Highspot Blog

Shawnna Sumaoang

Shawnna is Director of Marketing at Highspot. Her background is in strategic development and execution of marketing and communications programs in the technology industry. Shawnna'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.

The Largest Event Exclusively for Sales Enablement Features the Best in the Business

Highspot-Blog-Title-Sales-Enablement-Soiree-Dreamforce-2018

Get ready for four days of inspiration! With more than 2,700 breakout sessions and a Metallica concert, Dreamforce is the most innovative software conference in the world. This year, nearly 200,000 professionals and industry luminaries will gather in San Francisco for thought leadership, networking, and yes—dancing.

Call us biased, but our favorite part of the conference is without a doubt the Sales Enablement Soiree. On September 27 from 9:00 a.m. to 5 p.m., sales and marketing leaders, analysts, and vendors will come together at the Four Seasons Hotel for a day of best practices and real-world advice to maximize sales effectiveness.

This year’s event has attracted the best in the business, as professionals now regard enablement as the new standard of doing business. CSO Insights reports that nearly 60 percent of businesses now have a sales enablement function—and experts agree that percentage will continue to rise.

Continue reading article ›

Account-Based Marketing in the Age of Authenticity

account-based marketing

Advertisements and mass-marketing emails can take a business only so far in today’s self-educated, hyper-personalized market. To adapt, many companies began implementing more targeted account-centric marketing practices.

Account-Based Marketing, or ABM, is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns and touch points designed to resonate with specific personas within each account.Continue reading article ›

REEL Sales Enablement with Erin Osman at Dun & Bradstreet

Dun & Bradstreet sales success story

One of the best things about being in marketing is being able to meet a future customer at the beginning of their buying journey! I had this opportunity with Dun & Bradstreet.

The Dun & Bradstreet team was keenly interested in learning more about how their marketing team could leverage sales enablement to both empower their salesforce and ensure their efforts were succeeding. I got to follow Dun & Bradstreet through their entire buyer’s journey, and once they were a customer, I got an insider’s view on everything that went into the purchasing process. This interview provides a peek behind the scenes at Dun & Bradstreet!

Here is the video interview, as well as the interview transcript, below:

Continue reading article ›

REEL Sales Enablement Interview with Sean Goldie at Apptio

Apptio sales success story

You know you are doing something right when customers advocate to adopt Highspot when they move to new companies! Recently, I had the opportunity to speak with Sean Goldie, Director of Sales Enablement at Apptio. For several years, Highspot worked with Sean while he was at SAP Concur — one of Highspot’s oldest customers. I was exceptionally excited when Highspot brought on Apptio as a new customer because 1.) Apptio is another awesome Seattle-based company and 2.) it meant I got to reconnect with Sean!

Here is the video interview, as well as the interview transcript, below:

Continue reading article ›

REEL Sales Enablement Interview with Joe Andrews at InsideView

InsideView sales enablement

I love Highspot—but, of course, I’m biased. So one of my favorite things to do is get out in the field and chat with customers about how much they love Highspot, too. While I was at SiriusDecisions Summit, I had the chance to check in with Joe Andrews, Vice President of Marketing at InsideView, on the current sales enablement efforts there with Highspot.

Here’s the video interview, as well as the interview transcript, below:

Continue reading article ›

The Framework for a Solid Sales Playbook

sales playbook framework

In the old days, a sales playbook may have been nothing more than a fat 3-ring binder with some tabs in it. While talking on the phone to a prospective buyer, a salesperson could tuck the receiver under his ear, grab the playbook off the shelf, and flip through the tabbed sections in it to find the play he was looking for. Then, as now, the sales playbook was a source of cumulative knowledge from the sales team and guidance from sales management, gathered together into a single resource. It spelled out best practices and diagrammed the required steps to lead the prospect through the sales cycle to the desired finish: the sale.

The sales landscape has transformed drastically since then, and yesterday’s playbook won’t cut it anymore. Sales has become more complex than ever. In fact, a majority (70%) of sales reps report that they are experiencing more complex sales processes. This is up from 64.5% last year. The buyer’s journey has taken the place of a more rigid sales cycle so that sellers need to be able to react as the process unfolds and provide personalized responses to prospective buyers at a moment’s notice. In the age of the modern buyer, they come to the sales interaction better prepared and better informed than ever, with expectations for a fully digitized and seamless experience.

Continue reading article ›

SiriusDecisions 2018 Recap: Getting Serious About Sales Enablement Success

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 ›

Customer Reviews Make or Break Your B2B Brand

Hi, my name is Shawnna. And I am a shopoholic.

OK, maybe it just feels that extreme. Although, my husband and his battle against my ever-growing wardrobe of shoes may disagree.

But as an avid online shopper, one thing that has become a must in any purchasing decision are customer reviews. Hearing from actual customers that have not only purchased that same pair of shoes, but have also tried to walk a mile in them is invaluable.Continue reading article ›

Sales Enablement: The Largest Gatherings. Ever.

sales-enablement-soiree

The last few weeks have felt like a sales enablement whirlwind!

A few years ago, when I joined the sales enablement community, it was difficult to find a place where I could connect with other sales enablement peers, practitioners, and thought leaders. In fact, I can’t think of a single one!

Fast forward only a few short years, and I had the honor of participating in two events that will likely be pivotal in building the sales enablement industry and expanding professional networks for existing practitioners.Continue reading article ›