Highspot Blog

sales communication strategy

ABC: The motivational sales shorthand for “Always Be Closing” might as well also stand for “Always Be Communicating,” because sales runs on communication. From opening pitch to closing deal, effective communication supports every step in the buyer’s journey and provides a critical link between sellers and internal teams such as marketing.

But sales communication can be a double-edged sword. While its importance in providing sales with critical connections is undeniable, it has the potential to overwhelm or distract sellers from their goals if there is no strategy guiding it. Quality, not quantity, is the key for sales leaders looking to create effective sales communication strategies for their teams. After all, sending more email updates won’t make your sales team any more informed if they aren’t finding the content relevant, valuable, or easily accessible. The guiding goal of any successful sales communication strategy should be to provide salespeople with the right information, in the right place, and at the right time.

Read on for the who, what, when, where, how, and why of developing a sales communication strategy. With these best practices, you’ll have a framework for communicating with your sales team that will keep them informed, prepared, and focused on the goals that matter.

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2018 CODiE Award - Highspot

The word is out — on the evening of June 12, Highspot earned recognition as the Best Sales Enablement Platform and Best Content Management Platform by the Software & Information Industry Association (SIIA) as part of the 2018 CODiE Awards, the industry’s only peer-reviewed awards program.

A night of good cheer and champagne ensued at the award ceremony in San Francisco, where the team celebrated with companies at the forefront of business innovation.

Looking back on how Highspot rose above the competition to join past winners including Cision, Cisco Systems, and Pitchbook Data, the journey began with a product demonstration in front of expert reviewers, including software and business technology experts, analysts, media, bloggers, bankers, and investors. In the second round, SIIA members voted on the finalist products. The scores from both rounds were tabulated to select the winners.

What set Highspot apart? With judges providing feedback such as, “able to integrate into a company’s workflow on multiple levels in multiple ways,” the platform clearly made an impression.

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Digital transformation — two words anyone who has so much as dabbled in the tech space has heard time and time again. Dubbed by SiriusDecisions as the “buzziest buzzword in B2B,” digital transformation means different things to different organizations. One of the areas where digital transformation is becoming increasingly relevant is in how sellers relate to their customers.

The results of SiriusDecisions’ 2018 Digital Transformation Survey showed that 55 percent of respondents believed that the goal of digital transformation should be on changing engagement with buyers and customers. In other words, how we relate to our customers is rapidly changing. Your buyer needs to be reached quicker with exactly the information they’re looking for, and now more than ever it’s important to invest in digitizing your sales force. Continue reading article ›

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Nothing is more important than the success of our customers using the Highspot platform as well as the protection and privacy of both their data and the customers and prospects they engage with using Highspot.

While today represents an important milestone in consumer privacy and protection with the new GDPR (General Data Protection Regulation) legislation going into effect, Highspot has always made privacy a top priority and data protection is a key pillar of our values. With tens of thousands of sales reps in some of the world’s largest enterprise organizations using Highspot as their primary system of customer engagement, we take these issues very seriously.Continue reading article ›

SiriusDecisions Summit 2018 recap

Nobody comes to Las Vegas hoping they’ll lose. In Vegas, you can’t help but aim to win — and win big. The same goes for sales. But unlike in Vegas, where the path to success is as simple as walking up to a blackjack table, winning in sales takes more time, more energy, and more strategy. That’s where sales enablement comes in.

Attending SiriusDecisions Summit 2018 last week in Las Vegas was extremely informative for those in the sales enablement function. Nearly every session that I attended discussed sales enablement in some regard—and the sessions that I am about to recap went a step further to show how successful sales enablement can lead to big sales and marketing wins.Continue reading article ›

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There have been a lot of mergers, acquisitions, and consolidation activity in the sales and marketing tech arena in recent months — and the noise is only expected to increase. This brings more risk and uncertainty for customers and potential buyers in the market for SaaS software. Why? Because nearly 90% of all acquisitions fail, and it’s often the customers — not the vendors —  that become innocent victims, left short-changed and holding the bill.Continue reading article ›

Sales enablement winning that companies love

At Highspot, our mission is to create breakthrough products that transform the way millions of people work. Our focus is to deliver exceptional customer experiences at every turn. How do we accomplish that? By building beautifully designed software with a spark of magic.

Why have companies like Amazon, Twitter, Snap, NVIDIA, Aetna, Workday, Twillio, Zendesk, and many more started a relationship with Highspot? Continue reading article ›

customer success

Everyone knows that a company’s success depends on customers — and specifically, customers’ experience. However, sustaining customer interest can be difficult. Companies must compete for customer attention in a world where consumers have more options then they have ever had before. In the last ten years, customer experience has become increasingly more important in this new world where customers want to have more of a say in how corporations portray themselves.

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Highspot Stevie Award 2018

More great news coming out of Highspot: We’ve won an American Business Award for Most Innovative Tech Company of the Year from the Stevies®!

According to the American Business Award judges, “Highspot created integrations across learning management platforms to further enhance the ability for sellers to sell. Highspot has further developed its artificial intelligence capabilities over the course of last year.”

“All of us at Highspot are honored to be recognized by the American Business Awards alongside many other impressive companies,” said Jake Braly, vice president of marketing at Highspot. “The fact that this award is focused on innovation highlights the hard work of our product and engineering teams — dedicated to building beautifully designed sales enablement software with a spark of magic, that marketers and sales reps love.”Continue reading article ›