Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Conversations, not content: How sales enablement lost its way

Conversations, not content: How sales enablement lost its way

Steve Mayernick, Head of Product marketing, Guru

Sales Enablement Collective

November 04, 2020

More Decks by Sales Enablement Collective

Other Decks in Education


  1. Conversations, Not Content: How Sales Enablement Lost Its Way Steve

    Mayernick Director, Product Marketing & Sales Enablement
  2. Sales Enablement is booming • According to a CSO Insights

    Survey, 59% of the respondents had a dedicated enablement function. That number is up from only 19% in 2013 • Over $66B is spent annually on sales training and sales enablement technology in an attempt to support sales reps. (Hubspot)
  3. But there’s a disconnect. • 77% of survey respondents say

    salespeople don't understand their company's value to prospects (Source: CSO Insights) • 71% of sales reps say they don't have enough knowledge to move deals forward (Source: TOPO) • Only 58% of sales reps are making quota (Source: CSO Insights)
  4. Despite being first defined in 2008, few actually have a

    clear understanding of what sales enablement actually is.
  5. Sales enablement is a strategic, ongoing process that equips all

    client-facing employees with the ability to consistently and systematically have a valuable conversation.
  6. The power of conversations • Salespeople spend just one-third of

    their day actually talking to prospects. • 41.2% of buyers say the phone is the most effective sales tool. Yet... • 85% of prospects and customers are dissatisfied with their on-the-phone experience
  7. What’s changed? 2009 • Desktop is king • We adapted

    rep behavior to fit software design • Ship code every quarter • Sellers use content to educate buyers • Web browser king • Software adapts its design to fit rep behavior • Ship code every week • Buyers 60% down the buyer’s journey by the time they talk to you 2019
  8. © 2019 Guru Technologies, Inc. Content is just a piece

    of the equation Content that is sent to prospects Process Knowledge • Ex: How to prospect at this stage Conversational Knowledge • Ex: How to combat this objection Product Knowledge • Ex: What this product feature does External Knowledge and Collateral • Ex: Case studies, white papers, decks
  9. © 2019 Guru Technologies, Inc. The Seller / Buyer Journey

    SDR - Prospecting Persona Tips Qual. Questions AE - Discovery & Demo Disc. Questions Product Snippets Demo Plays AE - Negotiation Discounting Procedure AE - Discovery & Demo Custom Deck Product One Sheet Case Study PDF AE / CS - Success Troubleshooting Product Details AE / CS - Success Onboarding Guide PDF Rollout Deck Internal Knowledge External Collateral
  10. Measuring Conversational Success • Cohort analysis is critical • Time

    to second deal • Deal velocity • Number of calls held per closed-won opportunity • Scorecard sales calls using conversational intelligence
  11. What’s next for enablement? 1. The rise of the customer

    facing teams and enablement opportunity 2. Conversational tools to help drive rep productivity “in-the-moment” 3. The role of real-time knowledge for “just-in-time” enablement”