Highspot Blog

Best Practice: Content Mapping Made Easy

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If you’re like me, before you go on a trip to a place you’ve never been before, you take some time to look over a map of the area—either on paper or on your phone. I like to know the major roadways, potential construction zones or slowdowns, and the general direction I need to head to get where I’m going. In a lot of ways, deploying a Sales Enablement solution is like taking a trip to a place you’ve never been before. Instead of mapping highways and byways, it’s a good idea to map out your organization’s content before you take the trip.

We work with our customers to build a content map as one of the first steps in the implementation process. I thought it would be helpful to share a little insight around what a content map looks like, how to create one, and how it fits into the Sales Enablement design process.Continue reading article ›

4 Steps to Turn Sales Enablement into Revenue

4 steps to turn sales enablement into revenue

Recently, we co-hosted a webinar with SiriusDecisions called Connect Sales Content to Revenue. This session was chock-full of research-backed advice to help you turn your sales enablement efforts into measurable revenue contributions. If you want to take sales enablement to the next level, there are a few important steps to consider, and we’ve outlined them below from the webinar discussion.

It’s important to note that before you get started, you’ll want to meet with sales finance to obtain your organization’s revenue plan. Measuring the impact of sales enablement on increasing revenue is key to ensuring your efforts drive the greatest impact on business value, and you need the revenue plan to do it. This step often gets missed, and that’s a shame because sales enablement loses out on its “seat at the table” as a result. Don’t lose your seat at the table! Start with sales finance and then use the four steps below to start turning your enablement efforts into revenue.

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Five “Must Haves” to Ensure Your Sales Enablement Platform Gets Adopted

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Sales enablement technology is continuing to take hold as an important investment for organizations of all sizes. In fact, sixty-eight percent of sales executives plan to invest in sales enablement technology to improve sales process and productivity.

While that’s an impressive stat and shows the importance of a measurable, structured approach to sales enablement, without a plan to drive adoption amongst sales reps, technology can only do so much. According to a study from CSO Insights, just over half of all organizations lack a formal sales enablement vision.

The fact is, in order to maximize the value of a sales enablement platform, you need both the right technology and the right plan to drive and maintain adoption. Here are five critical components you should consider when searching for a sales enablement platform to improve adoption.Continue reading article ›

Sales Enablement Pro Series: Tips for Embarking on a Successful Sales Enablement Rollout

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As the leader in sales enablement technology, Highspot is dedicated to improving the effectiveness of sales reps. Today we are introducing a new chapter in this pursuit, the Sales Enablement Pro blog series.

The Sales Enablement Pro Series is designed to convey insights from sales enablement experts. These are forward-thinking leaders whose job depends upon connecting the dots between marketing and sales and ensuring the best available content is in the hands of those who need it.

Our series will showcase the practical application of not only sales enablement technology, but also the strategies and tactics for achieving higher sales conversions. We hope you find these conversations useful in the quest to optimize your own sales enablement goals.Continue reading article ›

SiriusDecisions Helps Navigate a Noisy Sales Asset Management Market

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Today’s technology empowers marketing and sales teams to work together to improve sales effectiveness, and they do so in ways that were unfathomable just five years ago. The thing is though, there are a lot of solutions on the market claiming to be “sales enablement”, and while you may know your organization needs a sales enablement solution, finding the right one for your company’s unique needs can be a confusing process.

SD-Sales-Asset-Management-Report-Landing-Page-290x175-03042016Recently, SiriusDecions published a report that compares the leading vendors in Sales Asset Management—the foundation of Sales Enablement—and calls out specific capabilities you should look for when selecting a solution. Continue reading article ›

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?

Wrong.

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 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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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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Introducing “The Definitive Guide to Sales Enablement”

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Based on our discussions with prospects, buyers at trade shows, and industry experts, there is still a lot of confusion about “What is Sales Enablement?

As a 20-year practitioner of marketing, and some times sales leader, I have done sales enablement (little ‘s’, little ‘e’) in some capacity in every company throughout my career. But in the last 5 years it has become increasingly common for companies to have dedicated teams with the title of “Sales Enablement” or “Sales Readiness.” And in that same time, the emergence of a clear marketing technology segment has arisen.

Regardless of whether there is a dedicated team or it is a shared responsibility, sales enablement bridges the divide between marketing and sales. It provides marketing a platform to publish and analyze the effectiveness of their content. It enables sales enablement to monitor sales readiness. And it empowers sales reps to find the most effective content, share it with prospects, and get real-time alerts on customer engagement.

We wrote “The Definitive Guide to Sales Enablement” to help clarify the confusion about the space and give interested parties a foundation from which to drive improvements, adopt best practices and assess tools. The ROI for sales enablement is compelling. On average 65% of content goes unused, representing a $2M waste for the average mid-sized company. On the Continue reading article ›