There are a lot of definitions of sales enablement. What is it? How do we do it? Why does it matter? Having a process and mindset that extends across an entire organization can help enable salespeople to be successful. Still, it would help to have a clear plan and goal to get the most impact out of the enablement process.
Today, I have two guests Cory Bray and Hilmon Sorey. Cory and Hilmon just happen to know a little bit about sales enablement. They are the authors of The Sales Enablement Playbook and they run ClozeLoop a sales enablement platform. They are based in San Francisco, and this is a fun and lively episode with two guests diving into the topic of sales enablement.
Episode Highlights:
- Cory and Hilmon share their definition of sales enablement and focusing on the prospect.
- How there isn’t a one thing silver bullet type solution to sales enablement.
- Every department needs to contribute to sales enablement.
- Having a mindset based on customer engagement where every team contributes.
- Having the customer conversation at the center of the bullseye. Then as the concentric circles move out there are other team members contributing.
- Understanding your messaging and how it relates to buyer personas.
- Pain points and features and how they relate to customer stories.
- Issues with a disconnect between marketing and sales. Creating micro content for the salespeople.
- The three types of sales conversations: lone wolf, scripting, or finding the sweet spot of the entire team's effort.
- Creating a playbook that allows a natural feedback loop.
- Knowledge management is about the conversations.
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