Video: How to Use CRM Data and Conversation Intelligence to Inform Your 2024 Enablement Plan

Helen Waite's headshot on a MIndtickle blue background

Over the past few weeks, we’ve shared some tips on reducing the chaos in your tech stack. (You can check out Rahul’s video on accelerating bigger, faster deals with consolidation and Elisha’s tips for using your CRM, enablement analytics, and Call AI to inform better coaching.)

Today we’re sharing one of our most popular videos, which features Helen Waite from our product marketing team sharing ways for enablement professionals to streamline their tech stack and enhance their 2024 enablement plans.

Key takeaways:

During sales stage review:

  • Use CRM data to analyze conversion rates at different sales stages.
    Identify specific stages to see where win rates may decline.
  • Leverage conversation intelligence tools to review calls from the identified stage.
  • Examine whether sales methodologies like MEDDPICC are consistently followed.
  • Take corrective actions, such as reinforcing training or coaching, to address weaknesses in specific stages.

For a product or service launch:

  • Evaluate revenue performance against goals for previous product or service launches.
  • Assess how reps messaged, used content, and addressed prospect concerns.
  • Refine content based on reps’ understanding, prospect engagement, and feedback for future launches.
  • Incorporate learnings into the plan for subsequent product or service launches in the coming year.

To help ramp time for new reps:

  • Look at your CRM to determine the time to first deal for new hires.
  • Assess coaching effectiveness and manager involvement for new reps in the field.
  • Conduct role-plays to prep new reps for real-world selling scenarios.
  • Implement a new hire survey to gather feedback on the onboarding process.
  • Use feedback to improve coaching strategies, enhance onboarding processes, and reduce ramp time.


Hey there. I’m Helen Waite from the product marketing team here at Mindtickle. And today I will talk a little about how to reduce your tech stack chaos. And really how enablement professionals can use all the different tech they use in their day-to-day job to better inform their 2024 calendar enablement.

Professionals, just like sales reps, are juggling a ton of different tech just to get their job done. Sometimes this means we’re not always using all the insights data and reports from these different systems to best inform a cohesive strategy.

Today, I’ll cover three ways that our customers have shared that they’ve used specifically their CRM data, and their conversation intelligence data, to better inform their enablement calendar.

As we’re getting into planning season, think of these three tips and how they can help you. First, we’ll look at a sales stage review. How CI and CRM data can play into looking at the individual stages your reps go through and how they perform in each stage? Then we’ll look into how to use this data to inform a product or service launch you may have coming up next year. And finally, we’ll look at ramp time. If you have new reps coming on board next year, how can you use learnings from this year to inform that plan? So let’s get into it.

The first tip is around a sales stage review.

A customer came to us who saw a massive spike in a decrease in their win rates at a certain sales stage, the discovery stage. How can they use the data points they have from their CRM and conversation intelligence to better attack this sales stage for the coming year? So in this scenario, the report you’re going to use will come from your CRM, and that’s your conversion rates by sales stage.

In this example, this customer saw this discovery stage was declining in their win rates; their win rates weren’t good and discovery, so the enablement team wanted to look into why that was. You’ll take action to review calls from the discovery stage of those reps to look at what’s happening in these discovery calls. And what’s the action that you’re going to take?

In this case, you can look at sales methodology. Is the methodology that you’ve implemented, maybe it’s MEDDPIC being followed? Or are there certain stages in discovery where MEDPICC is not being adhered to? You can look at the types of questions that your reps are asking or the content that they’re sharing in this stage, what is being evaluated across several different calls, and then take those findings and make sure that’s implemented in our 2024 plan, that could be in the form of reinforcement.

If a certain stage has declining win rates, you may need to focus on reinforcing training around that stage; what are your best practices that reps, or BDR, is depending on the stage you should be doing? And then also look at how role plays or coaching can play a hand in reinforcing this sales stage performance. By doing these call reviews, looking at if there’s a certain sales stage where you’re losing more than you were before, how can you find similarities across these calls and implement this as part of your plan for next year?

Our second tip is around a product or service launch.

In the next year, if you are launching a new product or service, take learnings from the previous year; how you’ll do that is looking at a report for a new product or service launch, what the revenue you made on that launch was versus your goal.

Maybe you launched a new service into the market and you’re looking at how you achieved how you performed on that launch versus your goal. Maybe you didn’t quite reach that revenue goal for that new product or service, and you want to reinforce that going into the new year. Maybe you have an additional product or service launch where you want to take learnings from that initial one last year.

Look at your revenue versus goal. The action you will take is digging into each of the calls where this product or service was pitched. So you can do this in conversation intelligence tools by easily searching the product name you’re looking for. You can drill down into the calls where this was discussed. To analyze what happened in those calls, what content was used or not used? How was the rep landing the messaging for this product or service launch? Was it aligned with what marketing or product marketing put together? Were they using the content correctly? Did the prospect understand the new product or service? Did it fit with their use case or help them solve a problem for them?

And then your action, how this will inform your plan for next year, is any launch plan adjustments, maybe there was some content missing that the rep didn’t have, to speak to this product or service?

Maybe there’s team-specific enablement where your reps were able to nail the messaging for this product. But when it comes to implementation, things fell short of what the customer expected. Or maybe the implementation wasn’t as smooth as possible. That could be something that you want to focus on for next year. And then, finally, content refinement. How was the content that you had for this new product or service? Did the reps understand it? Did they use it? Did prospects engage with it? Are there learnings from prospect reactions to further pass on to marketing or product marketing for next year?

Finally, ramp time evaluation. So if you have new reps coming on board, you are always looking at that time to first deal for new hires. How long is it taking for them to get revenue in the door? That’s the report you’ll look at in CRM. And then the action you’ll take is looking at these new reps when they’re in the field. How are they being coached? Is this an opportunity to coach the coach where their managers weren’t as present, or do they need more feedback and guidance from their managers? Maybe their managers need a little help on how best to coach new hires coming in.

You can also look at role plays. So preparing them for the field by doing several simulations that prepare them for real-world selling scenarios. And finally, doing a new hire survey. What is the feedback from new hires on their onboarding process? What do they think could be improved? Make sure all of that is incorporated into your plan for next year.

Those three tips can help you use your CRM data in your conversation intelligence data to help inform your 2024 enablement plan. For more actions and insights into how you can help plan and use all of your different tech and reduce some of that tech stack chaos, scan the QR code here to get more tips from our team. Thanks so much.

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