | Sep 1, 2020
Ep55 Finding Hidden Gems: Unpacking Social Interactions To Find Insight
Welcome to the Inside: Sales Enablement Podcast Episode 55Our focus is on you a sales enablement leader and orchestrator. In your role, you've got to be mission and goal-focused to drive results by design, not effort, unlocking energy, and creating momentum and catalyzing change through collaboration. In this episode, the guys are talking about utilizing social media to gather information and insight. Not with the purpose of amplifying what's already known, but rather, for the purpose of understanding different perspectives. A key concept of Orchestration.'In this episode, we're joined by Greg Smith, a long-time listener. He joins the show to talk about one of his most recent posts on "SDR bashing" and what happened when he posted, what he learned, and why the subsequent discussions were valuable.That's really what we want to talk about here is we have a great opportunity for an awesome topic that requires a good healthy exchange and conversation. When we think about digital, why are we treating it as a separate medium? Why are people using it to share information, instead of understanding different points of view?
42 minutes | Aug 26, 2020
Ep54 Vilfredo Pareto and the Importance of Systems Thinking to Solve Complex Problems
Welcome to the Inside: Sales Enablement Podcast Episode 54System thinking is a disciplined way of understanding dynamic relationships. It's an approach that enables you to make better choices and avoid unintended consequences. In this episode, we talk with Dr. Jerry Brightman, who teaches courses on systems thinking at Harvard University.The guys talk with Jerry to unpack a real-world example to understand the components and repeatable approaches to viewing the commercial system as an integrated system of people, processes, technology, and capabilities.In this episode:The definition of systems thinkingThe difference between managing and leadershipThe pros and cons of systems thinkingThe importance of short-term wins in service of the broader solutionThe best way to prioritize action in the day-to-day
57 minutes | Aug 20, 2020
Ep53 Liquid, Solid, Gas: Overcoming Today’s Go-Sell-Value Challenge
Welcome to the Inside: Sales Enablement Podcast Episode 53Nine 4x2 Lego blocks have over 9 Billion unique combinations. How many "legos" does your product, solution, or service have? No matter how you define a "lego" at your company, the permutations are astounding, and yet this is the challenge salespeople navigate daily.On top of this, your company is changing -- rapidly. Moving from one form or the other. This journey represents another challenge salespeople must navigate.In this podcast, Brian and Scott are joined by Chad Quinn, the CEO & Co-Founder, Ecosystems and Jason Cunliffe, Group VP Content Marketing Services at IDC. Chad and Jason have created a partnership. How did it form? By a shared client's definition of value and the blending of capabilities to help sellers navigate a complex buyer-seller relationship.In this podcast, you'll hear:The definition of valueWays company's evolve their value communication approachIdeas to make value clearWays to relieve seller burden in the sales process
57 minutes | Aug 17, 2020
Ep52 Orchestrating Relevant Sales Conversations: Two Insiders Share Their Work to Overcome Barriers to Sales
Welcome to the Inside: Sales Enablement Podcast Episode 52What happens when you get people together remotely or in-person to build something to "help sales sell?". Take an Insider's look at what it takes to navigate internal perspectives, challenges, and vision to co-create value together.Doug and Imogen join the guys to discuss their work. They provide real-world examples that illuminate and provide structure to the challenges they overcome while working with marketing, sales, and product groups. You'll hear a lively discussion about what it means to orchestrate by blending together both strategy and tactics to simplify sales while achieving business objectives.Take a listen to learn more about:Why orchestration is valuable to executivesWhat orchestration "looks like" to the leaders involvedWays to overcome internal bias and people who want to "steamroll" the solutionOvercoming siloed thinking by creating clarity through the work
61 minutes | Aug 13, 2020
Ep51 Fighting Productitis: A Sales Leader’s View of Selling Business Outcomes
Welcome to the Inside: Sales Enablement Podcast Episode 51Our focus on this podcast is for you sales enablement leaders and orchestrators. As an orchestrator. You need to develop skills to be mission and goal focused. prioritize the right goals and the right moments, guide the narrative by confronting reality, drive results by design, not effort and unlock energy to create momentum. To do that, today, we've got a special guest is going to join us to talk about a very important topic, and that is selling outcomes.If you're a devout listener, and insider nation member, you will already know this illustrious guest. He was in our panel or on our sales leader COVID panel. And I'm delighted to have Bob Apollo just himself. So if you don't know about Bob, one of the things that he's doing that's really exciting, is he's launched an outcome centric Academy.
54 minutes | Aug 10, 2020
Ep50 Synthesis vs. Analysis: The Power of Improvisation and Figuring Stuff Out
Welcome to the Inside: Sales Enablement Podcast Episode 50Theres a huge difference between analysis and synthesis. Analysis requires you to break things down, measure them, and understand what happened. The very nature of "analysis" is rooted in the past, and the assumption that understanding what happened helps you figure out what to do. But, what happens when a pandemic hits, your company is going through digital transformation, and what worked in the past is no longer working?That's where synthesis becomes critically important. Why? Synthesis provides you the interconnection of seemingly unrelated components and the ability to project what to do to help "skate to the puck" and add immense value as an orchestrator.In this episode, we're joined by Brooke Spatz, a Sales Enablement Orchestrator in the middle of a transformation to help her company move from selling products to selling a platform. Tapping into her background as an actor, the guys explore the difference between success in the past vs. success today by exploring what it means to analyze vs. synthesize to create value for the organization. Improvisation seems like it's free-flowing and the like, but really to make that art form, there is a whole slew of rules that you need to learn. Brooke helps us explore so you can Orchestrate in the flow of business.
43 minutes | Aug 5, 2020
Ep49 The Emperor Has No Clothes – Declaring War on Inefficiency
Welcome to the Inside: Sales Enablement Podcast Episode 49It's a given that the sales and marketing engine is full of waste and inefficiency. Despite the best intentions of very smart people, something is still not quite right. How do we know? The Commercial Ratio tells us that most companies get .15 cents of growth for every dollar they spend on sales and marketing.Scott and Brian are joined by Kunal Mehta from the Private Equity firm TCV. Kunal shares a behind the scene view of rolling out the commercial ratio to all TCV portfolio companies. What were those discussions? What was the focus? What happened?Find out why the commercial ratio is such a great starting point for addressing sales and marketing challenges and how you can use the metric to engage more strategically with your executive team.You can find out more about the commercial ratio at www.commercialratio.comLet us know what you think!
64 minutes | Jul 30, 2020
Ep48 Strategy, Execution, Orchestration: A Sales VP Reacts
The value of Sales Enablement continues to elevate for those who orchestrate across the company to bring together the right solutions at the right time while addressing seller burden.In this packed episode, Scott and Brian are joined by Joe, a VP of Sales for a Mid-Sized services company that works with some of the largest media companies on the planet. Joe talks about the evolution of selling over the past 20 years and what's happening the sales right now. Especially, with the impact of COVID, and the complexity his team is dealing with.Against this backdrop, Scott, Joe, and Brian discuss the perceived value and impact of Sales Enablement.The discussion includes:Peeling back the layers of VP of Sales challenges and situations, so you can gain more empathyThe perceived impact of Sales Enablement OrchestrationTips and ideas on how to role-play sales enablement valueJoin us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation, and be part of the continued elevation of the profession.
56 minutes | Jul 23, 2020
Ep47 Unlocking Value with Commercial Ratio
Welcome to the Inside: Sales Enablement Podcast Episode 47In this episode, the guys are joined by Tom Pisello, the ROI Guy who shares his thoughts on the commercial ratio.To calculate the commercial ratio of your organization (www.commercialratio.com):Take your current annual revenue Subtract it from the annual revenue of the previous year Divide it by the total sales and marketing spending The guys talk about :Why value is so important to understand in salesWhy value is critical to sales enablement programsHow sales and marketing are viewed as "growth programs" by investorsThe relationship between strategy and tactics in creating ongoing programs to improve value communication with a portfolio of sales teamsThe fundamentals of calculating the commercial ratioHow the commercial ratio is used by investors and executivesThe role of Sales Enablement in moving the needle on the commercial ratioJoin us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.
52 minutes | Jul 16, 2020
Ep46 Orchestration is a Strategy to Fight Complexity and Unlock Value
Welcome to the Inside: Sales Enablement Podcast Episode 46There is a whole class of leader working in the gap between strategy and tactics, to blend together the right programs, actions, and processes to achieve outcomes -- often with people who don't report directly into them.In this episode, we're joined by Cathy - a sales enablement leader working in her company to bring together groups of people to drive outcomes.In this engaging discussion, we discuss:The value of orchestration to the sales organizationWorking with line managers who have the resourcesEnrolling people to achieve an outcomeThe difference between orchestrating teams and individualsThe blend of strategy, process, technology, and informationExamples of orchestrating people and groupsThe differences between project management and orchestrationJoin us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.
63 minutes | Jul 9, 2020
Ep45 Blending Strategy & Tactics and the Modern Day Marco Polo
Welcome to the Inside: Sales Enablement Podcast Episode 45A Sales Enablement Orchestrator and Sales Enablement Insider joins our show to talk about blending strategy and tactics. Doug Clower is a 20 year Sales Enablement veteran with orchestration experience in companies like MicroFocus.Doug joins the podcast to talk about the changing sales landscape and how Orchestrating success with sales, marketing, and operations leaders requires bridging the gap between their company’s business strategy, and the way customers need to buy.This creates space:between your company and your customersbetween your growth plans and activities to drive quarterly resultsbetween accomplishing goals and driving daily prioritiesbetween the sophistication of know-how and the simplicity of actionbetween managing individual contribution and customer experiencesamong specialized functional departmentsCompanies are structured in hierarchical functional silos making them unable to react quickly to the business landscape.Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.
66 minutes | Jul 1, 2020
Ep44 Women’s Panel on Sales Enablement
Welcome to the Inside: Sales Enablement Podcast Episode 44At the end of our anniversary show the guys talked with Sarah Fricke who is passionate about laying a path for other women to join us in the enablement field while also while promoting the fact that there are many paths into enablement.Sarah joins the show to host a panel with:Amy Benoit - Renaissance Woman Catalyzing Change, consultant Lindsay Gore - MicrosoftHang Black - JuniperSarah Fricke - RingCentralAlicia Leach - SalesforceSteph Bell - SalesforceStephanie Middaugh - DivvyThe show topics include:Share how great women forged a path in sales enablement and whyShare strategies of navigating career conversations within a male dominated organization that doesn’t have a definition for enablementTo help improve businesses by creating an environment where everyone benefits by the ‘melting pot’ concept of bringing people together.The business case for diverse mindsets and cognitive diversityThe importance of allies in the workplaceJoin us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.
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