Category: Sales Enablement

The 7 Best Sales and Marketing Events to Attend in Fall 2019

best sales marketing events 2019

Have you ever purchased a $2,000 event ticket and flown across the country in pursuit of new learnings — only to find yourself trapped in a windowless conference room nodding off to outdated material? If so, you’re not alone. 

There are good conferences, and there are “why am I here” conferences. When these events cost both time and money, how can you ensure you’re making a wise investment?

Let this guide be a beacon — we’ve included a list of the fall events we’ve chosen to attend, from the US to the UK. Between new research shared by the experts to networking hours with the best and brightest, these events are not only worth the jet lag, but will leave you feeling reinvigorated and inspired.

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What You Need to Know About Revenue Enablement

revenue enablement

The term ‘revenue enablement’ has recently surfaced in our industry conversation, which may raise an eyebrow given the rapidly evolving sales enablement category itself is still emerging. This article offers a perspective on this new term’s definition and aims to establish clarity about its place in our larger category dialogue.

Let’s begin with perspective from our friends at SiriusDecisions:

“An increasing number of sales enablement functions are responsible for supporting not only quota-bearing sales reps, but also additional buyer-facing roles (e.g. customer success, channel sellers, sales engineers, marketing personnel). The common thread among these roles is that they are all part of the organization’s revenue engine — the go-to-market functions responsible for revenue growth. Businesses are starting to recognize new terminology — e.g. “revenue operations” and “revenue enablement” — to align goals, practices, and initiatives among these interlocked buyer- and customer-facing employees.”

–Sales Enablement: Planning Assumptions 2020, August 2019

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Three Capabilities Your Sales Enablement Tool Should Have

sales enablement tool capabilities

Most people who change the world don’t set out to do so. Innovation expert and New York Times contributor Pagan Kennedy has found genius often unexpectedly strikes those “in a position to see a problem that needs fixing in a very personal way.”

The evolution of sales enablement technology follows this pattern. For decades, salespeople have wasted precious hours searching for sales assets while marketers have been beset by countless inbound content requests. Necessity demanded a more efficient way of organizing, discovering, and analyzing content — and those who experienced these challenges first-hand invented technology that is now changing the way millions work.

But not all sales enablement platforms are created equal. Recognizing real innovation is increasingly difficult amidst industry hype and buzzword-laden marketing. So how can you separate a genuinely game-changing platform from the rest? Look for these critical capabilities:

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The Sales Enablement Community Is Thriving, and Now Is the Time to Join

sales enablement community

The cutting edge can be a lonely place to work. While sales enablement has been around for years, we’re now inventing the future of this category thanks to incredible technology and methodology advances. This means many of us in the enablement community are feeling both the thrill of new horizons and the challenges of trailblazing. This rollercoaster means that we’re banding together like never before, creating a swell of demand for community events that elevate the art and science of enablement.

It’s no wonder that the Sales Enablement Soirée has gone global. Developed in partnership with Sales Enablement PRO, the Sales Enablement Soirée is the only industry event designed specifically for this ever-growing community. What began as a way to unite and encourage networking has grown to an event that draws thousands of attendees across three major cities spanning two continents.

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The Secret to Scaling Sales Effectiveness

scaling sales effectiveness

Research from SiriusDecisions’ 2018 Global Chief Sales Officer Study found that fewer than 50% of sales reps are hitting quota and that at 70% of companies, barely 30% of reps are meeting quota. These statistics illuminate an unsettling fact — the majority of sales teams are ineffective.

With less than half of their sales team hitting quota, it’s easy to understand why sales leaders often focus their time and energy on top performers in the hopes that they inspire the rest of the team to keep up. However, this only exacerbates the issue. Neglecting core performers who, on average, make up 60% of the sales force, is a huge missed opportunity. Core performers, or “B reps,” are actually a company’s most valuable revenue driver.

Why is that?

Research done by the Sales Executive Council found that a 5% increase from the middle 60% of performers yielded 80% more revenue than a 5% increase from just the top 10%. If sales leaders want to increase quota attainment, they have to start by improving the effectiveness of their core sellers.

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Without Sales Enablement, You’re Behind the Curve

2019 state of sales enablement

The phrase “if you’re not early, you’re late” is one of the most familiar pieces of advice passed down from generation to generation and mentor to mentee. So much so that the phrase has over 1.4 billion search results on Google — which is understandable when you consider how often the advice is applicable. From job interviews to product differentiation, it’s always beneficial to stay ahead of the competition.

Sales Enablement PRO recently published the 2019 State of Sales Enablement and the report clearly echoed a similar sentiment — companies without an established sales enablement function are behind the curve and risk falling prey to their competitors.

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Sales Enablement Takes the World Stage

sales enablement soiree london

Sales enablement is sweeping the globe.

In partnership with Sales Enablement PRO, we surveyed more than 500 executives, sales enablement, and marketing leaders from companies of all sizes across the world. What we found validates that sales enablement is becoming the backbone of successful sales organisations spanning industries and geographies.

More than 79% of participants have a sales enablement process or practice in place, or plan on inventing one this year — a 20% increase from last year’s survey. Despite urgent demand and clear evidence of sales enablement’s business impact, clear definitions and best practices are wanting. The 68% of respondents who reported having a dedicated sales enablement tool named more than 150 different solutions when asked to identify the tools in use — demonstrating confusion in the market around what is truly needed to enable reps.

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Scaling Sales to Win with Sales Enablement

scaling sales to win with sales enablement

Every founder anticipates the moment when their business must scale because rapid growth demands it. But growing a business is as challenging as it is exhilarating.

That’s because it’s difficult to hire, train, and enable a sales force capable of sustained growth. Only 16% of sales leaders are confident that they have the talent they need to succeed in the future. Research conducted by Xerox showed that 87% of the new knowledge learned in sales training is lost within 12 weeks. And once they’re trained, up to 1/3 of a sales professional’s time is spent looking for or creating content to share with prospects.

Though harrowing, these numbers reveal an opportunity for operational changes that can optimize the sales process from onboarding to content. The solution I’m referring to is sales enablement.

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Challenger Sales Shares Two Elements for Winning Critical Customer Moments

challenger sales critical customer moments

You need the skills to perform and the content to deliver.

Neil Armstrong was the first man on the moon. That’s pretty well known. What’s less well-known is his distinguished service as a fighter pilot in the Korean war and his close brush with disaster. On his seventh mission, the wing of Armstrong’s Panther jet clipped an anti-aircraft cable and was cut completely in half. With his plane mortally wounded, Armstrong prepared to bail out, but he had one problem — he had never received proper ejection training.

So, what did Armstrong do? He grabbed the flight manual and studied in the nick of time, learning the protocol and following the steps to make it out alive.

A key moment with a customer isn’t quite as life-and-death as bailing out of a wounded fighter jet — but there is an interesting analogy in this story worth exploring.

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Highspot Sales Acceleration Partners Fill a Growing Need for Sales Enablement Expertise

sales acceleration partners

We all know that dynamics between buyers and sellers have changed and continue to evolve faster than the time it takes a hot prospect to turn cold.

As power shifts increasingly to the buyer, sales organizations must transform — or get outmaneuvered by competitors. Buyer demands make it more difficult to engage, connect, and close deals, especially as these buyers become educated earlier in their journey. The 2019 State of Sales Enablement report found that more than half of the respondents noticed today’s buyers conducting more research prior to engaging sales than ever before.

The antidote is great technology that puts the right content at the seller’s fingertips at the right time. But this still leaves a major wildcard — the quality of the content itself. While Highspot can help pinpoint content that’s working or not with analytics, the content’s quality must be addressed with deep expertise.

That’s exactly why we’re so excited to announce the introduction of Highspot Sales Acceleration Partners.

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