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A Seat at the Table? A Voice at the Table? Or Build Your Own Table?
In this very special episode of The Enablement Edge, join Steve & Heather as they host a live panel discussion from Seismic Shift 2024 with panelists Victoria Sanchez, Micah Jacobson, and Eric Mingorance. Throughout their discussion, our experts share insights on how to strategically navigate organizational dynamics, forge influential collaborations, communicate effectively, and recalibrate approaches to drive outcomes.
Other topics include practical tactics for enhancing organization-wide enablement visibility, leveraging metrics for sales outcomes, the future impact of AI, and the significance of continuous learning and adaptability. The panel emphasizes empathy, collaboration, and innovative communication methods, offering a holistic approach to driving transformational enablement within companies.
Tune in to discover how to not only get to the table but also shape the conversation and outcomes.
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Guest Bios
Eric Mingorance, Sr. Dir. Rev. Enablement at Zixi
Eric Mingorance is currently serving as the Vice President of Product Management at Zixi, a leading provider of live video delivery solutions. With a strong background in technology and product development, Mingorance has been instrumental in enhancing Zixi's platform, which is known for its reliability and efficiency in delivering high-quality video over IP networks. His expertise spans various aspects of product strategy, customer engagement, and operational excellence, contributing significantly to the company's growth and innovation in the broadcasting sector.
Micah Jacobson, Sr. Director, Revenue Enablement at Informatica
Micah Jacobson currently serves as the Senior Director of Revenue Enablement at Informatica, a role he has held since December 2022. He leads teams focused on onboarding, systems and tools, operations, and learning experience design within the Global Revenue Enablement function. Jacobson has been instrumental in developing comprehensive sales enablement strategies, including competency management and product launch enablement, which have significantly enhanced the effectiveness of sales teams at Informatica.Victoria Sanchez, Senior Director, Enablement Services Center of Excellence at Pure Storage
Victoria Sanchez serves as the Senior Director of Enablement Services at Pure Storage, where she plays a pivotal role in driving customer success and operational excellence. With a robust background in technology and business strategy, Sanchez has been instrumental in developing innovative solutions that enhance the user experience and streamline processes within the organization. Her leadership is characterized by a commitment to fostering a culture of collaboration and continuous improvement, ensuring that teams are equipped with the necessary tools and knowledge to excel in their roles.
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Guest Quotes
“I hate the word order taker, it drives me crazy. That is not what I signed up for, I wasn't in kindergarten being like I want to be an order taker one day And so many of us in enablement we fall into that trap because we don't come with new information. If you come with new information, you shift from an order taker to a strategic partner. That's certainly the direction that I and my team, where we wanna go” – Micah Jacobson
“You need to lobby for these things. See if there are objections. Make sure you can get preliminary buy-in beforehand. Work with each individual org separately so that by the time you come to the table, they've already heard it. And then you're doing what you say. We're getting the priorities, we're all coming on the same page for the priorities, we're in agreement, there are no major showstoppers because you've basically done some preceding.” – Eric Mingorance
“All our companies are trying to invest a tremendous amount of money in technology. I think as an enablement organization, we have a great opportunity to stop the train and say, ‘Which one is the best one?’ And make a plan for it. It doesn't have to change tomorrow, but if you make a plan to get the best technology, you can accelerate how your sales leaders are really coaching and having more time for other activities, while you also orchestrate workflows in the internal cross functional teams so that you can operate more efficiently.” – Victoria Sanchez
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Time Stamps
00:00 Episode Start
00:44 Today's Topic
01:54 Diverse Perspectives: Meet Our Guests
03:57 Earning Credibility and Building Influence
08:14 Aligning with Senior Leadership
18:59 Tactics for Showcasing Enablement Impact
22:33 Rock Bands and Enablement Tactics
22:49 Maximizing Seismic Notifications
23:05 Heroes of Enablement and Regional Programs
24:33 HTML Tips for Announcements
25:03 The Importance of Measurement
28:18 Unified Data Model and Metrics
29:39 Handling Bad Metrics
33:39 Strategic Enablement Advice
39:31 Future of Enablement and AI
41:43 Final Thoughts and Advice
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Links
Connect with Eric MingoranceConnect with Micah JacobsonConnect with Victoria SanchezRead more about Shift 2024Connect with Steve Watt on LinkedInConnect with Heather Cole on LinkedInCheck out Seismic -
On this episode of The Enablement Edge, Steve and Amber are joined by Ashton Williams, Director of Slack Enablement at Salesforce. Ashton shares the success story of Slack AI and how her team led a momentous kickoff amidst strenuous circumstances.
Faced with tight deadlines, executive transitions, and mounting pressure, Ashton shares how her team focused their efforts, aligned leadership with consistent buy-in, and leaned into the pivots. She also goes into detail on how they decided to format their kickoff with sales leader sessions, industry-focused webinars, certifications, and live pitches across three global regions in the same week.
What resulted from her and the team’s efforts was not only a huge boost to morale at the start of the year, but high and lasting sales success for a product that has continued to grow. The story highlights the importance of alignment and data-driven decisions in enablement functions, showcasing how strategic execution can have impactful outcomes in a changing business environment.
Perfect for enablement professionals yearning for both inspiration and practical knowledge, this episode provides an edge in enhancing their craft. The fusion of witty anecdotes and profound discussions invites listeners to engross themselves in the transformative power of enablement, making it a not-to-be-missed episode for those looking to sharpen their strategic edge.
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Guest BioAshton Williams is a seasoned professional in the field of enablement and strategic programs, currently serving as the Director of Slack Enablement at Salesforce. With a strong focus on building high-performing teams, Ashton has leveraged her diverse background in sales and leadership to enhance organizational effectiveness.
Prior to her role at Slack, Ashton gained valuable experience in various sales enablement positions, including a significant stint at Ada, an AI-powered customer experience platform. There, she was responsible for establishing the enablement function from scratch, emphasizing the importance of data-driven decision-making and iterative learning.
Ashton’s educational background and commitment to continuous improvement have made her a respected figure in the enablement community. She is Co-Chair of The Enablement Squad’s Leadership Lounge and actively shares insights on best practices in sales training and employee engagement. Her passion for fostering collaborative environments has positioned her as a leader in driving strategic initiatives within tech organizations.
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Guest Quote
“This ended up being Slack's first ever in person kickoff. Morale, retention, feeling connected to the team, attrition, all of those things, like we saw impact there. The sentiment was just one of absolute inspiration. And we made a bet and it really paid off in both what we call overall AEs hitting quota. But also to see that new product that we focused on be our absolute darling. It has continued to be the feature of our QBRs. It's continued to be the thing we double down on. It has been the thing we're putting more investment on the roadmap in because we're moving it. And also, you know, that's always lovely to see that customers love the things we build.”
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Time Stamps
00:00 Episode Start
01:10 Today’s Topic
03:30 Welcome Ashton
04:00 The most important thing enablers can do to ensure success
05:10 Setting the stage: Slack's Q1 of 2024
07:40 Why it was critical to enable every part of the business
09:20 How did Ashton do it?
11:30 Focusing all your efforts on a single motion
15:25 Sometimes you need to lean into the pivots
18:25 Leverage the data you have
19:30 Deeper into program specifics
23:00 You can't do it alone
26:10 The results of Ashton's efforts
29:40 Lessons learned
31:35 On the Edge
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Links
Connect with Ashton Williams on LinkedInLearn more about Slack AICheck out SalesforceConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out Seismic -
Saknas det avsnitt?
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In this episode of The Enablement Edge, Steve and Heather sit down with Jen Bullock, an expert in the field of enablement who has worked with industry giants like ADP, Motorola, TransUnion, and Forrester.
The topic today is the art of crafting a winning enablement structure. Jen highlights the critical roles needed for success and how to strike the perfect balance between strategic foresight and tactical execution, shedding light on the evolving concepts of program management, centers of excellence, and the rising trend of fractional enablement professionals.
Amidst rapid technological change, Jen stresses the importance of not forgetting the basic principle of connecting to the customer journey. And as it relates to hiring freezes, the trio discuss the need for enablement professionals to do away with simply onboarding and instead provide ongoing ‘everboarding’ for employees. They stress the importance of roles that might be overlooked such as technical enablers and even field coaches, exploring their future in the era of AI.
Packed with actionable advice and insightful discussions, whether you're a seasoned leader or just starting your journey in enablement, this episode is a must-listen for anyone eager to refine their enablement strategy.
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Guest Bio
Jennifer (Jen) Bullock is a seasoned professional in the fields of marketing and sales enablement, with a robust career spanning several leadership roles in notable organizations. She has cultivated a reputation for her strategic approach to aligning marketing and sales efforts with customer needs. Her work emphasizes the importance of creating sales efficiency through innovative platforms and metrics analysis, ensuring that sales teams have the necessary tools and knowledge to engage effectively with clients.
Most recently, Jen was a Principal Analyst specializing in Revenue Enablement Strategies at Forrester, one of the most influential research and advisory firms in the world. In this role, Bullock worked with senior executives to deliver actionable intelligence, transformative frameworks, and expert guidance. Bullock's work with Forrester built upon her rich background with organizations such as ADP & TransUnion.
Bullock's expertise also extends to implementing learning management systems that facilitate tailored learning paths for sales personnel. In addition to her corporate achievements, Jen Bullock is recognized for her contributions to the marketing landscape through innovative digital strategies that have driven substantial returns on investment. Her ability to integrate technology solutions into marketing efforts has positioned her as a leader in the industry, making significant strides in enhancing customer engagement across various sectors.
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Guest Quote
“You always hear the stat of: ‘Customers do 70, 80, 1000 percent of their own learning before they even engage with the salesperson.’
I don't think that that's a matter of they don't want to engage with the salesperson. What they want is an objective understanding of what need you're filling.
So the more that a salesperson is adapting and understanding what that customer is looking for, that makes the better salesperson.” – Jen Bullock
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Time Stamps
00:00 Episode Start
01:08 Today’s Topic
04:00 Welcome Jen
04:14 The most important thing enablers can do to ensure success
05:30 Be strategic, not reactionary
07:38 Why charters are so valuable
12:30 Comparing the different enablement models
15:40 The trend of fractional team members
20:35 Back to the basics
21:55 Training vs. Learning
25:45 How priorities have shifted for organizations
27:55 Which roles matter most
31:40 The future of the field coach
33:30 Who is an ideal enablement leader?
38:40 Showing off your skills online
40:35 On the Edge
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Links
Connect with Jen Bullock on LinkedInFind Jen’s articlesConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out Seismic -
In today’s episode of The Enablement Edge, hosts Steve Watt and Heather Cole interview Kunal Pandya, VP of Global Revenue Enablement at Corsearch, and Founder & CEO of Sales Velocity Labs.
Kunal is a seasoned expert in global revenue enablement, and he helps to explore how enablers can transform their roles and prove their strategic value within any organization. Arguing that the current perception of enablement as a cost center has made lasting impacts on the industry, Kunal emphasizes the importance of not shying away from the data.
Kunal also provides practical advice for enablers seeking to elevate their function within their organization, underlining the importance of benchmarking and obtaining leadership buy-in before implementing enablement programs. By demonstrating how different levels of competence and performance can result in measurable revenue gaps, enablers can justify their initiatives and establish credibility.
Amidst all of the data and metrics, Kunal does remind all of us that the people are what matter most in enablement. Empathy and human relationships are as foundational as anything else, especially as AI changes the way we work.
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Guest Bio
Kunal Pandya is the Vice President of Global Revenue Enablement at Corsearch and the Founding CEO of Sales Velocity Labs. With a rich background in championing sales enablement, Kunal has dedicated years to transforming the perception and impact of enablement functions in organizations.
Kunal holds over 20 years of experience in the technology and high-growth SaaS industry. Throughout his career, he has built revenue impacting enablement functions and strategies for some of the fastest growing global tech companies, while at the same time being recognised as one of the top twenty enablers in the world.
Kunal founded Sales Velocity Labs to elevate the effectiveness of worldwide sales enablement, to impact revenue by a minimum of 15%.
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Guest Quote
“The perception of enablement has been such that companies have laid off hundreds, if not thousands of enablers globally. This has to change. Because we cannot have enablement in that position. We know where it belongs, we just have to prove it. We have to make it believable.”
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Time Stamps
00:00 Episode Start
01:08 Today’s Topic
03:00 Welcome Kunal
03:54 The biggest challenge facing enablement today
06:26 Why showcasing ROI is difficult, but necessary
09:55 Which four categories should enablers be measuring?
14:46 How to separate your impact from factors beyond your control
20:41 The path to continuous improvement
24:22 Highlighting the value of data
26:46 Kunal's advice for enablement leaders
32:00 On the Edge
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Links
Connect with Kunal Pandya on LinkedInCheck out CorsearchCheck out Sales Velocity LabsConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out Seismic -
In this week’s episode of The Enablement Edge, hosts Amber Mellano and Steve Watt are joined by Seismic’s own Irina Soriano and Meganne Brezina.
The conversation revolves around their must-read book, "Tomorrow’s Enablement for Today’s Leaders," which introduces the transformative Enablement Value Chain (EVC) framework. The EVC approach underscores the criticality of integrating analytics, fostering cross-functional collaboration, and distinguishing between field enablement and field activation to drive tangible business outcomes.
Irina and Meganne share valuable insights about field activation and its role in bolstering traditional enablement efforts. They share practical advice for leaders on measuring and demonstrating the impact of enablement programs in driving engagement, behavior change, and business outcomes. This methodical approach ensures enablement professionals can tangibly link their initiatives to organizational success, securing much-needed buy-in from leadership for continual investment in enablement activities.
A recurring theme is the importance of adaptability and continuous learning in the rapidly evolving world of enablement. Irina and Meganne stress the need for a methodological yet flexible strategy that can scale as the organization grows, encouraging practitioners to push for innovation while exercising patience for outcomes. By sharing their experiences and actionable insights, the duo aims to equip fellow enablers with the knowledge and tools needed to advance their careers and significantly impact their organizations.
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Guest Bio
Irina Soriano, VP of Enablement at Seismic
Irina has over a decade of global enablement leadership experience. She joined Seismic in 2019, taking on the challenge of establishing the company’s enablement department from the ground up. With diverse experience across Europe, Asia-Pacific, and the US, Irina possesses a deep understanding of varied markets and a successful track record in building enablement teams.
Beyond her role, she's an active contributor to industry organizations, leading the New York Women in Sales Enablement (WiSE) chapter and she has been recognized as a Top 20 Enablement Influencer. Irina is committed to gender equality, published her first book, "Generation Brand," in 2021, and empowers individuals through TEDx talks and mentoring.
She also founded SISTERLY with her sister Jo to create a community for women to liberate limiting beliefs and grow into their full potential in business. Irina resides in NYC with her husband, Chris, and is a stepmother to twins.
Meganne Brezina, Senior Director, Enablement at Seismic
An active participant in the enablement community and a practitioner for over ten years, Meganne was named a 2023 Enablement Legend Award winner by the Enablement Squad for her frequent contributions.
She is a member of the Revenue Enablement Society and its Indianapolis chapter, and she founded and currently leads the Indianapolis chapter of Women in Sales Enablement. For WiSE, she also serves on their global board of directors as a global lead. Recently, she was invited to be an Enablement Advisor for RISE, a new organization conducting research and providing strategic insights to advance the profession of enablement.
She earned her Certified Change Management Practitioner designation last year from ACMP and published a book with Irina Soriano called "Tomorrow's Enablement for Today's Leaders," which articulates an innovative approach to strategic enablement with the Enablement Value Chain.
Outside of work, Meganne is a mother to three children under the age of seven, wife to her entrepreneurial husband Chuck, and still makes time to ride horses on a weekly basis.
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Guest Quotes
“There's a handful of us that have been doing this kind of thing for a long time, but there's still always the need for innovation. And it's very hard to sometimes get that information. We were just reaching a point where folks are like, ‘What else is there? I've done all of it. Where's the next best thing that I can implement in my practice?’ So we knew there was a need, but it was even much bigger than we originally anticipated.” – Irina Soriano
“Due to the high velocity that many organizations are experiencing, this theory of change management is becoming more and more important. It's important in the way that we're communicating with the field. It's important in the way that we're managing our own enablement initiatives and how we're really rolling them out. ‘How are we doing this in an effective way that truly drives the behavior changes?’ And I think that all starts in the way that we manage that strategy up front.” – Meganne Brezina
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Time Stamps
00:00 Episode Start
04:38 Meganne and Irina's key to enablement
05:39 Tomorrow's Enablement for Today's Leaders
09:58 What is different in the Enablement Value Chain (EVC)
13:40 Identifying the analytics that really matter
21:02 Field Enablement vs. Field Activation
25:10 What are field councils?
29:00 The state of enablement in 2024
32:20 On the Edge
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Links
Connect with Irina Soriano on LinkedInConnect with Meganne Brezina on LinkedInConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out SeismicCheck out Irina and Meganne’s book Tomorrow’s Enablement for Today’s Leaders -
In this episode, Steve Watt and Amber Mellano are joined by Nicole Ward, Senior Director of Revenue Enablement at OneSource Virtual (OSV), to learn why she joined the organization as their first enablement hire and how she and the team found so much success.
Nicole is an industry expert and thought leader who joined OSV after a decade of managing an award-winning team of enablement innovators at Citrix. Today, you’ll hear all about her remarkable achievements with OSV. Her highlights include a substantial reduction in new hire ramp time and time-to-first-opportunity, along with impressive improvements in deal sizes and win rates that she attributes to her strategic approach and collaboration with various business functions.
Throughout the interview, Nicole emphasizes the importance of obtaining executive buy-in and stakeholder alignment early in the process to ensure success. She advocates for focusing on a few key pillars and avoiding the temptation to "boil the ocean” when first starting. Nicole's emphasis on leveraging data, maintaining ongoing communication, and building cross-functional relationships demonstrates how critical these elements are for effective enablement.
By sharing her experience and practical advice, Nicole provides a clear roadmap for building a robust enablement function that can adapt and thrive amid organizational change.
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Guest Bio
Nicole Ward is a passionate and technology-forward global revenue enablement leader with over 14 years in the field. She is currently the Senior Director of Revenue Enablement at OneSource Virtual after a decade of managing an award-winning team of enablement innovators at Citrix.
Nicole believes that a successful enablement program must be centered around empathy and be inclusive of all customer-facing teams. Nicole is a bridge builder who will work cross-functionally to drive productivity and ensure satisfaction with enablement programs. She is data-driven and process-oriented with a laser focus on bringing enablement into the context of actual opportunities with CRM integrations.
On the personal side, Nicole is a multi-tasking mom who resides in London, Ontario, Canada with her husband James and two small children. She enjoys cooking, cycling, traveling, and she dreams of pursuing a sommelier certification someday. Fun fact: Prior to starting her family, Nicole was one of Canada's early lifestyle "influencers" and launched Canada's first conference targeted to style influencers in 2013.
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Guest Quote
“In enablement, we are bridge builders, and we are serial collaborators. It's all about connecting with people across the organization to understand what they do, how can I learn from them, what can they learn from me, how can I support them, what are their goals, can I attach myself to their goals, especially if they were key stakeholders in enablement. It's all about building your internal network.”
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Time Stamps
*(04:31) Nicole's key to enablement
*(05:56) Coming in as the first enablement hire
*(07:52) When do you know that you're ready for the next opportunity?
*(09:56) Building out the enablement function before day one
*(13:01) How to leverage the greater team around you
*(15:50) The data behind Nicole and OSV's success
*(18:40) Why you need to partner with your fellow business functions
*(22:06) Being thrown into the deep end
*(28:25) Nicole's advice for others
*(30:45) On the Edge
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Links
Connect with Nicole Ward on LinkedInCheck out OneSource VirtualConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out SeismicOneSource Virtual Revolutionizes Revenue EnablementCitrix Enhances Content DiscoveryThe State of AI in Enablement Report -
In this episode of The Enablement Edge, Steve and Amber sit down with Jonathan Kvarfordt, Founder of GTM AI Academy, to explore the dynamic intersection of AI and enablement in the modern business landscape.
Jonathan is an industry leader and an enablement expert. And in this episode, he reveals what originally fueled his fascination with AI and its potential to revolutionize enablement strategies. He shares the crucial skills and experiences that have been instrumental in his professional growth, shedding light on the innovative ways he leverages AI to optimize enablement processes.
Steve, Amber, and Jonathan strike a balance between blue-skying possibilities for AI and enablement while also offering practical advice for those wishing to implement AI in their daily work. Some of the insights Jonathan shares include ways to implement AI tools to streamline processes, make data-driven decisions, and unlock new opportunities. Additionally, you’ll hear his “GRACE” framework that he uses every day when prompting tools like ChatGPT.
Jonathan also discusses the broader implications of AI on the enablement landscape, highlighting its potential to revolutionize how teams operate and achieve their goals. He gives real-life examples of AI appliations that have led to substantial improvements in business performance, encouraging viewers to stay ahead of technological trends. Jonathan's insights offer a roadmap for those looking to advance their careers by integrating AI into their enablement strategies.
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Guest Bio
Jonathan Kvarfordt is the Founder of GTM AI Academy focusing on upskilling go-to-market teams and individuals in sales, customer success, marketing, and other functions with AI tools to do things better, faster, and easier.
As a sales and enablement executive with 15+ years of experience, Jonathan develops, delivers, and implements enablement programs for global organizations, Fortune 500 clients, and startups. He has an established history of helping companies double their revenue through sales team transformation and the creation of enablement structures. He was recognized in SEC’s 2023 Enablement Ones to Watch report.
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Guest Quote
“I look at enablement as more than just a content person. Going back to the original question of ‘what are we actually here to do? And does that equal a live group training?’ Most of the time, no. But a lot of people associate enablement with live group training. That's not what enablement is. So I think that's the larger question of really understanding what are we actually here to do and how can AI influence or impact that and just leveraging it as any other tool as you would to be more productive.” – Jonathan Kvarfordt
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Time Stamps
*(00:00) Episode Start
*(01:08) Today’s Topic
*(03:24) Introducing Jonathan Kvarfordt
*(04:53) What is GTM AI Academy?
*(08:30) AI is not just about speed
*(14:40) The scaling power of AI
*(18:43) Enabling on empathy
*(22:42) Enablement cannot be replaced
*(27:45) How to level up your enablement team immediately with AI
*(32:28) Building the perfect AI prompt using GRACE
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Links
Connect with Jonathan Kvarfordt on LinkedInCheck out GTM AI AcademyConnect with Steve Watt on LinkedInConnect with Amber Mellano on LinkedInCheck out SeismicThe State of AI in Enablement Report -
In the debut episode of The Enablement Edge, hosts Steve and Heather chat with Nate Vogel, VP of Global Sales & Partner Enablement at Databricks, the world's first data intelligence platform powered by generative AI.
Nate shares insights into his career journey, highlighting what sparked his passion for data, the skills and experiences that have propelled his success, and the innovative initiatives he’s implementing at Databricks.
Throughout the interview, Nate emphasizes the importance of data in securing a "voice at the table" within an organization. He offers practical advice for viewers looking to enhance their own enablement strategies and underscores the importance of “being the truth-tellers” on your team. By leveraging data in decision-making processes, Nate explains how businesses can pinpoint opportunities, predict trends, and mitigate risks more effectively. This approach not only fosters innovation but also equips teams with the insights they need to drive strategic initiatives. You’ll hear real-life examples from Nate’s experience with Databricks to further drive his point home.
Additionally, Steve and Heather ask about Nate’s other passion – mentorship. Nate shares personal anecdotes about the mentors who guided him throughout his career, and discussed how mentoring relationships can help mentees navigate challenges, avoid common pitfalls, and seize new opportunities. They underscored the dual benefit of mentorship, noting that while mentees gain knowledge and support, mentors also refine their leadership skills and broaden their perspectives.
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Guest Bio
Meet Nate Vogel, an accomplished professional with an impressive track record in the field of sales enablement with 30+ years’ experience leading teams at Southwestern Advantage, Tableau, Salesforce, Gong, and now Databricks as the Global Vice President of Sales Enablement.
Before joining Databricks, Nate held the position of Global Vice President, GTM Enablement at Gong where he excelled in fostering growth and sales development within the organization, along with being a thought leader in the enablement community.
Prior to that, Nate's expertise in enablement flourished during his nine-year tenure as Global Vice President of Sales & Partner Enablement at Tableau and Salesforce, where he spearheaded sales training, partner, and leadership development programs. Under his leadership, Nate expanded his team at Tableau from three enablement professionals to over 80+, empowering them to efficiently train thousands of sellers, leaders, and partners worldwide.
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Guest Quote
“In enablement, something that is important is to be truth tellers, to lead with data. Sometimes that data is ineffectiveness, and ineffectiveness of adoption. So this idea that you can go out and see adoption metrics and see what your customers are saying is super important.”
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Timestamps
*(00:00) Episode Start
*(01:10) Today’s Topic
*(02:50) Introducing Nate Vogel
*(04:36) When Nate first realized the power of data
*(07:40) The right enablement for the right people
*(11:10) Why enablement starts with managers
*(15:00) Measuring and doubling down on behavior changes
*(19:10) Becoming truthtellers with data
*(23:30) The strength of mentorship
*(29:29) How to effectively scale mentorship programs within your organization
*(32:25) What it means to have "no sharp elbows"
*(35:35) Rapid fire questions
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Links
Connect with Nate Vogel on LinkedInCheck out DatabricksConnect with Steve Watt on LinkedInConnect with Heather Cole on LinkedInCheck out SeismicSeismic’s Enablement Maturity Assessment -
Traditional go-to-market motions are a thing of the past, and one key function will shape the future of revenue generation: Enablement.
The Enablement Edge – powered by Seismic – is bringing you the secrets, strategies, and tactics for enablement that drive meaningful impact.
You’ll get valuable insights and expertise from enablement leaders to power GTM efficiency, productivity, and transformational change across your organization.
Welcome to The Enablement Edge.
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We’ve spent 13 episodes uncovering key insights from experts in enablement, sales, marketing, customer success, revenue operations, and more. To celebrate the growth, learning, and invaluable wisdom we’ve heard along the way, we’re gathering the best of the best all into one episode.So whether you’ve tuned into every minute or are new to the Go-to-Market Magic scene, join us as we revisit some of the most insightful guests and captivating episodes we had the joy of creating.
Toby Carrington emphasizes senior executives' role in guiding sales by providing strategic, value-rich interactions early in the sales cycle.Sangram Vajre shares that customer success teams should go beyond product features to act as business advisors and help articulate customer ROI stories.Sam McKenna focuses on the significance of humanizing sales interactions and improving the structure and substance of discovery calls.David Fisher advises a targeted approach to social selling to engage the right audience rather than pursuing a large, indiscriminate reach.Paul Norford champions the development of enablement resources for internal teams and channel partners, considering them an extension of the sales force.Juliana Stancampiano discusses AI's potential to enable SMEs to document and distribute institutional knowledge that is often unconsciously held by experts.Mark Kosoglow promotes the shift towards valuing post-sale success and maintaining customer relations alongside alignment between sales, marketing, and customer success initiatives.Dave Lichtman introduces the concept of a hybrid enablement function that integrates full-time personnel with specialized contractors, ensuring agility and breadth in enablement.
Here are the key takeaways:It’s a mix of conversations, lessons, and actionable advice that will inspire, motivate, and prepare you to elevate your approach to enablement.
Jump into the conversation:[00:00] Introduction
[03:24] The importance of human connection in sales discussions
[09:01] Improving sales through insights and relationships
[11:00] Timing is crucial for successful senior executive engagement
[15:51] Supporting CS leaders to succeed
[17:46] Overcoming lip service to achieve real alignment
[21:46] Value delivery in small, incremental steps
[22:59] Understanding go-to-market, sticky products, and psychology
[27:53] Prioritize internal and external team enablement strategies
[32:35] Processes can be challenging
[34:30] AI streamlines lesson creation and improves learning content
[36:22] Watch out for season two
Continue the conversation with these resources:
See how to kick go-to-market chaos to the curb with better enablement. Learn more. Seismic is bringing the future of enablement to Boston, New York City, and Sydney for one day only as part of our Seismic City Tour. Join us! -
Enablement is expanding beyond sales, especially as AI gains traction.
But as AI integrates into the enablement landscape, how can you preserve and enhance your teams’ human strengths in customer interactions?
We switched things up by inviting two guests to this roundtable episode to hear from companies both big and small. So, we’re talking with Steph White, Senior Director of Revenue Enablement at Loopio, and Rebecca Reyes, VP of Sales Enablement at IBM.
Steph brings her passion for integrating AI into personal and professional development, and Rebecca highlights the transformative power of AI in sales and enablement.
The conversation expands on revenue enablement’s role in transforming go-to-market teams, the importance of aligning with leadership for effective change, and fundamental selling skills despite technological advancements.
The role of enablement is evolving. It's no longer just about driving revenue; it's about creating a holistic client experience that focuses on impact and business outcomes beyond the initial sale. AI is a game-changer, but it's not replacing the human element. It's here to augment our capabilities, making tasks like emails and call summarization more efficient so you can focus on what truly matters — connecting with customers and honing in on core selling skills.Alignment is key. Whether with your leadership team or your sales strategy, ensuring that your enablement activities are synchronized with your company's core behaviors can steer you away from overextension and keep you grounded on the path to success.
Here are the key takeaways from our conversation with Steph and Rebecca:Jump into the conversation:
[05:16] A focus on driving sales velocity for revenue
[07:54] Enhancing team skills and client impact
[14:00] Expanding client enablement and focusing on content creation
[17:23] AI transforming from a dream to a reality phase
[26:47] Using AI to complement and enable productivity
[29:31] Focusing on basics for sales growth in 2024
[35:29] Heather and Steve’s takeaways
Continue the conversation with these resources:
Connect with Steph White and Rebecca Reyes to keep this conversation going.Looking to up your understanding of AI? Take IBM’s free course to start building your AI skills today. If you don’t already have a free account on IBM's SkillsBuild learning portal, you can sign up here.Learn more about Go-to-Market Magic and tune into past episodes at gotomarket-magic.com. -
When was the last time you involved executive leadership in your sales process?
If it’s something that feels daunting, nerve-wracking, or like too much work, this episode is for you.
When leveraged correctly, you set your executive team up to come into the sales process swinging (and they’ll probably knock down that sale if you get our analogy). So why aren’t more people doing it?
Toby Carrington, Chief Business Officer at Seismic, brings his invaluable insight into the critical yet nuanced art of engaging executives early in the sales cycle to build relationships, trust, and, ultimately, better business outcomes.
Engage executives early for meaningful impact: Involve senior executives early in the sales process to build relationships and trust rather than as a last-minute effort. The unique value senior leaders add, like domain expertise, peer-to-peer insights, and best practice sharing, enables genuine conversations focused on the prospective customer and outcomes rather than the product alone.Prioritize personalization and careful outreach: When reaching out to executives, personalization, authenticity, and relevance hold extreme importance. A strategic and well-briefed approach that ensures communication is tailored to the executive's preferences and context avoids BDRs and SDRs misusing their executive team’s time.Focus on strategic long-term relationships: Building longer-term strategic relationships, not just selling, involves understanding the context and background of the person, aligning interactions with the sales cycle, and maintaining genuine and human connections.
Here are the key takeaways from our conversation with Toby:
Jump into the conversation:[03:18] The value of leveraging senior executives
[06:11] Navigating timing within the sales cycle
[08:22] Managing the fine line between relationship-building and sales objectives
[14:49] Setting schedule boundaries
[18:44] Understanding the role of authentic connections
[24:10] Strategies for building engagement
[29:02] Common pitfalls made when engaging executives in the sales cycle
[31:25] Heather and Steve’s main takeaways
Continue the conversation with these resources:
Connect with Toby Carrington to keep this conversation going.Learn more about Go-to-Market Magic and tune into past episodes at gotomarket-magic.com. -
What are the best and brightest minds in enablement talking about these days?
In this special episode, we’re taking a pulse on the enablement industry and hearing directly from enablement professionals at Seismic’s annual Shift conference — including leaders from Loopio, Sands Capital, Bank of America, UPS, Experian, Proofpoint, and more.
Along with Seismic’s Heather Cole and Steve Watt, they’ll reflect on the topics they wish more go-to-market leaders were discussing, the innovations they’re most excited about, and all things AI.
Here are the key takeaways from this special edition of Go-to-Market Magic:
Leverage AI to boost productivity: The prevailing opinion of AI at Shift 2023 was focused on how embracing AI today will help you automate mundane tasks, free up time for customer engagement, streamline workflows, and quickly and easily create both sales and enablement content.Lean on AI to improve faster: Productivity isn’t the only thing that AI can help teams improve though. Now, teams don’t have to guess at what’s working, they can know. Now, it’s possible for AI to give the entire go-to-market organization insight into what’s happening during a sales call — and how they can better support reps with training, coaching, and content. Maximize LinkedIn for social selling: Some of the most successful social selling programs are being led by enablement teams — and a thoughtful social selling program augments your selling ability rather than limiting you to a short-term transactional perspective.Jump into the conversation:
[01:21] Loopio’s Stephanie White on how AI can make enablers even more impactful[01:51] Ways UPS is using AI to improve efficiency and prioritize their customers
[02:37] Actionable ways to leverage AI for enablement (and how to mitigate common concerns voiced at Shift 2023)
[05:00] Bank of America’s main hope within AI
[12:19] Heather’s main takeaways for the audience on AI
[15:44] Madison Glass on why Experian is a big proponent of LiveSocial for social selling
[20:47] Why social engagement is crucial and what Tyler Murphy at ProofPoint had to say about being a thought leader on LinkedIn
[22:09] Tips for navigating compliance in regulated versus non-regulated industries
[23:27] Heather and Steve’s closing thoughts on rising above the noise, building better social profiles, and leveraging LinkedIn as a tool
Continue the conversation with these resources:
Shift 2023 might be over, but you don’t have to miss it next year. Sign up for the waitlist to be notified when registration goes live! Follow today’s special guests on LinkedIn for more insights like these — Loopio’s Stephanie White, Sands Capital’s Kenneth Lamar, Experian’s Madison Glass, and Proofpoint’s Tyler Murphy. Learn more about Seismic for Meetings, a new Seismic product that ensures sales teams can more effectively prepare, present, and follow up on every meeting and win more deals.Find out how Seismic LiveSocial can help you grow trust and win over customers and prospects alike on social media. Learn more about Go-to-Market Magic and tune into past episodes at gotomarket-magic.com. -
It's time to stop focusing on pipeline growth. Yes, you read that right.
In this episode, Mark Kosoglow, CRO at Catalyst Software, shares his perspective about why you should be focusing on customer success instead of inbound pipeline. It's shaking up the industry by encouraging revenue leaders to truly focus on the incremental value — and revenue growth — that customer success teams can deliver.
Deliver more "moments of impact”: Time-to-value should not be measured as time to achieve maximum value but rather as time to achieve a meaningful moment of impact. Instead of delivering the entire value of your platform or product immediately, you should provide incremental value over time. This method addresses the problem of delayed implementations and demoralization.Align promise makers and promise keepers: Organizations must bridge the gap between sales and customer success. Aligning the teams responsible for making promises with the ones tasked with keeping them can enhance trust, streamline value delivery, and drive revenue growth.Elevate the success of the customer: Mark's approach not only benefits businesses but also transforms the role that customer success teams play. By empowering them to have more strategic conversations and become proactive value partners, they can deliver exceptional results for their customers and their organization.
Here are the key takeaways from our conversation with Mark Kosoglow:Jump into the conversation:
[05:38] Why it’s essential to challenge current sales paradigms
[12:54] Turning operational sales dreams into reality
[18:45] How to change the time-to-value mindset within company culture
[23:36] The division of roles within customer success teams
[25:17] Mitigating the risks of Account Executive (AE) involvement
[27:39] Ways to shift the traditional CSM mindset to a business impact mindset
[33:41] Words of wisdom for aspiring industry change-makers
[36:06] Heather and Steve’s key takeaways
Continue the conversation with these resources:
Focus on people, processes, and technology to forge a stronger, more aligned future for your go-to-market team. Download this ebook for tips on how to do just that. Empowered CSMs deliver amazing value in every interaction. See how to enable their success in this ebook. Learn how Seismic can empower your customer success team with the training, coaching, content, and insights that make renewal rates soar here. Learn more about Go-to-Market Magic at gotomarket-magic.com. -
There’s a lot of talk about how AI can be utilized for content creation and productivity, but how about leveraging it to train your organization?Juliana Stancampiano, CEO of Oxygen Experience, shares her perspective and proposes new ways to harness intellectual resources from subject matter experts. You’ll also learn the importance of creating safe spaces to “fail fast” as you figure out how to use AI effectively and why human skills remain critically important.
Here are the key takeaways from our conversation with Juliana Stancampiano:
Utilize AI to develop learning resources: Preserving the intellectual resources of subject matter experts is valuable for any company. Using AI to help SMEs harness what they know and create learning resources is an efficient way to impart institutional knowledge and improve enablement across the organization.Find the right balance between strategy and action: While AI sales enablement needs to stay firmly rooted in the company’s core strategy, you also have to empower your people to learn and explore new things. Organizations have to learn to walk before they can run, which is why safe spaces for playing with new tools are encouraged.Use AI when it’s needed, not just for the sake of it: AI is still relatively new, and you shouldn’t necessarily have company objectives that require using it just yet. Juliana emphasizes that there needs to be a focus on clarity as we discover ways that we should (and shouldn’t) incorporate AI into business.Jump into the conversation:
[02:17] How AI will impact learning and development
[03:50] How subject matter experts might use AI to create learning resources
[12:29] What the future looks like for learning professionals with AI in the mix
[15:27] The importance of keeping the company’s leadership philosophy and maturity levels at the core of AI sales enablement strategies
[21:24] Why organizations should focus on “better” not “more”
[30:02] Juliana’s advice for learning leaders looking to leverage emerging tech
[33:54] Heather and Steve’s key takeaways from the episode
Continue the conversation with these resources:
Grab your copy of Juliana’s book, Radical Outcomes: How to Create Extraordinary Teams that Get Tangible Results.See how Seismic is pioneering the future of AI in enablement on our website. Want more conversations like these, but live and in person? Join us at Shift 2023 in sunny San Diego from October 23 - 26!Learn more about Go-to-Market Magic at gotomarket-magic.com. -
Sales enablement ensures your sales teams are well-prepared and efficient in their efforts.
Sales evangelism taps into the power of customer advocacy and word-of-mouth marketing.
Both are essential for a business's success by driving sales growth, enhancing brand reputation, and fostering customer loyalty.
Paul Norford, a seasoned enablement expert from Ivanti, delves into the dynamic world of enablement and evangelism in the tech industry and how the two functions are related. In this episode, we discuss the transformative power of revenue enablement, emphasizing the human aspect, storytelling, and adaptability as key drivers of success. Join us as we explore how Paul's innovative strategies help technical sellers and channel partners excel, pushing the boundaries of traditional enablement.
Blend enablement and evangelism: It’s important to seamlessly integrate the roles of enablement and evangelism within a tech organization. By starting with external audiences and making content engaging, companies can later adapt and refine these materials for internal teams, ultimately achieving better results.Measure beyond tangibles: Paul challenges the notion that everything in enablement must be quantifiable. He highlights how focusing solely on easily measurable metrics can stifle innovation and limit growth potential. By embracing immeasurable aspects such as relationship building and networking at events, companies can tap into valuable opportunities that traditional metrics might overlook.Nurture innovation: Organizations should explore adjacent industries and areas to discover common threads and inspiration for enablement strategies. By looking beyond their immediate sphere, businesses can gain fresh perspectives and innovative ideas that can be adapted to their own industry. Ultimately, it helps them stay ahead of the competition and drive success in the rapidly evolving tech landscape.
Here are the key takeaways from our conversation with Paul Norford:Jump into the conversation:
[11:06] Combining enablement and evangelism roles within a tech organization
[13:38] Start with external audiences and later adapt content for internal teams
[18:00] S.L.A.C.C.A.: space, light, audio, camera, clothing, and accessibility
[21:18] The value of enablement beyond tangible metrics
[23:19] The art of telling a good story
[30:33] Building trust within teams, fostering innovation, and looking beyond your industry
[34:42] Heather and Steve’s key takeaways from their conversation with Paul
Continue the conversation with these resources:
Learn more about Paul Norford and his work as an enablement evangelist on his YouTube channel.Read about how to evangelize and champion sales enablement within your own organization on Seismic’s blog. Want more conversations like these, but live and in person? Join us at Shift 2023 in sunny San Diego from October 23 - 26!Learn more about Go-to-Market Magic at gotomarket-magic.com. -
What role does influencer marketing play at one of the biggest B2B software companies in the world?
Find out as Ursula Ringham shares insights from her 10 years building an impactful program as Head of Global Influencer Marketing at SAP. In our conversation, she openly discusses the do’s and don'ts of working with influencers, why it's important to protect their brand and yours, and how to measure impact.
Here are the key takeaways from our conversation with Ursula:
How to leverage influencers for any industry: Learn how you can utilize the expertise of influencers to amplify your brand, even as a B2B company.How to strike the right balance for your brand: Discover why and how to protect both the influencer’s brand, and your own, by allowing influencers to put your messaging in their own words. How to measure impact and convince executives: Reach, impressions, and amplification can help evaluate your campaign's performance, but it doesn't stop there. Learn how to set clear KPIs, benchmark past views and clicks, and measure impact to satisfy your stakeholders.Jump into the conversation:
[06:01] How B2B companies should think about the word “influencer”
[09:22] Compensation and relationship-building with influencers
[11:15] Navigating influencer marketing on different platforms
[18:55] Determining KPIs and reporting metrics to measure the impact of an influencer campaign
[25:59] How to structure your influencer marketing team
[31:05] Where to start if you need to start small
[34:17] Heather and Steve’s takeaways from the episode
Continue the conversation with these resources:
This blog on Seismic.com, Women of Influence in Asset Management, is an example of B2B influencer marketing in the wild. Check it out! See how Reach plc uses Seismic to measure the influence of their content on revenue generation in this video. The best and brightest go-to-market leaders flock to Shift, Seismic’s annual user conference. Join Go-to-Market Magic there October 23-26 in San Diego, CA. Learn more here!Learn more about Go-to-Market Magic at gotomarket-magic.com. -
Traditional training methods for sales teams just aren’t cutting it anymore. Instead, top performing teams utilize technology to level up their sales techniques.
Josh Bersin, a global industry analyst and the Founder and CEO of The Josh Bersin Company, shares his insights on the evolving landscape of sales training and the impact of technology in the sales process. As an industry thought leader in HR and training, Josh also shares his personal experience of emulating successful selling techniques and how technology allows reps to observe and adapt different communication styles. The conversation also touches on the potential for AI in sales and the importance of respecting and enabling salespeople well. Join us as we dive into the fascinating world of sales training and discover the strategies that drive success in today's dynamic market.
Here are the key takeaways from our conversation with Josh:
Traditional training methods are not effective in today's market: Week-long classes are not enough to equip sales representatives for success. Instead, it's crucial to understand what the best sales performers are doing differently and learn from their techniques.Leveraging technology for sales success: Technology plays a significant role in adapting communication styles and identifying strategies that work. Sales reps can observe different approaches, find their authentic style, and easily replicate it for consistent outcomes. Respecting and empowering salespeople for growth and productivity: Sales organizations should view their sales teams as continuous learners and valuable sources of market insights. By providing proper support, resources, and training, companies can enhance rep performance, resulting in higher revenue.Jump into the conversation:
[02:42] Josh Bersin’s experience in sales
[07:52] How sales training provides confidence to overcome challenges
[19:33] Why sales teams should educate customers to simplify their decision-making process
[23:02] How technology helps enhance expertise in a sales team
[27:51] What career progression from sales support to product manager could look like
[31:40] Heather and Steve’s takeaways from the episode
Continue the conversation with these resources:
Read Josh’s book, Irresistible: The Seven Secrets of the World’s Most Enduring, Employee-Focused Organizations, to be introduced to a new way to think about organizational design and employee engagement. Download this training plan template to give your sellers the best possible path to success. New to sales training software? This blog is the perfect introduction to the ins and outs of how it enables reps to ramp faster, improve selling skills, and succeed more often. The best and brightest go-to-market leaders flock to Shift, Seismic’s annual user conference. Join Go-to-Market Magic there October 23-26 in San Diego, CA. Learn more here! -
Want to become a boss at social selling? Our guest, David (D. Fish) Fisher, has a wealth of knowledge about building successful social selling programs — and he’s here to spill the secrets that the LinkedIn experts won’t.
In this episode, Global Social Selling Lead at SAS, David (D. Fish) Fisher, shares the importance of building a targeted and relevant network on LinkedIn rather than focusing on having a large number of followers. Then, we discuss the challenges of building a social selling program within a large organization, setting realistic expectations for social media engagement, and the unsexy, but crucial, work that ensures long-term success in business.
Here are the key takeaways from our conversation with David:
Understand social selling: Reach the right audience through social media. If you’re not targeting relevant people, your outreach won’t have much return. Turn silent observers into high-intent leads by using language that resonates with a smaller group. Ensure long-term success: While creating content for sellers to post on LinkedIn is important, David highlights the often overlooked tasks, such as setting goals, creating effective dashboards, and optimizing LinkedIn profiles.Focus on the basics: Find individuals with the right mindset and empower them to be examples for others. David also stresses the significance of capturing success stories and understanding the qualitative aspects of social selling.Jump into the conversation:
[05:00] The importance of building a network of relevant connections
[07:40] How to engage with people who are lurking and just reading content
[08:19] How to set realistic expectations for social media engagement
[17:00] Why you should speak in terms that are relevant to sellers
[24:08] The importance of "unsexy" work for long-term success
[30:46]: Heather and Steve’s takeaways from the conversation
Continue the conversation with these resources:
Get one of David’s bestselling books. Networking in the 21st Century on Linkedin is particularly applicable to today’s episode. Read this blog on how to incorporate social selling into your sales process. Watch this on-demand webinar on building trust and engagement with social selling. (P.S. It features someone you might be familiar with — our host and resident social selling expert, Steve Watt.) Join the best and brightest go-to-market leaders at Shift, Seismic’s annual user conference. Join Go-to-Market Magic there October 23-26 in San Diego, CA. And finally, see how Seismic helps sellers engage across digital channels in this short and sweet video. -
Driving revenue growth in today's ever-evolving global market is no small task, but equipping yourself with innovative enablement strategies can make a world of difference.
Georgia Watson, Sales Enablement Leader, Australia, South East Asia, New Zealand, Korea at IBM, shares her experience cultivating enablement innovation in both EMEA and APAC regions, using data and dialogue to understand the influence of local cultures. The discussion also touches on an exploration of design thinking as a problem-solving framework, the importance of personas in understanding user needs, and Georgia’s own experience with launching a pilot program that failed.
Here are the key takeaways from our conversation with Georgia:
The power of edutainment: Engaging employees through entertaining educational content proved to be highly effective in boosting team collaboration and knowledge.Understanding cultural nuances: Enablement program success relies on understanding cultural differences. Georgia shares tips on how to adapt your learning, coaching, and feedback strategies accordingly. The role of design thinking: Applying design thinking methodology is one helpful approach for innovation in sales enablement. Facilitate effective problem solving by understanding user personas and keeping the user at the center.Jump into the conversation:
[01:10] Who is Georgia Watson (personally and professionally)
[08:22] Why innovation is critical to capturing total attention while learning
[16:33] How a failed pilot program revealed cultural nuances and learnings
[20:40] Why we need to consider diverse geographies, cultural factors, and local context
[28:28] How to use data and conversation to gain insights and understand perspectives
[30:30] Heather and Steve’s takeaways from the episode
Continue the conversation with these resources:
Learn how to scale and prioritize the process of sales enablement planning in this in depth article on seismic.com.Consider Seismic Knowledge for just-in-time enablement, empowering your team with the answers, documentation, and assets they need — right in their moment of need.Shift is where the best and brightest go-to-market leaders go to grow. Join us October 23-26 in sunny San Diego, CA. - Visa fler
