The Evolution of Sales Enablement to Performance Consulting

The Evolution of Sales Enablement to
Performance Consulting
Mike Kunkle
Session: TU219

How to Survive this Presentation & Do Something with It
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• Prioritize and phase implementations
• Ask questions here or email me (see bio
slide in Appendix).
2

"Those who cannot
remember the past are
condemned to repeat it."
~ George Santayana

AGENDA
• Current State of Sales Enablement
• The Building Blocks of Sales
Enablement (A Systems &
Performance Approach)
• Two Systems That Support Sales
Readiness & Enablement
• Evolving to Performance Consulting.
Yes, I have a plan

Current State of Sales Enablement

Sales Enablement (Un)Defined
• CSO Insights: A strategic, collaborative discipline designed to increase predictable sales results
by providing consistent, scalable enablement services that allow customer-facing professionals
and their managers to add value in every customer interaction.
• 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.
Bricks in the Wall
Sales
Operations
Product
Marketing
Marketing
OperationsCustomer
Success
Finance
Field Sales
Demand
Generation
Human
Resources
IT
Legal
Sales
Development
Training
Cross-Functional Collaboration
7

Sales Enablement (Un)Defined
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

Sales Enablement Today (General Market)
General Market Focus
• Marketing
- Sales messaging and buyer engagement content
• Sales Asset Management
- Finding the right content at the right time for the right buyer
• Talent Acquisition Support & Training
- Competencies; sales onboarding, ongoing development, internal sales support content
• Sales Process & Sales Methodology
- Competencies; implementation and support
• Technology & Tools
- Supporting Sales in being more efficient or effective
• Sales Communication Management
• Support Services (inconsistent but growing)
• Sales Manager Enablement (inconsistent but growing).
SiriusDecisions 2017 Sales Enablement Study 9

Sales Enablement Today (Recognized Leaders)
+ Change Management
Crowdsourced from Top SE Leaders
10

The Building Blocks of Sales Enablement
A Systems / Performance Approach

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

Buyer Acumen
Identify your buyer personas: what problems are they
trying to solve, how do they make decisions, what
outcomes are they trying to achieve, what are the
metrics that matter most to each?
Document your buyer’s journey, including Buying
Process Exit Criteria (aka decision process and
decision criteria).
14

Sales Process
Align your sales process to the buyer’s journey.
Document tasks and exit criteria for buyers and sellers.
15

Buyer Engagement Content
Align your marketing content (including demand gen
campaigns), sales content/collateral, and sales
messaging to identify the problems, and address the
buying process exit criteria.
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

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

Sales Support Content
Develop sales support, job aids, checklists, training
reminders, calculators and other tools, to support
process/methodology.
19

Sales Tools & Technology
Select and implement sales technology to support
your sales force, create efficiency, and increase time
spent selling.
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

Systems Thinking
Implement an Sales Support System, supported by an
Sales Learning System, to perpetuate the above and
pull everything together.
22

Sales Enablement Building Blocks Detail
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 or (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), sales content/collateral, and sales messaging 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.
Systems Thinking
Implement an Sales Support System, supported by an Sales Learning System, to perpetuate the above and pull
everything together.
23

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
• Preparation services for meetings
• RFP support
• Deal Desk
• Coaching services.
24

25
The Blocks
The Systems
The Services

Two Systems That Support
Sales Readiness & Enablement

Sales Readiness & Enablement in 2 Systems
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Domain/Business &
Solution Acumen
Sales Learning System
Sales Support System Sales Learning System
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
1
5
4 3
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
27

Sales Support System
• Ensure deep market and buyer persona knowledge
• Document buying process with decision/exit criteria
• Create buyer engagement content that aligns with decision/exit criteria
• Ensure reps have the domain/business acumen, with solution
acumen, to communicate value in your buyers’ language
• Align sales process to buying process and use a buyer-oriented,
consultative, solution-focused, outcome-driven sales methodology
• Use sales enablement tools to manage, share, and track content and
improve sales efficiency and effectiveness
• Train reps to engage buyers in valuable business conversations and
to create real value and differentiation, through their buyer acumen,
domain/business acumen, and solution acumen
• Use analytics to track training, content, sales behavior, and outcomes.Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Domain/Business &
Solution Acumen
28

Support System Coverage of the Building Blocks
29
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Domain/Business &
Solution Acumen

Sales Enablement
Building Blocks
Analytics
Sales
Process
Sales
Methodology
Sales
Support
Content
Sales
Manager
Enablement
Systems Thinking
Sales Tools /
Technology
Sales
Training
Buyer
Engagement
Content
Buyer
Acumen
Support System Coverage of the Building Blocks
30
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Domain/Business &
Solution Acumen

Sales Learning System: Prepare for Change
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
1
5
4 3
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
31

Sales Learning System: Guide the Change
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
Guide the Change (The 5 Stages)
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
1
5
4 3
2
32

The 5 Stages of Sales Mastery & Behavior Change
Stage 1:
Knowledge
Acquisition
Stage 2:
Knowledge
Sustainment
Stage 3:
Skill
Development
Stage 4:
Skill
Transfer
Stage 5:
Skill
Mastery
STAGE
Recorded webinar on the 5 Stages: http://bit.ly/STSTonSMM-11142017
Acquire the knowledge
behind the skill with
examples and
assessments/tests to
validate learning.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments
WHAT
HOW
WHY
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
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.
Known to work.
What, Why, & How.
Don’t forget.
Just because they learned
something, doesn’t mean
they’ll retain it.
Develop skills.
Just because they know
and remember, doesn’t
mean they can do it.
Apply skills.
Just because they can
do it, doesn’t mean they
will. (Skill/Will Matrix)
Achieve mastery.
Just because they tried
it, doesn’t mean they did
it well or will continue.
33

Sales Learning System: Cement the Change
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
Guide the Change
Cement the Change
• Get metrics and measures in place
• Manage to behavior and performance expectations
• Lead and manage the change until it cements in the
culture
1
5
4 3
34

Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
Guide the Change
Cement the Change
• Get metrics and measures in place
• Manage to behavior and performance expectations
• Lead and manage the change until it cements in the
culture
1
5
4 3
35

Transfer4
Job Aids/Systems
Manager Toolkits
Sales Playbooks
EPSS
How Sales Tools/Services Can Support The 5 Stages
Learning Platforms
Knowledge Skill
Sustainment
“Game Film”
1 3
2
5 Mastery
Coaching
Learning
Reinforcement
Systems
START
Training
Content
Must Get Results
When Used
Virtual Practice
Environments
36

Evolving to Performance Consulting

Performance Consulting
A systematic and holistic approach to improve
workplace performance and achieve business goals
• Grounded in analytics, diagnostics, and root cause analysis
• Considers of a broad array of organizational and individual
factors that influence human performance
• Selection, design, and development of the most appropriate
solution to solve the identified performance problem
• Implementation using proven-effective practices for the selected
intervention and change practices including communication,
follow-through, measurement, analysis, evaluation, and
adjustment to ensure results are achieved.
38

Sales Enablement (Re)Defined
My Definition:
HOW: The use of diagnostic and problem-solving methods, sales and marketing strategy,
cross-functional alignment, and solutions that include research, 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 the competition, to continuously improve all
aspects of sales performance and profitably grow the business.
39

Sales Enablement vs. Sales Performance Consulting
40
KEY
DIFFERENCES
Sales Enablement Sales Performance Consulting
Focus
Outputs
Measures
Assessments
Accountability
Executive View
Leading initiatives and projects Closing performance gaps
Performance change and ROIProgress of initiatives and projects
How much the sales force uses outputs How much the sales force improves
Delivering better sales productivityDelivering things to the sales force
InvestmentCost center
Activities: Messaging, training, tools Results: Improved performance

Diagnostic Tool Examples
• Forcefield Analysis
41

• Root Cause Analysis
- Cause & Effect Analysis
(Fishbone/Ishikawa Diagram)
42

• Surveys, Interviews, Focus
Groups, Observation
43

Groups, Observation
• Performance Analysis Flowchart
(Mager/Pipe)
44
Link to larger version
Performance Analysis Flow Diagram

Groups, Observation
(Mager/Pipe)
• 16 Reasons for Non-Performance
(Fournies)
45

Groups, Observation
(Mager/Pipe)
(Fournies)
• Six Thinking Hats (de Bono)
46
https://www.amazon.com/Six-Thinking-Hats-Edward-Bono/dp/0316178314

Groups, Observation
(Mager/Pipe)
(Fournies)
• Grid Analysis
47

Groups, Observation
(Mager/Pipe)
(Fournies)
• Grid Analysis
• And More…
48
https://goalqpc.com/
https://www.mindtools.com/

Apply Systems Thinking More Broadly
49
Sales Selection Sales Support Sales Learning Sales Management
My Four Sales Systems

50
Sales Selection Sales Support Sales Learning Sales Management

51
Sales Selection Sales ManagementSales Support Sales Learning

52
• Strategy
• Clear Expectations
• Tactical Plans
• Employee Engagement
• Policies & Procedures
• Business Processes
• Org. Structure & Design
• Reward Systems
• Environment / Culture

53
Related Reading
• https://www.ispi.org/ISPI/ISPI/About_ISPI/PI__HPT__
Model.aspx
• https://www.hrispi.org/what-is-hpt-hampton-roads-ispi
• https://hptmanualaaly.weebly.com/ispi-hpt-model.html
Performance Improvement / HPT Model

54
Related Reading
• https://www.td.org/insights/the-atd-talent-development-
framework-performance-improvement
• https://www.td.org/education-courses/atd-master-
performance-consultant
• https://www.td.org/education-courses/basics-of-human-
performance-improvement
• https://www.td.org/td-at-work/making-the-financial-case-
for-performance-improvement
ATD Human Performance Improvement Model

Create Your Personal Learning Plan:
• Organization Development
• Organization Behavior
• Performance Consulting
• Human Performance Technology
• Human Performance Improvement
• Systems Thinking
• Lean and Six Sigma
• Agile Methodology
• Change Management
Become a Sales Change Expert
55

Is this really worth all the effort, Mike?
• Increased sales per rep by 47%
• Increased sales results 28.7% over previous year
• Decreased new-hire ramp up time by: 23%, 34%, 47%, 52% (within 6 to 18 months)
• At 120 days, new reps outperformed a control group of 5 year reps by 21%
• $398MM YoY revenue increase (18 months total; one year after 6 months of
projects)
• Increased sales/rep in the 90 days after training by 23% – accretive increase of
$36.6MM/year
• Increased sales 600% over previous year while decreasing net operating expenses
by 21%
• Improved average profitability per sales rep by 11%
• Improved new rep win rate by 16%
Glad you asked…
56

Additional Reading / Resources
Books:
• Problem Solving Memory Jogger
• Continuous Improvement Memory Jogger
• Analyzing Performance Problems – Mager & Pipe
• Performance Consulting – Robinson & Robinson
• The PACT Processes for Performance-Based Curriculum Architecture Design (book) – Wallace (other books by Guy)
• Performance Improvement Pathfinders – Dean & Ripley
• Improving Performance – Rummler & Brache
• Analysis for Improving Performance – Swanson
• The Guidebook for Performance Improvement – Kaufman, Thiagarjan, & MacGillis
• Handbook of Human Performance Technology – Stolovitch & Keeps
• Practicing Organization Development – Rothwell, Sullivan, & McLean
• Designing Work Groups, Jobs, and Work Flow – Hupp, Polak & Westgaard
• Managing Performance Improvement Projects – Fuller
• Human Competence – Gilbert
• Performance Consultant’s Fieldbook – Hale
• Aligning Performance – Langdon
• First Things Fast: A Handbook for Performance Analysis – Rossett
• Books by Patti Shank
Other Resources:
• https://www.td.org/education-courses/atd-master-performance-consultant
• https://en.wikipedia.org/wiki/Human_performance_technology
• https://www.td.org/insights/what-is-human-performance-improvement
• https://humanperformancetechnology.files.wordpress.com/2010/07/task-force-final-report-march-31-2004.pdf
• https://www.ispi.org/ISPI/Virtual_Institutes/Performance_Assessment_May_25.aspx
• http://www.sixboxes.com/_customelements/uploadedResources/HPTModels.pdf
58

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 Fast Lane Digital (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
Personal Sales Blog https://www.mikekunkle.com/blog
Fast Lane Digital Blog http://www.fastlane.digital/blog
Fast Lane Digital Webinars http://www.fastlane.digital/learning-sessions
SMM Connect Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
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mike.kunkle@fastlaneus.com
mike@mikekunkle.com
214.494.9950
Mike Kunkle
VP, Sales Transformation Services
Founder
59

About Fast Lane Digital About Transforming Sales Results, LLC
www.mikekunkle.com
mike@mikekunkle.com
Transforming Sales Results, LLC is a sales
consulting firm dedicated to helping you improve sales
force performance more than you thought possible in
ways you might not expect. We use a systems
approach to sales, including:
• Sales Selection System
• Sales Support System (Readiness & Enablement)
• Sales Learning System
• Sales Management System
A division of Fast Lane Consulting & Education Services A Mike Kunkle company
www.fastlane.digital
info@fastlane.digital
Fast Lane Digital serves IoT solution providers and
their ecosystem partners, helping them go-to-market
more effectively. We provide services for:
• Strategy consulting
• Leadership development
• Design thinking
• Demand generation
• Technical training
• Sales training / enablement / transformation
In our sales transformation practice, we diagnose your
current state of sales effectiveness compared to best
practices, to develop plans to close gaps and improve
sales performance. Our solution set is broad, but our
core focus is sales training, sales enablement, and
changing sales force behavior.

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The Evolution of Sales Enablement to Performance Consulting