More than 8 analyst firms, the Association for Talent Development, and the Sales Enablement Society have all defined “sales enablement” – each slightly differently. In hundreds of organizations, the sales enablement function is run differently, with a different focus, responsibilities, and initiatives.
To make matters worse, according to a 2017 study by CSO Insights, “Sales enablement is a growing trend, but sales performance is not improving... Clearly, something is missing.” What’s missing is a clear focus on driving measurable improvement in sales performance and the expertise required to truly move the needle on the metrics that matter.
Want to step up, separate yourself from the pack, and maximize your company’s investment in Sales Enablement? Then join sales transformation expert Mike Kunkle for this webinar (where your questions are welcomed and expected!)
Innovative eLearning in Sales: From Sales Enablement to Sales Performance - Moving the Needle on the Metrics That Matter
1. From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Mike Kunkle Shelley Trout
With: Moderated by:
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3. 3
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4. About Mike Kunkle
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 new division of Fast Lane Consulting & Education Services)
and founder of Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales
performance systems that get results, and guides clients through all aspects of their sales transformation.
About Shelley Trout
Shelley went to UC Berkeley and majored in Anthropology & Archaeology. After working at the Center of Digital
Archaeology, she became fascinated with digital representations of personality and culture, and now leads Webinar
Production at Aggregage, providing some of the most interesting thought-leaders across a wide variety of industries with
a space to celebrate the diversity, depth, and experience of their professional cultures, personalities, and passions.
5. 5
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Our Plan for Today
Building Blocks of Sales Enablement
• How sales enablement is being defined today
(and how it should be)
• The building blocks of an effective SE function
• How to shift from a functional/initiative-focused
approach to a performance consulting/
outcome-oriented approach
• How to perpetuate success with systems
thinking, including the 5 Stages of Sales
Mastery & Behavior Change
5
6. 6
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
How to Survive this Presentation & Do Something with It
• I’m breaking presentation rules: This deck
is a resource for later
• Make dot connections:
- Look for the pieces that fit your situation
- Go for big picture first, go back for details
- Plan to download and review the slides:
http://bit.ly/InnovativeElearningSales-
KunkleWebinarSlides
• Make a personalized learning plan
• Prioritize and phase implementations
• Ask questions here or email me (see bio
slide in Appendix).
6
8. 8
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
• CSO Insights: Sales Force Enablement – 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.
Sales Enablement (Un)Defined 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
9. 9
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement (Un)Defined
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
10. 10
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
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
11. 11
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Today (General Market)
General 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
• Sales competencies; implementation and support
Technology & Tools
• Supporting the sales team 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
12. 12
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Today (Results Leaders)
+ Change Management
Crowdsourced from Top SE Leaders
13. 13
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Defined for Performance
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 their competition, to
continuously improve all aspects of sales performance and profitably grow the
business.
15. 15
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
16. 16
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
16
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.
17. 17
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
17
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).
18. 18
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
18
Sales Process
Align your sales process to the buyer’s journey.
Document tasks and exit criteria for buyers and sellers.
19. 19
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
19
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.
20. 20
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
20
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.
21. 21
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
21
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
22. 22
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
22
Sales Support Content
Develop sales support, job aids, checklists, training
reminders, calculators and other tools, to support
process/methodology.
23. 23
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
23
Sales Tools & Technology
Select and implement sales technology to support
your sales force, create efficiency, and increase time
spent selling.
24. 24
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
24
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.
25. 25
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
25
Systems Thinking
Implement an Sales Support System, supported by an
Sales Learning System, to perpetuate the above and
pull everything together.
26. 26
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Building Blocks
26
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 a Sales Learning System, to perpetuate the above and pull everything
together.
27. 27
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Consider Sales Enablement Support Services (SLA)
What SE Support Services do you want to provide?
SE Support
Services
• Buyer- and customer-facing
presentations (creation/customization)
• Account or contact research/prospecting
preparation
• Preparation services for meetings
• RFP support
• Deal Desk
• Coaching services.
28. 28
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Transfer4
EPSS
Sales Playbooks
Manager Toolkits
Job Aids
How Sales Tools/Services Can Support Performance
START
Training
Content
Must Get Results
When Used
“Game Film”
5 Mastery
Coaching
Sustainment2
Learning
Reinforcement
Systems
Skill3
Virtual Practice
Environments
Knowledge1
Learning Platforms
30. 30
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
How to Get Started
Hey Martha,
how do I get to
Carnegie Hall?
That depends,
Bob. Where
are you now?
31. 31
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Develop a Charter
Developing your charter is about getting clarity and setting expectations.
Why Why are you adding a (or evolving your) Sales Enablement function?
What
• What will you be doing (or adding/evolving to)?
• How will you define Sales Enablement?
• What roles will you support?
Who
• 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?
32. 32
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Develop a Charter: What and How
Based on staffing, budget, and resources:
• Which of the Building Blocks will your SE team
support?
• What level of SE Support Services can you
provide?
- Account research support
- Customized presentation support
- Meeting preparation support
- RFP support
- Deal Desk
- Coaching services.
33. 33
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Assess Against Your Charter
Gap
Analysis
Current
State
Desired
Future
State
Point A Point B
Impact
Analysis
34. 34
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement in 2 Systems: Support and Learning
35. 35
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
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 Learn something new.
Known to work.
What, Why, & How.
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Don’t forget.
Just because they learned
something, doesn’t mean
they’ll retain it.
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Develop skills.
Just because they know
and remember, doesn’t
mean they can do it.
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
Apply skills.
Just because they can do
it, doesn’t mean they will.
(Skill/Will Matrix)
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics, Field
Training and Coaching,
Coaching Forms and
Tools
Achieve mastery.
Just because they tried
it, doesn’t mean they did
it well or will continue.
36. 36
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Use the Frameworks as your Diagnostic Tool
37. 37
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Determine Your Tool Strategy
38. 38
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Explore 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
39. 39
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
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
Explore the Wider World of Business Performance Improvement
Organization Effectiveness (OE)
Lean Sigma
Total Quality Management (TQM)
Industrial & Organizational Psychology (IOP)
Organizational Behavior (OB)
40. 40
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Sales Enablement Meets Performance Consulting
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
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Prepare and Execute with Continuous Improvement
• Laser focus on sales productivity
43. • Directionless (no charter)
• Order-taking (diagnose first, then prescribe)
• Knee-jerk reactions (random acts of enablement)
• 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 loosely-tied to sales productivity outcomes
• Lack of change management
• No measurement
• Lack of evaluation.
What To Avoid in Your Sales Enablement Function
44. 44
Working together, we can
evolve Sales Enablement to
Sales Performance Consulting
and move the needle on the
metrics that matter!
46. 46
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
How to Survive this Presentation & Do Something with It
• I’m breaking presentation rules: This deck
is a resource for later
• Make dot connections:
- Look for the pieces that fit your situation
- Go for big picture first, go back for details
- Plan to download and review the slides:
http://bit.ly/InnovativeElearningSales-
KunkleWebinarSlides
- Make a personalized learning plan
• Prioritize and phase implementations
• Ask questions here or email me (see bio
slide in Appendix).
46
47. 47
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
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
48. 48
From Sales Enablement to Sales Performance:
Moving the Needle on the Metrics That Matter
Reading on the Four Sales Systems
• 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
A Systems Approach to Sales Transformation
Sales Selection Sales Support Sales Learning Sales Management
49. 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
LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
SlideShare http://www.slideshare.net/MikeKunkle
Twitter https://twitter.com/mike_kunkle
mike.kunkle@fastlaneus.com
mike@mikekunkle.com
214.494.9950
Mike Kunkle
VP, Sales Transformation Services
Founder
49
50. 50
Q&A
Shelley Trout
With: Moderated by:
VP, Sales Transformation Services
Fast Lane Digital
LinkedIn page: /in/mikekunkle/
Twitter ID: @Mike_Kunkle
Website: www.fastlane.digital
Webinar Production, Aggregage
LinkedIn page: /in/shelleytrout/
Twitter ID: @hrposts / @recruitingbrief
Website: www.aggregage.com
Mike Kunkle
www.elearninglearning.com/webinar-series/innovative-elearning-in-sales
www.salesprocentral.com/webinar-series/innovative-elearning-in-sales