Knowledge Transfer: The Achilles Heel of Sales Enablement


“The biggest challenge for sales reps to meet their quota is difficulty in differentiating offerings from competition or buyer status quo.”

At the SiriusDecisions Summit this year one of the best sessions I attended was the one on “Sales Knowledge Transfer Framework.” It laid out the case for changing how companies are transferring knowledge to their sales teams.

However, despite all the advancements made in educating companies on the value of sales enablement, it’s surprising that many salespeople are still lagging behind.

Why is this is happening? SiriusDecisions shed some light on the problem:

  • 36% of high-performing reps feel they need more coaching from their managers.
  • High-performing reps are 3X more likely to use role-play when learning.
  • 26% of low-performing managers lack guidance, resources, or support to coach new hires.
  • Low performers are 8X more likely to


    to use role-play in their training programs.

When creating great onboarding or ongoing enablement programs, it’s important to understand how your sales team learns, practices, and receives feedback. Without incorporating these elements, adoption will be low and, you won’t see results.

Competitive updates, objection handling, new messaging, market information and all the knowledge and information you need to transfer to the minds of your sales reps require a considerate plan. Technology now enables you to leverage virtual role-play to complement in-person exercises. Electronic coaching forms can assist managers in following a prescribed approach to observe and help reps in the field. And mobile-enabled micro-learning modules can reach your field team wherever they are without taking time away from selling activities. But technology alone is not enough.

If you are thinking about deploying an enablement solution, first stop to make a list of everyone involved including sales, marketing, and product marketing. Ensure you have buy-in as any new technology deployment is only as good as the people using it. Then, those who create content and want to transfer their knowledge to the sales reps will have new guidelines.

If you’d like to see how other companies have done this successfully, contact [email protected] and we’ll put you in touch with someone that has transformed their sales enablement and can share what they’ve learned. You can also read some of our

customer stories here