[Podcast] The future of Sales Enablement with Steven Wright – Episode 27
With 20 years of experience in sales enablement both as a practitioner at companies such as IBM and as a Senior Analyst for Forrester, Steven Wright has seen a lot of change. In this day and age, change is the new normal and how we sell is transforming bringing with it new challenges, particularly with the use of technology.
“Sometimes there’s a very sharp pain and somebody finds a tool that will address it, but they haven’t really thought about the bigger picture. The overall process and program and dedication it’s gonna take to consistently execute on the sales enablement program. This tool may not help them get people onboard or keep them up to speed and keep reinforcing what they’re doing as part of an ongoing process,” explains Steven.
An area where technology has the potential to really transform how we sell in the future is in customer relationship.
“From the sales enablement perspective, companies who are using a lot of different technologies could try and lower the burden of the CRM on sellers so that they’re spending more time selling and less time doing data entry. A lot of that has to do with being able to capture data about sales activities that they were doing like how they are using emails, what they’re doing with content, is it being opened, is it being read and using all those analytics to be a real source of intelligence on what to do next,” says Steven.
Improving the productivity of reps is one area where technology has the opportunity to help and possibly hinder, training is another challenging area, particularly for businesses that have already invested in LMS.
“A lot of companies have a hybrid approach to training. This varies by industry – some have more need for certification like financial services or pharmaceuticals – that the curriculum in an LMS has. Other companies, with a focus on sales, need the approach MindTickle brings to bear. Something that can be delivered very quickly, which on one hand meets a lot of tactical needs but can be part of a bigger development framework,” explains Steven
“I think a lot of companies that haven’t made an investment in LMS probably aren’t going to need it if they can adopt the right kind of technology with some of the newer approaches like MindTickle.”
In this 20 minute podcast Steven explains:
- What we can expect from technology in the sales enablement space
- The key challenges to really enabling your sales team through content and process
- Some of the pitfalls of trying to get sales enablement change off the ground
- What are the hallmarks of a good sales enablement practitioner