If your sales organization is struggling – not just to make this year’s numbers, but even to match last year’s – you’re not alone. CSO Insights’ studies over the last four years have shown that quota attainment is steadily decreasing.

Quota attainment is decreasing: 63.0% in 2012, 58.2% in 2013, and 55.8% in 2016

What if you had the secret sauce to win more than half of all your forecasted deals?

A recent study by CSO Insights says you can increase win rates almost 40% by elevating your Value / ROI Selling capability to Great. This means significantly less deals lost to “No Decision” or going with the competition.

And the benefits don’t end there.

Having problems articulating what sales enablement can do for your organization or how it complements other initiatives such as CRM? Create a visual blueprint of your organizations selling system (aka “selling machine”) to enable your company to replicate success, reduce wasted effort and focus on what matters to sales and your buyers.

Create an effective “selling machine” for your company to replicate success, reduce wasted effort and focus on what matters to sales and your buyers.

What percentage of your new sales hires and newly recruited partners will be successful in the first 3-6 months? What will each new product and new product release contribute to your sales pipeline, forecast and closed deals within 3-6 months of being launched? Ideally, all of them!

If you are a sales enablement leader, I can imagine what your first reactions to that headline might be:

  • “management consulting mumbo jumbo”
  • “my charter is to enable sales, it is in the title of my role – you are trying to make things too complicated”
  • “Ugh, I don’t have time to create a charter. I’ve got too many fires to put out right now”
  • “Management tells me what to do, with clear objectives – there is no need for that”
  • “that’s too theoretical, I am looking for more pragmatic solutions”

If any of these thoughts closely match your initial reaction to the phrase “create a sales enablement charter” bear with me a little bit longer and ask yourself these six questions:

Earlier this month Stonebranch, a market leader in workload automation solutions announced the launch of a worldwide partner program (read more here). Although Stonebranch is new to sales enablement, the sales enablement champion at Stonebranch, VP of Business Development Michelle Jones, is far from new sales enablement. In fact, I met Michelle many years ago as an early adopter of our sales enablement with another organization and have known her to be a great advocate for partner success through better enablement, training and coaching.

Companies have come to understand that content is king, and they’ve spent a lot of money worshipping at content’s altar. In 2014, according to Advertising Age, three-quarters of marketers said they planned to increase spending on content, while only 1.3 percent said they’d be reducing their spend. Marketing Profs’ own study of B2B marketers pegged the number planning to spend more at 60 percent. According to Gleanster, American business alone spends $5.2 billion a year on content creation.

However, without readership, you’d might as well flush that cash down the toilet. According to Sirius Decisions, 60 to 70 percent of all content sits unused, and the real numbers can be even higher. In one example cited on Sirius Decisions’ blog CDW shared that a recent project to consolidate three sales portals into one revealed that 93 percent of all content produced or stored in the portals went unused.

That’s a horrible number, but CDW has something going for it that most companies do not: it knows the scope and nature of its problem. It also has a good idea of which content is actually being used. Do you have that?

suit wrench

Sales is in panic! They need content now or deals will die – but they can’t get it. Marketing rushes to generate what sales needs, but by the time they do sales is working different deals with different content needs. It’s a state of perpetual hysteria – and it prevents sales and marketing from working strategically to solve the problem.

4 Ways to stay relevant webinarModerator: Craig Nelson; Panelists: Michael Cannon, Jim Burns

Is your sales organization prepared to sell to the 2015 empowered buyer? To grow revenue you must go beyond the re-org of sales staff and territories. As we come into the new year it's imperative that you put in place a holistic system to enable success or risk the chance of your sales staff becoming irrelevant to your buyer.

This session is a round table discussion following topics related to the 4 elements of sales enablement:

• People: sales skills needed to sell to smarter buyers
• Process: defining and aligning sales methodologies to the buyers journey 
• Content: messaging and assets needed to advance the buyer through their journey 
• Technology: automation to educate as sellers sell and buyers self educate

Listen Now to Webinar: https://www.brighttalk.com/webcast/1192/137847


Getting the Most of SE Webinar

Moderator: Craig Nelson; Panelists: Thierry van Herwijnen, Tamara Schenk

If you are like many, moving from random acts of sales enablement to a more "systemized" approach to enable sales success is new to your organization. This panel covers what to anticipate and how to overcome obstacles that cause sales enablement initiatives to either fail or simply fall short of expectations. 

These experts will share lessons learned on topics such as:

• The 4 key elements of sales enablement
• Sales enablement maturity assessment
• How to create a "rolling thunder" of support that makes sales enablement get pulled throughout the organization
• How technology is enabling the real-time delivery of sales enablement resources before, during and after the sales interaction

Listen Now: https://www.brighttalk.com/webcast/1192/128231

Growing Revenue in 2014

As we start the New Year, it’s important to take a moment to think about what the past has taught us in B-to-B sales. When it comes to sales enablement, we have learned that random acts of enablement throughout the year with end-of-quarter pressures to close business comes with significant risk. I would suggest that early in the calendar/fiscal year is a perfect time to assess the maturity of sales enablement and determine what’s needed to sustain and grow your business in 2014.

Many companies are well underway with initiatives to move from random acts of SE to providing a holistic sales enablement system (SES) where people, process, content and technology come together to deliver value to both sellers and buyers. So, what’s needed to move to a holistic SES and what will future innovation bring?

Over the years I’ve had an opportunity to work with companies that felt that sales enablement (SE) was at the core of advancing deals, ramping new reps, launching new products and, in the end, growing their sales channels to drive profitable revenue. This article published to Demand Gen Report's Demanding Views covers how to get the most from a sales enablement system. 

Read more: Delivering On The Promise of Sales Enablement

Some say that 2013 is the year of sales enablement (SE). Having focused on sales enablement disciplines and tools for the better part of 20 years, it’s interesting to read articles suggesting that this year is the year. Don’t get me wrong, the attention is a good thing for the SE market and with more mindshare than ever, we are seeing further investments dollars, resources and innovation focused on SE. To give you a sense for the momentum, checkout our vendor list of over 60 SE focused vendors: SE Vendor List

I firmly believe the timing is perfect to capitalize on the market momentum and aligning and promoting the SE market and the best-in-class SE vendors will drive market adoption on this strategic business initiative faster and further.