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

Transcript

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

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

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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
   

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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.
   

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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
   

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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
   

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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
   

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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
   

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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
   

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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
    

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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
    

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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
    

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

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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
    

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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)
    

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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
    

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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
    

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