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

Using product development best practices to develop high impact sales enablement

Using product development best practices to develop high impact sales enablement

Chris Grebowiec, Head of Global Sales Enablement and Productivity, Square
Sales Enablement Festival 2020

Sales Enablement Collective

February 06, 2021
Tweet

More Decks by Sales Enablement Collective

Other Decks in Education

Transcript

  1. Forming Your Enablement
    Team
    Using Product Development Best Practices to Develop High Impact Sales
    Enablement

    View full-size slide

  2. Objective: To help you get
    the investment and
    resourcing to maximize
    impact

    View full-size slide

  3. The problem
    Enablement is a historically
    under-resourced team that is vital to
    sales success. Why?
    ● Hard to show ROI
    ● Impact is dispersed across
    multiple actors
    ● Considered support resource
    Level 1 Level 2 Level 3 Level 4
    Us
    Us
    Sales
    Us
    Kirkpatrick Levels

    View full-size slide

  4. The solution
    Develop learning and
    enablement solutions that
    have clear ROI drivers for
    the business.
    Setting up your teams to
    deliver products will
    enable that.

    View full-size slide

  5. Introduction to your Presenter
    Answers the question, “Who is this rando guy in front of me?”
    Sales Person
    I sold learning and
    development products.
    Fred Pryor Seminars and
    National Seminars Group
    Sales Manager
    and Director
    Learning Program
    Manager
    I lead direct teams and
    sales leaders.
    InfoUSA and DexMedia
    I ran onboarding,
    competency development,
    and leadership
    development.
    Amazon Local, Amazon
    Business
    Product Manager
    I developed internal HR
    products that helped
    automate new hire
    onboarding.
    Amazon HR

    View full-size slide

  6. Introduction to your Presenter
    Answers the question, “Who is this rando guy in front of me?”
    Global Head of Sales Productivity and Enablement at Square

    View full-size slide

  7. Product Teams
    Answer the question, “What products are our customers most likely to buy?”
    Product Manager
    Set’s vision and strategy.
    Plans and delivers
    releases.
    Collect and curate new
    ideas.
    Development
    (Software, UX) Product Analytics
    Develops the solution.
    Conducts user research.
    Performs usability testing.
    Measures the success of
    product adoption.
    Links products to
    outcomes.
    Product
    Marketing
    Develops personas
    Craft positioning and
    messaging
    Competitive research

    View full-size slide

  8. Enablement Teams
    Answer the question, “How do we improve the quality of our sales teams?”
    Enablement
    Program Manager
    Set’s vision and strategy.
    Plans and delivers
    releases.
    Collect and curate new
    ideas.
    LXD or ID People Analytics
    Develops the solution.
    Conducts user research.
    Performs usability testing.
    Measures the success of
    product adoption.
    Links products to
    outcomes.
    Field Enablement
    Develops personas
    Craft positioning and
    messaging
    Competitive research

    View full-size slide

  9. Sales Program Manager
    Step 1
    Works with People
    Analytics to identify
    significant gaps in
    performance
    Step 2
    Develops the analytical
    framework and builds
    program requirements
    documents
    Step 3
    Collaborates with
    LXD/ID resources to
    develop solutions

    View full-size slide

  10. LXD/ID
    Step 1
    Works with Program
    Manager to determine
    development needs
    Step 2
    Works with field
    enablement to identify
    voice and persona
    Step 3
    Develops and launches
    learning engagements
    using LMS

    View full-size slide

  11. People Analytics
    Step 1
    Works with Sales
    Strategy to identify key
    inputs
    Step 2
    Works with Program
    Managers to identify
    strategies for
    improvement
    Step 3
    Reports outcomes and
    identifies new gaps

    View full-size slide

  12. Field Enablement
    Step 1
    Identifies voice and
    persona of clients
    Step 2
    Develops standards and
    strategies for sales
    facing content
    Step 3
    Collaborates with LX/ID
    in the creation, voice,
    and direction of assets
    using CMS

    View full-size slide

  13. Examples
    Typical programs you own:
    1. Onboarding
    2. Enablement Tools
    3. Competency Development
    4. Ongoing Learning

    View full-size slide

  14. Onboarding
    People Analytics - Defines “time to
    ramp” metrics and goals
    Program Manager - Develops
    content and experiment backlog of
    key strategies to improve the
    metric; Reports quarterly on
    achievements
    ID/LX - Develops and launches
    content supporting strategy
    Trainer - Report to Program
    Manager and complete ILT and
    admin tasks

    View full-size slide

  15. Enablement
    Tools
    Program Manager - Develops the
    success factors and backlog of
    improvement (or replacement) of
    tools
    People Analytics - Develops
    success factors reporting
    Field Enablement - Develops key
    content for tools (email cadence
    messaging, pitch decks, testimonial
    cases, product info)

    View full-size slide

  16. Competency
    Development
    Program Manager - Develops
    competencies per role; Builds
    improvements that tie to KPIs;
    Makes automated coaching
    recommendations based on
    achievements
    People Analytics - Sets reporting
    cadence and dashboard views of
    competencies and KPIs

    View full-size slide

  17. Ongoing
    Learning
    Program Manager - Develops the
    process, cadence, and KPIs for
    ongoing learning; develops
    self-service catalog
    People Analytics - Develops
    reporting and improvement of
    cohorts
    LX/ID - Develops content and
    launches using LMS
    Trainer - Deliver any ILT created and
    complete admin tasks

    View full-size slide