This document summarizes a webinar about maximizing the impact of sales enablement through content and learning. The webinar discussed challenges modern sellers face in preparing for customer interactions and understanding buyer needs. It also outlined how sales enablement can address these challenges through continuous training, just-in-time content access, and knowledge certification. Combining sales enablement platforms with content management systems was presented as an ideal solution, promising benefits like reduced ramp time, increased productivity and pipeline. The webinar emphasized the importance of aligning sales and marketing and using technology to scale enablement programs.

1. Maximizing the Impact of Sales Enablement with
Content & Learning

2. @mindtickle #MTWEBINAR
Meet the speakers
2
Jonathan Hinz
Director of Product Marketing, Seismic
@jonathanhinz
Daniel Kuperman
Director of Product Marketing, MindTickle
@danielkuperman

3. AGENDA
> The New Mandate for Sales Enablement
▪ What is shaping changes in sales enablement
▪ Current challenges and opportunities
▪ Understanding the role of technology
> Delivering Sucessful Sales Enablement Programs
▪ How technology improves sales performance
▪ The roadmap for successful sales enablement
▪ Metrics that will guide your journey
> Q&A Session

4. What Buyers Are Saying
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Buyers are now more
informed and prepared when
making decisions than ever -
and they expect sellers to be
right there with them.
But there’s a gap.
“82% of decision-makers think sellers are
unprepared” - SiriusDecisions
“Just 36% of B2B executives believe that salespeople
understand their business problems and offer clear
solutions for them” - Forrester Research
“78% of executive buyers claim salespeople do NOT
have relevant examples or case studies to share with
them” – Forrester Research
82%
78%
36%

5. Sales Challenges
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Stretched thin by the
requirements of the modern
seller, reps struggle to find the
time to really dig deep into
their buyer’s needs and
understand the best way to
meet their needs.
“Reps spend only 35% of their time actually
selling (phone or face to face)” - CSO Insights
“77% of executive buyers claim salespeople don’t
understand their issues and where they can help” –
Forrester Research
“The main sales challenge companies face is the inability
of the salesperson to connect offerings with buyer needs
and challenges” - SiriusDecisions
77%
35%

6. Marketing & Sales’ Evolving Relationship
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Awareness Awareness
Consideration
Awareness
Consideration
Conversion
KPI: Impressions Leads Rep Productivity
25 Years Ago 10 Years Ago Today
The Brand Era The Lead Gen Era The Enablement Era

7. Data-Driven Sales Enablement – The Missing Link
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MARKETING
ENGAGEMENT ENGINE
Building awareness about your
products and services
SYSTEM OF RECORD
FOR SALES
Understanding who buys
what and who doesn’t
ENABLEMENT FOR
SALES & MARKETING
The last mile for B2B sales

8. What is the solution
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Sales Enablement needs to solve three key things:
1. Prepare sellers to have the value-added conversations buyers expect from them
2. Ensure sellers have the right information about buyers at the right time
3. Create a culture of continuous learning so sellers are always prepared to engage with buyers

9. What is the solution
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In addition, sales enablement needs to do this with a few constraints:
o Can’t reduce selling time, in fact needs to increase it
o There isn’t a one size fits all approach
o Increasing pressure to demonstrate value of sales enablement initiatives
o Systems being used today are inefficient

10. POLL
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Poll Question
What is the biggest problem you’re currently facing?
A. My sellers can't find the content they need
B. They don't know how to use it once they find it
C. No consistent processes
D. I don't know what's working vs. not

11. A Day in the Life
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Peter, the sales rep
1 2 3 4
“How do I find the latest
version of the sales deck?”
“How do I personalize it?” “How do I learn
how to use it?”
“Where do I get training for
how to demo the new
features we just released?”

12. A Day in the Life
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Mary, the Sales Enablement Manager
1 2 3 4
“Who attended the training
on how to position the new
product release?”
“Have all reps been
certified on our new pitch?”
“How do I know if
reps are using the
right collateral?”
“What do I tell the VP of
Sales about our key
priorities and gaps?”

13. The Ideal Scenario
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What it means to ‘fix’ these challenges
From a Sales Enab Mgr point of view
● Reps are using the right materials
● Know that sellers are trained and educated
● The right content is available in the right
places
From a Rep’s point of view
● Faster access to the right materials
● Better training and education
● Popular content is easy to find
● Consistent branding and versioning

14. The Ideal Scenario
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What you can expect as a result:
From a Sales Enab Mgr point of view
● Higher sales skill set
● Increase value from sales content
● Increase sales productivity
● Improve close rates and win bigger
deals
From a Rep’s point of view
● Faster time to first deal
● More time selling, less time searching or
creating
● Better understanding of the buyer’s needs

15. The Impact of Changing
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Organizational Impacts
Improved Sales
and Marketing
alignment
Improved
content ROI
Increased seller
productivity
Close bigger
deals faster

16. POLL
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Poll Question
Which of the following is top of mind?
A. Onboarding sellers
B. Continuous training and education
C. Competitor info
D. Content training and certification

17. The Future State with MindTickle and Seismic
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Just-in-Time
Content & Training
Unlocking Content via
Knowledge Certification
Three Key Scenarios
1
2
3
Combined Content
& Training

18. Just-in-Time Content & Training
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19. Unlocking Content via Knowledge Certification
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20. Combined Content & Training
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Training content accessible
from inside Seismic

21. Combined Content & Training
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22. Combined Content & Training
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23. Expected Results
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Key ROI and Results
Seismic
● 85% gain in sales productivity
● 15% revenue gain from new and
existing customers
MindTickle
● Reduction in sales ramp time by 60%
● Increase in $200K of pipeline per rep

24. Summary
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Recap key learnings
● Sellers and buyers both face unique challenges
● Sellers need to be prepared for interactions
● The importance of Sales and Marketing alignment
● Continuous learning and education sets sellers up for success
● You need the right technology to help you scale

25. Q&A
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Questions?