Highspot Blog

Jeff Day

Jeff is the VP of Marketing at Highspot and a 18 year veteran of sales enablement activities through roles in both marketing and sales. Jeff's current mission is to elevate the role of the Sales Enablement to a critical business function charged with driving radical improvement in sales effectiveness.

Sales Enablement for Marketers

Turn Sales Content into a Revenue Driver

For today’s full-stack revenue marketer, delivering consistent results and measurable ROI impact can feel reminiscent of Sisyphus trying to push that fabled boulder up a mountain, only to watch it roll back down again and again.

The fact is, marketing is pushing a boulder up a mountain. It spends 28% of its budget (not to mention the soft costs associated with headcount) on creating content, but 65% of content produced for sales is never used. Sales teams scream for more and better content, but they often can’t find content that already exists.

This inefficiency leads to a vicious cycle: Deliver more content, only to have sales ask for even more. Push the boulder, watch it roll down again.Continue reading article ›

Sales Enablement and Sales Operations — One Team.

Sales Ops and Enablement working together

Although it’s relatively new to the B2B scene, the Sales Enablement function has quickly gained momentum and is having a measurable impact on business growth. When done right, sales enablement has the ability to improve sales conversion rates 10%-20%, or more. And as a result, 53% of organizations in our Sales Enablement Practitioner survey have a dedicated Sales Enablement team today.

Because a separate Sales Enablement team is new to most organizations, its hierarchical order within the organization has raised many questions, especially in relation to the sales operations team. There is potential for conflict between these two groups, as the two roles evolve and sometimes overlap. As a business leader, it is critical to clearly define the roles and responsibilities—and opportunities to collaborate—for each group, to ensure all teams work together effectively.

The fact is, both Sales Enablement and Sales Operations are critical to supporting the sales team’s success. So, how should growing companies organize and charter the two teams for maximum effectiveness?Continue reading article ›

Highspot & InsideView: Aligning Sales and Marketing has never been More Important

While “Marketing and Sales Alignment” has been both a challenge and a worthy goal for some years now, the topic has seemed to crescendo recently as the pressures for performance and accountability on both teams increase. 

We recently did a roadshow with InsideView and other industry leaders on this topic, titled “Drive: Fuel Your Revenue Obsession.”  The thought leader presentations and InsideView’s research, Crack the Code on Sales and Marketing Alignment, showed that while the issue still exists, solving it has never been more important.

Where we stand today

Today, the internet and competitive pressures have increased demands on both functions, as we’re theoretically able to process so much more than ever before: more communications, more leads, more deals. In reality, the role of a sales rep is much more difficult than ever before because the power is all in the hands of the buyer and expectations are exponentially higher. Marketing is feeling the heat, too. “Big data,” the ability to measure marketing’s performance, and the mandate that marketing needs to prove its contribution to pipeline and revenue is forcing a look farther down the sales cycle.

Thanks again to the internet, nearly 70% of the sales cycle happens before sales is even in contact with the buyer[1]. This means marketing and sales must work together to educate and guide the buyer down the path to a closed deal, which makes the demands on sales—once the buyer does engage—significantly higher. Sales must be both educated and consultative. And, to be those things, they need the support, training, and content to effectively compete in an environment where the buyer has all the power.Continue reading article ›

A New Study Links Sales Enablement to Higher Conversion Rates

Sales Enablement Practitioner Survey Report

ABM. Social Selling. Predictive Analytics. Sales Enablement. Which one is most effective at boosting sales performance?  Hard to compare, exactly, as the best practice is to do them all.  But a recent survey found that those companies focused on sales enablement, on average, saw a 10% improvement on pipeline conversion rates.

A new Highspot/Heinz Marketing survey of nearly 400 B2B respondents titled “The Sales Enablement Practitioner Survey” shows a heightened investment in sales enablement teams, initiatives, and technology directly—and in many cases dramatically—increases sales conversion rates for B2B companies.

According to the survey, more than 50% of companies that have committed to sales enablement efforts have experienced improved sales conversion rates of greater than 10%. A full 23% of companies have seen conversion rates increase by 20% or more, and 11% have increased their conversion rate by greater than 30%. That’s a 30% increase in revenue from existing pipeline!

Continue reading article ›

Sales Content: What Winners Do Differently – Learnings from SiriusDecisions Summit

You’ve probably had that feeling: late for an appointment, you’re in a rush to pull everything together, and at the last minute you realize that you’ve misplaced your keys. It’s panic time to find the one thing you really need.

Oftentimes, sales people experience this panic feeling when they’re trying to close a deal. It’s the last minute, they need a specific piece of material per the client’s request, and simply can’t find it.

Last week’s SiriusDecisions Summit (which just gets better every year), gave us a lot of lessons and guidance on how to help our sales teams be more efficient and effective—in other words, how to give them the keys to close the deals.

Sales Content: What Winners Do Differently

Heather Cole and Christine Polewarczyk’s session on “Sales Content: What Winners Do Differently,” shared some fantastic data from research SiriusDecisions recently published:

  • 79% of B2B buyers report that the content provided by a rep is very to extremely influential in their selection of one vendor over another.
  • On average, B2B buyers consume over 17 pieces of content as they progress through the buying cycle.
  • Similarly, sellers use 10 pieces of internal content to close the deal, on average, with “high performers” using 20% more than low performers.

Continue reading article ›

Best Practices in Sales Enablement

sales enablement best practices

Welcome to Highspot’s Best Practices in Sales Enablement guide. This is where you’ll find tips on how to plan, select, deploy, and optimize the sales enablement solution that’s best for you.

We’ve identified four critical best practices for B2B sales enablement:

  1. Identify stakeholders
  2. Map content
  3. Target the buyer’s journey
  4. Catalog existing resources

With these steps in mind, we’ve designed this guide to provide you with the resources and field-tested techniques you need to succeed in sales enablement. Topics range from finding sales enablement analysts and vendors to accelerating sales performance, improving content management, measurement, and more. Our experiences and the insights they’ve yielded are now yours to reference.

Continue reading article ›

Highspot Integrates 3rd party BI Solutions

High-performing sales organizations quickly adjust to the buying environment of their customers and the dynamic needs of their business.  Now more than ever, they rely upon data to accomplish their goals. With new 3rd party BI integration capabilities, Highspot is bringing deeper insights to business leaders by enabling the combination of sales data with other company data.  

The catalyst is Highspot’s BI Kit™, which permits sales data to be seamlessly imported into 3rd party BI solutions and data warehouses and combined with data sets from other teams, such as finance, HR, and operations. This ability to include sales, content, and customer engagement data from the Highspot platform with other company data will provide business leaders with valuable insight to improve sales and go-to-market performance.

Our most recent integration is with Microsoft Power BI.  Announced this morning at Build, Microsoft’s premier event for developers, the combination of Power BI and Highspot will provide 360-degree perspective into content performance and its impact on business goals.  This will allow sales teams to monitor results and optimize effectiveness as never before.

Continue reading article ›

Announcing Email Integration with Microsoft Outlook and Automatic Language Filtering

Announcing Email Integration with Microsoft Outlook and Automatic Language Filtering_Blog-Post

At Highspot, we’re committed to continual product updates and enhancements in our quest to make sales reps’ jobs more effective and efficient. Last month, I shared that the Highspot Sales Enablement solution now offers inline editing within Microsoft Office 365,  and today I’m excited to unveil two more important product advances: Integration with Microsoft Outlook and automatic content filtering by language based on machine learning capabilities.

The Outlook integration is a “best of both worlds” scenario, as sellers now have the option to decide if they’d like to send content directly from Highspot’s sales content management system or from their corporate email client.Continue reading article ›

Highspot is only Sales Enablement platform to offer integration with Microsoft Office Online

Highspot is only Sales Enablement platform to offer integration with Microsoft Office Online_Blog-Banner-Image_1200x734px

“Sales Enablement” should mean enabling sales, right? Hire great sales people and empower them to do what they do they do best. For these high-caliber sales teams, we should strip away time-wasting inefficiencies, make common practices easier, free up time for selling and provide visibility into what they do so others may learn their best practices.

At Highspot, our mission is to make your sales team more effective and more efficient.  And with our latest product update, we take another great step forward on that journey by offering Microsoft Office editing within the Highspot Sales Enablement platform

Continue reading article ›

Highspot Expands Integration with Cloud and On-premise Content Management Solutions

Highspot Expands Integration with Cloud and On-premise Content Management Solutions_Blog-Banner-Image_1200x734px

Content, content, content. Yes, content is king—it is the foundation for most sales-to-customer conversations. Getting the right content into the hands of the sales reps is the primary issue many Sales Enablement organizations want to fix. To accomplish that, for larger organizations, you must integrate, integrate, integrate.

In fact, for a B2B Software as a Service (SaaS) provider, integrating with other business software solutions is, in our opinion, like being mobile. It’s table stakes.  

At Highspot, we understand just how important seamless integration into existing technology is for our customers. We want to make it as easy as possible for you to deploy and integrate Highspot into your business workflows. To us, that means interrupting your existing workflows and systems as little as possible.Continue reading article ›