Highspot Blog

Introducing “The Definitive Guide to Sales Enablement”

Definitive Guide to Sales Enablement

Based on our discussions with prospects, buyers at tradeshows, and industry experts, there is still a lot of confusion about “What is Sales Enablement?

As a 20-year practitioner of marketing, and some times sales leader, I have done sales enablement (little ‘s’, little ‘e’) in some capacity in every company throughout my career. But in the last 5 years it has become increasingly common for companies to have dedicated teams with the title of “Sales Enablement” or “Sales Readiness.” And in that same time, the emergence of a clear marketing technology segment has arisen.

Regardless of whether there is a dedicated team or it is a shared responsibility, sales enablement bridges the divide between marketing and sales. It provides marketing a platform to publish and analyze the effectiveness of their content. It enables sales enablement to monitor sales readiness. And it empowers sales reps to find the most effective content, share it with prospects, and get real-time alerts on customer engagement.

We wrote “The Definitive Guide to Sales Enablement” to help clarify the confusion about the space and give interested parties a foundation from which to drive improvements, adopt best practices and assess tools. The ROI for sales enablement is compelling. On average 65% of content goes unused, representing a $2M waste for the average mid-sized company. On the Continue reading article ›

Sales Enablement Top 3 Myths

Sales Enablement Myth vs Reality

The sales enablement space is white hot with an incredible amount of interest and investment by customers, analysts, venture capital, and vendors. Ultimately this is good for customers as there is significant ROI for sales enablement tools and software.

With so many vendors flooding into the space there is also a lot of hype that customers need to sift through. And depending on the particulars of their solution, vendors too often present self-serving advice on the best path to success.

These myths fall in to the “tell customers what they want to hear” category but unfortunately will lead to failed projects. You need to decide for yourself and do a thorough evaluation to choose the right sales enablement tools and software to meet your business. 

Here are the top 3 myths we encounter in our discussions with customers.Continue reading article ›

Does your organization consider soft costs when measuring content ROI?


As marketers, we often unintentionally discount work done in-house to research, develop, and distribute sales enablement materials. After all, creating content to empower sales to talk to customers and close deals is just part of the job, right?

To a certain extent, yes, that is definitely true, but, lurking in the shadows is something that is often overlooked when determining the true cost and ROI of marketing materials: soft costs stemming from the internal manpower required to produce our one sheets and PowerPoint decks, our case studies and sales training content. Here’s a secret—a big portion of these hidden expenses comes from product managers, who spent up to half of their time working on marketing content, but usually do not have direct reporting status into marketing.Continue reading article ›

Better Sales and Marketing Alignment through Sales Enablement

7-Steps to implementing sales enablement

Last week, we talked a bit about the struggle between sales and marketing surrounding content marketing. It’s nothing new, and it’s also no secret that sales and marketing don’t always see eye-to-eye.

No matter the side of the fence on which you reside, this is one of those internal battles with no winner. Both sides lose – as does the company they represent – when revenue opportunities are lost due to miscommunication and finger-pointing.

But, there is a fix.

Continue reading article ›

Wrapping up at HubSpot’s Inbound 2015


When it comes to marketing trade events, there are events, and then, there is Inbound. By far my favorite event of the year, Inbound is like no other: a party packed with some of the best and brightest minds of our day–from ground-breaking marketers and writers to new media stars to philanthropists—all in one place, all ready to share their secrets to success with attendees.

Where else can you rub elbows with Seth Godin, Marc Maron, and Chelsea Clinton in the same place? Nowhere else.Continue reading article ›

Putting the “we” back in Team for Sales and Marketing

No 'we' in sales and marketing team

There’s a classic beer commercial featuring a self-centered football player, pouting to a TV reporter in an interview after a particularly devastating loss. The player, unable to see past his own shortcomings, tells the reporter that he puts the loss “squarely on the shoulders of his teammates.”

Nonplussed, the reporter conducts the remainder of the interview and reminds our flawless player that “there’s no ‘I’ in team,” to which the player quips, “yeah, well, there ain’t no ‘we’ either.”

Often, in the world of sales and marketing, even the most seasoned professionals fall victim to the “there ain’t no ‘we’ either” sentiment. It’s “us against them,” wherein “them” is the side of the fence that we’re not on.Continue reading article ›

Going to Inbound? Join us to learn how to become a content marketing hero

Highspot at HubSpot Inbound 2015

With Hubspot’s Inbound event in the coming weeks, I’ve been thinking a lot about how technology has changed marketing over the last decade.

Technology is a fickle (and phenomenal) business partner. It’s never static. It’s always evolving, always moving forward, always anticipating our next desire before we even have it. Improvements are around every bend – and I think that is a great thing, especially for content marketers.

Naturally, content marketing has evolved with technology. In the beginning of the tech revolution, we delighted in the ability to influence the sales cycle with our new websites. In more recent history, we began leveraging mobility and the “always on” nature of today’s consumer to decouple “work time” and “fun time,” targeting potential clients at the right time in their decision-making process.Continue reading article ›

Content Is King. ….Or is it?

Measure effectiveness of sales content

Almost 20 years ago, a tech industry luminary proclaimed with confidence that “Content is King.”

The luminary’s name is of course Bill Gates, and he was spot on. Gates talked of a world in which the sheer breadth of information available on the internet would be the factor that made it compelling. He noted that “those who succeed will propel the internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”[1]

While Mr. Gates was talking specifically about monetizing the Internet, the idea of content leading the charge when it comes to all aspects of marketing has made its way into the lexicon in an undeniable way.Continue reading article ›

August Update: Seamless Pitching Provides Best-in-Class Online Sales Presentations

Highspot Live Pitch online presentation software

Recently, Highspot pushed another set of product updates live with a slew of great features and usability enhancements. Innovation and product advancement happen pretty quickly around here, so we don’t always announce product updates, but this time, we thought these great features warranted a special shout out.

Highspot Live Pitch Seamless Screen Share

We’re constantly working to make our online pitching capability the best it can be and the best user experience on the market. We understand that our software is a window to your prospect and that an impressive, error-free user experience can help Sales close the deal.

Continue reading article ›

Sales Content Analytics Drive Business Optimization

Sales Enablement Supporting Sales Funnel

In the Mad Men era, marketing was considered a cost center where “creative types” made glorious advertising campaigns but had very little ability to measure their impact on sales. Now, thanks to the Internet, marketing automation, and other technology, we can measure nearly everything in marketing, tracing our impact all the way down to influence on revenue and ROI. This ability to measure marketing’s performance and receive instant feedback on what works has revolutionized marketing.Continue reading article ›