Author: Shawnna Sumaoang

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.

Turn Your Content into a Reliable Revenue Driver


What if every time your marketing team produced a piece of content, you knew its inherent value? If every one-sheet, whitepaper, presentation, and infographic was so measurable you knew if it worked or didn’t? Imagine the productivity improvements and bottom-line impact (not to mention employee satisfaction) that could result in such progress.

In a recent post on the SiriusDecisions blog, Sharon Little explains how using revenue as a north star for content production can transform an organization’s quality and performance of sales content. She argues that this approach saves time, minimizes production of unnecessary content, and creates more value for both customers and the sales team.

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Empower Your Field with Customizable Sales Content

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As a marketer, I’d like to think that the content I produce for sales is always 100% spot-on and customer-ready… that every word on the page or graphic in the PowerPoint presentation is perfect as-is. After all, marketing knows the customer, knows the product and knows what is best for sales, right? Therefore, sales will take what my team provides and use it verbatim, right?


First of all, we don’t always get it right. But regardless of “right or wrong,” any sales rep who wants to meet their numbers is going to take the standard sales presentation and enhance it to customize for their customer. Continue reading article ›

Sales Enablement is a “Must Have” for Sales Content Management

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‘Content’ comes in many forms and is used in many ways throughout the marketing and sales processes, but one thing’s for certain: Content is the backbone of the sales conversation—it’s the starting point of most conversations and you can’t close a deal without it.

And yet, 65% of content created for sales is wasted and the biggest complaint from sales with respect to content is that they can’t find it.Continue reading article ›

Sales Enablement Luminary Series: 8 Keys to Sales Enablement Success

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When it comes to marketing in today’s go-go-go, always-on, like-worthy, re-tweetable, deeply digital world, there are people who get it, and those who don’t.

Matt Heinz gets it. And he’s really good at helping other people get it too.

Today, we have a treat for you. I was able to interview Matt recently about what it takes go get more out of sales enablement—especially for those just starting down the path of rolling out a solution—and I think you’ll find a lot of value in what he had to say.

Without further ado, here’s Matt!

What do most organizations miss when it comes to setting up sales enablement?
Well, a key theme that emerges when you start talking to people about this topic is that they don’t realize sales enablement is more than just creating content. Achieving sales enablement success is about having the right conversations, developing the right stories, and creating the right message for the right prospects. It’s more than just writing up more sales content like case studies or datasheets and tossing them over the fence to sales. It requires the successful rollout, implementation, and measurement which tactics and content devices work and don’t work, so that the next prospect gets a slightly better version of the material than the previous one and so that sales always has the best materials for the situation.
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Five Selling Trends in 2016 That Can Be Improved with Sales Enablement

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Recently, our friends over at CEB posted a great blog highlighting five trends that will help sales execs this year.

This post is spot on, and as I read it, I couldn’t help but think about the ways that Sales Enablement is critical to all of the trends. So, I thought I’d take a moment to highlight some areas where your organization can use Sales Enablement to help your sales organization succeed. Continue reading article ›

Make the Most of Your SKO: Be More Successful with Sales Enablement Efforts in 2016

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You never know unless you ask…

This sentiment is true in all facets of life, whether managing personal relationships or business relationships, you just never know what people need or want unless you simply ask.

Think back to a time when you were certain you knew how someone felt about a particular topic or problem. You just knew you knew their opinion. Maybe it was a negotiation with a colleague, maybe with a friend or spouse, but you were sure you knew their opinion. Until you heard it. And it turned out to be completely different from what you thought.
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Five Key Sales Enablement Takeaways from 2015

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It sounds cliché, but it’s hard to believe that the year is almost over! 2015 has been full of unexpected twists and turns for many organizations, and when it comes to sales enablement, it’s been a year of unprecedented growth. At the beginning of 2015, data suggested that less than 15% of the market had a formal sales enablement initiative. Recent surveys, including our State of Sales Enablement report, indicate that 30% of enterprise and mid-market organizations have a formal sales enablement team and nearly 30% plan to initiate one in 2016.

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The Challenger Model and Sales Enablement — Better Together

challenger model and sales enablement

By now, you’ve heard of the Challenger Sales Model, an approach that has turned the practice of B2B selling on its head over the past few years. It only makes sense, as organizations have become more and more matrixed and purchase decisions span multiple departments that a more disruptive selling method would need to evolve. Gone are the days when a lunch meeting, a few martinis, and a handshake were enough to close the deal.

Organizations that adopt Challenger selling forego the traditional facts, features, and figures approach and provide potential clients with tailored, thought-out insights about how they can save or make money (or both). They put the client’s needs first, and it works, given the time to flourish.

There’s a great Simon Sinek TED Talk in which he covers this principle in a slightly different way. According to Simon, “People don’t buy what you do; they buy why you do it.”

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Does Your Organization Consider Soft Costs When Measuring Content ROI?

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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, PowerPoint decks, 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.

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Wrapping Up at HubSpot’s Inbound 2015

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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 ›