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Why should a start-up invest in sales enablement?

Why should a start-up invest in sales enablement?

Simon Gilks, Director of Global Sales Operations and Enablement, GoCardless

Sales Enablement Collective

December 31, 2020
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  1. Why should a start-up invest
    in Sales Enablement?
    Simon Gilks
    Director, Global Sales Operations & Enablement - GoCardless

    View Slide

  2. Who am I? 10 years direct sales and sales management
    experience
    8 years experience working in product
    marketing, sales operations and enablement
    Designed, deployed and managed sales
    operations & enablement functions in hyper
    growth start-ups

    View Slide

  3. Who am I? 10 years direct sales and sales management
    experience
    8 years experience working in product
    marketing, sales operations and enablement
    Designed, deployed and managed sales
    operations & enablement functions in hyper
    growth start-ups

    View Slide

  4. “Sales cures all. There has never been a
    business that succeeded without sales.”
    Mark Cuban

    View Slide

  5. Why should a start-up invest in Sales Enablement?
    01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    04
    05
    06
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Agenda

    View Slide

  6. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    04
    05
    06
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  7. What is Sales Operations & Enablement to me?
    Proactively creating the conditions where more deals, that are more profitable,
    with better customers are the natural result.
    Sales Operations
    • A tactical function that helps the sales
    organisation run smoothly
    • Manages the tech stack, reports on the
    overall efforts and manages quota,
    commission and the planning process
    Sales Enablement
    • Sales Enablement is an overarching strategy
    to improve Sales & Marketing
    • Owns the content strategy, sales
    development/readiness and helps with
    content creation and much more

    View Slide

  8. Definition of Sales Enablement
    “Sales enablement is 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, August 2010

    View Slide

  9. What does this mean?
    Strategic and ongoing process
    • It means that it is not tactical and one off, it is not just some one-off
    training or an event
    Equips all client-facing employees
    • Involved in every stage of the sales process from prospecting to post
    close onboarding and enablement
    Consistently and systematically have a valuable conversation
    • Continuing a conversation, using the right content at the right time is
    what will progress a conversation to desired outcome

    View Slide

  10. Simply put…
    Sales enablement is the set of tools, knowledge and
    processes that enables a sales force to continuously
    succeed.

    View Slide

  11. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    04
    05
    06
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  12. No process
    DISCOVERY QUALIFY COLLABORATE CONFIRM NEGOTIATION SIGNATURE CLOSED

    View Slide

  13. What, how, why and
    when?
    Who are we selling to?
    How we do unlock a
    greater share of wallet?
    Expansion
    Strategies and tactics
    Little or no forward planning
    What, how, why and when?

    View Slide

  14. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    05
    06
    07
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  15. Marketing Process Sales Process
    Buying
    Process
    A macro view of the GTM functions
    A holistic view of the company, then building and
    enabling a process that works for Sales and
    Marketing, but most importantly the Customer!
    Most importantly this is a process that works now
    but will also work in 5 years! Always plan and
    build for the future!

    View Slide

  16. PLANNING COMMUNICATION
    SALES
    ONBOARDING
    CUSTOMER SUCCESS
    ACCOUNT MANAGEMENT
    COMPANY
    MARKETING
    Integrated contact strategy

    View Slide

  17. Integrated contact strategy
    LONG TERM
    INTEGRATED
    PLANNING
    ALIGNED
    GTM
    STRATEGY
    GTM
    CONTENT
    STRATEGY
    RIGHT CONTENT
    RIGHT MESSAGE
    RIGHT CUSTOMER
    RIGHT TIME

    View Slide

  18. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    05
    06
    07
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  19. Growing with a start-up

    View Slide

  20. Growing with a start-up
    Start with a strategy
    Grow to dedicated focus
    Build a team
    Scale with the business

    View Slide

  21. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    05
    06
    07
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  22. Start-up vs. Enterprise
    What’s the difference when it comes to Sales Enablement?

    View Slide

  23. Start-up vs. Enterprise
    AGILITY
    The output should be the same
    • Access to just in time content
    • Marketers can act on performance data
    • The ability to leverage the right technology
    • Sales & Marketing alignment
    However the approach will be different
    • More focus on design rather than evolution
    • Very little, to nothing to start from
    • However more dynamic and agile because of
    no legacy

    View Slide

  24. 01
    02
    03
    04
    What is Sales Operations
    & Enablement to me?
    05
    06
    07
    08
    What challenges does a
    start-up face in Sales?
    How does Sales
    Enablement address
    these challenges?
    How does Sales
    Enablement grow with a
    start-up?
    Does Sales Enablement
    differ in a start-up vs. an
    enterprise?
    Is Sales Enablement an
    option for a start-up?
    Why should a start-up invest in Sales Enablement?
    Agenda

    View Slide

  25. Do any of these sound familiar?
    Business is in high growth phase?
    New sales reps are taking longer to meet quota than planned/needed?
    Sales reps spend too much time on non-selling tasks
    I need to increase individual sales quotas next year
    Marketing efforts aren’t helping sales sell?

    View Slide

  26. RAMP REPS FASTER
    Enable reps to hit
    their quota sooner
    INCREASE SELLING TIME
    Make the most of
    every minute of the
    day
    INCREASE QUOTA
    Focus on your
    benchmarks, increase
    your efficiency
    INCREASE ROI
    Make the most of all
    the GTM efforts
    Is Sales Enablement an option?
    Not if you want to succeed

    View Slide

  27. In Summary
    Sales Enablement shouldn’t not be an option for any business
    that wants to:
    • Succeed
    • Sell, engage and retain customers
    • Offer more to your employees
    • Help reps over the long haul
    • Align your GTM functions in a common approach

    View Slide

  28. The only question should be…
    …how much do I invest in Sales Enablement

    View Slide