Sales enablement is essential if you’re serious about taking your team’s sales performance to the next level, but it can also get complicated and messy. This presentation will walk you through which traps to dodge (no matter how tempting they look!), process and structure basics, and what good enablement looks like.

1. Sales Enablement
Must-Do’s
Structure and Process Basics
Brian Fravel
VP of Marketing, Veelo
@veeloinc @fravelb

2. 2
Agenda
• Sales Enablement Definition
• Sales Enablement Adoption Framework
• Traps to Avoid

3. 3
What is Sales Enablement?
• “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.” – Forrester
• “[Focus on] the delivery of the right information to the right person at the
right time in the right format and in the right place to assist in moving a
specific sales opportunity forward” – IDC
Processes, tools, training and coaching to help salespeople
perform better

4. 4
Common Problems Sales Enablement Solves

5. 5
Two Primary Benefits of Sales Enablement
Productivity Performance
• Save time
• Reduce waste
• Process efficiency
• Improve internal alignment
• Find new prospects
• Close more deals
• Close deals faster
• Greater quota achievement
A Good Sales Enablement Program Has Both
Productivity and Performance Elements

6. A Sales Enablement Adoption
Framework

7. 7
Key Elements of a Sales Enablement Program
Technology Process
Content Organization
WARNING: Don’t Lose Sight That People Are at the
Center of Your Solution

8. 8
A Basic Sales Enablement Framework
Processes Content Technology Organization
Onboarding Audit Information
capture (eg CRM)
Who owns sales
enablement?
Training Alignment to sales Automation (eg
marketing
automation)
Resources &
budget
Coaching Delivery Analytics Role definition
Lead scoring &
hand-off
Predictive
technology
Measurement
The ‘Must-Do’s’

9. 9
Phased Maturity Model
PHASE
1
• Establishing a
formal sales
enablement
program
PHASE
2
• Sales enablement
function in place,
missing elements
PHASE
3
• On the way to
world class, taking
advantage of the
latest technology

10. 10
Phase 1: Example End State
Processes Content Technology Organization
Formalized
onboarding
Defined content
repositories
CRM usage Sales enablement
ownership
Formalized training Sales / marketing
alignment
Marketing
automation usage
Budget
Lead scoring &
hand-off defined
Marketing
efficiency metrics
Measuring
activities, not
results
PHASE 1

11. 11
Phase 1: Must Do
• Align sales & marketing
• Agree on objectives and roles / responsibilities
• Agreed upon lead scoring and hand-off process
• Assign ownership and resources
• Formalize key support functions
• Onboarding, training and coaching
• Consolidate content
• Establish system(s) of record for latest content
• Establish basic systems
• CRM & marketing automation
PHASE 1

12. 12
Phase 2: Example End State
Processes Content Technology Organization
Formal onboarding
process
Content
repositories
Good CRM usage Formal sales
enablement role
Formal training
program
Sales/marketing
aligned
Good marketing
automation usage
Budget
Formal coaching
program
Content delivered
via
repository/portal
Analytics for
marketing
efficiency
Sales enablement
roles defined and
staffed
Lead scoring &
hand-off
documented
Using tech to
provide attribution
for marketing
assisted revenue
PHASE 2

13. 13
Phase 2: Must Do
• Onboarding & on-going training viewed as strategic asset
• Formal coaching program that is monitored with reward system
• Lead scoring & hand-off jointly reviewed by sales and marketing on a regular
basis
• Audit content and align to sales stages/buyer’s journey
• Use adjacent technologies to augment CRM and marketing automation
• E.g., LMS, content management, sales productivity tools
• Make strategic, revenue growth oriented investments in sales enablement
organization, programs and tools
PHASE 2

14. 14
Phase 3: Example End State
Processes Content Technology Organization
Onboarding &
training programs
include on-going
reinforcement
Predictive content
delivery with
corresponding
coaching
Predictive
technologies for
prospect & lead
prioritization
Sales enablement
elevated at VP level
Technology for
virtual coaching
Joint sales &
marketing goals
and rewards system
Budgeting allocated
on strategic
revenue initiatives
Predictive lead
scoring
Measuring content
contribution to
sales
PHASE 3

15. 15
Phase 3: Must Do
• Elevate Sales Enablement within the org and make it a strategic function
• Invest in technology
• Predictive leading scoring & content delivery
• Virtual coaching
• Deliver virtual coaching with content
• Develop onboarding and training that includes post training reinforcement
• Post training reinforcement
• Measure specific content impact to sales
• Revenue and movement through the sales funnel, down to the individual piece of
content
PHASE 3

16. Traps To Avoid

17. 17
Traps to Avoid
• Don’t bite off more than you can chew
• Go for small wins
• Not aligning sales & marketing
• Content by sales stage?
• Measuring activities not results
• No feedback loop
• Marketing content doesn’t align to sales training
• No methodology/playbooks
• Sales training is a single event (and marketing isn’t included)

18. 18
Other Resources
• Check out Veelo’s Resources page: veeloinc.com/resources
• Webinar: “Sales Enablement Mistakes You Should Avoid (but Probably
Haven’t)”
• Webinar: Aug. 16th – “Demystifying the SalesTech Stack”
• An in-depth look at the ever-growing sales tech stack. We will break down the
landscape into easy to understand segments, talk about their benefits,
and reasons you might consider adopting
these technologies.
• Brief: “Onboard Smarter, Not Harder”
Other:
• Salesforce.com sales blog - “The Top 5
Sales Enablement Mistakes To Avoid
(But You Are Probably Aren’t)”

19. Thank You!
www.veeloinc.com
@veeloinc @fravelb