Sales enablement solutions – even successfully implemented ones – don’t always improve salesperson effectiveness. Instead, they improve Marketing’s ability to reliably deliver content into the hands of prospects and customers. Along the way, actual selling activity often gets lost. Nearly 1/3 of enterprise sales reps arrive at sales calls unprepared to apply the information and context needed to drive buying decisions. So how do firms prevent enablement tools from dumbing down reps? This webinar will help you move beyond content management processes, and share new approaches for knowledge reinforcement and behavior change that are proven to enhance sales performance.

1. Refocusing Sales Enablement
Investments…On Sales Enablement!
© Copyright 2014 The Sales Management Association.
Sales Management Association Webcast
1 October 2014
Presented by

2. About The Sales Management Association
A global, cross-industry professional association for sales
operations and sales management.
Focused in providing research, case studies, training, peer
networking, and professional development to our membership.
Fostering a community of thought-leaders, service providers,
academics, and practitioners.
Learn More: www.salesmanagement.org
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© 2014 The Sales Management Association. All rights reserved.

3. Today’s Presenter
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4. Agenda
BIG + BIG = BETTER
idea #1 idea #2 Results from
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your SE
investments

5. Ask yourself…
3. Should reps exercise skill in crafting compelling
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1. Does your SE content anticipate every sales
conversation?
2. Do you expect your sales people to do more
than simply deliver content?
customer- and context-specific solutions?
© 2014 The Sales Management Association . All rights reserved.

6. What are we enabling?
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7. Where does SE reside?
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8. SE budgets are getting bigger!
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9. Follow the money…
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10. All the right stuff
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11. Buyers expect more
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12. And change happens…
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13. Ends must justify the means
Are our reps more “enabled” than they are successful?
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14. Sales enablement broadly speaking
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• Sales technology
• Client-facing content
• Sales skill training
• Product training
• Account management
© 2014 The Sales Management Association . All rights reserved.

15. IDC: One in three deals lost
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16. 1/3 of our reps not ready to win!
But which ones are they?
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17. Spend more, grow more…
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Results.. Way better results?
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18. Big Idea #1
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Get focused on a very
specific business goal
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19. Which silver bullet?
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20. Forrester SE Execution Landscape
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Qstream.com/Forrester_Report
• Develop
• Position
• Locate
• Align
• Engage
• Assemble
© 2014 The Sales Management Association . All rights reserved.

21. Big Idea #2
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To be successful, you must
change behaviors
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22. Sales is about relationships
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CRM systems don’t close deals,
your people do…
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23. New name, same old gig?
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Formula Selling
Mood Selling Barrier Selling
The Solution Sale
Needs Satisfaction Selling
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Pyramid Selling
Agile Selling
Challenger
Customer-Centric
Selling

24. Brain science
People forget up to 79% of new
information within 30 days
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The “Forgetting Curve”
Hermann Ebbinghaus
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25. Harvard Research
Most learning is not conducive to how we actually store
info in memory
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Interval
Reinforcement
Active
Recall
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• “Spacing and testing”
approach
• Clinically proven to
boost retention by up
to 170%
• Durably changes
behaviors

26. Measuring strengths
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50%#
45%#
40%#
35%#
30%#
25%#
20%#
15%#
10%#
5%#
0%#
Regulated# Unregulated#
© 2014 The Sales Management Association . All rights reserved.
1st#A6empt#
2nd#A6empt#
% of incorrect responses
Reclaimed
Revenue
Opportunity?
31%
46%
18%
28%

27. Real-world example
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68% 92%
Sales skills baseline improvement
© 2014 The Sales Management Association . All rights reserved.

28. Real-world example
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29. Real-world example
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30. Real-world example
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31. Time to refocus our investments
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Less focus on content and tools…
More focus on people and ways
to enable productive, value-added
conversations
© 2014 The Sales Management Association . All rights reserved.

32. Questions and discussion
Enter your questions in the
“Questions” box on the right
hand side of the webinar
application window.
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Did we run out of time before we got to your
question? Presenters can follow-up with you via
email. Feel free to submit more questions if
you’d like an offline response.
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33. Thank You.
© Copyright 2014 The Sales Management Association