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.

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:

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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:

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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, 64.5% of sales reps report that they are experiencing more complex sales processes. 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.

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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 ›

The Sales Enablement Guide to Dreamforce 2017

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It’s one of our favorite times of the year: Dreamforce, as you know, is always exciting, informative… and something of a spectacle, with more than 171,000 people registered last year.   #DF17 next week will surely surpass that.

Dreamforce isn’t the only reason we’re looking forward to next week: this year we’re once again giving our sales enablement-focused brethren an opportunity to get even more out of Dreamforce, at our free all-day event at the Four Seasons, which has become an annual tradition.

Are you ready for next week? Probably—and it can’t hurt to get even more ready. If you’re interested in sales enablement, we picked out a few things you’ll want to check out while you’re in San Francisco for the event:

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Looking back at the CEB Sales and Marketing Summit 2017—Finding Sales and Marketing Alignment

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Gone are the days when selling was a linear path: Locate a lead, nurture it with a set of marketing materials, go on a sales call (or series of sales calls), and close the deal.

In today’s B2B selling environment, the sales funnel is more like an infinity loop that flows from marketing to sales and back again until the buyer is ready to engage.

Last week at the CEB Sales and Marketing Summit, I attended several great sessions. Two in particular stood out to me because they focused on something near and dear to my heart—sales and marketing alignment.Continue reading article ›

Customer Obsession: Recap of Forrester B2B Marketing

Highspot-Recap-Forrester-B2B-Marketing-2017-Sales-Enablement

B2B marketing is evolving rapidly thanks to technologies and a new focus on what matters most. So the Forrester B2B Marketing event in Austin last week was an exciting event, particularly to the eye of a product or content marketer. If you missed it, here are some highlights:

Conference Theme: Customer Obsession

On the surface of it, the event theme of “customer obsession” does sound a lot like what we’ve been hearing for the past few years. They brought a new spin, discussing technologies and working to keep us thinking about really innovating around the customer. John Bruno of Forrester talked about the simple but revolutionary innovation when Heinz literally turned the bottle upside down, solving a big pain point for their customer. Is there anything we should be doing… that we’re not doing because conventional wisdom says no?

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