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The Building Blocks of an Effective Sales Enablement Function

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Link to recording: http://bit.ly/SEBuildingBlocksRecording-DTI

In this webinar, I discuss:
- How sales enablement is being defined today (and how it should be)
- What to consider when starting a new sales enablement function or upgrading your current department
- The 10 foundational building blocks that will lead to success
- Services to consider offering
- How to perpetuate success with systems thinking
- A look to the future of what Sales Enablement could and should be

Published in: Sales
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The Building Blocks of an Effective Sales Enablement Function

  1. 1. GAJAH ANNUAL REPORT 2015 | 1 The Building Blocks of an Effective Sales Enablement Function And a Look to the Future… Mike Kunkle VP, Sales Transformation Services
  2. 2. DXform.io mike.kunkle@fastlaneus.com 214.494.9950 Mike Kunkle VP, Sales Transformation Services 2 Your Presenter Mike Kunkle is a highly-respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 24 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the VP of Sales Transformation Services for Digital Transformation Inc. (a division of Fast Lane Consulting & Education Services) and founder of Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Connect with Mike & Follow His Content DTI Blog http://www.DXform.io/blog Personal Blog https://www.mikekunkle.com/blog DTI Learning Sessions http://www.dxform.io/learning-sessions SMM Connect Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunklePublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle SlideShare http://www.slideshare.net/MikeKunkle Twitter https://twitter.com/mike_kunkle
  3. 3. AGENDA 3 • What Exactly Is Sales Enablement? • The Building Blocks of Sales Enablement • How to Get Started • A Look to the Future. Yes, I have a plan…
  4. 4. What Exactly Is Sales Enablement? 4
  5. 5. Sales Enablement (Un)Defined 5 • CSO Insights: A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. • SiriusDecisions: Sales has the skills, knowledge, process expertise and access to assets to maximize every buyer interaction. This outcome is executed in three primary areas sales talent management (attract, onboard, optimize) sales asset management (aggregate, create, manage) and sales communications management (govern, deliver, advocate). • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process. Marketing Operations Product Marketing Bricks in the Wall Lead GenerationField Marketing Human Resources ABM Finance Sales Sales OperationsCustomer Success IT Legal
  6. 6. Marketing Operations Product Marketing Bricks in the Wall Lead GenerationField Marketing Human Resources ABM Finance Sales Sales OperationsCustomer Success IT Legal • CSO Insights: A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. • SiriusDecisions: The goal of sales enablement is to ensure sales reps have the right knowledge, skills and process to maximize every buyer interaction. • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process. Sales Enablement (Un)Defined 6 Sales Enablement Society (October 26, 2017, Working Draft) • Sales Enablement ensures buyers are engaged at the right time and place • with the right assets • by well-trained client-facing staff • to provide a world-class experience along the customer’s journey. • While utilizing the right sales and performance management technologies • in addition to synergizing cross-organizational collaboration • Sales Enablement optimizes the selling motion • in order to increase pipeline, move opportunities forward and win bigger deals more efficiently to drive profitable growth. • http://www.sesociety.org/home
  7. 7. Marketing Operations Product Marketing Bricks in the Wall Lead GenerationField Marketing Human Resources ABM Finance Sales Sales OperationsCustomer Success IT Legal • CSO Insights: A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. • SiriusDecisions: The goal of sales enablement is to ensure sales reps have the right knowledge, skills and process to maximize every buyer interaction. • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process. Sales Enablement (Un)Defined 7 Sales Enablement Community of ATD The Association for Talent Development defines Sales Enablement as: The mechanism responsible for collaborating across functions to promote sales success through: • talent selection • talent development • tool & process improvement • coaching • incentive & compensation design Note: In addition to collaboration, which is key in sales enablement, there are three other foundational competency clusters from ATD’s World-Class Sales Competency Model that make up the base for all roles within the sales ecosystem (including sales enablement): solution, insight, and effectiveness. https://www.td.org/Communities-of-Practice/Sales-Enablement
  8. 8. Sales Enablement: Challenges, Outcomes, Solutions Common Sales Enablement Challenges & Desired Outcomes 8 + Change Management Crowdsourced from top SE leaders
  9. 9. Sales Enablement Today (General Market) The Focus • Marketing - Sales messaging and buyer engagement content • Sales Asset Management - Finding the right content at the right time for the right buyer • Training & Talent Acquisition Support - Sales competencies; sales onboarding, ongoing development, internal sales support content • Sales Process & Sales Methodology - Implementation and support • Technology & Tools - Supporting Sales in being more efficient or effective • Support Services • Sales Communication Management • Sales Manager Enablement (inconsistent but growing). 9 SiriusDecisions 2017 Sales Enablement Study
  10. 10. The Building Blocks of Sales Enablement 10
  11. 11. Sales Enablement Building Blocks 11 1. Analytics 2. Buyer Acumen 3. Sales Process 4. Buyer Engagement Content 5. Sales Methodology 6. Sales Tools/Technology 7. Sales Training 8. Sales Support Content 9. Sales Manager Enablement 10. Pull It Together (Systems Thinking)
  12. 12. Sales Enablement Building Blocks 12 Analytics Benchmark your sales metrics: including conversion ratios, deal size, cross-sell, ramp-up times for onboarding, pipeline velocity, content sharing, KPIs – whatever is important for your business. Track results pre-/post-training. Also track your sales onboarding and learning metrics. Analyze everything.
  13. 13. Sales Enablement Building Blocks 13 Buyer Acumen Identify your buyer personas: what problems are they trying to solve, what outcomes are they trying to achieve, what are the metrics that matter to each? Document your buyer’s journey, including buying process exit criteria (aka decision process and decision criteria).
  14. 14. Sales Enablement Building Blocks 14 Sales Process Align your sales process to the buyer’s journey. Document tasks and exit criteria for buyers and sellers.
  15. 15. Sales Enablement Building Blocks 15 Buyer Engagement Content Align your marketing content (and lead-gen campaigns), and sales content/collateral to identify the problems, and address the buying process exit criteria.
  16. 16. Sales Enablement Building Blocks 16 Sales Methodology Select appropriate sales methodologies for prospecting, opportunity management, and strategic account management/development. Develop sales competencies by role from a top-producer analysis whenever possible, or proven best practices. Customize.
  17. 17. Sales Enablement Building Blocks 17 Sales Training Build sales onboarding/training that supports the above. Develop ongoing training based on sales competency gaps and new offerings. Train managers (first) then reps. Establish a system: Train, Sustain Knowledge, Develop Skills, Transfer Skills, and Coach to Mastery.
  18. 18. Sales Enablement Building Blocks 18 Sales Support Content Develop sales support, job aids, checklists, training reminders, calculators and other tools, to support process/methodology.
  19. 19. Sales Enablement Building Blocks 19 Sales Tools & Technology Select and implement sales technology to support your sales force, create efficiency, and increase time spent selling.
  20. 20. Sales Enablement Building Blocks 20 Sales Manager Enablement Select an appropriate sales coaching model. Train managers on coaching. Foster a coaching culture. Determine your management operating rhythm / management disciplines you want to instill. Train managers on that.
  21. 21. Sales Enablement Building Blocks 21 Pull It All Together Implement a Sales Support System supported by a Sales Learning System, to perpetuate the previous building blocks.
  22. 22. Sales Enablement Building Blocks 22 Pull It Together (Systems Thinking) • Implement an Sales Support System, supported by an Sales Learning System, to perpetuate the above.Analytics Benchmark your sales metrics: including conversion ratios, deal size, cross-sell, ramp-up times for onboarding, pipeline velocity, content sharing, KPIs – whatever is important for your business. Track results pre-/post-training. Also track your sales onboarding and learning metrics. Analyze everything. Buyer Acumen Identify your buyer personas: what problems are they trying to solve, what outcomes are they trying to achieve, what are the metrics that matter to each? Document your buyer’s journey, including buying process exit criteria (aka decision process and decision criteria). Sales Process Align your sales process to the buyer’s journey. Document tasks and exit criteria for buyers and sellers. Buyer Engagement Content Align your marketing content (and lead-gen campaigns), and sales content/collateral to identify the problems, and address the buying process exit criteria. Sales Methodology Select appropriate sales methodologies for prospecting, opportunity management, and strategic account management/development. Develop sales competencies by role from a top-producer analysis whenever possible, or proven best practices. Customize. Sales Training Build sales onboarding/training that supports the above. Develop ongoing training based on sales competency gaps and new offerings. Train managers (first) then reps. Establish a system: Train, Sustain Knowledge, Develop Skills, Transfer Skills, and Coach to Mastery. Sales Support Content Develop sales support, job aids, checklists, training reminders, calculators and other tools, to support process/methodology. Sales Tools/Technology Select and implement sales technology to support your sales force, create efficiency, and increase time spent selling. Sales Manager Enablement Select an appropriate sales coaching model. Train managers on coaching. Foster a coaching culture. Determine your management operating rhythm / management disciplines you want to instill. Train managers on that. Pull It Together Implement a Sales Support System supported by a Sales Learning System, to perpetuate the above.
  23. 23. Sales Readiness in 2 Systems: Support and Learning 23
  24. 24. 5 Stages of Sales Mastery & Behavior Change Stage 1: Knowledge Acquisition Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments Stage 2: Knowledge Sustainment Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Stage 3: Skill Development Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Stage 4: Skill Transfer Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Stage 5: Skill Mastery Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Field Training and Coaching, Coaching Forms and Tools Learn something new. Don’t forget. Just because they learned something new, doesn’t mean they’ll retain it. Just because they know and remember, doesn’t mean they can do it. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Just because they tried it, doesn’t mean they did it well or will continue to do it. STAGE WHAT HOW WHY 24 Recorded webinar on the 5 Stages: http://bit.ly/STSTonSMM-11142017
  25. 25. Consider Sales Enablement Support Services (SLA) What SE Support Services do you want to provide? • Buyer- and customer-facing presentations (creation / customization) • Account or contact research / prospecting preparation • Developing custom nurturing sequences • Preparation services for meetings • RFP support • Deal Desk support • Coaching services. SE Support Services 25
  26. 26. How to Get Started 26
  27. 27. How to Get Started Hey Martha, how do I get to Carnegie Hall? That depends, Bob. Where are you now? 27
  28. 28. Develop a Charter Why Why are you adding a (or evolving your) Sales Enablement function? Who • What will you be doing (or adding/evolving to)? • How will you define Sales Enablement? (Analysts, SES, ATD, MK, some combo?) What • Who is going to do it? • Where/to whom will this function report? • Who else will you collaborate with? How How will this work be done and to what level? Developing your charter is about getting clarity and setting expectations. 28
  29. 29. Develop a Charter: What and How Based on staffing, budget, and resources: • Which of the 10 Building Blocks will your SE team support? • What level of SE Support Services do you want to/can you provide? - Account research support - Customized presentation support - Custom nurturing sequence support - Meeting prep - Coaching services - RFP support - Deal desk. 1. Analytics 2. Buyer Acumen 3. Sales Process 4. Buyer Engagement Content 5. Sales Methodology 6. Sales Tools/Technology 7. Sales Training 8. Sales Support Content 9. Sales Manager Enablement 10. Pull It Together (Systems Thinking) The 10 SE Building Blocks SE Support Services 29
  30. 30. Assess Against Your Charter Gap AnalysisCurrent State Desired Future State Point A Point B Impact Analysis 30
  31. 31. Use the Frameworks as your Diagnostic Tool 31 SE Support Services
  32. 32. Prepare and Execute with Continuous Improvement • Laser focus on sales productivity Plan Adjust Measure Execute Evaluate 1 2 3 5 4 32
  33. 33. 33 • Directionless (no charter) • Order-taking • Knee-jerk reactions • No collaboration • Lack of root-cause analysis • Poor solution design (ex: training solution for a non-training problem) • Task-oriented, project/initiative-oriented approach • Not tied or only loosely-tied to sales productivity outcomes • Lack of change management • No measurement • Lack of evaluation. What To Avoid in Your Sales Enablement Function
  34. 34. A Look to the Future 34
  35. 35. Sales Performance Ecosystem 35 Sales Effectiveness  Sales Process  Sales Methodology  Demand Generation  Opportunity Management  Strategic Account Management Sales Performance Management  Quota Setting  Sales Force Sizing  Sales Force Structure  Territory Optimization  Sales Compensation  Forecast Management  Channel Management Marketing Alignment  Products | Pricing  Demand Generation  SEO/SEM  Campaigns | Promotions  Marketing Automation  Social Media  Content Marketing Sales Operations  CRM  Sales Analytics/Reporting  CPQ  Legal Review/Contracting  Resource Allocation  Deal Analysis  Win/Loss Analysis Sales Talent Management  Selection  Onboarding  Product Training  Sales Training  Sales Coaching  Sales Readiness  Business and Financial Acumen  Professional Development Sales Enablement  Buyer Personas  Buyer Journey Alignment  Sales Messaging  Sales Content  Sales Support  Sales Enablement Tools Sales Performance Ecosystem
  36. 36. Sales Performance Ecosystem 36 Sales Effectiveness  Sales Process  Sales Methodology  Demand Generation  Opportunity Management  Strategic Account Management Sales Performance Management  Quota Setting  Sales Force Sizing  Sales Force Structure  Territory Optimization  Sales Compensation  Forecast Management  Channel Management Marketing Alignment  Products | Pricing  Demand Generation  SEO/SEM  Campaigns | Promotions  Marketing Automation  Social Media  Content Marketing Sales Operations  CRM  Sales Analytics/Reporting  CPQ  Legal Review/Contracting  Resource Allocation  Deal Analysis  Win/Loss Analysis Sales Talent Management  Selection  Onboarding  Product Training  Sales Training  Sales Coaching  Sales Readiness  Business and Financial Acumen  Professional Development Sales Enablement  Buyer Personas  Buyer Journey Alignment  Sales Messaging  Sales Content  Sales Support  Sales Enablement Tools Sales Performance Ecosystem
  37. 37. The Wider World of Business Performance Improvement Performance Consulting is a process in which a client and consultant partner to accomplish the strategic outcome of optimizing workplace performance in support of business goals. ~ Jim and Dana Robinson Human Performance Technology (HPT) is: • a systematic approach to improving productivity and competence, uses a set of methods and procedures -- and a strategy for solving problems -- for realizing opportunities related to the performance of people. • a process of selection, analysis, design, development, implementation, and evaluation of programs to most cost- effectively influence human behavior and accomplishment. • a systematic combination of three fundamental processes: performance analysis, cause analysis, and intervention selection, and can be applied to individuals, small groups, and large organizations. ~ International Society of Performance Improvement Organization Development (OD) is the practice of developing organization capability through alignment of strategy, structure, management processes, people, and rewards and metrics. ~ Organization Development Network Six Sigma is a defined and disciplined business methodology to increase customer satisfaction and profitability by streamlining operations, improving quality and eliminating defects in every organization-wide process. ~ Six Sigma Institute Organization Effectiveness (OE) Lean Sigma Total Quality Management (TQM) Industrial & Organizational Psychology (IOP) Organizational Behavior (OB) 37
  38. 38. Marketing Operations Product Marketing Bricks in the Wall Lead GenerationField Marketing Human Resources ABM Finance Sales Sales OperationsCustomer Success IT Legal Sales Enablement Defined 38 • CSO Insights: A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. • SiriusDecisions: Sales has the skills, knowledge, process expertise and access to assets to maximize every buyer interaction. This outcome is executed in three primary areas sales talent management (attract, onboard, optimize) sales asset management (aggregate, create, manage) and sales communications management (govern, deliver, advocate). • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process.
  39. 39. Marketing Operations Product Marketing Bricks in the Wall Lead GenerationField Marketing Human Resources ABM Finance Sales Sales OperationsCustomer Success IT Legal Sales Enablement Defined • CSO Insights: A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. • SiriusDecisions: Sales has the skills, knowledge, process expertise and access to assets to maximize every buyer interaction. This outcome is executed in three primary areas sales talent management (attract, onboard, optimize) sales asset management (aggregate, create, manage) and sales communications management (govern, deliver, advocate). • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process. My Definition: HOW: The use of diagnostic and problem-solving methods, sales and marketing strategy, cross-functional alignment, and solutions that include systems, process, methodology, training, technology, and analytics… WHAT: …to effectively hire, prepare, develop, and support sales talent (sellers, managers, and leaders)… WHY: …to uncover and solve buyers’ challenges, enable buyers’ opportunities, and deliver desired outcomes for clients, better than their competition, to continuously improve all aspects of sales performance and profitably grow the business. 39
  40. 40. Sales Enablement Meets Performance Consulting 40 10 Building Blocks
  41. 41. Sales Enablement Meets Performance Consulting 41 The Method • Diagnostics / Gap Analysis • Root-Cause Analysis • Problem-Solving / Solution Design • Solution Development • Solution Implementation with Change Management • Measure / Evaluate / Adjust https://www.ispi.org/ISPI/ISPI/About_ISPI/PI__HPT__Model.aspx
  42. 42. Diagnostics, Problem-Solving, Design & Systems Thinking Adapted from Ferdinand F. Fournies © Mager Consortium Mager’s Performance Analysis Flow Diagram Link to expand 42
  43. 43. Creating Performance Systems Sales Selection Sales Support Sales Learning Sales Management Note: see Appendix for additional reading 43
  44. 44. Appendix The Building Blocks of an Effective Sales Enablement Function And a Look to the Future…
  45. 45. Additional Resources for Sales Enablement • Sales Enablement Society: https://www.sesociety.org/home • ATD Sales Enablement Community: https://www.td.org/topics/sales-enablement • Community for Sales Enablement Professionals: http://www.salesenablement.com/ • Demand Metric Resources: https://www.demandmetric.com/premium-content/Sales%20Enablement • CSO Insights: https://www.csoinsights.com • IDC: https://www.idc.com/prodserv/custom_solutions/pages/plan/sales-sd.jsp • SiriusDecisions: https://www.siriusdecisions.com/ • Topo: http://topohq.com/ • CEB: https://www.cebglobal.com/ • Aberdeen: http://www.aberdeen.com/ • Aragon: https://aragonresearch.com/cso/ • Forrester: https://www.forrester.com/search?tmtxt=%22sales+enablement%22 45
  46. 46. Reading on the Four Sales Systems A Systems Approach to Sales Transformation • Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview • Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection • Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport • Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning • Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement • SlideShare Presentation: http://bit.ly/SystemsApproachST-Docebo2017 46 Sales Selection Sales Support Sales Learning Sales Management
  47. 47. Complimentary White Paper Realizing the Growth Potential of the Internet of Things: The Convergence of Market Opportunity, Design Thinking, Technical Enablement and Sales Enablement http://bit.ly/DTI-IoTPotential
  48. 48. GAJAH ANNUAL REPORT 2015 | 48 1800 Perimeter Park Morrisville, NC www.DXform.io info@dxform.io 1.855.778.7246 THANK YOU!

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