Inside: Sales Enablement (Scott Santucci, Brian Lambert, Erich Starrett)

Welcome to the Inside Sales Enablement Podcast, Episode 23

Sales enablement leaders work at the intersection of sales leadership, marketing, product, and operations to help engineer and elevate sales conversations. 

As Sales Enablement pros work across these stakeholder groups they often experience very high expectations, leading to challenges and friction if not handled well.

If you are a sales enablement professional, you know there are a lot of people to serve. You also know that they aren't all your customers, and you can't treat everyone who wants something the same. So, the question is, how do you parse people out? Who do you listen to?  

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

Brian Lambert and we are the sales enablement insiders. Our podcast for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49

Together Brian, I've worked in over 100 different kinds of sales enablement initiatives as analyst, consultants, or practitioners. We've learned the hard way what works and maybe more importantly, what doesn't.

Brian Lambert 01:03

That's right, Scott. And today on this show, what we're going to discuss everybody is, who is the customer of sales enablement? That's right. It's a kind of a Zen question, but who is our customer? And as usual, we're going to start with a centering story. Give our episode of scene. So, Scott, what do you have for us?

Scott Santucci 01:22

Well, I feel like I'm going in a way, way, way forward machine here with a story that starts in 1958, not 1858, if you've been listening to our our show. In 1958, the executives at Ford got pretty much religion on this, this new thing about market research. So, if you've been following maybe watch madman and you realize that, you know, the advertising industry was really starting to evolve in the late 50s and early 60s, and that's actually a true thing. And they started doing market research. And the executives at Ford got this great idea. What if we did market research to design a car? Makes sense, right? So, they surveyed lots of users or lots of cuts or users, that's a modern term, lots of customers about what they want to see in a car. And they design this car based on this feedback of all these people, they're going to get massive market share because they made sure that they got every type of person involved from older people, people with families, single single people, people want to have people who wanted to, you know, a family environment, took all that information. And they designed a car for everybody. And they roll it out expecting marriage is going to clean house and dominate market share. You know what the name of that product was?

Brian Lambert 02:57

Was it the Edsel?

Scott Santucci 02:59

It was the Edsel yeah, and the Edsel claim by 1960. By 1960 they pulled it...

On the eve of the Sales Management Association's annual Sales Force Productivity Summit right here in the ATL at Emory University (NEXT week! March 12-13th ...use promo code TAGFAM for nearly half off at salesmanagement.org) SMA founder and commander-in-chief @Bob Kelly joins me to discuss the past, present and future of enablement through the lens of a globally recognized ambassador of Sales Management.

HIGHLIGHTS from the SHOW:

• The first time bob heard Sales Enablement was from John Aiello and his partner Drew Larsen at the Savo Group in the late 90s/early aughts. They had created a system for distributing content, they called sales asset management. Craig Nelson of iCentera was doing this as well.
• At that point Bob saw Sales Enablement chiefly as a solution for marketing.  Due to Sale's uncertain agency marketing couldn't really see nor control what the sales force was doing with their content and feared much of it was going to waste.
• The Sales Management Association tends to be more broadly sales effectiveness focused, but they have had sales enablement sponsors / underwriters co create content with them including Brain Shark, Highspot and Seismic.
• Bob's appeal on behalf of the SMA to those who have a niche focus in sales enablement / supporting the sales force is to learn about the bigger, broader issues affecting sales leadership, sales governance.
• "(At the SMA) we try to put our arms around a very diverse membership with that basic proposition, learn about the big ideas and get a broad understanding. A liberal arts education about what it means to work and to manage the sales function."

QUOTES of NOTE:

• "A criticism of sales enablement that I have that it's too overreaching in its scope and definition. Only because it's poorly defined."
• "I would like to see sales enablement making better managers.  That should be the charter."
• "The traditional function of sales management,  a nanny function of supervising, making sure people are doing the right things in the right spots, it's largely a problem we automate now. So this has at least in theory, freed up some capacity to focus on more substantive things like making the sales organization better."
• "Our research shows on average, large sales forces reorganize every three years. And often that's in response to this fundamental need to change how the sales organization delivers value."

Don't wait - hit PLAY! - to hear about all of the above

...and so SO much more.

Join in the journey with curiosity

alongside those courageously treading

the past, present, and future frontlines

of a growing function and global profession.

Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation! 

ORCHESTRATE Sales!

Let's #ElevateEnablement TOGETHER!

Erich

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement...

Welcome to the Inside Sales Enablement Podcast, Episode 19

The first Sales Enablement Summit was held in September 2019 and Inside Sales Enablement was there. Held in San Francisco, it attracted Sales Enablement leaders from the world’s largest companies and exciting startups to share success stories, experiences and challenges of the people actually doing the role.

Companies presenting included Yelp, Salesforce, Workfront, Oracle, Lyft, Sage, Progress Software, Pluralsight, and Zendesk.

Brian was one of those keynote presenters and blew away the audience with his talk that included: interactive exercises, findings from you - insider nation, some frameworks from Scott, mixed in with his own personal experiences. 

In this episode, Scott unpacks the lessons learned and the overall experience so if you didn't get to go to the conference, you will be able to get something out of it. 

Some observations the guys discuss 

1) Three of the keynote presenters are still using the original Forrester definition of sales enablement 

2) Individual contributors, program managers, or department builders: What type of sale enabler are you?

3) The state of sales enablement

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence and increase span of control within their companies.

Scott Santucci 00:48

Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives, analysts, consultants who are practitioners, we've learned the hard way what works and maybe what's most important, what doesn't Yeah, and I podcast is different. We actually are spending a lot of time talking to our listeners. And what they're telling us is they appreciate our conversational format and how we're talking real issues. We're sharing the insights that we're learning from what's happening right now. And on this podcast today, we're going to talk about the sales enablement summit, which is the first ever sales enablement summit in San Francisco and that was here in September of 2019. And I Brian, were able to actually give a presentation and a keynote at that event, and I thought it would be good to debrief with that live with Scott because we haven't talked about it much. Thank you, Brian. So, the what we'd like to do here at insider nation for you our insiders is give you up to keep you up to speed on the things that are going on in the conversations but also the events to says I wasn't there. I have a bunch of friend’s questions that I want to know from Brian, and I'm sure you do, too. So, the first thing that I'd love to do is, you know, at a high level, I'd like to know, tell me about the event, Brian, you know, so what was this function? Who were the type of people there? What was the mood? Describe for me, you know what it was like? Because I want to know. All right,...

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On Episode 5 Sales Enablement Society Fore-founder and Entrepreneur Craig Nelson joins Erich Starrett in the OSC Studios to go in the wayyy back machine to a coffee shop in 1998 when he registered the domain Sales Enablement dot com and remembers wondering "do I reserve it for one year or three?"

He breaks his journey down into three generations of Enablement history:

• Gen 1: Centralized Sales Content Thing (2003-2013) 
• Gen 2: Content Packaged with Training, a Sales Thing (2013-2023)   
• Gen 3: Sales Execution Across Buyer Journey, a Sales & Customer Success Thing (2024 - ) 

Please take a listen (and subscribe to!) the podcast to hear about all of the above, and so so much more.

Let's Elevate Enablement TOGETHER!

Join in the journey at OrchestrateSales.com/podcast

Mentioned in this episode:

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

Welcome to the Inside: Sales Enablement Podcast, Episode 41

In this episode Scott King joins the show to help "dissect" the revenue engine and discuss the wins he's accomplished in partnership with product, marketing and sales teams to drive profitable growth at his company.

We tap into their shared experiences to discuss the revenue and profitable growth "anatomy" that exists within companies and how sales enablement leaders can help decrease seller burden and elevate sales conversations at scale in partnership with sales leadership.

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession. Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:34  

I'm Brian Lambert. And I'm Scott King. And we're the sales enablement insiders. This podcast is focused on helping you be successful overcoming sales complexity, so that your salespeople can be more effective in the market. If you're an enablement leader, looking to elevate your function, expand your sphere of influence, and increase your impact with customers. You're in the right spot. Thanks, Scott. Those of you who are longtime listeners, you heard that right. That was Scott King, not Scott Santucci. So Scott King, are you ready to take the guest host spot today? Yeah, man. I'm excited. I'm jumping into the co host seat so we can put Scott Santucci on the hot seat. I want to talk to him about engineering sales conversations. That's cool. Yeah, we've got to Scott's on here so we're gonna have fun and Santucci. Are you ready for this? We're all friendlies here.

Scott Santucci 01:24  

I love the I love the script. It says say something witty.

Scott King 01:29  

Say something.

Scott King 01:31  

I watch God Scott.

Scott Santucci 01:33  

That's a lot of pressure. Uh, are you excited? I'm excited. Yes.

Brian Lambert 01:36  

All right, cool. Simmer down. Alright, so the reason why I've got this scripted is because I want to brag on Scott King. And usually what we do with leaders is where we first met them with their origin story is so Scott King and I go back a little bit, but he actually goes back to Scott Santucci even further and that was when Scott Santucci was at Forrester. And there was a conference in Phoenix, where Santucci was talking about sales as an ecosystem. And he had a keynote around the selling system. And for those of you at that event, he had this interactive exercise to map out your company's selling engine using like stickers on a on a board. And it was a big risk because people loved it or they hated it. And it was pretty cool. Since I had gone through this process of moving through and to a different company. I actually didn't meet Scott King at that event when he met Scott Santucci.

I was actually in North Carolina. I had reached out to Scott King. He's at a company called progress in Raleigh, and him and I started having conversations and I told him about podcast and he I said, Hey, do you know, Scott Santucci? And he said, Oh, yeah, I remember him from Phoenix and, and so as I got to know Scott King, I realized that these guys are kindred spirits. Scott Kane's been in sales management. He's been a seller. He's actually done...

Welcome to the Inside: Sales Enablement Podcast Episode 43.

Let's Celebrate!

Join 5 Sales Enablement Insiders and to talk through the past 12 months. In the last 12 months, 14,600 listens from 46 countries. instead of going back and reviewing all our shows again and creating some sort of review, we crowd sourced it. And you're invited to the party!

Hear their top episodes, and how they action the podcast in their organization. Also, get the "inside scoop" on what we did behind the scenes!

Here are some other stats from the podcast thus far:

• Listeners from 46 Countries. 
• USA represents 72% of listens
• When people listen: Mon – Thurs around 1pm
• Monday is our biggest listening day

Joining us to celebrate on the Anniversary Show:

• Erich Starrett, CRO / Director of Business Development @ETA and President of the Atlanta SE Society
• Sarah Fricke Senior Manager, Global Sales Enablement @ RingCentral
• Meagan Davis, Sales Enablement Manager at CyberArk
• Amy Benoit , Founder and Chief Consultant at AllPropos specializing in organizational design and strategy consulting
• Bill Ball, Director of Learning and Development at Disys and SE Society Exec Board Member

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:06  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to your company? other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:38  

I'm Scott Santucci, Brian Lambert, and we are the sales enablement insiders.

Scott Santucci 00:44  

Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives, as analysts, consultants, or practitioners, we've learned the hard way, what works? And maybe what's more important, what doesn't.

Brian Lambert 01:10  

Welcome to our first anniversary show. It's the Year in Review everybody.

Unknown Speaker 01:15  

Yeah.

Brian Lambert 01:19  

So thanks for joining us. And I wanted to start the show by saying thank you so much insider nation for being listeners of our show. We started this exactly a year ago, this week, when this episode drops, it will be one year, and it's been quite a ride. We started out like trying to figure out how many of these we could do. So I've listened to this show a lot. And I said, Okay, well, Scott, how do we do an anniversary episode. And I wanted to really take it through here and say, I can go back and listen to everything or crowdsource it. So I am going to crowdsource it, you guys heard a little bit of an audience a little bit of a crowd. And I'm excited to introduce these folks that have joined us, for our insider nation. And it's our open mic podcast. And we're going to have them chime in. So I know you guys like stats, and I know Scott love stats. So let me let me give you the download here on what's been downloaded. I think you're gonna appreciate it in the last 12 months,...

Welcome to the Inside Sales Enablement Podcast, Episode 28

This is part 2 of 5 in response to the global COVID-19 pandemic, specifically tailored to sales enablement.

In words of Wayne Gretzky "Don't go to where the puck was, skate to where it will be" 

Our COVID response plan is designed to help you prepare for where the puck will be -- when the economy comes back.

We're bringing back the pane of experts to provide you a well rounded, thoughtful perspective so you can lead and make an ongoing impact in your organization, and with your sales team.

Panelists include:

• Dr. Howard Dover, Professor from UT- Dallas 
• Kunal Metha, Operations Principal at TCV private equity 
• Lindsey Gore, Consumption Sales Executive, Microsoft 

In this episode (2 of 5), we cover:

1) What advice are CEOs and private equity firms sharing 

2) The economy of the past covered a lot of inefficiencies was are in a state of reconing.

3) How important it is for someone to "stitch' together activities. 

Our agenda for this podcast series in response to the global pandemic has five parts:

• Part 1 (Ep27): What is really happening in the market?
• Part 2: (Ep28): How are companies likely going to respond?
• Part 3 (Ep29): What can Sales Enablement leaders do?
• Part 4 (Ep30): What are your peers thinking and doing?
• Part 5 (Ep31): How do we lead our teams, our companies, and our initiatives to help sellers be successful?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:35

Im Scott Santucci.

Brian Lambert 00:36

And I'm Brian Lambert and together were the sales enablement insiders. Today we're going to do a special edition to help our audience be the most equipped and prepared to navigate these trying times, insider nation. This week, we actually hit 10,000 listeners from across the globe. I'm super excited about that. We've had listeners from 15 different countries and on seven or eight Major podcast platforms. So, thank you so much for that. And thanks for continuing to provide us feedback over at www.insidese.com so in this particular episode, Scott and I are continuing to record a four-part series with our distinguished panel of experts. Before I hand it over to Scott, I wanted to remind you that we've convened this lively discussion and debate with an academic thought leader, a top performing salesperson, a portfolio leader to some of the biggest names in technology, and also shared our analysis and synthesis of what we're seeing in the context of the COVID-19 Global virus. Why did we do this? Well, it's simple. It's to help you lead your team and make an impact while adding strategic value to your leadership and organization. Changes are going to happen, and you need to skate to the puck. So, let's recap in part one of our COVID-19 series that was Episode 27. We framed out the landscape and capital the current economic times to...

Welcome to the Inside Sales Enablement Podcast, Episode 42

In this episode, we're joined by Erich Starrett, President of the Atlanta Chapter of the Sales Enablement Society.

We engage in a lively, candid discussion introducing "the five flavors" of Enablement #Orchestrator: Talent Enablement, Message Enablement, Pipeline Enablement, Organizational Enablement, and Commercial Enablement.

We also discuss the differences between generating data and creating insights. These factors have massive implications for Sales Enablement Leaders looking to Orchestrate across functional groups.

Why? Because:

1. Gathering multiple perspectives by "shaking and sorting" each person's perspective into patterns that others can agree on is absolutely critical to orchestrating.
2. Confirming those patterns while gaining commitment to act, and factoring in the current "mental maps" of others and how they see the challenge is required to enrolling others.
3. Unifying action through clarifying where people "Get to yes" and then synthesizing the information into 2-3 executable insights are required to gain traction with important initiatives.

Scott and Brian followed this process for the State of Sales Enablement Research. That's why listening to this episode is an important ingredient to your future success. Data just doesn't provide this level of current state reality -- Data is simply too far in the rear-view mirror.

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

Mentioned in this episode:

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

Welcome to the Inside: Sales Enablement Podcast Episode 52

What happens when you get people together remotely or in-person to build something to "help sales sell?". Take an Insider's look at what it takes to navigate internal perspectives, challenges, and vision to co-create value together.

Imogen and Doug join the guys to discuss their work. They provide real-world examples that illuminate and provide structure to the challenges they overcome while working with marketing, sales, and product groups. You'll hear a lively discussion about what it means to orchestrate by blending together both strategy and tactics to simplify sales while achieving business objectives.

Take a listen to learn more about:

• Why orchestration is valuable to executives
• What orchestration "looks like" to the leaders involved
• Ways to overcome internal bias and people who want to "steamroll" the solution
• Overcoming siloed thinking by creating clarity through the work

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:47  

Together, Brian and I have worked on over 100 different kinds of sales enablement, issues as analysts, consultants or practitioners. We've learned the hard way what works and maybe most Importantly, what doesn't?

Brian Lambert 01:01  

That's right Scott. And our focus is on you. The sales enablement orchestrator. As you know, as leaders in your business, you need to develop specific characteristics that we've been calling Orchestration, we want you to understand what it means to help clarify the measures of success. We want to give you examples, Orchestration looks like as you you operate in the gap between strategy and execution to do both at the same time. And we want to give you confidence to engage up down and across your organization to help with that and breathe life into this concept of Orchestration. We actually have two guests with us today, and they've been on the show before, but they're also helping and they're very passionately involved in clarifying the role of sales enablement, as orchestrating role and what it means to be an orchestrator. So we've got Imogen McCourt and Doug Clower joining us today. Hey guys, how you doing? Can you introduce yourself?

Unknown Speaker 01:54  

Certainly, Brian and Scott. Thanks for having us on again. I guess we didn't do too badly Last time, so we get to come back and do a little bit more. Anyway, my name is Doug clower. I'm a, I'm a global enablement director and and I'm an orchestrator to I guess that's the best way to describe it. I'm passionate about this. It makes so much sense. And it does give so much value to the companies that we work with. So thanks.

Unknown Speaker 02:19  

Yeah. And I'm imaging McCourt, and it's lovely to be back, spending some more time with you chaps, I co founded an organization called and grow.io. And we focus on helping companies with the business of sales, helping the senior executive team understand exactly how they...

Welcome to Inside Sales Enablement, Season three, where we take a leap into the enablement time machine and...

> Take a look back with those who played a part in enablement history.

> Pause in the present and hit on a few modern themes

> And then shift our focus to the future and what it may bring for enablement teams.

Hello and welcome! I'm Erich Starrett. I started out as an ISE "Insider Nation" devotee of Sales Enablement Society founding father Scott, Santucci, and trailblazer Dr. Brian Lambert. I then collaborated with them to build OrchestrateSales.com, the global home for the podcast and related resources for Enablement Orchestrators and sales enablement history.

Why? Well as a sales enablement history nerd with a passion for the continued elevation of the profession. I see it as the Sales Enablement Smithsonian and, more specifically, an opportunity to serve you - the global enablement community.

Together, we will revisit the wisdom of the treasures therein as well as uncover some new ones with a series of special guests, which may even include you.

The foundation of cross-functional and enablement orchestration was established in the three founding principles signed into existence by the hundred-ish fore-founders of the SES back in Palm beach in 2016, for which this week in the studio is the seven year anniversary.

So in celebration after a year of hiatus, we're knocking the dust off the orchestrate sales.com property.

In the first episode we had Sales Enablement Society founding father Scott Santucci as our special guest, focusing on before the SES and how it almost didn't even exist.

Today, Scott rejoins me in the orchestrate sales studios, as we land alongside the a hundred-ish, fore-founders in Palm beach, back in November of 2016, where, and when the Sales Enablement Society officially began.  

Mentioned in this episode:

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

In this episode , we're joined by Brian King. Sales Enablement leader who brought a cross-functional team together to develop and clarify the value of his team at Intercontinental Hotels. In this podcast, we talk through bringing together cross-functional leaders (all who have a myopic lens of "value") as well as understanding the commercial ratio and how to leverage to elevate the strategic conversation and strategies.

And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci.

Brian Lambert 00:36  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies

Scott Santucci 00:48  

together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.

Brian Lambert 01:02  

Our focus is on you as sales enablement leaders and orchestrators as a sales enablement orchestrator, you need to develop specific skills to blend both strategy and tactics together to help your company succeed. As you work across the sales and marketing, you're also bringing together a lot of different inputs, and you're turning those inputs into value for your company. As usual, we have a centering story, Scott, what do you have for us today?

Scott Santucci 01:27  

So our centering story goes way, way, way, way back.

Brian Lambert 01:31  

usually say that it doesn't isn't that far. Either way.

Scott Santucci 01:35  

With that.

Brian Lambert 01:36  

When you add all the emphasis you blow it that it's not that far back.

Scott Santucci 01:41  

We have the benefit of actually knowing what the story is because I'm including you on this one. So that's a little unfair. I'm using

Brian Lambert 01:47  

the fact that I'm not in the dark this time.

Unknown Speaker 01:50  

Exactly.

Scott Santucci 01:52  

But so we've we've had stories that go way back as I remember around BC period, BC when we talked about the invention of improv.

Brian Lambert 02:05  

That's right.

Scott Santucci 02:06  

That's how far back we've gone. So this time, we're going all the way back to episode six gaven, episode six of our actual podcast. So how modern are we getting here? So if you haven't, if you haven't listened to Episode Six, you probably shouldn't do it. It's we published this in in June of 2019. And there's actually a funny story about that. What...

Welcome to the Inside: Sales Enablement Podcast Episode 46

There is a whole class of leader working in the gap between strategy and tactics, to blend together the right programs, actions, and processes to achieve outcomes -- often with people who don't report directly into them.

In this episode, we're joined by Cathy - a sales enablement leader working in her company to bring together groups of people to drive outcomes.

In this engaging discussion, we discuss:

• The value of orchestration to the sales organization
• Working with line managers who have the resources
• Enrolling people to achieve an outcome
• The difference between orchestrating teams and individuals
• The blend of strategy, process, technology, and information
• Examples of orchestrating people and groups
• The differences between project management and orchestration

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci.

Brian Lambert 00:34  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's most important, what doesn't.

Brian Lambert 01:02  

Thanks, Scott. And on this show today, what we're going to do is we're actually going to go back a couple months and we're going to talk through the state of sales, Nyland research but more importantly, the the findings presentation.

Scott Santucci 01:13  

Wait only a couple months last podcast, we went back to 1217. Oh, no.

Brian Lambert 01:18  

I know, I shouldn't say we're going back at all, because Dallas is nothing for you. That's right, it feels like forever ago in a way because we've been actually producing a lot of content podcasts panels, we had our one year anniversary celebration, we're now in season two. And but what I wanted to do Scott is actually bring a listener on we have Kathy that's going to join us here. And what I wanted to do is just talk through the findings presentation, because not all of our listeners were on that. And the reason why I want to do that is it's it's the executive summary of what's happening in the sales enablement space, and more importantly, where it's going. So we're not going to recap all the panel discussions in all that listeners can listen to that. But more importantly, how does this land from a sales enablement leader perspective, like we have on the show here today? And how is this being internalized in action? If at all, right, because the findings in and of themselves are great, but how do people process it? And what do they do with it? So I've got Kathy joining

Scott Santucci 02:22  

me here. Before we do that, let's just remind our listeners. So what is Brian talking about?

Laying the foundation is critical to Sales Enablement Orchestrators. Laying the foundation is a foundational step to create the survival kit for an enablement leader. It's absolutely mandatory for the enablement leader.

In this episode, we're joined by Tamara Schenk. Tamara talks with us about the blueprint Sales Enablement Orchestrators need to create with all teams and roles that are involved. Laying the foundation requires approval by senior executives so that this is your blueprint you're going to achieve.

Laying a foundation is not an exercise you do for somebody else, it's not something you you do for finance or controlling. And it's definitely not filling out a form. That's the absolute the last step, when you put all the pieces together. It's a creative process of creating the blueprint you need in your organization, in your context, where you're currently at to achieve your goals. You You have to achieve an enablement to meet your company's sales objectives.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci,

Brian Lambert 00:35  

Brian Lambert, we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies

Scott Santucci 00:48  

together, Brian and I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.

Brian Lambert 01:01  

Our focus is on you as sales enablement leaders and orchestrators as an orchestrator, you need to be able to blend both strategy and tactics in order to execute. Our goal on this show is to help clarify the metrics of success, provide examples of what that looks like, and give you confidence to engage up down and across the organization. As always, we start with a centering story, Scott, what do you have for us today?

Scott Santucci 01:25  

Okay, so today's centering story, the timeframe on this is 1400 1400. Okay, got it. It was it was it was imagine that a little imagine that in 1400. And Florence, the Republic of Florence commissioned a whole bunch of sculptors, because to celebrate, hey, you know, we're done with the plague. I thought this was a little time, like, given where we are today. Maybe some wishful thinking with maybe, maybe co it would be over. Yeah. And one of the people who was commissioned one of the sculptors that was commissioned is someone we've talked about on the show before Brian, who might

Brian Lambert 02:05  

have a, I don't know, we've talked about so many Italians for some reason.

Unknown Speaker 02:12  

I know a lot of times, um,

Brian Lambert 02:16  

my favorite though, was vilfredo Pareto.

Scott Santucci 02:19  

So his tamaraws that's a little foreshadowing. Okay. Uh, well, it's one that you brought up

Brian Lambert 02:27  

to Vinci. Oh, Which one is that? Oh, um, I don't know. I can't remember. Man. You stuck in me. I love it. So it's 55 shows in man,

Scott Santucci 02:37  

the lipo...

Welcome to the Inside Sales Enablement Podcast, Episode 36

We here at inside sales enablement are dedicated to making sure listeners are successful overcoming the complexities in their own companies so that they can keep more effective in the market.  there are many names used to describe what that, and we've been calling it sales enablement for the last 12 years

As a continuation of our State of Sales Enablement panel series, we created a “guest analyst” program. These panelists are super engaged. They are really spending time on the data, and they're here to share their thoughts on the data.

In this episode, our guest panelists include:

• Barry Shields, Director, Customer Experience Training & Enablement, Avalara
• Garth McKinney, L&D Sales Consultant Red Hat
• David Somers, Director Field Enablement GitLab

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci 

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders.

Scott Santucci 00:39  

Hello insider nation Welcome to Insidesalesenablement.com the only destination that is designed specifically for veteran sales enablement practitioners. Brian and I are doing our part to combat all of the fake news and Saikal snake oil peddlers and the deafening hype noise out there in the marketplace. We're excited to share with you yet another special edition episode as part of our state of enablement study. Before turning it over to Brian to introduce our great panelists. Let's review how we got here so far.

In mid-March, we had an amazing COVID-19 response panel. That included that included Dr. Howard Dover from the University of Texas, Dallas, Kunaal metho, an executive at private equity firm TCV and Lindsey Gore, who is a rep salesperson at Microsoft, in the strategic accounts area. And her job was really to keep us all honest. I love that. Any rate, if you'd like to listen to what motivated to our state of sales enablement study, go into our archives and listen to episode number 28. And pay particular attention, particular attention to the part where kunaal is talking about the need for sales enablement leaders to stitch together programs, how it's not happening in pretty much any company. And what kind of friction it creates, from the point of view of investors, you're going to hear what inspired this whole study the state of sales enablement. So how do we get here, what we get is coming off of that insight, we decided, boy, we really need to investigate what's going on here. So we crafted a survey. And the survey was really designed to capture the voice of sales enablement, leaders. We had a 12 question surveys, and most of them were open into questions.

So if you know anything about building surveys, it's generally really, really, really, really, really, I could go on but I think you get the point hard to get people to respond to open-ended questions, let alone a survey that's mostly...

ISE Season 3 is focused on the past, present and future of Enablement History. And timed perfectly as we just celebrated the seventh anniversary of the official signing of the Sales Enablement Society into reality by the ~100 SES Fore-founders in Palm Beach, November of 2016.

For Episode 3, Paul Butterfield, President of the Executive Board of the (as of recently) Revenue Enablement Society joins us on the Orchestrate Sales Property and shares his take on Enablement History:

⏪ BEFORE the Sales Enablement Society:

❇️ Building out the enablement function for multiple companies including Vonage, Instructure, and General Electric's CoE.

❇️ Googling "Sales Enablement" and being introduced to the research of Scott Santucci

⏯️ Paul's introduction to the SES via Jill Rowley and ultimately getting involved locally.

❇️ A review of the three founding positions and how they, in part, solidified Paul's findings from having built Enablement programs organically

❇️ A peek "behind the scenes" at the catalysts, current events, and decision making process that informed the executive board's transition from the SES to the RES

⏩️ Paul's take on the present and future of Enablement and his personal mission to empower enablement through the lens of Customer Journey

❇️ Enablement has yet to fully embrace and apply "business within a business"

❇️ The impact and opportunity of A.I.

❇️ A challenge for all to embrace becoming Enablement Challengers vs. Waiters

❇️ Drop the "ROI calculator" and rather focus on reasonable correlation to results

Mentioned in this episode:

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Welcome to Inside: Sales Enablement Episode 63

How do we make sales today and one of the things that we need to concentrate on is selling the value of what is actually value mean in the first place? No human being on the planet can live without water. But water is cheap, and prevalent, and inexpensive in most places. Whereas none of us need diamonds to survive. But diamonds are expensive. So what actually is value?

In this episode, the guys are joined by Jen Burns who runs sales enablement globally for IQVIA. The reason the concept is so important today is as we move into a digital into the digital economy where customer experience becomes so vital.

The key questions you must be able to help your sellers answer are: What actually is valuable? Is the product and service that you have, is that what is valuable? Or is it the outcome the customer achieves? Is that what's valuable. That's what we're talking about today.

AUDIO TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci.

Brian Lambert 00:36  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49  

Together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't.

Brian Lambert 01:03  

And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization. And as usual, we have a centering story. So Scott, what do you have for us today?

Scott Santucci 01:34  

So I'm going to lead with a quote, and I'm going to ask you to see if you can think place the quote and the time period.

Brian Lambert 01:42  

Okay.

Scott Santucci 01:44  

Here's the quote. Why is water that is vital for all life. cheap. And diamonds are so expensive.

Brian Lambert 01:56  

Isn't this say? Something tells me that this is like the 1980s or something that a technology reference like a Steve Jobs keynote or something?

Scott Santucci 02:06  

Close?

Brian Lambert 02:06  

It is

Scott Santucci 02:07  

very close. Yes. It's Aristotle. And it's about 300 BC. You were right. Close. My hopes

Brian Lambert 02:17  

only to bash it upside that. Okay. Well, fine. Aristotle's a smart dude. I can get go for that.

Scott Santucci 02:22  

I guess he's Steve Jobs. Yes. And essentially, he's got, you know, big thoughts.

Brian Lambert 02:27  

And they probably are more like sandals.

Scott Santucci 02:29  

There's the close part. So why are we talking about this and diamonds, around the time of Aristotle, many of...

Welcome to the Inside Sales Enablement Podcast, Episode 35

Continuing the ground-breaking series on the State of Sales Enablement, the guys bring industry trailblazers together to discuss the survey data and open-ended responses from over 100+ respondents.

This is the 3rd panel discussion, and it's incredibly insightful. The panel discusses three critical questions:

1. Having looked at the survey findings, what are a few things that stood out for you?
2. What was your favorite question, and why?  
3. What do you see as the future of sales enablement from here?

The panel podcasts guests are:

1. Sheevaun Thatcher, CPC, Head of Sales and Global Enablement, RingCentral
2. Imogen McCourt, Sales Enablement Leader & Advocate
3. Doug Clower, Head of Enablement, MicroFocus

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to let us know what you think, collaborate with peers and sign up to be notified of new releases, updates, and news.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci.

Brian Lambert 00:36  

I'm Brian Lambert and we are the sales enablement insiders.

Scott Santucci 00:40  

Hello insider nation, we're excited to bring you yet another star-studded panel. This time it's of your peers and part of our continuing state of sales enablement project. We hear it inside sales enablement are dedicated to making sure our listeners are successful. Overcoming the complexities in their own companies so that they compete more effectively in the market.

There are many names used to describe what I just said. We've been calling it sales enablement for the last 12 years COVID was a wake up call for Brian and I and hopefully it was for all of the rest of you and inside our nation. And we answered that call first by launching an amazing, absolutely amazing if you haven't had a chance to listen to you need to listen to it, our covert panel which we broke down into five parts because it was so rich on that we had Dr. Howard Dover from the University of Texas Dallas, we had Kanaan metha, who was a partner at TCP private equity, and Lindsey Gore, one of the top reps at at Microsoft and we had her on to keep us honest. So you know, so we won't go veer off into theoretical land. Something can all share with us in part two, you should go listen to that episode really caught our attention. He was talking about the growing gap between What investors want to see and how poorly the sum of the parts in the commercial process sales and marketing are, and that this alignment or this connective tissue isn't happening, cannot mention that that was the responsibility of sales enablement. And they don't see it anywhere happening in any of their portfolio companies.

So that was a big wake up call. And I thought, geez, we need to investigate that further. So we launched a survey to get the feedback from sales enablement practitioners, and we challenged you inside our nation to help us out. We thought, Hey, we're going to ask open ended questions, we're going to get a lot of subjective feedback, so that we can piece together what's really happening. We thought that if we got 25 responses that would be enough or suitable to give us a really good perspective. So we challenged...

Welcome to the Inside: Sales Enablement Podcast Episode 45

A Sales Enablement Orchestrator and Sales Enablement Insider joins our show to talk about blending strategy and tactics. Doug Clower is a 20 year Sales Enablement veteran with orchestration experience in companies like MicroFocus.

Doug joins the podcast to talk about the changing sales landscape and how Orchestrating success with sales, marketing, and operations leaders requires bridging the gap between their company’s business strategy, and the way customers need to buy.

This creates space:

• Between your company and your customers
• Between your growth plans and activities to drive quarterly results
• Between accomplishing goals and driving daily priorities
• Between the sophistication of know-how and the simplicity of action
• Between managing individual contribution and customer experiences
• Among specialized functional departments

Companies are structured in hierarchical functional silos making them unable to react quickly to the business landscape.

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:33  

I'm Scott cantucci, Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49  

Together, Brian and I have worked on over 100 different kinds of sales and a one end initiatives as analysts, consultants or practitioners. We've learned the hard way What works? And maybe what's more important, what doesn't?

Unknown Speaker 01:04  

That's great. I guess it's been really hard lately.

Brian Lambert 01:08  

That's got to take us up with a centering story. We're bringing back our centering story, a couple of podcasts and panel discussions and our listeners are clamoring for a story, Scott, I think it's time to go back in history. I can feel it. What do you got for us?

Scott Santucci 01:24  

Well, this time, we're gonna have to go way back the Wayback Machine. And I'd like us to imagine what the year 1271 was like.

Brian Lambert 01:35  

Wow, yeah.

Scott Santucci 01:37  

Good times, right. This is pre pleg. Europe, by the way. So good, you know, good stuff. In 1271, a 17 year old left Venice, with his father to go off to China. And who was that person? Well, that's what people today know as Marco Polo, and Marco Polo is not famous for that pool game. Follow. That's, that's not what he's about. That's not what he's famous for. He's actually famous for his time spent in China. So we remind ourselves that in Europe during 12, you know, 1271 right when when our when our story is that the largest cities in Europe had about 20,000 to 40,000 people that was considered a huge city and European standards. And the big thing that was emerging here was the mercantile system. So trade, and the Venetians were probably the biggest innovators of that. So they, if you know about Venice, it's this little island....

Welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On ISEs3 Episode 12, Erich Starrett is joined by Dr. Shawn Fowler, whom he originally met when Shawn was VP, Sales Enablement (a true cross-functional #Orchestrator) at SalesLoft, and a gracious host of his first executive board meeting as President of the Atlanta Revenue Enablement Society back in early 2020. Before then, Dr. Fowler had been the World Wide Director of Enablement & Learning for IBM, and is now a Partner in his own sales strategy and sales enablement consulting venture: RevenueReady.

Highlights from the episode include...

PAST:

⌛️ Shawn "stumbled" into the profession working as the first services salesperson for Silverpop - essentially selling desired business outcomes. The SVP of sales, Todd McCormick, announced he was hiring a head of sales enablement and the hiring manager Drew Pronté said "hey, the CEO said that you should probably be the guy."

⌛️ He didn't know what sales enablement was. At the time he was pursuing a PhD in educational psychology so he combined what he learned from working as a sales engineer and as a services salesperson with what he knew about how psychology of learning works ...and he found himself implementing their first ever Sales Enablement program.

⌛️ His first Sales Enablement event was hosted by SiriusDecisions in Atlanta. "I was thinking we need to start something where we do that on a regular basis. This was easily the most valuable thing that I've done in the last six months."

⌛️ "Getting a seat at the table was probably the biggest factor in helping me be successful in sales enablement."

⌛️ Silverpop was purchased shortly thereafter by IBM when he then developed and executed their global expansion go-to-market plan. "I had the opportunity to see what it looks like in a much bigger level. IBM is basically a handful of multi billion dollar companies all put together. And I was part of one of those multi billion dollar companies inside of it. I got to see how these really big enterprise complex sales work, how you have to enable people across multiple different continents."

⌛️ Shaw was responsible for internal sales enablement including customer service and sales engineers and external - partner enablement - as well. "I think it makes a lot of sense, honestly, when you are in that position you have the opportunity to identify and eliminate a lot of the organizational issues that negatively affects your customer and that negatively affect the team as well."

PRESENT:

💼 Dr. Fowler diagnosed a few challenges that Sales Enablement faces today:

🩺 "I think there's not enough sharing of best practices"

🩺 "The quality of sales enablement as a profession has gone down pretty dramatically in the last five years."

1 - A lot of heads of sales are hearing from their investors that they need sales enablement but there was a period of time where I don't think a lot of them really knew what it meant.

2 - Heads of sales aren't always great at hiring enablement. Recognizing talent can be difficult.

3 - There is a lot of fluff. There was a period of time where sales was a lot easier and there's an entire generation of people who are in sales enablement who didn't have to figure out how to build a better machine. They could get away with adding more people to the machine and adding revenue by doing that. With venture capital drying up there's a much bigger focus on productivity. In order to achieve productivity per rep, you have to build a better machine.

🩺 The Doc offers REMEDIES to these

Welcome to the Inside Sales Enablement Podcast, Episode 29

This is part 3 of 5 in response to the global COVID-19 pandemic, specifically tailored to sales enablement. In our first two parts (episode 27 & episode 28) we talked about what is going on, and how companies are likely to respond. 

In this episode, we're synthesizing the information so you can take action. The panelists (Kunal, Lindsey, Howard) provide their thoughts and guide your decision-making by providing ideas that connect the dots and focus on what matters most.

Concepts like "stitching together growth" and helping sales teams sell have a whole new meaning against the backdrop of the global pandemic. Working together, Sales Enablement leaders can provide sellers what they need while also improving engagement, and helping teams get back to being productive. In times of crisis, great leaders synthesize the information, confront reality, and overcome the disconnects that exist.

Our agenda for this podcast series in response to the global pandemic has five parts:

• Part 1 (Ep27): What is really happening in the market?
• Part 2: (Ep28): How are companies likely going to respond?
• Part 3 (Ep29): What can Sales Enablement leaders do?
• Part 4 (Ep30): What are your peers thinking and doing?
• Part 5 (Ep31): How do we lead our teams, our companies, and our initiatives to help sellers be successful?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

I'm Brian Lambert and together were the sales enablement insiders. Today we're going to do a special edition to help our audience be the most equipped and prepared to navigate these trying times, insider nation. We're continuing our four-part series with part three, what you can do to take a leadership role in your company. If you remember the first two episodes in this series, we talk through what's going on in the global economy, how this particular situation compares to others, such as the Great Recession. And we also talked about the volatility and uncertainty and how companies likely react. You know, there's patterns to that. And we covered that in the second episode with regard to what john chambers, the former CEO of Cisco believes is going to happen, as well as the perspective of our distinguished panelists, Howard Dover, Lindsey, Kunaal and Scott as they talked through in much like a coffee shop format, what they believe is going to happen and how you as a sales enablement leader can process all of the complexity. In this particular episode, which is the third in the series, we're going to talk through what you can do to take a leadership role inside your organization. So, with that, let me hand it over to Scott.

Scott Santucci 02:01

Okay, what is it? What's that show with Joe? Joe Scarborough Morning Morning, Joe, and how they wrap up that show is, you know, what do we learn today? That's what we're going to...

Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

Mark Twain - the PIONEER of Sales Enablement who empowered a LITERAL customer facing frontline of 10,000!?!!!

On ISEs3 Episode 14, Erich Starrett is out-history-nerded ENTIRELY when he is joined in the Orchestrate Sales studios by Sales Melon's Todd Caponi. Todd is not only an aficionado (and collector!) of SALES history, he is a man on a mission to further a movement towards sales TRANSPARENCY.  This includes authoring a 3x award-winning book (𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺 𝘚𝘢𝘭𝘦) and 𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘵 𝘚𝘢𝘭𝘦𝘴 𝘓𝘦𝘢𝘥𝘦𝘳 that just won its second award recently.

Highlights from the episode include...

PAST:

💬 "If the truth won't sell it, don't sell it." 💬 Arthur Dunn, 1921

⌛️ Todd's first Sales Enablement experience at Exact Target (now Salesforce) began when COO @Andy Kofoid sent him to their NEST - New Employee Sales Training as part of his sales management onboarding. It was so ineffective, he left.  A few months later they asked him to rebuild enablement. He had to Google the word.

⌛️ His search led him to Scott Santucci who had a Forrester event coming up in San Francisco. He attended and sat next to Jill Rowley.

⌛️ He also came across (Dr. Ohio) and flew out to do a few day deep dive with him on adult learning. He brought the combined knowledge back and built a successful, scalable Enablement program for Exact Target.

⌛️ Post $3B acquisition by Salesforce his team used the sale e-learning modules, and recorded role plays (back in 2012!) they had built for their internal team to train all of Salesforce on Exact Target. He was given a shoutout by Mark Beinoff himself.

⌛️ Todd's three core Enablement responsibilities:

1️⃣ Amalgamate: identify and align top 5 CxO priorities

2️⃣ Orchestrate: optimize resources, identify the optimal path to enable the revenue organization to drive the five.

3️⃣ Evaluate: Provide feedback and close the loop.

   💬 "(As a CRO) I always felt my Enablement team had a closer eye into the successes, the failures, the struggles, the strengths, the weaknesses of my team before any of us did. 💬

⌛️ Todd's application of transparency enabled PowerReviews to became Chicago's fastest growing tech company from 2014 to 2017.

PRESENT:

💼 As the economy gets tight, as it gets harder to sell,  you need two things: better sales leadership and better sales enablement. However, the knee jerk reaction - which is happening now - is to train leaders less and downsize enablement because "it's overhead."

   💬 "As things get tougher, those investments need to go up, but ironically, they've gone down historically over and over again." 💬

💼 Today, the "as a service" economy means that closing the deal is no longer the peak. It's the beginning.  You need to create long term value for these customers. And that's that long game helps you win the short game too. Simliar approach to Jacco's Revenue Architecture Bowtie at Winning By Design.

💼 The shift from growth at all costs to long term recurring value is history repeating itself. 1914 to 1923. It was the forgotten depression of the early 1920s.

FUTURE:

🤖 The future of sales is two things.

1️⃣ Going back to a service oriented mindset. "Salesmanship is the science of service." - Arthur Sheldon (1911)

2️⃣ Providing better homework for the buyer....

Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On a superfun ISEs3 Episode 13, Erich Starrett is joined in the Orchestrate Sales studios by Meganne Brezina, CCMP™. Meganne is not only the Senior Director of Enablement at Seismic, she's published Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes alongside Irina Soriano.

Highlights from the episode include...

PAST:

⌛️ While carrying a bag for the National Thoroughbred Racing Association (in partnership with John Deere) she quickly learned that hitting four or five dealerships and educating their salespeople how to sell to horse people was far more productive than going directly to 50 farms.

⌛️ Meganne's next stop was Exact Target, which was in the process of being acquired by Salesforce. She moved into an operations role and saw an opportunity to educate the customer facing team about the power of their internal "customer data warehouse" and spoke at SKO. That is when Meghan Gendelman came up to her and said "you need to be in Enablement!" And thus it began.

⌛️ In search of "what the heck is enablement?" Meganne searched the company directory and and up popped Brian Noss and Nina LaRouche (who co-leads the Indianapolis Chapter of WiSE with her today!)

⌛️ Her early experience in Engaging the Revenue Enablement Society was being sold by vendors vs. solving problems in community. 

PRESENT

💼 The the RES has evolved into "such an incredible community."  Meganne and I met F2F for the first time last fall at the 2023 Sales Enablement Society Experience conference in San Diego. 

💼 Position two - that in order to be effective Enablement should be run as a business withing a business - is a big part of why Meganne got into Enablement. 

  👉🏻 She is passionate about Enablement teams being grounded in a charter and mission statement.

  👉🏻 Enablement "requires the orchestration of so many pieces within an organization to bring it to life."

  👉🏻 Enablement built with a North Star driving the practice forward results in tangible business outcomes.

💼 The biggest #Enablement opportunity in present day? Putting forth a proper enablement strategy.

💬 "Getting the executive buy-in for it, doing their socialization across the business, and then start to execute on it. That is the only way we're going to get out of the fire department world and into the fire prevention world." 💬

💼 The digital copy of Meganne and Irina Soriano's new book - Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes - is OUT NOW and available for free from Seismic's site!  Paperback coming soon. 📚

💼 The concept of the EVC - Enablement Value Chain - was born of Meganne and Irina preparing to go in front of their executives to give a semi-annual report and struggling to connect the dots with the business outcome that their Enablement team drove.

💼 The resulting data and analytics report from the EVC empowered them to secure executive buy in and gain the necessary resourcing to effectively...

Welcome to the Inside Sales Enablement Podcast, Episode 9

What can you do to help unclog the sales funnel? 

Most companies focus either at the top of the funnel (leads and prospecting) or the bottom (negotiating) but the real opportunity is to break down the sales pipeline into five (5) customer-verifiable objectives and then focus on what can be done to make it easier for sellers to accomplish them.

In this episode, Brian Lambert & Scott Santucci zoom into challenges of losing to no decision. In their typical, tell it like it is style, unscripted style - the go from a scene in the movie Beaches, connect that to buyer research, and then go deep into tackling a big problem inside MOST companies - losing to no decision.  

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement professionals Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

Oh, I'm Scott Santucci

Brian Lambert 00:36

And I'm Brian Lambert, and we are the sales enablement insiders. Our podcast is dedicated to asking the big questions you should be asking if you want to be successful with sales enablement. In our podcasts, we help you rethink, reframe, and sometimes even revisit how you're going about your sales enablement role and function. In today's podcast, we're going to rethink specifically, we're going to rethink pipeline acceleration strategies. And we're going to take a double click on the buyer side of the sales conversation. In our last podcast, we talked about the five sales objectives. So that means today we're going to talk about something very specific to buyers with regard to those objectives. And Scott, why don't you frame it out for us?

Scott Santucci 01:24

Sure thing, Brian. I don't know if you know this, and I probably might lose my man card by sharing this but no boy. I know. I had the level set it that way. Actually, literally lost some credibility, but I've learned earned it back again when I've shared the story. But have you seen the movie beaches?

Brian Lambert 01:47

No. I think my mom might have tried to get me to see it. I never saw it. So why don't you tell us all about it.

Scott Santucci 01:54

Okay, well, in beaches, and for all the women out there. This is for you. In the movie beaches, Bette Midler's character is a self-absorbed actress. And she has a scene with the with the male love interest, where she's going on and on and talking about how great she is. And she says, Oh, look at me. Enough about me. Tell me what you think of me.

Brian Lambert 02:24

I love it. And I, you know, if ever if anybody wonders how scripted we are, there you go, because I had no idea what he's gonna say. And then I have to legitimately say, what the heck are you talking about? What does it have to do with sales enablement?

Scott Santucci 02:38

Authenticity. Right, Brian?

Brian Lambert 02:40

That's right. So, talk about it

Scott Santucci 02:43

What am I talking about is if we look at so one of the things that Brian and I had access to we put together this survey,...

Are you embracing real-world reality? What is the impact of change on your customer’s conversations right now?

Think about it: Are best practices really going to help you move forward when those practices were built and defined before COVID? Who really KNOWS the customer today and what are you going to do about it?

Join Louis Jonckheere - President and Co-Founder of Showpad, a leading sales enablement messaging platform - as he talks about the ingredients of successful message enablement initiatives, the buy-in required to get results, and what it takes to gain a broader perspective – to elevate and improve messaging. He also talks about what it means to be customer-centric in a COVID-impacted world.

Topics include:

• Why perspective matters
• The evolution of the sales enablement market
• Using technology to improve the quality of sales conversations
• Being a leader with the courage to act and engage
• The impact of COVID on “Best practice”
• What it means to be customer-centric

Additional Resources:

• The Commercial Ratio
• Watch the Sales Enablement Is at a Cross Road Webinar ON DEMAND
• Join us at Showpad's Transform2020 Virtual Conference Oct. 1-2 to learn more about the future framework of sales enablement 

EPISODE TRANSCRIPT

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci,

Brian Lambert 00:36  

I'm Brian Lambert, we're the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian and I've worked on over 100 different kinds of sales enablement, issues as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't

Brian Lambert 01:00  

Right now our focus is on you as a sales enablement leader and orchestrator who operates in the in the gap between strategy and tactics and was blend those together to drive outcomes. Our goal is to help you clarify what works and also clarify the measures of success so you can engage up down and across your organization. As always, we start with a centering story, Scott, what do you have for us?

Scott Santucci 01:24  

Okay, well, here's our centering story. Have you ever heard of Gregor Johann Mendel?

Brian Lambert 01:31  

No.

Scott Santucci 01:33  

Well, if you were in the genetics business, you would definitely would know who this is. Gregor Johann Mendel was actually a friar, a church friar,

Brian Lambert 01:45  

Like Robin Hood,

Scott Santucci 01:47  

from the Augustinian sect. And between 1856 and 1863. He did a lot of experiments with pea plants, pea plants and what he would do is he would observe these pea plants,

Welcome to the Inside Sales Enablement Podcast, Episode #14

One of our listeners, Rachel, shared her companies view about sales management and the difficulty managers have in transitioning from being a top-performing rep to sales management. 

Sales managers have to live in two worlds, traditional "management skills" and also sales productivity contribution. Sales Enablement leaders looking to implement sales coaching need to be clear about their focus and intent. What can sales enablement leaders do to add value?  

Joe Gibbs won Super Bowls 3 different quarterbacks. How? He coached to a system, encouraging people to be themselves, and focusing on outcomes.

There are a lot of people talking about front-line sales managers and having them "go coach more." As much as that's been discussed, sales coaching hasn't really taken off. 

The guys talk about:

- What is sales coaching - the difference between sales coaching activities and sales coaching programs

- Unleashing the value of coaching, by embracing the sales leadership perspective

- What are the attributes of successful coaching programs?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Scott Santucci 00:01

Hi, team, this is a What is that? So, what is a What is what is that? So, what I'm trying to do is create some structure and curiosity around some servers, certain things and some concepts and explain them and help make them relatable, explain why and whatnot and provide some texture around what's going on, what are some of the things we've got? They are super simple. The difficulty is there's a learning curve to get to simple, and then a comfort factor about applying. And a lot of this has to do with ambiguity, and why we need to produce lots of things to make things accessible. So, I'm trying to what is that? What do you think about what is that? Is that the right title? What should I call this series? You tell me because this is for you, you got to give me feedback. Okay, so one of the things that I think we all understand and can appreciate is that there are many silos involved inside of business. And they create lots of friction, which cancel each other out. And there is a need for Orchestration. I'm hopeful that casting you guys and in specific roles, what's fascinating is behaving in silos instead of operating and roles. What is that? What that is, is a massive amount of muscle memory that we have to create tools out visualize, that holds us in silos, we are prisoners of silos. And we think that we think we say, examples or symptoms of thinking in a silo. I don't know what marketing's doing. You don't need to know what marketing is doing if you're doing your role in our operating model. Or if you need to know column but ask them. There's nothing preventing anybody from doing that. Other examples of being in silos, I mean topics, you can generate your own topics, you you have your own, your job is to figure out how to make your role or the span of things that you can contribute to fit. And what we're all experiencing is this, either a lack of an operating model, or let you know, lack of clarity. And what we need to be able to recognize is all these things are VOCA related. We were clearly not prepared for the speed of V. We continue to use words like business outcomes, yet we haven't defined what makes business language versus nonbusiness language. So, we haven't made that tangible for other people. So, we're going to continue to struggle in...

Welcome to the Inside Sales Enablement Podcast, Episode 22

What happens when you go through a major organizational change and need to redefine your sales enablement operating model, vision, mission? During times of change, how do you frame out your sales enablement "moon shots" in order to engage strategically and tactically to overcome the internal complexity that bogs sellers down?

On this podcast, Brian and Scott talk to Sandra about her stakeholders within the business how she might re-frame the relationships she has in her company in order to get closer to the business while also elevating her role to a strategic function. 

Topics on this podcast include:

• Sales Enablement operating model
• Stakeholder management
• Defining your sales enablement domain / sandbox
• Communicating with clarity
• Breaking through internal perceptions
• Focusing on what matters to sellers and sales managers 

Key questions the guys talk through with Sandra include:

- How do you evolve from a department of tactical projects to a strategic function?

- What relationships does she leverage to gain more influence?

- How might she define and clarify her sales enablement operating model

- How do you become a truly cross-functional role to support sales team conversations?

- How do you devote attention to building a team that propels sales effectiveness forward

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci.

Brian Lambert 00:35

Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48

Together, Brian and I have worked on over 100 different kinds of sales enablement, issues as analysts, consultants, or practitioners. We've learned the hard way what works and maybe most importantly, what doesn't.

Brian Lambert 00:59

That's right. Our podcast is a bit different. We use a conversational format to help share the experiences that only people who've been there and done that can provide, as we've been pushing the envelope in the profession for over a decade. And today, Scott, we've got a very special guest. We've got Sandra, from a large company, who's joining us in response to our podcasts. And as you know, we talked about in Episode 20, that conversation on the Securities Exchange Exchange Act and how CEOs look at sales enablement, and we outlined the strategic definition of sales enablement that we published in 2010. And in response to that, podcast, Sandra reached out and wanted to talk to us about some of the things that we were sharing. And so here she is, she's gonna put us on the spot.

Scott Santucci 01:47

That's excellent. And I'm really looking forward to that. I'm Look, I love as you know, I love getting challenged. And I also think that that's the best way for us to advance advance the role by challenging each other and and...

Welcome to the Inside: Sales Enablement Podcast, Episode 38

Ever wonder what executive sponsors talk to about to Senior Leaders? Wonder why Sales Enablement gets funding in some organizations and doesn't in others? What about the skills and competencies of sales enablement leaders?

In this last panel of our State of Sales Enablement Research, Scott and Brian pull together an amazing panel of the executive sponsors chartering sales enablement functions to hear their take.

On this panel, we have:

1. Brian King, Managing Director King Consulting prior VP of Sales Enablement at Intercontinental Hotel Group
2. Sameer Rupani, SVP Sales & Marketing at Solvay
3. Greg Peelman, VP Operations at EcoLab

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. I'm Scott.

Brian Lambert 00:35  

I'm Brian Lambert and we're the sales enablement insiders.

Scott Santucci 00:39  

Hello insider nation. We have the last and maybe the most impactful panel of our series studying the future of sales enablement. Just as a brief reminder on May 19, we're having our executive briefing presenting all of our findings, visit www dot Inside se calm to register for it again inside sc.com register may 19, for our executive briefing of our findings, so the findings of what, as many of you know, we've conducted a survey of sales enablement practitioners, we were hoping to get 25 responses. We got 70. We now have 99 responses actually we got 70 within a week, there is no way one person can process it all that information or even two so we've created a guest analyst program and asked a leading experts have been doing this for quite some time to chime in on it. We have been doing several panels so just as a review, our first panel with with sales enablement experts. The second panel that we ran was with sales leaders. The third panel that we ran was with sales practitioners who do not have it at learning and development background.

Our fourth panel was with sales enablement leaders who Do have a learning and development background, then we follow that up with our its academic series or with our professors. And now finally, executive sponsors. So the people that we have here, I met and are all part of the Conference Board. And what that is, is you can go listen to one of our earlier podcasts, we just we talked about that before. What we've got here is an amazing panel of tremendous people. It's hard to describe our all of our relationships when you're in a group or a leadership council, where you're blending a lot of expertise. It's really it's a kind of hard to describe, so maybe we'll let we'll let them do it, but I'm gonna introduce them in order. So the first person that I'd like to introduce is Brian King. Brian King, most recently was the SVP of sales and operations at intercontinental hotels. One of the amazing things that we were able to do as affiliated to the Conference Board is we brought in a whole bunch of people More business travelers to help simulate for the people at IHG. What business travelers think of with the goal of making Brian look really good while testing out his sales enablement plan. I've been...

Tim Riesterer - From Sales Enablement Origins to Orchestrating the Future of Revenue:

On Episode 7, host Erich Starrett hops in the OSC Studios time machine with Tim Riesterer - Chief Strategy Officer, Corporate Visions + Chief Visionary, Emblaze.

Tim shares his wealth of experience in sales enablement, spanning from the early days of automated RFPs and proposals to the evolution of the sales enablement function. He discusses the origins of sales enablement, its role in bridging marketing and sales, and its potential for strategic impact in the future. Tim also provides insights into the organizational hierarchy of enablement and its relationship to strategy, as well as the future of digital selling and the upcoming Digital Now Revenue Summit. Join us as we delve into the history, current landscape, and future possibilities of sales enablement with one of its foremost experts.

Tim and Erich talk all things sales enablement, the evolution of the industry, the future of Revenue Enablement, and even share a few sips 🥂of Tim's unique Enablement 🍾 Champage. Key takeaways:

> The Evolution of Sales Enablement: Tim shared his journey in the sales enablement space, from the early days of creating automated RFPs and proposals to the current landscape of integrated digital selling experiences. The industry has come a long way, and the future holds even greater strategic potential.

> Where Enabling Growth meets SCIENCE!: Tim discussed the concept of orchestrating science-backed "growth plays" as the future banner for enablement, emphasizing the importance of leveraging data, original research and strategic initiatives to drive sustainable impact and compelling customer experiences.

> Synergy of the CSO/CRO: Tim intentionally architected his role as Chief Strategy Officer for direct access to strategic levers across silos. This allows for adaptability across nearly everything - enablement, marketing, research, product development - from original research to front line sales execution.

> Book NOW! RSVP ASAP for the upcoming summit in Chicagoland from April 2nd to 4th! An opportunity to meet Tim and SO MANY other thought leaders face-to-face at the 2024 digitalnow Revenue Growth Summit in association with OrchestrateSales.com's ISEs3 podcast.

Hosted by Emblaze, powered by Corporate Visions, bringing together sales, marketing, and success leaders to address the challenges and opportunities of digital selling. The link below includes an embedded "OSCISE" code for specially discounted ISE Insider Nation access! https://salesenablement.captivate.fm/diginow24

Don't wait - hit PLAY! - to hear about all of the above

...and so SO much more.

Join in the journey with curiosity

alongside those courageously treading

the past, present, and future frontlines

of a growing function and global profession.

Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation! 

ORCHESTRATE Sales!

Let's #ElevateEnablement TOGETHER!

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

ISEs3 PROMO CODE for Emblaze DigitalNow Revenue Summit 2024 in Chicago

Hit salesenablement.captivate.fm/diginow24 and it will plug in promo code OSCISE automatically -- for $745 off of the Emblaze DigitalNow Revenue Summit 2024 registration fee! Hope to see many Enablement Insider Nation smiling faces soon in...

Welcome to the Inside: Sales Enablement Podcast Episode 54

System thinking is a disciplined way of understanding dynamic relationships. It's an approach that enables you to make better choices and avoid unintended consequences. In this episode, we talk with Dr. Jerry Brightman, who teaches courses on systems thinking at Harvard University.

The guys talk with Jerry to unpack a real-world example to understand the components and repeatable approaches to viewing the commercial system as an integrated system of people, processes, technology, and capabilities.

In this episode:

• The definition of systems thinking
• The difference between managing and leadership
• The pros and cons of systems thinking
• The importance of short-term wins in service of the broader solution
• The best way to prioritize action in the day-to-day

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian, I've worked on over 100 different kinds of sales and they were knishes analysts, consultants or practitioners. We learned the hard day our way not hard day saved. This is all part of the process. We have a hard way what works and perhaps what's most importantly, what doesn't.

Brian Lambert 01:08  

And our focus here on this podcast inside sales enablement is on you as a sales enablement leader and orchestrator, as you know, sales enablement orchestrators has very specific characteristics, and I'm going to share those with you. Now, first of all, your mission and goal focused, you've prioritize the right goals at the right moments. You guide the narrative by confronting reality to get the right stuff done. You drive results by design, not by effort, you unlock energy to create momentum and catalyze change through collaboration. Those are the six attributes of an orchestrator. And you can find out more about that on an earlier episode on orchestrators as we usually do, we're going to start with a centering story on this particular episode. So Scott, what kind of centering story do you have for our audience today?

Scott Santucci 01:56  

Well, I've got a great one. So I first want us to dwell on how cool This name is okay. And how awesome the Italians are at naming people.

Brian Lambert 02:07  

Go figure says the Italian

Scott Santucci 02:09  

is well, I don't have to Scott isn't an Italian name like I just have to laugh. I'm half right. But listen to this name vilfredo Pareto. Oh, nice Hellenic in it.

Brian Lambert 02:24  

Yeah, it's very nice to have properly dwelled on that so let's move on. It's very elegant.

Scott Santucci 02:30  

So who is this person? And why are we talking about about him. But as you as you many of you may know, you might know this idea of the 8020 rule. And the 8020 rule is also called peredo analysis or peredo distribution or he's got a lot of other other things and as many

Welcome to the Inside: Sales Enablement Podcast Episode 47

In this episode, the guys are joined by Tom Pisello, the ROI Guy who shares his thoughts on the commercial ratio.

To calculate the commercial ratio of your organization (www.commercialratio.com):

1. Take your current annual revenue 
2. Subtract it from the annual revenue of the previous year 
3. Divide it by the total sales and marketing spending 

The guys talk about :

• Why value is so important to understand in sales
• Why value is critical to sales enablement programs
• How sales and marketing are viewed as "growth programs" by investors
• The relationship between strategy and tactics in creating ongoing programs to improve value communication with a portfolio of sales teams
• The fundamentals of calculating the commercial ratio
• How the commercial ratio is used by investors and executives
• The role of Sales Enablement in moving the needle on the commercial ratio

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian and I have worked on over 100 different kinds of sales enablement, issues as analysts, consultants or practitioners, we've learned the hard way, what works, and maybe what's even more important, what doesn't.

Brian Lambert 01:01  

And our focus on this podcast is we are in season two is on sales enablement, leaders and orchestrators. And as you know, companies are often structured in hierarchical silos. And the topics that we're covering affect not only sales enablement, leaders in talent or pipeline or Message Enablement, but also in commercial enablement. And that's what we're going to talk about today. Because when you look at operating in the space between strategy and execution, and having to bring those together, and that's a big challenge that you're facing, because it involves the concept and the discussion with the executive leaders around, Hey, you know what, give me give me more, give me more remit, I'm going to give you more impact. You're going to spend less money and get more from it. And that's a tough concept to land as an Orchestrator. So Scott, why don't you set us up here on the podcast and share who our special guest is?

Scott Santucci 01:55  

Sure. Look forward to a Brian and insider nation. Let me just sort of summarize a couple things of where we've been. We've done probably the most research about post COVID, around sales enablement, then anybody, whether it be Gartner Forrest or anybody else. And we've been expressing that in terms of a series of webinars that we're doing through my company growth enablement. So the first one that we had was about sales and a was at a crossroads, where

Welcome to the Inside Sales Enablement Podcast, Episode 34

This is the second panel discussion where leaders dissect the research data points from the State of Sales Enablement study being led by Scott Santucci.

Fielded in March 2020, the study data-set ended up with over 100 responses! There were so many open-ended responses that a "guest analyst" program was created to help sort through the massive amount of data.

In this episode, we enroll the help of sales leadership. Question: What if your sales leadership called you in for an "Account Review" of your sales enablement efforts? How would you answer, and how would you explain your teams ongoing value to the organization, the specific initiatives adding the most value, and the upside potential (forecast) of your sales enablement efforts?

Well, buckle your seat-belt, our special guest analysts cull through 100+ responses and provide their take on the Future of Sales Enablement.

Our guests are:

1. Skip Miller, CEO of M3 Learning
2. Bob Apollo, CEO of Inflexion Point Strategy Partners
3. Steve Crepeau, CEO of True Sales Results

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

Episode Transcript:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders.

Scott Santucci 00:40  

So hello inside our nation. As you know, our mission here on inside sales enablement is to give you the information you need to be successful in your role. Having been in the space for a long time, we've identified where big gaps are and resources for you and we're bringing them to you As part of this process, we have started doing a variety of COVID response activities. One of them is we had a five part series, leveraging the insights from Dr. Howard Dover, Kuunal Metha, who's a principal at private equity firm TCD. And then Lindsay Gore, a top sales executive at Microsoft, and her role was to keep us all honest. So that was a great, that was a great series. And coming from that we had a very interesting conversation about what private equity firms are seeing and their frustrations with sales and marketing in general. And then really what the role of sales enablement is that of course, cause Brian and I get to get concerned or curious about what the state of sales enablement is, and we launched a study. The study has a variety of different parts. The first part was doing a survey. So we conducted a survey, our goal was to get 25 responses because our survey was very q&a oriented, open ended text, we wanted to get the words from you of what you're seeing in your own words. Rather than having you react to what we think the words that you should be reacting to. We wanted to get 24 Films completed forms completed in a week. So of course, we set the goal at 50. And what did you do inside our nation? What did you do? Well, you got to 70 responses in one week. Today, we have over 100 responses. And that wasn't an easy survey if you took it. And if you're listening, you're probably...

Welcome to the Inside: Sales Enablement Podcast Episode 56

The close of the 19th century found Samuel Pierpoint Langley and Orville and Wilbur Wright in a competition to create a powered and controllable flight. Langley worked with a lot of government support and enormous public exposure, while the Wright brothers worked quietly using their own resources.

Langley built a monolithic 54-foot-long flying machine had two 48-foot wings -- one in front and one in back. It was launched from a catapult on the Potomac River in October of 1903 and it fell like a sack of potatoes into the water.

Just nine days later, the Wright brothers flew a trim little biplane, with almost no fanfare, at Kitty Hawk, North Carolina. Their advantage? They'd mastered the problem of controlling the movement of their plane by focusing on the environment in which they operated. Windy, uncontrolled, volatile, requiring the plan to harness those conditions.

The results were remarkable, and as they say, the rest is history.

In this episode, we're joined by Amy Benoit. An Orchestrator who is also focused on harnessing the often volatile, uncertain, and complex environment that salespeople operate within. While many (most?) organizations build out their monolithic sales engines with overlays, technology, and management support, Amy focuses on working "light and lean" to get moving and get results.

There's a lesson in this episode for all of us, what do you think?

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. 

Scott Santucci 00:34  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert. We're the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies

Scott Santucci 00:48  

together, Brian and I've worked in over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners, we've learned the hard way. What works and maybe what's most important What doesn't,

Brian Lambert 01:01  

and our focus is on you as a sales enablement leader and orchestrator, as you know, sales enablement, leaders need to really operate in the gap between strategy and execution. And blend those tactics and strategies together to be mission and goal focused. prioritizing the right goals at the right moments, guiding the narrative by confronting reality, to drive results by design and not effort, so that you can unlock energy and create momentum by catalyzing change through collaboration. That's our list of what it takes to be a great orchestrator. And you heard about that on an earlier episode. On this podcast, we're gonna start with a centering story, just like we usually do, and I'm gonna hand it over to Scott and then we'll introduce our guests. Scott, what do you have for us?

Scott Santucci 01:46  

Okay, I love this, this centering story. So if you don't like it, or if people don't like it, so what i love it and you know, it's partially my podcast too. So I'm gonna start out with this. So First of all to give everybody a little bit of hint we're starting. We're starting out our story in the late 1860s. And have you ever heard Brian or Amy have someone named Samuel Pierpont Langley? Samuel Pierpont

Brian...

Erich Starrett hosts Dr. Brian Lambert - co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two, back in the Orchestrate Sales Studios, for part one of two.  A treat to have the epitome of past, present, and future enablement back on the property.

And yes, of course he was there at the original founding and one of the ~hundred four founders I'm on a mission to interview over time was right there with @Scott Santucci and the other 99-ish.

And BOY has it grown!  He did a Google search on Sales Enablement way back in 2008 and got a hundred hits. He just did it again in the pre show and ...how about six million!

Brian architected an early "PhD in Sales" building on an organizational behavior degree with an emphasis on sales in his dissertation, and multiple publications in academic journals.  Having also been cited over 200 times he may just be on Dr. Rob Peterson and Howard Dover's heels.

He's been a salesperson with a quota. He's been a sales manager with a team. He's been a sales enablement manager with a team of ~20. And most recently he took on the role of Big Data Value Architect at Elastic, where he is in a marketing messaging role, messaging enablement.

Highlights from the first part of our interview

PAST...

⌛️ Brian's reaction when he first heard the word "Enablement." (hint: it wasn't positive)

⌛️ Brian first crossed paths with @Scott Santucci at a conference an heard him speak about his blueprint. That's where he originally heard Scott share the vision of value architects, communicating value and being orchestrators.

⌛️ When at Forrester, Scott had to do a lot of work to sell this idea that there were people doing "this thing called Enablement." That people where challenging the status quo siloed view and breaking down the walls among sales training, marketing, ops, and other functions.

PRESENT

⌛️ Since corporate silos were born of the industrial revolution, why are they still the status quo and such a massive challenge in a hyper connected digital world where technically silos shouldn't matter?

⌛️ What does it mean to be an #Orchestrator? Why is it important?

⌛️ What if Enablement is not the right home for orchestration?

⌛️ Of the "four flavors of Sales Enablement" set forth at the SES founding, what percentage of each flavor would most who identify as Sales / Revenue enablement be?

💰Pipeline Enablement?

📝 Message Enablement?

👥 Organizational Enablement?

🎓 Talent Enablement?

FUTURE

⌛️ Brian's take on whether or not Sales Enablement will ever become the vision that the SES founders had of a cross-functional strategic function.

⌛️ Was the opportunity Covid presented by accelerating a move from the status quo to digital economy one that has been missed or is there still a hero's call to adventure for enablement?

⌛️ Accountability is not prevalent in most Enablement, or marketing, or operations. Salespeople are grounded in data and accountability. They are the ones that get fired.  When will there be more accountability for the support team?

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as

Welcome to the Inside: Sales Enablement Podcast Episode 53

Nine 4x2 Lego blocks have over 9 Billion unique combinations. How many "legos" does your product, solution, or service have? No matter how you define a "lego" at your company, the permutations are astounding, and yet this is the challenge salespeople navigate daily.

On top of this, your company is changing -- rapidly. Moving from one form or the other. This journey represents another challenge salespeople must navigate.

In this podcast, Brian and Scott are joined by Chad Quinn, the CEO & Co-Founder, Ecosystems and Jason Cunliffe, Group VP Content Marketing Services at IDC. Chad and Jason have created a partnership. How did it form? By a shared client's definition of value and the blending of capabilities to help sellers navigate a complex buyer-seller relationship.

In this podcast, you'll hear:

• The definition of value
• Ways company's evolve their value communication approach
• Ideas to make value clear
• Ways to relieve seller burden in the sales process

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34  

I'm Scott Santucci,

Brian Lambert 00:36  

Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian, I've worked on over 100 different kinds of sales enablement initiatives, as analysts, consultants or practitioners. We've learned the hard way. What works and maybe what's more Important, what doesn't.

Brian Lambert 01:02  

Our focus is on you as a sales enablement leader and orchestrator. As an orchestrator, you need to develop specific characteristics to operate in the blended domain of strategy and tactics where you do both together well to help your company win. Our goal on the podcast to help you clarify the measures of success, gave you confidence to engage up and down and across the organization, and provide real examples of what it looks like to execute strategy and execute tech. As always, we start with a centering story. So I'm gonna pass it over to Scott Scott, what do you have for us?

Scott Santucci 01:36  

So today's centering story is about a glass of water.

Unknown Speaker 01:43  

There we go.

Brian Lambert 01:44  

So well, that's gonna be hard to date.

Scott Santucci 01:47  

No day Exactly. Well, it's timeless, right? So water is a is timeless with with regards to humanity's concerned. But when you think about water, it's its chemical composition is it's a bunch of molecules. those molecules are bouncing around. And what's interesting about water isn't the only substance on earth that exists in three different states. It's a, it exists in a gaseous state, so we breathe it in all the time. It exists in the liquid state. So Jason has a bottle of it right now. So it can deal with the heat down in Miami. And it also exists in a solid state. And that's really what we're going to zoom into is, is that the difference between the liquid state and the solid state? So did you know Brian, that ice actually is considered a...

Welcome to the Inside Sales Enablement Podcast, Episode 33

In March 2020, the guys fielded a groundbreaking study on the Future of Sales Enablement. We wanted it to have more open ended answers to reduce the sampling error bias and to take different lenses and different tools that we could use as researchers to do our analysis. Our goal was to get 50 responses. You (Insider Nation) gave us 70 responses within a week! We ended up with over 100 responses to that start survey -- which is incredible.

To help us analyze the raw data, we created our Insider Nation: Guest Analyst Program. Our first 3 guests analysts are:

1. Tamara Schenk: Sales Enablement Leader | Advisor | Author | Speaker | Mentor | Empowering Human Potential in Sales Teams and Leaders
2. Josie Marshburn: Founder of Sales Benchmark Index with previous leadership roles in Sales Enablement at Oracle and VM Ware.
3. Mike Kunkle: VP of Sales Effectiveness Services at SPARXiQ 

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci

Brian Lambert 00:36

I'm Brian Lambert, we are the sales enablement insiders.

Scott Santucci 00:40

Today we have a special edition podcast. It's actually part it's it's actually part of our overall study on the state of sales enablement. And the program that we're doing that we've been sharing with you as listeners. So, to remind everybody, our COVID-19 series started off with a panel and the panel conversation was with Dr. Howard Dover, from the University of Texas, Dallas, we had Kanaal Metha, who is a operations portfolio executive at TCP. And then we had Lindsey Gore, who's a enterprise sales executive to keep us honest. And in that, in that series, we ran into a pretty interesting conversation, which was around how are your companies going to react to all this COVID. And a discussion happened about Well, where's the state of sales enablement, going to lead to? Well, that definitely was concerning. So, what we did Brian and I talked about it, and we decided that what we needed to do is do a study. So, what we what we put together was a survey. And we wanted it to have more open-ended answers rather than asking, you know, direct questions that are, you know, yes or no, or things that you can measure, partially because we're trying to reduce the sampling error bias, we're trying to take different lenses and different tools. So, you know, as former researchers to do it, our goal was to get 50 responses, we thought that setting our target as having 25 would be rich, because this is much more qualitative than quantitative feedback. And that having 25 responses from sales enable professionals about where they think the world's heading is great. Well, what did you do as insider nation gave us 70 responses within a week? So, it's been difficult for those of us on our end, Brian, and eyes in formatting it. And then of course, on our our esteemed panelists, in which we're going to introduce here in a minute sorting through all your...

Welcome to the Inside Sales Enablement Podcast, Episode 32

Fresh off the COVID-19 Series, the guys take a deeper dive on Leadership in a world of VUCA.

Volitility - Lack of consistency

Uncertainty - Impossible to know fully. 

Complexity - A large number of interdependent factors.

Ambiguity - Haziness of reality - impact of many interpretations.

A new way of doing business is going to emerge. The old approach of sales responds to demand, marketing creates demand model isn’t going to work. Because we’re in an experience economy. We believe Sales Enablement leaders can usher in a new world by being heroic.

They guys talk through the Being HEROIC Leadership Framework using a real-life case study example of a project in-flight.

    H (Holistic): Leaders recognize the whole is greater than the sum of the parts

    E (Engineered): Leaders understand how the parts best fit together

    R (Reality): Leaders understand how the human element impacts how the parts behave

    O (Ongoing Operations): Leaders build continuous and sustained improvement

    I (Impactive): Leaders understand how they message to the community of stakeholders will ultimately drive action

    C (Collaboration)Collaboration and inclusiveness are required to drive cohesion in the commercial process

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

I'm Brian Lambert. And we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence and increase the span of control within their companies.

Scott Santucci 00:49

Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives, as analysts, consultants, or practitioners, we've learned the hard way, what works? And maybe what's more important, what doesn't.

Brian Lambert 01:06

That's right. Hey, Scott, we're coming off of our COVID series. And, you know, one of the things that we've been talking about is what have we learned inside our nation? Oh, thanks so much for all of your feedback on that. And there, there are four things that that we learned from the COVID series and all the interactions that we've had. One, there's a lot of things going on all at the same time, a lot of choices that need to be made, especially for sales teams. Two everybody seems to be adjusting to a new normal work from home video communication, the act of getting things done is different. The economy's taking a severe hit. Since we put out this the series. Today, 14 million people have lost their jobs, unfortunately. So, helping people take action and find their path forward has really become a top concern of our...

In Episode 10 Dr. Brian Lambert is back in the Orchestrate Sales Studios with Erich Starrett, for part two of a two-part interview.  Dr. Lambert is a Digital Value Architect at Elastic, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two.

In this segment we pivot from past to present and future, with an emphasis on the impact of AI and the new data = fuel paradigm. Highlights from the second part of our interview:

PAST

⌛️ What is Brian's take on the recent move by primary research companies to shift from "Sales" to "Revenue" and the Sales Enablement Society following suit to Revenue Enablement Society?

PRESENT

⌛️ Now that Brian has moved into the Marketing organization, what is his experience like compared to the Sales or Ops or Talent Enablement functions?

⌛️ How does data collection compare among the functions?

⌛️ What would it mean to truly be Revenue Enablement?

⌛️ In line with recent interactions with @Hilary Headlee, Erich suggests the best first step towards true Revenue Enablement may be for Enablement leaders to engage with #RevOps and Brian reacts to the suggestion.

FUTURE

⌛️ Brian talks about the shift in focus from company to employee to customer ...and now we are shifting towards a data focus. A data centric view. One for which individuals, functions, and entire companies are ill prepared to pivot towards and fully embrace and benefit.

⌛️ A potential new paradigm of looking at data less as a byproduct of doing work and more as a fuel for the digital economy.

⌛️ The promise and potential hurdles of AI for Enablement. 

>>> Understanding, embracing, and tapping into a hybrid human + artificial "collective intelligence."  

>>> Using AI to generate structured inputs that we as humans synthesize vs. outputs that leave the creativity to an unknown artificial third party. 

⌛️ A "future of work" vision where we understand how data becomes information, how that information becomes knowledge, how that knowledge becomes insight, how that insight gets leveraged to make decisions and then how to effectively put AI on top of that to fully leverage what makes the company unique. 

⌛️ There are a series of continuums:

>>> Data awareness: From data aware to data led.

>>> Organizational: From data "laying everywhere" to organized digital mastery.

>>> Enablement: From being an Analyzer to an Orchestrator removing silos and creating the organizational structure of tomorrow

"You have to be a synthesizer of all this information and AI can help you, but if you cannot synthesize this stuff across marketing operations, training, sales, customers, let's not forget, then you're not going to be an Orchestrator."

Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation! 

ORCHESTRATE Sales!

Erich

#RevenueEngine #DigitalTransformation

#AICuriousHumanEnthusiast

#RevenueEnablement

Mentioned in this episode:

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan...

Welcome to the Inside Sales Enablement Podcast, Episode 40

In this episode, the guys interview Hang Black, Head of Global Sales Enablement at Juniper Networks and Insider Nation Member. Her mantra Earn It. Own It. Evolve It. As applied during COVID: Embrace the hard of this ....”

She talks about her application and use of the HEROIC Leadership Framework and her journey to establish her charter.

On this podcast you will learn how she is using the elements of HEROIC to blend her passion for engineering and sales to find her purpose with a modern approach to sales enablement. Her mantra: Embrace the hard of this. You are out on leading the edge. You must be relevant to sales. Learn what it means to be relentlessly relevant by applying the HEROIC leadership framework.

• Holistic: The whole is greater than the sum of the parts
• Engineered: How the parts best fit together
• Reality: How the parts behave
• Ongoing Operations: Continuous and sustained improvement
• Impactive: How you message to your community of stakeholders to drive action
• Collaborative: Process to factor in multiple perspectives required to drive cohesion.

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement to podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:32  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. This podcast is focused on helping you be successful overcoming the complexities that you find in your own company, so that your salespeople can have more valuable and relevant sales conversations, and your company wins in the market. If you're an enablement, leader, looking to elevate your function, expand your sphere of influence, or increase your impact. You're in the right spot. And today on this episode, we've got a special guest, we've got Hank black, and this is in response to the heroic framework that we published in an earlier episode.

Scott Santucci 01:14  

Welcome to the show.

Hank 01:16  

Thanks so much for having me. I want you to know how much it means to me to have thought leaders like yourself, introducing me to frameworks and thought processes and I particularly resonated with your heroic framework.

Brian Lambert 01:29  

That's awesome. How did you guys meet?

Scott Santucci 01:32  

Geez, I think it was at a sales enablement society meeting in San Francisco, on a panel hang asked a tough question about metrics. I think, I think we've gotten along swimmingly ever since. And I think that's really how we got here. We got introduced and connected.

Hank 01:48  

Yes, I did ask you about metrics. Specifically, how much of a portion GMA did companies spend on sales enablement? I think I got a funny look from you.

Brian Lambert 01:56  

I bet. Scott, love that question.

Scott Santucci 01:59  

Oh, that was about a funny luck. The answer was 15.9%.

Hank 02:04  

I think it was more than you were surprised that somebody would pick up on...

WELCOME to ISEs3 Episode 18 where The Leader of The Rebellion Dale Dupree joins Erich Starrett in the OrchestrateSales.com studios in anticipation of the first ever face-to-face event of The Sales Rebellion - Totality.

Dive into the world of sales, art, and rebellion as Dale shares his insights on disrupting the status quo to choose legendary and crosses the 300 mark of hosting or attending podcasts as he guides the Enablement world off the beaten path to the Rebellious road less traveled.

Explore the intriguing origins of the Sales Rebellion and the influence of Dale's father on his journey.

Understand how to transition from status quo to legendary in sales with Dale's unique perspective.

Learn about Dale's groundbreaking outreach methods that create curiosity and impact.

Discover the rebel sales process with a twist and what being a warrior in sales truly means.

Get a sneak peek into Dale's global event, "Totality," and what makes it radically different from typical sales conferences.

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

Welcome to the Inside Sales Enablement Podcast, Episode 39

In this episode, the definition goes on trial and so does Scott Santucci. Scott gets temporarily removed from the co-host seat by John Thackston, VP of SOAR performance group.

Perhaps no case in Sales Enablement history deserves the oft-used description "Trial of the Century" more than the case of Scott Santucci's Definition of Sales Enablement vs. the People.

In this podcast, the prosecutor's arguments are presented in a trial fashion. The defendant is Scott Santucci and he's waived his right to an attorney.

More than 10 years ago, the definition of Sales Enablement has existed in the market. The definition has created unprecedented international scrutiny and media attention, captivating the sales enablement profession. In one camp, the best definition = "whoever has the most organic search hits." On the side, the best definition is "created by VP's of Sales and CMOs and executives over the course of 2 working sessions as agreed upon by a team of practitioners."

You're the juror. You decide.

By the way, the first definition of Sales Enablement was written by Scott Santucci and published by Forrester in 2010.

That Definition:

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.

Since that time, he's received a lot of feedback on this definition, and many many many other definitions have sought to take it's place.

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession. Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:34  

I'm Brian Lambert.

John Paxton 00:35  

I'm Jackson and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Brian Lambert 00:49  

Thanks, john. And for those of you longtime listeners, you heard that right. That was john Paxton and not Scott Santucci. Actually Scott's on this podcast with us. But, john, are you ready to do this? So you ready to go, man?

John Paxton 01:04  

I am. I am. Absolutely. I'm absolutely ready to Yeah,

Brian Lambert 01:07  

yeah. Scotty excited.

Scott Santucci 01:12  

You know, I love being surprised, but not really sure what's going on here?

John Paxton 01:17  

Well, you know, it's, it's pretty funny Scott. Bryan actually reached out to me earlier in the week. And he said, You know, I am really, really just kind of tired of hearing about how Scott defines sales enablement, and there's so much debate about it. And it's really just time to put, you know, Scott's original work, sales enablement defined, it's time to put it on trial. And he said, john, I want you to come on the show we're going to do today, Scott is put you on the spot, you really wrote the original...

Welcome to the Inside: Sales Enablement Podcast Episode 49

It's a given that the sales and marketing engine is full of waste and inefficiency. Despite the best intentions of very smart people, something is still not quite right. How do we know? The Commercial Ratio tells us that most companies get .15 cents of growth for every dollar they spend on sales and marketing.

Scott and Brian are joined by Kunal Mehta from the Private Equity firm TCV. Kunal shares a behind the scene view of rolling out the commercial ratio to all TCV portfolio companies. What were those discussions? What was the focus? What happened?

Find out why the commercial ratio is such a great starting point for addressing sales and marketing challenges and how you can use the metric to engage more strategically with your executive team.

You can find out more about the commercial ratio at www.commercialratio.com

Let us know what you think!

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scotty NTG.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian, I've worked on over 100 different kinds of sales enablement and issues as analysts, consultants or practitioners. We've learned the hard way what works and perhaps what's more Important, what doesn't?

Brian Lambert 01:02  

This podcast is focused on you and being a great orchestrator. We've had a lot of episodes on orchestration and being orchestrated elevate your role. And on this particular episode, we're going to talk more about the commercial ratio. But before we do that, Scott, do you have a centering story for us?

Scott Santucci 01:18  

I do. I've got a I've got a little short one up. Actually, a lot of us are going to be familiar with this. The story it's a children's tale from the mid 1800s, from yawns, Christian Anderson. And really, it's about the Emperor's New Clothes. And if we remember that, if we remember that story, some swindlers go into this into this village, and they say we've got this amazing new fabric, and it's the most amazing, comfortable, glorious new fabric. And here's the deal. What's makes it super amazing is only smart people can see it. The dumb people can't see or appreciate how valuable this fabric is. And the emperors like wow, I want to do that. And all the Emperor's aides would look at this, look at the progress that these guys were doing after they set up their loom and make the Emperor's New Clothes, his new outfit his new wardrobe. And they watch his progress because of course, the Emperor wants to see his advisors. And none of them wanted to admit that they didn't see anything at play. because keep in mind, these guys are scam artists, right? But no one wanted to admit that they couldn't see it because by admitting it that they couldn't see it. Guess what was happening? They were saying that I'm stupid, right? Because only stupid people can't can't see it. So Wow, that's fabulous. And then the other a would be Oh, you're right. I see how fabulous it is to...

Welcome to the Inside: Sales Enablement Podcast Episode 50

Theres a huge difference between analysis and synthesis. Analysis requires you to break things down, measure them, and understand what happened. The very nature of "analysis" is rooted in the past, and the assumption that understanding what happened helps you figure out what to do. But, what happens when a pandemic hits, your company is going through digital transformation, and what worked in the past is no longer working?

That's where synthesis becomes critically important. Why? Synthesis provides you the interconnection of seemingly unrelated components and the ability to project what to do to help "skate to the puck" and add immense value as an orchestrator.

In this episode, we're joined by Brooke Spatz, a Sales Enablement Orchestrator in the middle of a transformation to help her company move from selling products to selling a platform. Tapping into her background as an actor, the guys explore the difference between success in the past vs. success today by exploring what it means to analyze vs. synthesize to create value for the organization. Improvisation seems like it's free-flowing and the like, but really to make that art form, there is a whole slew of rules that you need to learn. Brooke helps us explore so you can Orchestrate in the flow of business.

EPISODE TRANSCRIPT:

Intro 00:36  

Welcome to the inside sales enablement Podcast, where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take Behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 01:07  

I'm Scott Santucci.

Brian Lambert 01:09  

I'm Brian Lambert and we are the sales enablement insiders.

Scott Santucci 01:12  

Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enable initiatives as analysts, consultants, or practitioners. We've learned the hard way we just did in our pre free work here. Because this is a recording of a previous one. We've learned the hard way what works and what doesn't.

Brian Lambert 01:43  

Yeah, ask us about it sometime. I it was interesting, warm up to this call. And I think you guys are in for a real treat, because we're gonna be talking about analysis versus synthesis. As a sales enablement leader, you're an orchestrator and perspectives matter. And one of the things we're focused on here in season two is Understanding different perspectives, and more importantly, bringing people together to move forward to help clarify measures of success, provide examples of what it means to blend strategy and execution together to drive results and really gain the confidence to have more meaningful conversations in and among those people responsible for helping sales be successful. And as you guys know, we usually start with a centering story to Scott, take it away. What kind of story do you have for us today?

Scott Santucci 02:27  

What we're gonna have to do is go way back normally we start our stories in the 1800s or something like that. So we're going to go way back and we're going to go way back to his early as 391 BC. That's 391 BC. That's where we're starting our story from

Brian Lambert 02:45  

All right, great. Well,

Scott Santucci 02:47  

and what we're talking about is something called the attilan farce. The...

Welcome to the Inside: Sales Enablement Podcast Episode 55

Our focus is on you a sales enablement leader and orchestrator. In your role, you've got to be mission and goal-focused to drive results by design, not effort, unlocking energy, and creating momentum and catalyzing change through collaboration. In this episode, the guys are talking about utilizing social media to gather information and insight. Not with the purpose of amplifying what's already known, but rather, for the purpose of understanding different perspectives. A key concept of Orchestration.'

In this episode, we're joined by Greg Smith, a long-time listener. He joins the show to talk about one of his most recent posts on "SDR bashing" and what happened when he posted, what he learned, and why the subsequent discussions were valuable.

That's really what we want to talk about here is we have a great opportunity for an awesome topic that requires a good healthy exchange and conversation. When we think about digital, why are we treating it as a separate medium? Why are people using it to share information, instead of understanding different points of view?

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scott Santucci.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:47  

Together, Brian, I've worked on over 100 different kinds of sales enablement, issues as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more importantly, what doesn't

Brian Lambert 01:00  

And our focus is on you the sales enablement leader and orchestrator, as you know, you've got to be mission and goal focused to drive results by design, not effort, unlocking energy and creating momentum and catalyzing change through collaboration. Those are just some of the attributes of being a great orchestrator. And as we continue to advance through COVID-19, we're having to do that a lot more digitally. It's a digital driven need for orchestrators. And that's what we're going to talk about today, the idea of digital environments and leveraging them to help us orchestrate success. And Scott, why don't you kick us off with the story and introduce our guest?

Scott Santucci 01:42  

Thanks, Brian. And we're not going to go back very far in history, because how far back in history can we go when we talk about digital environments, but we're going to do is maybe it's more of an anecdote. So in 2017, I started the sales enablement society. One of the things that was really interesting about that is it was all run on my cell phone and through LinkedIn. So the ways of engaging what I learned about how people engage, what the techniques are, etc, if you just sort of look at LinkedIn as a big collection, sort of like a conference, or you know, you go to a basketball game, and you want to talk to people in the stands, if you look at it that way, then use the rules of how you engage others. And that's really what we want to talk about here is we have a great opportunity for a awesome topic that requires a good healthy exchange and conversation. But I think one of the things is when

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On Episode 5 we begin in the present as Erich Starrett is joined in the OSC Studios with Gail Behun who was announced just last week as the new President of the Revenue Enablement Society! 

In this episode, Gail shares insights gained from many milestones on her personal Enablement journey including...

> Her PASSION for the elevation of the Enablement profession, including many companies (and namely those who laid off entire Enablement teams) coming to embrace the reality...

"What was happening to our community wasn't about enablers not showing value. It wasn't about us not doing a good enough job at our job.

It was very reactionary. It was our CROs and CEOs not understanding the value of Enablement.

Going from mentality of growth at all costs to a mentality of profitability at all costs." And that meant they had to cut anything that didn't directly lead to profitability, which meant cutting Enablement because Enablement adds to the cost of sale.

...this crash was not just because of our performance and that we had to be able to own the parts of it that we didn't do well enough. We needed to understand how to better build a bridge to our CROs, and then we needed to understand how do we go forward from here."

"We really need to bring this function back and bring it back strategically. "

> The Sales Enablement Society's decision to rebrand in 4Q23 to the Revenue Enablement Society...

"This is a real recognition that our profession is evolving dramatically...that we have a much bigger footprint that we're empowering, not just sellers, but customer success, solution consultants, marketing, working across product marketing. We really are that connective tissue to the sales organization."

"The title is how people are seeing us. But for me and my passion is how are we seeing ourselves? How do we define what we're doing so that whatever our title is, we know we're having the biggest impact, whether you are, a support level, whether you're just coming in, whether you're a VP level and everything in between, really having a clear understanding of how you can have an impact on those bottom line revenue metrics. How what you're doing ties back to revenue.

> How her love of the live conference community experience led her to lead the annual global SES/RES event...

"It lets me really bring my passion for face to face marketing and the power of conferences and the power of connecting into an organization that I feel so strongly brings so much value to members. One of the things I love about sales enablement is it's still a niche profession. There's not a lot of us, we're still figuring a lot of stuff out. And so you have this community of people who are. Incredibly brave, incredibly creative, incredibly scrappy, and perfectly happy to show you what they're doing."

> Her take on the future of Enablement, and elevating the profession...

"The evolution for me is to continue to make sure that people have outlets to have good discussions with their community on a regional level, on a national level, on a slack level, that they have those conversations, and that those conversations can focus on 'What makes our strategy impactful?' Yeah, we've got to talk about the tactics, like how are we actually going to pull this thing off? But the more conversations we have about the strategy, the more that we speak that CRO / CEO language, the more likely we are to elevate our entire profession."

Please take a listen (and subscribe to!) the...

Welcome to the Inside Sales Enablement Podcast, Episode 30

This is part 4 of 5 in response to the global COVID-19 pandemic, specifically tailored to sales enablement. As sales enablement leaders, we have a huge role to play in helping sellers navigate these trying times.

If you listened to our first three episodes (episodes 27, 28 & 29) we talked about what is going on in the global market, how companies are likely to respond, and what you can do about it.

In this episode, the guys are fielding your questions. The questions are based on podcast feedback and also the responses we collected with a short questionnaire we sent to Insider Nation. 

Based on a rapid fire format, you’re bound to take away many actionable ideas on what you can do lead from the front. 

Our agenda for this podcast series in response to the global pandemic has five parts:

• Part 1 (Ep27): What is really happening in the market?
• Part 2: (Ep28): How are companies likely going to respond?
• Part 3 (Ep29): What can Sales Enablement leaders do?
• Part 4 (Ep30): What are your peers thinking and doing?
• Part 5 (Ep31): How do we lead our teams, our companies, and our initiatives to help sellers be successful?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is sales enablement. Leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49

Together, Brian and I've worked on over 100 different kinds of sales enablement initiatives as analysts, consultants, or practitioners. We've learned the hard way what works Perhaps most importantly, what doesn't.

Brian Lambert 01:03

On this episode, we're going to have part four of our COVID response series. In March 2020, we had a panel discussion of a venture capitalist, an academic, a top performing sales professional, and Scott and I. And we talked through the impact of the global virus on the economy, and more importantly, on sales enablement. We talked about the data, comparing this to previous recessions. We talked through some ideas and some approaches you can take within your company and projected what we believe would happen inside of companies. As part of that. Scott and I put out a survey to the insider nation. And many of you responded not only with thoughts around what what's happening in the current economy, but also what you wanted to ask us and what you wanted to hear about, and that's what we're going to talk about today. On this episode, the questions from insider nation regarding the current condition, and the future of sales enablement. Scott, why don't you set us up? provide a story and center us around this this concept?

Scott Santucci 02:14

Yeah. So, we're going back to our, our...

Welcome to Inside: Sales Enablement Episode 60

We're in the experience economy and Sales Enablement Orchestrators are working to bring together the valuable contributions of multiple departments in their organization to improve the customer experience. How are they doing that? By pulling together people, processes, technology, and information to benefit sellers and address the gaps in the selling eco-system.

Curiosity is the new competitive advantage, as savvy leaders are taking a "how do we figure it out" approach and learn by doing. Forgoing the big-bang efforts for laser beam experience "labs" to figure out what works.

In this episode, we’re joined by Bill Ball, a founding member, and one of the members of the Sales Enablement Board of Directors. As sales enablement society founders and members Scott, Brian, and Bill share their examples of creating an all-digital organization of volunteers through a shared and common experience to elevate the role.

As Bill shares in the podcast; "We're navigating an evolving profession together. We have to get to know people and to help people, to figure it out together."

Listen in as the guys share what they're seeing, and more importantly, what they have learned to help your own organization orchestrate and bring together people through a common and shared experience

SES EXPERIENCE 2020 - Forward Momentum for a New Decade October 26 - 29 Virtual

Join the members of the Sales Enablement society at their annual conference http://ses2020.sesociety.org/

Make sure you join Scott Santucci (SES Founder) in the Founders Room on Wednesday, October 28, 2020 at 4:15pm Eastern.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34 

I'm Scott Santucci.

Brian Lambert 00:36 

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's most important, but doesn't. Our focus is on you as sales enablement leaders and orchestrators in that role that you have in your company, you've got to develop specific characteristics that we call orchestration. That means blending strategy and tactics together to achieve results to help sales sell and simplify the selling ecosystem. And as usual, we have a centering story, bill, bill, what do you got for us?

Bill Ball 01:29 

Thanks, guys. I want to take us way back to the year of 2016. I know that's not quite as far as you gentlemen generally travel back in your centering stories, but it's important.

Brian Lambert 01:45 

It's important,

Scott Santucci 01:46 

you know why? It's so it might as well be that Fargo. Right,

Bill Ball 01:50 

right, right. I mean, cuz who can tell at this point anymore? It seems like 1000 years ago is my relationship with you guys go what's happened this year, and how far the sales name one society has come. So um, the reason I'm going to talk about 2016 is that's the year all the wheels started to turn in the sales enablement society....

JOIN us for Episode 17 where, in anticipation of finally meeting each other face to face at The Sales Rebellion / Dale Dupree's inaugural Totality the following week, ISE Season 3 host Erich Starrett gets WAY into the W.E.E.D.S. with THE Irrepressibly Optimistic Stu Heinecke. Dive into the world of competitive advantages and growth strategies with THE "father of contact marketing." From the importance of adaptability to leveraging internal and external collaboration, this episode is a must-listen for those looking to enable business success.

• The concept of "unfair" advantages and how to create them.
• The role of CWOs - Chief Weed (Growth!) Officers - in focusing on growth and revenue.
• Using weed strategies for business resilience and opportunistic growth.
• Real-life examples of innovative disruption techniques with contact marketing.
• Marketing success stories and upcoming insights from Stu Heinecke's upcoming (early 2025) re-release of "How To Get A Meeting With Anyone."

Don't miss out on these invaluable insights that can transform your business approach! Duck your head into the Orchestrate Sales Studios and take a listen.

JOIN US at Totality! Only a handful (literally!) tickets remainin... https://www.thesalesrebellion.com/totality/

5 Keys You'll Learn:

Competitive Advantages:

• Discover how to create those "unfair" advantages that your competitors just can't match (legally, of course! 😉).

Surviving and Thriving Amidst Chaos:

• Learn how to not only survive disruptions but turn them into your biggest growth opportunities, following lessons learned from weeds.

Teamwork Makes the Dream Work:

• Understand why collaboration, both internal and external, is the secret sauce behind thriving businesses.

Self-Disruption Tactics:

• Get inspired by Amazon's disruptive mindset and see how self-cannibalization can lead to innovation.

Weeds Strategy for Business:

• Explore Stu's unique analogy comparing business strategy to the relentless growth of weeds – resilience, collaboration, and adaptability. And that is JUST the beginning!

Fun Fact from the Episode:

Did you know Leonardo da Vinci was one of the O.G.s of contact marketing? That he was commissioned to craft a horse head lute to be used as a gift to secure an essential royal meeting? Talk about using art (and your (horse's) head) to get ahead in business!

ABOUT STU:

Stu is a bestselling business author, marketer, and Wall Street Journal cartoonist.

His first book, How to Get a Meeting with Anyone, introduced the concept of Contact Marketing and was named one of the top 64 sales books of all time.

His latest release, How to Grow Your Business Like a Weed, lays out a complete model for explosive business growth, based on the strategies, attributes, and tools weeds use to grow, expand, dominate and defend their turf.

He is a twice-nominated hall of fame marketer,

Nasdaq Entrepreneurial Center author-in-residence,

and was named the “Father of Contact Marketing” by the American Marketing Association.

He lives on the beautiful Bainbridge Island in Puget Sound, Washington. (A favorite destination from Erich's childhood!)

Mentioned in this episode:

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the...

The value of Sales Enablement continues to elevate for those who orchestrate across the company to bring together the right solutions at the right time while addressing seller burden.

In this packed episode, Scott and Brian are joined by Joe, a VP of Sales for a Mid-Sized services company that works with some of the largest media companies on the planet. Joe talks about the evolution of selling over the past 20 years and what's happening the sales right now. Especially, with the impact of COVID, and the complexity his team is dealing with.

Against this backdrop, Scott, Joe, and Brian discuss the perceived value and impact of Sales Enablement.

The discussion includes:

• Peeling back the layers of VP of Sales challenges and situations, so you can gain more empathy
• The perceived impact of Sales Enablement Orchestration
• Tips and ideas on how to role-play sales enablement value

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation, and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Unknown Speaker 00:34  

I'm Scott Santucci, Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian and I've worked on over 100 different kinds of sales enablement initiatives as analysts, consultants, or practitioners. We've learned the hard way what works And maybe what's most importantly, what doesn't.

Brian Lambert 01:02  

Our focus is on you the sales enablement orchestrator. As you know, sales enablement, leaders really need to develop a core skill and competency in the area that blends strategy and tactics to stay mission and goal focused, to prioritize the right action at the right moments, to guide the narrative by confronting reality, to take more of a design approach, not just when, through effort to unlock energy, create momentum, and catalyze change. To help us out on this episode, we're going to bring in a head of sales. It's Scott's going to talk through some of the attributes of recent sales enablement initiatives. And this is an important lesson for you guys in a kind of a way to go into the lab and I really want you to listen for the space that Scott creates with this VP of sales, and how he goes about talking through some of the real issues. And as part of that at the end of the discussion, well, we'll kind of roleplay a little bit of how we might position things Some of these more comprehensive solutions to VPS sales and win together. So with that, I'm gonna hand it off to Scott. And Scott, can you introduce our guest?

Scott Santucci 02:10  

Absolutely.

Scott Santucci 02:12  

We have two goals that were happening here. Goal number one is, how do we start talking about one of the terms that we brought up as stratification? How do we actually bring to life, that gap between strategy and execution for our criticals stakeholders, and in this case of VP of sales, that's the one thing that's part one. And that's what I'm going to cover. Part Number two, what we're going to get at is, okay, now that you have ideas of what might...

Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On ISEs3 Ep15 host Erich Starrett is joined in the Orchestrate Sales studios by new friend Danny Wasserman, whom he finally met F2F at Corporate Visions Emblaze #DigitalNow24 in early April. Danny has done game-changing tours of Enablement duty at top logos including Databricks, Gong! and Tableau.

Q: So how *DOES* #RevenueEnablement gain a seat at the table in "the room where it happens?

And what does THAT have to do with peanut butter, sausage, and Shake Shack?

A: (in part) "whether it's in sales. Or whether it's in CS or it's in enablement, you cannot trivialize or overstate the importance of the intersection between hospitality and the world of business."

Dive in with me and Danny to talk Strategy, Technology, Human Connection, and...

PAST:

⌛️ Danny was onboarded at Tableau at about employee 2k. The IPO had just recently happened, and his first "real" taste of enablement was onboarding with "the truly incomparable" Sarah Bedwell

⌛️ Joining Enablement at after a sales spiff started a bit of a riff. "I was fortunate enough to be within the cocoon of Mother Goose (Nate) Vogel."

⌛️ "My dirty little secret is that I'm an enablement? Dude. You couldn't have captured the essence of how I felt about being a former seller who had sort of taken a bite of the forbidden fruit."

⌛️ Frank Slootman boldly came out and said, why am I going to put all of the customer success on one person?

⌛️ Nate recruited Danny to re-join Enablement forces at DataBricks.

PRESENT:

💼 "If I'm not fighting that hard for my cabinet seat with whatever executive I'm trying to maintain my position with, there's a dozen people behind me that will absolutely eat my lunch."

💼 Per Danny Meyer - American restaurateur and a guiding voice in Danny's career: In addition to IQ, do you have what he calls HQ: hospitality quotient?

💼 "Genuinely what enablement provides is service. And I think if you feel that passionately, if you feel that authentically and genuinely, the beneficiaries of what it is that you're providing will also sense that ...you will not allow or tolerate yourself to serve a mediocre product."

FUTURE:

🤖 Kyle Healy, who's the SVP of Enablement at a insurance company "When we think about AI's place in our profession, do you want to embrace that technology like Iron Man, or do you want to attempt to resist it like Terminator?"

🤖 Potential impacts of AI and technological advancements on the enablement profession

🤖 Necessity to adapt and integrate new technologies while preserving the human element

🤖 Ongoing collaboration and learning opportunities in enablement practices

Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation! 

ORCHESTRATE Sales!

Erich

#RevenueEngine #DigitalTransformation #ChangeManagement

#Orchestrate #SalesEnablement

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND...

One thing that we like to do on our podcast is to make this very conversational. And the reason that we want to make it conversational, as we go through a structured format, it can get overwhelming. The things that we're all talking about are very, very complex. In this episode, the guys are joined by Steve Goas who is passionate about co-creating value in Message Enablement.

Topics:

• The vision of Message Enablement programs
• Creating Routes to Value
• Orchestration across the organization
• Defining what "good" looks like with Sales

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. 

Scott Santucci 00:33  

I'm Scott Santucci. 

Brian Lambert 00:34  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies 

Scott Santucci 00:47  

together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way what works and maybe what's more important, what doesn't

Brian Lambert 01:00  

Our focus is on you the sales enablement leader and Orchestrator, as a Orchestrator in sales enablement. You have specific characteristics and skills that you need to leverage in order to blend both strategy and tactics to execute. Our goal is to help you clarify what that looks like, provide examples that you can reference as you're engaging across the organization, and give you the confidence to gauge up down and across the organization. So you can drive the simplification that salespeople need to be successful with their customers.

And on this podcast, we have a special guest. His name, Steve, Steve Goss. And Steve is with a very large financial services company. He's got a very strong background in b2b content and b2b messaging enablement or Message Enablement. He's very passionate about sales enablement, as an enabler of the content and the message that salespeople need to have as they engage with their clients and their customers. 

And when you think About the sales enablement landscape that Scott shared in early 2020. We obviously we had Talent Enablement, we had Pipeline Enablement, Organizational Enablement and commercial enablement. Steve, one of our listeners here is in the Message Enablement space. 

Steve and I met at the sales enablement soiree, actually in 2019. We actually hit it off really well. That event is great to walk the hallways with him and just talk about sales enablement and what he was seeing, as he was helping his large sales teams. And he's been texting and emailing Scott and I ever since he's been a big listener of our show, and actually since COVID, we've had the largest body of post COVID sales enablement research with over 25 episodes and obviously all the state of sales enablement research we did. And Steve's been involved and digesting all that and he reached out to Scott and I said So that's how this started. And Steve so much. I just want to thank you so much for being on the show today. And can you tell us a little bit more about yourself and anything I missed in that setup?

Steve Goas 03:10  

Yeah. So thanks for having me. And...

Join Erich Starrett in the Orchestrate Sales Studios as he interviews Jonathan "Coach K" Kvarfordt on the transformative power of AI in Enablement. Delve into Jonathan's insights on evolving the role of enablement professionals and the strategic impact of AI.

• Jonathan's journey from survival-focused to strategic thought leadership in sales enablement
• Active involvement in opportunities to improve Enablement
• The formation and goals of the RISE initiative for research-based enablement insights
• The role of AI in feedback, coaching, and automating administrivia
• Future of enablement with AI and the necessity for adaptation and innovation

We can't wait for you to listen to this episode and harness the power of AI to elevate your enablement game. Jonathan's insights are not just enlightening but will truly redefine how we look at sales enablement’s role in the future.

Don’t miss this in-depth discussion on the future of Enablement!

5 Keys You'll Learn in This Episode 🎓

1. Jonathan’s Journey: Discover how Jonathan transitioned from a survival mode to becoming a pioneering figure in sales enablement, learning from industry leaders and engaging with professional organizations.
2. AI in Feedback & Coaching: Learn how AI tools like Momentum are transforming feedback processes, making coaching multilingual teams more efficient and strategic.
3. Philosophical Shifts in Enablement: Jonathan challenges the traditional reactive role of enablement, advocating for a shift towards being proactive strategic partners within organizations.
4. Strategic Use of AI: Get insights on how AI can automate routine tasks, freeing up time for more creative and impactful enablement activities.
5. Future Vision: Jonathan introduces the RISE Initiative, which aims to clarify enablement roles and responsibilities using data-driven insights. This initiative involves thorough research and academic collaboration to define what good enablement looks like.

Fun Fact of the Episode 🌟

Did you know Jonathan discovered AI’s immense potential even before ChatGPT became a household name? His early adoption of generative AI tools has paved the way for groundbreaking applications in enablement, from crafting precise feedback to creating competency models that require minimal tweaks!

Mentioned in this episode:

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

Welcome to the Inside: Sales Enablement Podcast Episode 51

Our focus on this podcast is for you sales enablement leaders and orchestrators. As an orchestrator. You need to develop skills to be mission and goal focused. prioritize the right goals and the right moments, guide the narrative by confronting reality, drive results by design, not effort and unlock energy to create momentum. To do that, today, we've got a special guest is going to join us to talk about a very important topic, and that is selling outcomes.

If you're a devout listener, and insider nation member, you will already know this illustrious guest. He was in our panel or on our sales leader COVID panel. And I'm delighted to have Bob Apollo just himself. So if you don't know about Bob, one of the things that he's doing that's really exciting, is he's launched an outcome centric Academy.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:34  

I'm Scott Santucci, Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49  

Together, Brian and I've worked on over 100 different kinds of sales enablement initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe What's more important, what doesn't?

Brian Lambert 01:02  

Our focus on this podcast is for you sales enablement leaders and orchestrators. As an orchestrator. You need to develop skills to be mission and goal focused. prioritize the right goals and the right moments, guide the narrative by confronting reality, drive results by design, not effort and unlock energy to create momentum. To do that, today, we've got a special guest is going to join us to talk about a very important topic, and that is selling outcomes. Scott, can you introduce our guests?

Scott Santucci 01:31  

Absolutely. So if you're a devout listener, and insider nation member, you will already know this illustrious guest. He was in our panel or on our sales leader COVID panel. And I'm delighted to have Bob Apollo just himself. So if you don't know about Bob, one of the things that he's doing that's really exciting, is he's launched an outcome centric Academy. So before I get into more details about that, let's Bob Tell us a little bit about yourself in specific What is this outcome centric Academy in first place?

Bob Apollo 02:06  

Yeah, thanks, Scott, and really happy to be back with the program again. So my career really has been one of spanning sales and marketing for a variety of organizations over the years. But most recently, I've been spending my time working with, I suppose what you're characterized as scale up b2b tech based businesses, for whom sales enablement, sales effectiveness, and all of the things that go with that absolutely essential foundations for building a growing business and delivering predictable outcomes.

Scott Santucci 02:46  

Awesome. So what we're going to do here is one of the things that we're doing on our show is we're trying to create more opportunities to learn. And as you've been, as you know, we've had several webinars that are all predicated on post COVID research....

Welcome to the Inside Sales Enablement Podcast, Episode 31

This is part 5 of 5 in response to the global COVID-19 pandemic, specifically tailored to sales enablement. As sales enablement leaders, we have a huge role to play in helping sellers navigate these trying times.

In our first four parts we covered a lot of critically important topics such as:

• Part 1 (Ep27): What is really happening in the market?
• Part 2: (Ep28): How are companies likely going to respond?
• Part 3 (Ep29): What can Sales Enablement leaders do?
• Part 4 (Ep30): What are your peers thinking and doing?

In this episode (episode 31), the guys dive into the critical aspects of leadership and provide executable insights with a leadership framework you can use to

1) assess your current leadership stance (i.e., how are you showing up)

2) how are you going to lead through this crisis and change?

To help make this topic come to life, Brian and Scott conduct a live role play in response to the COVID crisis. As you listen, you will think deeply about your leadership skills and approach based on their lively interactions.

In this episode, they provide a walk through the HEROIC Leadership Framework. A framework 11 years in the making and followed by some of the most strategic and results-oriented sales enablement leaders in the technology industry.

• H (Holistic): Leaders recognize the whole is greater than the sum of the parts
• E (Engineered): Leaders understand how the parts best fit together
• R (Reality): Leaders understand how the human element impacts how the parts behave
• O (Ongoing Operations): Leaders build continuous and sustained improvement
• I (Impactive): Leaders understand how they message to the community of stakeholders will ultimately drive action
• C (Collaboration): Collaboration and inclusiveness are required to drive cohesion in the commercial process

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49

Together, Brian and I've worked on over 100 different kinds of sales enablement, initiatives, as analysts, consultants, or practitioners, we've learned the hard way, what works. And maybe what's more important, what doesn't.

Brian Lambert 01:04

Today, we're talking about leadership. And before we get into it, pop quiz, Scott, I'm going to hit you with a quiz, awesome, right off the bat, who's your favorite leader and why? And it can't be somebody from your family. Who's your favorite leader, and why from history? Mine?...

We're thrilled to bring you episode 19 of Inside Sales Enablement, Season 3 - Enablement History, featuring the one and only SES O.G. Jen Marie Jacober, or as some of you might know her, Bacon. Join us as we dive deep into the origins and growth of the Sales Enablement Society with someone who was right there from the start!

🧠 5 Keys You'll Learn in This Episode:

1. Origins of a Movement - How Jen Marie stumbled upon sales enablement and played a pivotal role in launching the Sales Enablement Society.
2. The Power of Networking - Discover how the community fostered invaluable professional relationships and connections.
3. The Birth of Chapters - Learn about the formation of local chapters and how they contributed to the society's mission.
4. Evolution to Revenue Enablement - Explore the transition from sales to revenue enablement and what it signifies for the industry.
5. AI and the Future - Jen Marie shares her thoughts on AI's role in the future of enablement and the importance of being an orchestrator in a digital world.

🥓 Fun Fact From the Episode:

Did you know Brian Lambert gave Jen Marie the nickname "Bacon" because he said she makes everything better, just like the breakfast staple? Now that's a compliment worth savoring!

Mentioned in this episode:

Visit us on the Orchestrate Sales Property

https://www.OrchestrateSales.com/

ISE Listeners Get 30% Off of GTM AI Academy!

GTM AI Academy. The only AI curriculum curated by Enablement for Enablement ...and the entire cross-functional GTM team. Don't get tangled up in all of the random vendor driven offerings in your feed. Learn AI from a globally trusted source - Coach K - Jonathan Kvarfordt Their bundle "Enablement AI Mastery" includes BOTH the core "Generative AI Foundations" course AND "Enablement AI Mastery" specifically. Each course has a value of $599 individually, but Coach K is offering them as a bundle with reduced pricing. AND as a listener of the Inside Sales Enablement podcast, if you "ACT NOW" you can use code "ISE30" to get an ADDITIONAL 30% off of the entire thing. You will also receive FREE access to the GTM AI Tools Demo Library. Coach K has done the demos so you don't have to and offers his straight shooting opinion through an Enablement lens. Go to www.gtmaiacademy.com and enter code ISE30 TODAY and elevate your AI Enablement game!

Brought To You By GTM AI Academy - 30% Off for ISE!

Join Orchestrate Sales' ISE Podcast Insider Nation!

https://www.OrchestrateSales.com/podcast

Welcome to the Inside Sales Enablement Podcast, Episode 37

Hello insider nation we're excited to bring you yet another star-studded panel. This time it's a dedicated panel of academics covering the Sales Enablement space from Universities such as Johns Hopkins, University of Texas - Dallas, and Northern Illinois.

For many, the COVID Crisis of 2020 was a wake up call. The guys leaned into the Insider Nation to discover and learn their thoughts in response to the global crisis. Make sure you listen to episodes 27-31.

We continue our groundbreaking research on the state of sales enablement research project this panel.

In this episode, our guest panelists include:

• Dr. Robert Peterson, Editor Journal of Professional Selling and Professor of Sales at Northern Illinois University 
• Dr. Joel Le bon, Johns Hopkins University Digital Business Development Initiative
• Dr. Howard Dover, Director, Center for Professional Sales at University of Texas Dallas

To view the research method, visit https://www.OrchestrateSales.com/research/

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:35  

I'm Scott Santucci. I'm

Brian Lambert 00:36  

Brian Lambert and we are the sales enablement insiders. So hello

Scott Santucci 00:41  

insider nation, we have another special edition podcast. We're gonna get academic, we'll talk about that what that means in a minute. But what we'd like to do is recap on what we've been doing. So far. As you probably know, as a regular listener, we've been doing a variety of special podcasts around COVID COVID response, how to be a hero and leadership frameworks. What we've also done what you also knows that we've done a survey of many of you, and we're in the process of getting those findings, make sure you visit WWW dot inside sec.com and register for our executive briefing. We already have joined some of your peers, VP and director level people and companies like Verizon, Comcast, Microsoft, Amazon, boy, the list goes on and on comm vault, Hewlett Packard Enterprise, we have a we're really, really delighted with the response that we're getting so far in that upcoming webinar, and of course, puts a lot of pressure on Brian I to make sure we deliver on that.

Moving forward to what we're talking about here today. What we're trying to do is, as part of our research process, share or be very transparent of how we're going about doing it. So we've mentioned that we did a survey, we've mentioned the idea about guest analysts. I mean, this is the kind of help that we're getting seismic TCV private equity, sales benchmark index, show pad, high spot, sales hood, or Ely, soar consulting, these are all businesses that are working to help us get the information to shape out where we're going. And that's really incredible. No one's putting any money to this. This is all just figuring out where this research takes us. So with that, we've already had a few panels, a few cohorts. As I learned from our from our distinguished panelists here, we've had a cohort around sales enablement experts, we've had...

Welcome to the Inside: Sales Enablement Podcast Episode 44

At the end of our anniversary show the guys talked with Sarah Fricke who is passionate about laying a path for other women to join us in the enablement field while also while promoting the fact that there are many paths into enablement.

Sarah joins the show to host a panel with:

1. Amy Benoit - Renaissance Woman Catalyzing Change, consultant 
2. Lindsay Gore - Microsoft
3. Hang Black - Juniper
4. Sarah Fricke - RingCentral
5. Alicia Leach - Salesforce
6. Steph Bell - Salesforce
7. Stephanie Middaugh - Divvy

The show topics include:

• Share how great women forged a path in sales enablement and why
• Share strategies of navigating career conversations within a male dominated organization that doesn’t have a definition for enablement
• To help improve businesses by creating an environment where everyone benefits by the ‘melting pot’ concept of bringing people together.
• The business case for diverse mindsets and cognitive diversity
• The importance of allies in the workplace

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. I'm Scott, Brian Lambert

Greg 00:36  

and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49  

Together, Brian and I've worked on over 100 different kinds of sales and Avon initiatives as analysts, consultants or practitioners, we learned the hard way. What works Maybe what's more important, what doesn't?

Greg 01:02  

That's awesome in Yep. And we know what works because we know conversations work. And we're going to have a conversation today in a very special episode with a great panel discussion with women in sales enablement. gotten I are super excited to host this panel because as orchestrators, we need to work with people who have different perspectives than us. And we need to be inclusive of those perspectives. And so what we're going to do is make this fun and informal and informational. And if you guys remember in our last podcast, which was our anniversary show, it was Episode 43. And in that particular episode, Sarah Frick from ringcentral was with us. And after we were done shooting that episode and recording it. We were talking to Sarah and the rest of the panelists about ideas for this year. And as we move into season two, what could we talk about? and Sara chimed in and said, hey, let's you know it'd be great if we brought together and created some space to have conversations with women and salespeople. And so we said, That's great idea and help us Can you help us do that. And so that's what we're going to do. We're going to I'm going to pass this over to Sarah Frick, who's going to be our guest host. And she's going to talk through and introduce the panelists. And she's going to talk about and ask them questions, like, you know, what's happening when women in leadership for enablement? What does it look like when they're working well, and when it works well, and what are some specific challenges...

Welcome to Inside: Sales Enablement Episode 61

In this episode we're joined by long-time listener Erik Host-Steen who appreciates getting into the meat of some issues. Since we like introducing ideas and inviting people to participate and push back, Erik reached out to discuss business outcomes and business impact of Sales Enablement.

Erik finds that sales, marketing, and product leaders are often working at cross-purposes. One way to get alignment is through business impact measures. What are the goals of the organization? And certainly, growth is usually a part of that. And that growth is for some purpose, value creation, profitability, etc. And then if it's a venture capital backed, firm, there's an exit. So then we have to have an eye toward valuation. And the top typical valuation models have many other factors involved rather than the Commercial Ratio we discussed on the show.

What does the Commerical Ratio really add to the toolkit in terms of being able to solve growth problems being able to drive toward a particular valuation or profitability? Find out as we walk through the top-down view of business impact measures so you can quantify your business impact of the sales enablement function.

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Brian Lambert 00:33  

I'm Scott Santucci. I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian, I've worked on over 100 different kinds of sales enablement issues. As analysts, consultants, we're practitioners, we've learned the hard way, what works, and maybe was more importantly, what doesn't. And

Brian Lambert 01:01  

our focus is on you as sales enablement, leaders and orchestrators. In that role as an orchestrator, you have to blend both tactics and strategy to execute. Our goal is to help you clarify the measures of success, provide an example of what that looks like to execute, and work together across your function across your organization. And then give you confidence to engage up down and across so you can drive results. And on this podcast today, we're just really excited. And it's really awesome to have another insider join us. We've got Eric hosting with us. Hi, Eric, how you doing?

Erik Host-Steen 01:37  

Great, thanks. Thanks for having me.

Brian Lambert 01:39  

Absolutely. And I was, I wanted to bring you in, because you and I had both had a conversation on the heels of the Commercial Ratio webinar. And I learned a little bit about you, you've got you fixed sales and marketing and product problems. You've been with Rogers Corporation, and hoche and Red Mountain, and you're very process driven and quality focused, and have a product marketing background in business development. And, you know, one of the things that I learned about you as you really are focused on having a dialogue, to understand but also where things maybe don't necessarily come together for you, you want to have a discussion. And that's what we're doing here today. I thought, Well, you know what, instead of having the conversation between us, between you and Scott, let's have you on the show. And you can ask Scott yourself. So thanks for joining in,...

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On Episode 6, Erich Starrett hosts Christopher Kingman M.S., Global Head of Digital Sales Enablement at TransUnion, in the OSC Studios. And - SPOLER ALERT - this Ep is COMPLETE with a first of its kind opportunity to meet our guest IRL and face-to-face! Along with some of the best-of-the-best who have made (and continue to make) Enablement and Digital Sales history. And with not one but two ISE Insider benefits to make it easy on the travel budget.

Chris has a captivating Enablement past as the youngest SES Fore-founder in "the room where it happened" ...just up the street from his Florida home. He is also well known for standing up in that very room as the voice of the next generation.  He shares his unique perspective on the past, while concurrently holding executive board roles with both the Revenue Enablement Society and Emblaze.

Don't miss insights from this consistent practitioner, leader and volunteer on the Enablement front lines about the past, present and future of the function and profession. 

Highlights include:

PAST:

> Participating in the founding meeting of the Sales Enablement Society with people who came from as far away as the Netherlands like Thierry van Herwijnen and big names like Gerhard Gschwandtner and Jill Rowley invested their time, talent, and travel generously.

Dr. Robert M. Peterson, who never lets Chris forget that he was the "youngster" there.

PRESENT:

> Chris' board role with Emblaze (fka AAISP) is informed by years of involvement including at the F2F events. 

> RES and Emblaze have partnered around the concept that your enablement person and your CRO/CSO are two sides of the same coin.

FUTURE:

> Developing the first standards-based Enablement Executive Education program.

> The 2024 Emblaze #digitalnow Revenue Growth Summit in which the RES is cultivating the Enablement track, and Chris and RES President Gail Behun will be hosting a "How to speak CRO" session. 

We also announce an ISE Season Three exclusive...

> Book NOW! RSVP ASAP for the upcoming summit in Chicagoland from April 2nd to 4th! An opportunity to meet Tim and SO MANY other thought leaders face-to-face at the 2024 digitalnow Revenue Growth Summit in association with OrchestrateSales.com's ISEs3 podcast.

Hosted by Emblaze, powered by Corporate Visions, bringing together sales, marketing, and success leaders to address the challenges and opportunities of digital...

Episode 64: ISE Season 3#1: BSES

Welcome to "season three" of Inside Sales Enablement ...ISE - focused on Enablement History. I'm Erich Starrett. I started out in the ISE audience listening to SES Founding Father Scott Santucci and Trailblazer Dr. Brian Lambert', and then collaborated with them to build OrchestrateSales.com to be the global home for the ISE Podcast and related resources for Sales Enablement #Orchestrators, including Sales Enablement Society history.

It is the week of the seventh anniversary of the official signing of the SES into reality by the ~100 Fore-founders in Palm Beach, November of 2016. We begin ISE Season 3 with a focus on "Before the SES ...and how it almost didn't exist" with SPECIAL GUEST Sales Enablement Society Founding Father Scott Santucci himself.

• Was Sales *Enablement* the first choice, or were there a few left marked through on the the whiteboard?
• What HEROic role did the four days of Scott and Brian Lambert's Forrester Sales Enablement Conferences play?
• Would the Sales Enablement Society have even become a thing if Jill Rowley didn't engage a cynical Scott in a Social Media challenge centered around Tiffani Bova, with a few extra nudges from across the pond thanks to Tamara Schenk?
• The significance of Lisa Pintner not just letting Scott sulk in a corner at the happy hour?
• How do you create a forum that fosters creative conflict and to challenge each other in a positive way?
• What was the role of vendors including Corporate Visions (@Jody Kavanaugh and Tim Riesterer,) SAVO Group (now part of Seismic) and @iCentera (Craig Nelson)?
• What came into reality of the intersections of Sheevaun Thatcher, CPC, Jill Guardia (she/her), and Daniel West introducing Scott to @Jim Ninivaggi?
• ...with involvement of key players like Walter Pollard,

Welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On Episode 11, Erich Starrett hosts Bob Perkins, the Founder AAISP, the American Association of Inside Sales Professionals (now Emblaze) in the Orchestrate Sales Studios on the eve of the #digitalnow conference in Chicagoland next week (including a special promo code if you have not yet RSVP'd!)  

We begin with his origins in telesales to Inside Sales to forming the AAISP. And from where he first crossed paths with #SalesEnablement in the journey to modern day where Emblaze is partnering with the Revenue Enablement Society for track next week. 

Highlights from the episode include...

PAST:

⌛️ Bob was on the first ever Inside sales implementation of Siebel. "We used to pull out a stopwatch and time how long it would take to pull up a customer record."

⌛️ Bob and Larry Reeves held the first AAISP conference for 50 people in Minneapolis in 2009 using a sound system borrowed from Bob's church.

⌛️ By year two they had 200 and started getting calls from places like Japan, Afghanistan, France begging to start a chapter in their location.

⌛️ The explosion of Inside Sales created a need to scale the training of less experienced reps. Which created demand for Sales Enablement.

⌛️ Bob reflects on how Jill Rowley "The EloQueen" ushered the social selling mix onto the sales scene.

⌛️ In Bob's early experience the SES he talked with Scott Santucci about the similarities and differences between the two organizations.

PRESENT

💼 Sales is improving and growing with technology and with that growth there's need for training. Witness colleges that now have sales programs.

(Can I get an AMEN, Dr. Howard Dover Robert M. Peterson, Ph.D., Stefanie Boyer, PhD💧?)

💼 A behind the curtain look at the continuing evolution of the AAISP into Emblaze as Bob continues his transition from founder-operator to executive board member.

💼 Great salespeople make it about the other person. What does that mean? Empathy. Caring. Attention. Listening more than you're speaking. Those are the traits that winning sales reps carry. (shoutouts to Steve Richard and Dale Dupree)

FUTURE

🤖 The future of sales is being Amazonized. "We all know what Amazon is. It's everything. It's point and click, order, return, customer service, pricing, availability, everything at your fingertips, and sales is moving in that direction."

🤖 Leaders continue to need development. We should not lose an emphasis on enabling sales / revenue *LEADERS.*

🤖 What is the future of the AAISP in it's new incarnation as...

Welcome to the Inside Sales Enablement Podcast, Episode 26

What type of sales talent does your leadership team need, and what's your role in helping them acquire, develop, and improve those people?

1. Respond to demand
2. Generate demand

What do customers think?

In this podcast, Scott Santucci and Brian Lambert provide a foundation helps you answer questions like:

• How do you on-board salespeople when they all come from so many different perspectives
• How do you get agreement from sales managers on what they are supposed to do
• What’s the turnover rate of the sales force and are you using your top talent instead of bottom performers and how would you know
• When designing a development strategy, who do you listen to? Product, product marketing, sales leaders? Sales reps? Who gives inputs on the curriculum?
• How would you measure the impact of on-boarding programs across so many different teams?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

Hi, I'm Scott Santucci

Brian Lambert 00:36

And I'm Brian Lambert, we are the sales enablement insiders. Our podcast is for sales enablement. Leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48

Together, Brian and I have worked on over 100 different kinds of sales enablement initiatives as analysts, consultants, or practitioners. We've learned the hard way of what works and maybe what's most important, what doesn't.

Brian Lambert 01:03

That's right, Scott. And we've had a lot of feedback since our last podcast, which was on the flavors of sales enablement. So much so that we've actually decided to deep dive. And today we're going to talk about one of those flavors in the talent flavor. So, Scott, let's walk through what we've been talking about what we've been seeing as we've engaged with our our customers and clients.

Scott Santucci 01:26

Sure. So, to frame this out as if, if you're joining us, fresh and new on our podcast, welcome to insider nation, by the way that we frame this out is that sales enablement as it is a really giant topic, especially depending upon how you look at it. If you look at sales being the revenue of your company, and enablement is how you get more of it. Obviously, the scope can be very, very huge. And that's what we're seeing is we're seeing a lot of these different pockets and a lot of you know the most successful Strategic functions are emerging at intersection points between the sales organization and other organizations. So, for example, we I, we talked about the message, the message flavor, which is at the intersection point between marketing and sales, or the engagement, flavor, which is the intersection between marketing sales, business units and finance. It's a huge quagmire. And we also talked about the administrative or administer flavor, which is really at the intersection point between sales and, you know, the administration...

Welcome to the Inside Sales Enablement Podcast, Episode 24

Right now, growth is anyone's turf. Growth can be aligned to the sales department, the marketing department, business operations or the strategy team. Everyone "owns" the customer, and very few people have the answer when it comes to creating sustainable impact and success.

Today, only a few organizations have more strategic sales enablement capability aligned to the growth. The ones that do fold them into commercial operations or report directly to the CEO. While many Sales Enablement leaders aspire to become the Go-to-Market partner of the CEO, the reality on social media is quite different.  

The key question: Why are you here? Why does Sales Enablement even Exist?

Looking at the blogs, content, and discussions, there is certainly a big gap between the aspiration of Sales Enablement and the reality faced by many in the role. Transformation is happening in many sales organizations, but sales enablement is often a tactical "get stuff done" aspect of tactical decision making.

In this episode, the guys as a great question: "Are You Providing Strategic Sales Enablement or Are You the Land of Misfit Toys?" 

The answer to this question will determine your impact and success including:

• allocating resources to projects you believe are most important.
• defining who you report into
• balancing the completion "fast tasks" with "strategic ongoing business impact"

That current state “island” of sales enablement is chaotic... it’s reactive. It’s where all the misfit initiatives are inherited by the VP of "broken things" end up.

In this podcast, you'll hear actionable approaches and real-world examples on how to balance the short-term with the long-term impact required to support transformations. Using examples such as onboarding and training, the guys talk about the strategies you need to help sellers get what they need to be successful.  

They will also share the discomfort many people have in being strategic (hang in there when you're listening!). The reward: Throughout the podcast, you'll learn how to do WITH sales, and stop doing TO sales.

As Jack Welch once said; "Control your own destiny or someone else will."

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here joined the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:49

Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants, or practitioners. We learned the hard way what works and maybe Maybe what most important, what doesn't?

Brian Lambert 01:03

In a previous episode, we talked about who the customer is of sales enablement. And we answered that as the person who decided on...

Welcome to the Inside Sales Enablement Podcast, Episode 27

This is part 1 of 5 in response to the global COVID-19 pandemic, specifically tailored to sales enablement.

We're bringing together a diverse set of perspectives to provide you actionable insights in response to the COVID-19 Virus gripping the global economy.

Scott Santucci and Brian Lambert are joined by a group of leading experts to provide you with clarity about what's going on in a rapidly changing landscape. 

Joining us are:

• Dr. Howard Dover, Professor from UT- Dallas 
• Kunal Metha, Operations Principal at TCV private equity 
• Lindsey Gore, Consumption Sales Executive, Microsoft 

Our agenda for this podcast series in response to the global pandemic has five parts:

• Part 1 (Ep27): What is really happening in the market?
• Part 2: (Ep28): How are companies likely going to respond?
• Part 3 (Ep29): What can Sales Enablement leaders do?
• Part 4 (Ep30): What are your peers thinking and doing?
• Part 5 (Ep31): How do we lead our teams, our companies, and our initiatives to help sellers be successful?

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:36

I'm Brian Lambert and together were the sales enablement insiders. Today, we're going to do a special edition to help our audience be the most equipped and prepared to navigate these trying times, insider nation, we're going to focus this episode on helping make sense out of what's going on explaining what you should expect to happen, providing you with actionable insights, you can take on and in order to help your business improve. And I'm going to hand it over to Scott in a minute but before I do, I want to orient you to the flow of this call. What we're going to do on this episode is run a panel of amazing experts, whom we will introduce this conversation is going to be pretty strategic in nature to provide you with a lot of context and clear ideas.

Scott Santucci 01:23

That's right, Brian, as part of our panel, what we're trying to do is create a format. There's so many different variables going on, we want to be able to give you lots of perspectives, the opportunity to synthesize it, and the perspective in the voice of sales might react to it.

Brian Lambert 01:39

Yeah, that's great. I love that and we've got quite a quite a diverse group today and as part of insider nation, you know that Scott and I are encouraged to wear this, this bifocal lens, you know, balancing strategy with tactics. And at the end of each section, I'm going to summarize this pretty strategic conversation into something that I believe you should take Way, and what it really means to you as a sales enablement leader, Scott while you introduce folks to the to our listeners.

Scott Santucci 02:07

Okay, so let's get started. So, we're going to...

Welcome to the Inside Sales Enablement Podcast, Episode 25

In this episode, we look at Sales Enablement strategically. The sales enablement profession has reached an important pivot point -- and it's likely you need to make some decisions.

While the hype of the role continues to drive more and more hires, many executive leaders are still waiting to see the transformative benefits they expect by making continued investments into enablement. 

Most enablement functions start out as the fixer of broken things. Eventually, there is only so much value that can be created that way.  You will have to expand your scope and focus on identifying core root problems.

We've been working with leading sales enablement functions for over 10 years.  In this podcast, we identify the emerging flavors of sales enablement excellence.  

TALENT - Recruit, retain, and develop the right people to help sales leaders be successful with better, more skilled salespeople

MESSAGE - Customer stakeholder specific value-based messages to help sales leaders be successful by helping their salespeople have better and more relevant sales conversations

ENGAGEMENT - Integrated programs to drive pipeline milestones to help sales leaders be successful with more targeted and focused pipeline stimulation programs

ADMINISTRATE - Simplification programs to reduce seller burden by helping sellers spend less time with data entry and more time selling

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions, the market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement. Leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48

Together, Brian and I have worked on over 100 different kinds of sales enablement initiatives, ranging from analysts, consultants or even practitioners. We've learned the hard way. What works and most importantly, what doesn't.

Brian Lambert 01:03

And on today's episode, we're going to be talking about the flavors of sales enablement, not how tasty they are Scott, but how they're organized and the scope of sales enablement, as we're out and about and talking to folks. So why don't you frame this out for us.

Scott Santucci 01:21

So normally we have a framing story, but basically ever since October, you and I have been talking to lots of sales enablement, professionals, and sales leaders. And we're developing a kind of two things. One is sort of a clear pocket of where observation about where sales enablement is as a profession. And some of that is frankly very concerning to us. So, what we'd like to do is share with you an observation about sort of tensions and provide some texture about where the role is and then get into the topic of flavors after that, so that people have some context of why we're talking about that. So, Brian, you've recently been, you're just coming...

Welcome to the Inside Sales Enablement Podcast, Episode 3

Do you believe Sales Enablement is a function and profession? In this episode, Scott Santucci & Brian Lambert discuss the challenges they've encountered in living and driving transformations. In today's evolving business landscape, Sales Enablement leaders are often asked to transform from within. Whether it's new programs, new tactics, or even new organizational structures, Sales Enablement leaders and their teams are often "first through the wall." Being in that position, means you're trusted. The strategy is entrusted to you. People and resources are entrusted to you. Your credibility matters.

We talk about the evolution of bookkeeper to CFO and what that meant to finance -- and its implication to sales enablement leaders. While many believe that sales enablement is a task or technology, we know that sales enablement is a function that translates strategy to execution. To tackle strategic and tactical at the same time, you have to be purposeful. To be purposeful, you have to be thoughtful. Listen to Scott's story about how he got into Sales Enablement and how structures and outcomes are critical to success with the C-Suite. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Intro 00:03

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hi, this is Scott Santucci.

Brian Lambert 00:35

Hey everybody, Brian Lambert here and we are the sales enablement insiders. Our podcast is dedicated to asking the big questions you should be asking if you want to be successful with sales enablement. And in this podcast, we're going to talk about trying something new and more importantly about being transformative. You know, sales enablement is a transformative role and a lot of us get hired to Do transformational work. And there are a lot of people talking about the transformative benefits of sales enablement. But what is transformation really mean? What does it mean to be a leader in these transformations? And to me, it all boils down to Are you a person that executives can trust to take the company or take the department or take the vision and make it a reality. And we talk about doing something new like that, you've got to be credible in how you go about it. In other words, people have to put their futures, their direction, their ideas, their processes, even their products in your hands. And to me that credibility has to be earned. And not just given because you have a title. And Scott, that's what I want to talk about today is this idea of credibility, and where that comes from in this role.

Scott Santucci 01:50

So as always, we'd like to frame things out with with a story. I'm going to tell I'm going to leverage a little bit a little bit of the ideas from Charles Dickens. Charles Dickens, as you probably know, is an author at the turn of the century, really talking about issues dealing with the cutover from an agricultural to an industrial revolution. There's really two ideas that he's, he's famous for. Everybody knows the tale of two cities, and specifically that wonderful quote, it was the best of times. It was the worst of times. It was an age of wisdom. It was an age of foolishness. So, we have that have

Welcome to the Inside Sales Enablement Podcast, Episode 18

In this episode, a listener (Amy) calls into the show to discuss managing disparate workgroups globally. The great thing about Amy is she has a marketing operations background -- and considers herself a sales enablement practitioner. Because she has a marketing operations background, she has a broad, yet practical view of what sales enablement deployments look like. 

Her biggest challenge? Managing up. 

As someone who helps sales sell, the experiences Amy has experience in

• “Connecting dots” across a variety of stakeholders including business units, marketing ops, sales ops, sales enablement, and sales leadership

• The idea of “governance” and what it means to ensure the various stakeholders have a say and protect the brand

• The feedback loops using analytics and voice of sales data

• Participation in the governance conversation

• The idea of “taxonomy” and what it can mean to a variety of different stakeholders

• The regional/global view of enrolling others in country

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci.

Brian Lambert 00:35

And I'm Brian Lambert is a sales enablement insider. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:47

Together, Brian and I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way of what works and maybe what's more importantly, what doesn't.

Brian Lambert 00:59

We like to think our podcast is different, and our listeners are telling us that it's different. And we use a conversational format to help share the experiences and only people who've been there and done that can provide, as we've been pushing the envelope in the profession for over a decade. And today, everybody, I'm pretty excited about this episode because we have a very special guest. We have Amy from a large matrix organization. She's actually in marketing operations. And she's joining us today in response to our podcasts that we've been having on stakeholder management. So hi, Amy, how are you?

Amy Benoit 01:35

I'm well, how are you?

Brian Lambert 01:37

Great. Thanks so much for joining us. I know we had one quick conversation and we're throwing you on here. But we've done two episodes, we did an episode 13 we did a chicken Hawk episode and that, that got quite a lot of buzz on LinkedIn. And then as a follow up to that four episodes later in Episode 17. Scott and I walked through a story that I had around Managing stakeholders and a large fortune 50 company. And you reached out to us based on those two podcasts. And Scott, you know what? I'm bringing her on here today. You haven't even talked to her. And we're gonna put you on the spot.

Scott Santucci 02:14

I love it....

Welcome to the Inside Sales Enablement Podcast, Episode 16

The more things change, the more they stay the same. For example, there was an old classification system the early Greeks came up with to classify the basic elements. In 1869, Dimitri Mendelev evolved that concept and began to classify the elements by their atomic mass. The idea of classification is critical to how you understand something. While sales managers have been critical to sales productivity for 100+ years, it's an often misunderstood role. The same applies here. Classification matters.

Let's face it. Buyers have evolved, marketers have evolved, IT teams have evolved, leaders have evolved. And that leads to an important question -- What about sales managers? How have they evolved? Companies expect a LOT out of their sales management team. How they view (categorize) their sales management team at the organization matters. Do they expect forecasts on time? That means managers have to spend time in spreadsheets and opportunity reviews. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:00

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Saantucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:00

I'm Scott Sachi.

Brian Lambert 00:00

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:00

Together, Brian and I have worked on over 100 different kinds of sales enablement initiatives, as analysts, consultants or practitioners, we've learned the hard way, what works, and maybe what's more important. What doesn't.

Brian Lambert 00:00

Our podcast is different. We use a conversational format to help share the experiences that only people who've been there and done that can provide, as we have been pushing the envelope in the profession for over a decade. And in today's show, we're going to discuss what changes in the marketplace that's causing you to re examine the role of sales managers. What is this idea or concept of role ambiguity? And why is it so destructive? And what are the five traits, timeless traits, sales managers should have to be successful in today's modern selling landscape? As usual, we start with a centering story to give our episode a theme. Scott take it away from here.

Scott Santucci 00:00

Thank you, Brian. And thank you all our listeners actually want to share a little bit an idea actually shared by one of our listeners. And I was talking with one of our listeners and he said, you know what we were doing. We're actually having a podcast listening club. And what they're doing is they're listening, they're sharing with their team.

Brian Lambert 02:15

That's cool,

Scott Santucci 02:16

a podcast, and then they're all talking about it the next day to come up with ideas and what inspired them was one of our earlier podcasts, it was the first one or the second one talking about how difficult it is to do all the internal selling. And this particular director like Geez,...

Welcome to the Inside Sales Enablement Podcast, Episode 1

Do you feel like a modern-day heretic inside your own company?  You're not alone. In this episode, Scott Santucci & Brian Lambert discuss their advice and point of view about the critical nature of selling the sales enablement role internally. Scott shares his exciting experiences in a well-known research company and what it was like to create a shared vision for the role, what those many conversations looked like, and how the process unfolded. 

Much of what he encountered was the same thing that you -- a modern-day Galileo -- will likely encounter. Learn from his experiences in talking about a new way of thinking about the value-add of the sales enablement role to better support sales leaders and their teams. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

00:02 intro

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

00:34

Hello, this is Scott Santucci.

00:36

And I'm Brian Lambert. And we're the sales enablement insiders. Our podcast is dedicated to asking the big questions you should be asking if you want to be successful with sales enablement. Are you frustrated that no one seems to know what sales enablement does? Or what it is? Do you sometimes feel that something's not quite right? And do you believe that sales enablement should be offering your company a lot more impact? But you just don't have permission to tackle it. In this podcast, we're going to explore how challenging it is to do something different in business today.

Scott Santucci 01:09

You know, Brian, in 1633, Galileo was condemned and convicted by the Catholic Church for technically vehement suspicion of heresy. And was sentenced to basically life imprisonment till he died nine years later. What was his big crime? The big crime Galileo had was he made the observation that the earth actually revolved around the sun and not the other way around. And that challenged a lot of conventional theology at the time, and there was a strong, strong, strong negative reaction. And the reason I bring up that story is its human nature to stamp out something new or a new idea that buys it conventional wisdom.

Brian Lambert 01:56

So, what are you talking about Scott? Right, you just hit us with the Galileo story. Which is awesome, by the way, a great piece of history. But what what are you trying to say? Are you trying to say that we're Galileo's and sales enablement?

Scott Santucci 02:08

What I'm saying is in a lot, and a lot of cases, the information and the evidence dictate a different way than what you're doing with. And many people within the sales enablement space feel like they're heretics inside their company. They're told that, oh, you're just a sales trainer, or sales enablement. We've been doing that for 20 years or 30 years or whatnot. Yet, the role keeps growing and growing and growing. So, this idea of being a heretic really ties into human nature, those in power when confronted with a lot of complexity and change, hold firm to the things that they do know, which puts those of us who are in a role that's expanding and growing, to have to sell those people in a completely...

Welcome to the Inside Sales Enablement Podcast, Episode 10

Are you: 

• overloaded by your inbox?
• concerned with the myriad of things being asked of the salesforce? 
• Worried you might be contributing to the chaos? 

How would you like to move from being highly reactive to how you are enabling revenue growth, to being more proactive? 

In this episode, Brian Lambert & Scott Santucci discuss practical applications of using five (5) sales objectives to help diagnose root cause problems and then prescribe more integrated programs that move the needle.

Highlights in this podcast

1) How do you apply the 80/20 rule to sales enablement? 

2) What are the five (5) universal sales objectives (and how are they NOT a sales methodology) 

3) How companies who follow this disciplined approach have win rates as high as 70% 

4) Understand then for yourself first, and then figure out how to socialize them internally 

5) Good conversations about strategies on socializing the ideas inside your company. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hi, I'm Scott Santucci.

Brian Lambert 00:35

And I'm Brian Lambert and we are the sales enablement insiders. Our podcast is dedicated to asking the big questions that you should be asking if you want to be successful in sales enablement. You know, Scott, we're surrounded by lots of information. There's a lot of ideas on what we can be doing on a daily basis. And quite frankly, there are a lot of choices that we can be making in sales enablement to be successful. One of the things that I wanted to do on this podcast is this idea of focusing on what matters. And when it comes to what matters. It's often the little things that can get us the most traction. Scott, can you frame that out for us?

Scott Santucci 01:16

Sure, Brian, Malcolm Gladwell published a book, and I think it was 1999 or 2000, called the tipping point. And in that book, he talks about a lot of stories about how change happens. And one in particular that I think's relevant is one about the New York City Police Department. And specifically, back in the early 80s, New York City, believe it or not had a lot of crime. And the crime was out of control. There was a whole bunch of strategies to do that. But the New York Police Department followed a strategy that seemed pretty strange. And the idea was any little thing. Stop it. So, for example, and they saw somebody drunk on the street, they didn't give them a warning. They put them up and they detained them when any graffiti went up on the on the subways, they cleaned it off immediately. And just by doing these very little things, guess what happened? crime in New York City declined 60 some odd percent. And that's a dramatic change. And that strategy became adopted throughout the country as we saw a massive decrease in crime across the United States.

Brian Lambert 02:28

As usual, Scott, that's a great story. But what does that have to do...

Welcome to the Inside Sales Enablement Podcast, Episode 2

Are you using new tactics, but everyone around is "do it as usual"?  You're not alone in the desire to change from within. In this episode, Scott Santucci & Brian Lambert discuss the challenges they've encountered in positioning and selling sales enablement in organizations. While this may seem easy, the value is the eye of your internal customers. Therefore, translating the impact and promise of the function is critical not only to their buy-in but also to the successful pursuit of the business impact your company expects from your role. Much of what we have encountered in explaining the "features and benefits" of the role come down to how our communications are received by those around us. 

We use a highly disruptive and somewhat somber analog for what it feels like to share the future path forward. The analog? WWI warfighting tactics and how "hard-wired" everyone was to continue to pursue them, even to their own detriment. The generals, the people, the communication, the processes, and yes, even the measures all called for a new approach to warfare, but they just weren't embraced. Why? Because human muscle memory is hard to overcome. Even if drastic and disruptive times, where NEW is required. Luckily for us, we're not in a life-or-death situation, but we are in a time of drastic change where muscle memory is required to change by confronting reality.

Join us athttps://www.OrchestrateSales.com/podcast/to let us know what you think, collaborate with peers and sign up to be notified of new releases, updates, and news.

EPISODE TRANSCRIPT:

Intro 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hello, I'm Scott Tucci.

Brian Lambert 00:34

Hey, it's Brian Lambert here and we're the sales enablement insiders. Our podcast is dedicated to asking those big questions you should be asking if you want to be successful with sales enablement. Do you have an idea of the value of sales enablement for your company? And are you frustrated that others might not see it? Oh, man, holy cow, am I live in that right now? I was actually listening to our last podcast, Scott and I thought Before he plays on to the next one, or to another one, I think we should pause and reflect a little bit around. What happened. One of the things that he said, in that discussion on our first podcast was, Oh, you know, I went around, and I got buy in from everybody. And then we, you know, we did it. And I said, that's easier said than done. I've found in my own role, that's incredibly difficult. And I think that's the topic of this podcast, you know, how do you go about getting others to buy in to a more strategic view sales enablement? And I want to explore that here in the podcast today. What do you think?

Scott Santucci 01:38

I think it's great. And Brian, as as you know, we like to try to have a leveling story. To really frame this issue out and to me the leveling story here goes back to World War One if you can kind of picture in your head and your mind, a whole bunch of say British or French troops down They're in the trenches with the rifle and the bayonets armed, just waiting for that dreaded whistle to blow to go over the top. And when they go over the top, they have to cut through a whole...

Welcome to the Inside Sales Enablement Podcast, Episode 12

Sales Coaching -- the definition matters. Especially with regard to enablement and Sales Management

There is A LOT of noise in the market today about "sales coaching" 

The question is, does it help sales managers become force multipliers, or is it a source of conflict? 

In the episode, the guys use a role-play (Scott based on feedback he's heard from many different sales enablement leaders and Brain-based on research he's currently doing on front-line sales managers).  

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

Hi, this is Scott Santucci.

Brian Lambert 00:35

And I'm Brian Lambert and we are the sales enablement insiders. Our podcast is dedicated to helping leaders understand the big questions they should consider to be successful in sales enablement. On this podcast, we like to reframe, revisit, rethink and tackle reality in the sales enablement role. Scott, why don't you frame it out for us today.

Scott Santucci 00:57

Sure thing, Brian. And thank you very much for everybody listening, that's a great introduction, Brian. One of the things that we're going to be talking about here today is the fuzzy world, the gray area of sales coaching, and the difference between frontline sales managers and sales enablement and to give that some color, the the way that we're going to frame it out is I'm tell a little bit of story about the Hubble Space Telescope. And if you are a science nerd like myself, you're appreciating the wonderful images that we have shoot, they even took a photo a couple months ago of actual real life black hole. It's amazing. It's absolutely amazing. But the story that of starting out wasn't so great. When the Hubble Space Telescope was first released and brought out of the space shuttle had a problem. It actually couldn't focus on, on anything really. And the problem that had is like most complex machinery, there were different teams. One team was focused on doing calculations using the metric system. Another team was focused on using the standard system. And you can think, oh, what a bunch of idiots. But I think no one in their right mind would call somebody who works at NASA literally a rocket scientist, stupid. The issue is when things get complicated, it's very, very, very, very, very, very easy for people to lose sight of, of clarity, particularly lack of communications and the like. So that's, that's what we're talking about. And, Brian, your thoughts?

Brian Lambert 02:41

Well, I would say we don't have the standard coaching system and the metric coaching system or maybe we do but when you look at that, Scott, what's what's your point as it relates to sales coaching?

Scott Santucci 02:56

My point on that is very simple sales. People are smart. Sales Managers are smart, sales enablement. People are smart, and VPS of sales are smart. Let's assume everybody in their roles are smart. It is very easy for us to sit there and call and think other people are not able to do one

Welcome to the Inside Sales Enablement Podcast, Episode 7

Want to learn from others in the Sales Enablement Space? 

One of our listeners, "Elizabeth" connected with Scott via LinkedIn. A few messages over LinkedIn later and we decided to do a special podcast to see to us (Scott and Brian) on the spot.  

This is a live, unrehearsed conversation reviewing Elizabeth's situation and talking through some ideas for how to address it.  We summarize action items, define the next steps, and get Elizabeth's feedback.  

Some of the topics discussed include: 

• How Elizabeth got into sales enablement in the first place 
• working with sales managers 
• determining the difference between sales managers and sales enablement 
• how to use the 'business within a business" framework to help bring clarity 
• how to bring marketing into the conversations 
• how to move from a reactive to a proactive state 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hello, I'm Scott Santucci.

Elizabeth Connor 00:35

Hey, I'm Elizabeth Connor.

Brian Lambert 00:37

And I'm Brian Lambert. And we are the sales enablement insiders. Our podcast is dedicated to helping leaders ask the big questions they should consider in order to be successful with sales enablement. In this podcast, we're going to rethink, reframe, and revisit the sales enablement function and role to clarify so you can take action, lead others and ensure success. And today, we actually have a special format. We're calling it tackling reality. And I'm super excited about it. Scott, why don't you frame it out for us?

Scott Santucci 01:07

Sure thing, Brian. Remember the episode that we had when we were doing the debrief of the Conference Board meeting? When I was in Atlanta?

Brian Lambert 01:17

Yeah, Yes, I do. And I remember I called you and you didn't answer.

Scott Santucci 01:21

Yes. I didn't answer not because I was ignoring you're being a jerk. I think that you implied a little bit in the last. I didn't answer because I actually was engaged in a LinkedIn discussion, a God's honest truth, who links a LinkedIn back and forth with Elizabeth at the time, and I just didn't pick up because I was really engrossed by it. So, Elizabeth, who's joining us today, had reached out and connected to me on LinkedIn and said, Hey, listen to your podcast, I wanted to connect. I shot back. Thanks. You know, what do you like about it? Baba, bah, we got to talking. And the idea came up, why don't we confront reality, and address her issues live on the show? So, we've changed her name, her name isn't really Elizabeth. Her company will, you know will change we're going to protect the innocent. So, she's going to be able to talk to us and we've never met before. So, we're doing this live for the first time. Isn't that right, Elizabeth?

Elizabeth...

Welcome to the Inside Sales Enablement Podcast, Episode 8

Scott Santucci and Brian Lambert tackle decision-making in times of rapid change. Unintended consequences are a common variable when some humans make decisions where other humans are a big element in the success of that plan. In hindsight, its easy to say "why didn't they just...." but human nature prevents people from asking some of the right questions at the right time.

They guys use an interesting story about problems the builders of the Brooklyn Bridge encountered. When they built the bridge back then, the followed "what they always knew". And their beliefs actually made the problem worse. Their view of the challenge actually made the cure take longer. How did they figure it out? Well, It took looking at the problem from a different perspective to finally come to a simple solution. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hi, I'm Scott Tucci.

Brian Lambert 00:35

And I'm Brian Lambert and we are the sales enablement insiders. Our podcast is dedicated to asking the big questions you should be asking if you want to be successful in sales enablement. Specifically, we rethink reframe and revisit specific sales enablement, principles, topics and trends. And today, we're going to reframe specifically we're going to reframe the approach to enabling headcount versus enabling productivity. In other words, saying it again, enabling the headcount versus enabling to productivity. And I know that may seem a bit intellectual. So, Scott, why don't you get us centered here with a story?

Scott Santucci 01:14

Sure. So, I don't know the story is really going to help with the contrast between enabling to headcount or enabling to productivity, but we'll get there. But in in terms of, you know how to think about this stuff, what I'd like to do is go back to 1869. And in 1869, George Roebling, had this idea of building a suspension bridge across the East River. It's now known as the Brooklyn Bridge. That was the first steel wire suspension bridge of its kind. And in this day, this Gilded Age this era of almost anything is possible building you know, trains, cross cross country, telegraph. All these explosion of innovations and in the huge explosion of innovation and value during this peak of the Industrial Revolution, everybody was doing something new. And they went out to build this. This Brooklyn Bridge. Now, unfortunately, during the construction of this bridge, they ran into unforeseen problems. And specifically, when they were laying down the base at the bottom of the Hudson River, there, their first group of workers started to get sick. And at that point in time, they couldn't figure out what it was. They just assumed it was the drinking habits at this point in time, the Irish this is these are all true stories. So, I'm not I'm not being racist. These guys were super racist at the time, so because they kept getting sick and stalling production. What did they do? They went and got another group of people, Germans, they got didn't work out. So, they got another batch of people recently freed...

Welcome to the Inside Sales Enablement Podcast, Episode 20

Since starting the podcast, the guys have received a lot of feedback from listeners who've built more advanced functions. These listeners have one thing in common... they all are using the "old Forrester sales enablement" definition Scott authored in 2008 and peer-reviewed by Brian and published for Forrester clients in 2010.

In 2017, acting as the President of the Sales Enablement Society, Scott sponsored work by enablement professionals to bring together: analysts, academics, practitioners, and vendors to create a common definition that was published and shared at the first annual sales enablement society conference.

Yet, here we are in 2019 and Forrester has not only a new definition of what sales enablement is - but also Sirius Decisions' definition to rationalize.  Gartner is talking about "buyer enablement" and "sense-making" while CSO insights have narrowed the focus to be about enabling the sales force.  Meanwhile, marketing has moved into their own versions of helping "sales" by advocating: content marketing, account-based marketing, and growth marketing.

The guys think this has gotten out of hand and have decided to become far more definitive.  In this episode the guys:

1) Highlight the key enabler that propelled accounting into the finance department and the rise of the CFO

2) Contrast the similarities between finance and the sales enablement space

3) Outline the drivers that exist in the economy that point to a huge gap between strategy and execution

4) Discuss the purpose of sales enablement is to bridge that gap

5) Observe the only way to solve that problem is to do it cross-functionally

6) Review the basic pillars of what should be in the scope of a department tackling the strategy/execution gap

Join us at https://www.OrchestrateSales.com/podcast/ to let us know what you think, collaborate with peers and sign up to be notified of new releases, updates, and news.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are our sales enablement insiders. Our podcast is for sales enablement. Leaders looking to elevate their function, expand their sphere of influence and increase the span of control within their companies.

Scott Santucci 00:47

Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, underlined the hard way, what works and what doesn't.

Brian Lambert 01:01

Our podcast is different. We use a conversational format to help share the experiences that only people who've been there and done that can provide, as we've been pushing the envelope on the profession for over a decade. And today on this show, we're going to discuss sales enablement defined. And as usual, we're going to start with a centering story to give our episode a theme. Scott, take it away.

Scott Santucci 01:27

Thank you, Brian. And I think you're gonna like this, Brian. This is a very, very modern story for some of the stories that we've been...

Welcome to the Inside Sales Enablement Podcast, Episode 11

Many sales enablement leaders are responsible for some (or all) of their company's sales kickoff. When it comes to adding the right value and ensuring a return on investment, it's important to view the kickoff from the lens of your customer -- the sales leadership team.

In this episode, Brian and Scott revisit some research Brian did while he was at Forrester, and shed color on what we've learned since then about the good, bad, and ugly of sales kickoffs and what executives are getting for their investment. The key finding of the research?  

There are 3 reasons why sales kickoffs exist. To launch, improve rep skills, or evolve the sales team. Find out more by listening to this edition of Inside Sales Enablement.

This podcast will help you rethink sales kickoffs.

•  Does your company create an overall plan with a planning cycle starting in August, or do you do most of the work in December or January? 
•  Can you quantify the economic value of the sales kickoff? 
•  Do you have a 30-60-90 plan post kickoff? 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here joined the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is dedicated to asking the big questions that you may be wondering about, especially if you thought something might be wrong or something might not be quite right. And I got to ask, you know, are you getting the value out of sales enablement? And are other people seeing the value of sales enablement that you would expect? In this podcast, we're going to into a specific time tangible activity that many organizations are involved in. And that's the sales kickoff. Scott, what do you have for us?

Scott Santucci 01:09

We're actually recording this. This episode. This is our episode number five. We're recording it after our first episode has been released. So, I wanted to share a little bit of feedback that we've gotten from some of the people who've listened to our first episode. And then of course, I'll let you let you share some of it too. So, one of one of the elements of feedback that I've gotten is that folks really like the color the way that we're describing it in the banter that Brian and I have and and the format. One of the requests that I got was, Hey, you know, the background and the history is really important. It's always great to know where we're coming. Can we talk about some more tangible, not tangible, that's not the way that was phrased more things that I'm dealing with in the trenches right now that will help me be successful? So those are those were two of the feedbacks, what we'd love for you to do is keep sharing feedback with us. Do you agree with that feedback? What feedback would you add to it? How can we improve to make this a better experience for you? Share your thoughts with us on LinkedIn, call Brian or I, or better Email us at engage at insidese.com. Brian, what what are some of the feedback that you've

Welcome to the Inside Sales Enablement Podcast, Episode 15

Brian and Scott bring key issues to life, through the lens of a seller:

• The burden on Salespeople
• Customer buying journey and buyer enablement
• What sellers must do to sell more

Scott shares real-life situations of his journey (very openly and honestly — you likely will not hear this kind of stuff from your sellers unless you have deep personal relationships with them). He talks about his journey from selling products to selling solutions to executives. 

The story starts off with a lot of excitement and thrill about doing something new but, by doing what he was told and taught - Scott found himself on a PIP (performance improvement plan).

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:50

Together, Brian and I've worked on over 100 different kinds of sales enablement initiatives, as analysts, consultants or practitioners, we've learned the hard way, what works? And maybe more importantly, what doesn't.

Brian Lambert 01:06

Our podcast is different. We use a conversational format to help share the experiences that only people have been there done that can provide, as we have been pushing the envelope on the profession for over a decade. And today, in this show, we will discuss what does the seller's experience really look like? Is your system set up to help sellers be successful? And what does an integrated enabling program look like? As usual, we start with a centering story to give our episode a theme. So, Scott, take it away from here.

Scott Santucci 01:41

Thank you, Brian. And Hello, everybody. One of the things that we get the opportunity to do and as more and more of you users, we're calling you inside our nation, keep listening. We get more and more feedback and I had had the opportunity to have a conversation with one of our If one of our listeners, I'm going to try not to out too much about her, because I'm sure this is embarrassing. And we were talking and one of the things that she was saying is that sometimes some of the things that I say, you know, make her feel stupid. And you know, are you an academic person? And Brian, you know, full well, boy, I hate being called academic, but maybe sometimes the way that I think about things and talk about them in that way. Yeah, you deserve it. Thanks. Thanks. I appreciate solidarity there, Brian. Just kidding.

Brian Lambert 02:35

It's an interesting thing.

Scott Santucci 02:37

One of the things is, uh, this topic is such a hard thing. It's it's both simple and easy as as we like to talk about sales. It's both fit sales is simple, but simple and easy. And one of the things that I'd like to share this time is to...

Welcome to the Inside Sales Enablement Podcast, Episode 6

What's going on in the Sales Enablement space -- specially with companies looking to evolve their sales strategy?

In this special edition, Brian Lambert catches up with Scott Santucci after a two-day Council Meeting of Sales Enablement Executives.

At the beginning of 2018, the Conference Board received requests from its members (large businesses) to form a council to explore the emerging role of sales enablement in order to establish the foundations for developing and running this new function. The group is invitation-only and works to create insights based on the practical experiences of its members. Members include leaders from large companies representing diverse industries including financial services,high technology, business services, hospitality and manufacturing. 

Scott Santucci serves as the program director of the group (on a contract basis). Through the process of norming, storming, and forming - the group is developing new ways to gain insights from different industries.  When you look at the forest from the trees, new patterns begin to emerge.  What we are learning is that for B2B sales, the sales execution problems that Intercontinental Hotels Group and Microsoft are far more similar than they are different.  Regardless of your industry, the practice of B2B selling is similar.

1. You need an overarching "one company" value proposition that is more detailed than your brand, but less specific than products 
2. Your company is organized into product-based silos, but you need to bring a different, integrated, and more consistent experience to customers
3. You have many different stakeholders involved in a sale - there are "buyers" who give you a hunting license and then "buyers" who drive usage
4. The challenges sellers have navigated the 'agreement networks' within large companies is easy to explain through experiences (in the readout to executives we performed a 10 min skit to illuminate the challenge) but hard to conceptualize is traditional management consulting readouts, metrics, and charts. 
5. The solutions to fix these problems are actually simple when you follow design thinking concepts, work collaboratively across organizational silos and focus on the actual experience of customers. However, explaining the approach sounds excessively complicated and far too risky based on managements comfort level with traditional projects.  In addition, because the solution required cutting across so many different organizational functions, identifying an executive sponsor and gaining the funding to even start a pilot program can be challenging. 

The council is still forming and deciding what concepts to share, how to test insights and ideas the group comes up with, and how to publish its findings. Here are things it's agreed to so far.

• The emerging role of sales enablement is a by-product of the digital transformation of our economy
• The value of the function is unique compared to other functions - it creates value by eliminating things 
• The council believes that for sales enablement roles to add value to their businesses, they must be organized as cross-functional groups 
• The council has embraced a "business within a business" framework to provide the foundation for this new role 
• The council has also developed a review process to develop insights and then methodically test those ideas within the member organizations

To this end, the membership as adopted the midwest mindset of "show me" when reviewing the various claims, reported data, and various "best practices" advanced by industry experts and management consultants. Our members have engaged virtually all of the management consulting firms,...

Welcome to the Inside Sales Enablement Podcast, Episode 4

SPECIAL EDITION: Inside the Sales Enablement Soiree Boston June 2019

The Sales Enablement Soiree is a series of events, hosted by Shawnna Sumaoang and the team as Salesenablement.pro. The first event, which premiered in 2015, was held alongside SalesForce.com Dreamforce and brought together 200 attendees. The next year, the number grew to 600. By 2018, attendance soared to 1,200, highlighting the booming appetite for advice, expertise, and collaborative ideation on the topic of sales enablement. This year, the event came to the east coast as well, and 250+ attendees attended the inaugural east coast event in Boston.

Didn't make it? Don't worry! Brian attended to gather insights, learn from, and engage with practitioners, thought leaders, consultants, and solution providers in the space. He was able to gather information and conduct a special assignment to collect key insights to share with our podcast listeners. Listen now to hear Brian's debrief with Scott as he shares his takeaways and insights from this very special event. 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

SPEAKERS

Scott Santucci, Brian Lambert

Intro 00:02

Welcome to the Inside Sales Enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

Hello, I'm Scott.

Brian Lambert 00:35

And I'm Brian Lambert. And we're the sales enablement insiders. Our podcast is dedicated to asking the big questions that you should be asking if you want to be successful with sales enablement. On this podcast, we rethink, reframe and revisit sales enablement topics. And in this podcast, it's a special edition.

Scott Santucci 00:54

So what is this special edition and how do we frame it out? So, this is the part where we normally frame things and the idea We had is, as Brian and I go to events, what would be wonderful is for the people who weren't at the event to have a deeper, so we're going to do a debrief. And last week actually yesterday, Brian was at the sales enablement saw Ray in Boston. And one of the things that Brian did is participate in a panel. So, my first question is, Brian, what was your panel? What was the topic and what was who else was on it? And what was the discussion?

Brian Lambert 01:26

Yeah, so great event. Picture 250 or so people in a room in Boston, at the Ritz Carlton. What we what we covered Scott was the idea of a charter and why is a charter important on the panel, but myself with the sales enablement society kind of moderating is, you know, non-biased etc. And then, with the folks on the stage, there were six of us. One was a sales enablement director from Mike Keeley was his name. We had Jill Guardia from the director of sales enablement from tri net.

Scott Santucci 02:06

We had Joe.

Brian Lambert 02:08

Yeah, Joe. She was great. Everybody was great. It's a super awesome. I think from from a flow perspective, we really built off each other and it was great. We had Susan Seminoff from monster. She's a VP of global sales...

Welcome to the Inside Sales Enablement Podcast, Episode 13

Sales enablement is a cross-functional role.

You have to work positively with: salespeople, sales managers, sales leaders, sales operations, various HR functions, IT professionals, finance professionals, product marketers, field marketers, customer success professionals, sales engineers, product leaders, and manage expectations from the c-suite. 

How do you do it?

It can be manageable when the breadth of your remit is focused solely on onboarding. However, if you don't have a framework and toolset - you can submarine yourself quickly without a stakeholder management strategy. 

In this episode, Scott Santucci and Brian Lambert introduce the idea of a cartoon to introduce the simplicity of the core idea around stakeholder management and we connect it to a famous quote from Zig Ziglar "you can get anything you want in life if you help enough people get what they want"  

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:34

Hello, I'm Scott Santucci.

Brian Lambert 00:35

And I'm Brian Lambert. And we're the sales enablement insiders. Our podcast is dedicated to helping sales enablement leaders understand the big questions they should consider in order to be successful with sales enablement. In this podcast, we reframe, revisit, rethink and confront reality in sales enablement. And on this podcast episode today, we've got something pretty special, but I'm I'm not sure what it is Scott, frame it out for me. What do you got?

Scott Santucci 01:04

Thank you, Brian. And thank you everybody for joining our show. As you know, this is the part of our show where we frame out the topic or the theme today, this theme that that we're using, actually, we're going to go a little multimedia and try something different that we've never done before. I'm going to play you a clip. It's runs about a minute and 10 seconds. I'm going to comment a little bit along the way and see what you think. So, five bucks if you know who this is, or you know, buy a beer when I see you sometime. That is a little chicken Hawk. And that is one of the main characters and Foghorn Leghorn. So, the person talking now that's the dog. The dog is the arch nemesis of Foghorn Leghorn. So, he's just run in to another character in this little, tiny story. It's a cat. This character is a mouse. He's come out of the barn. All right, that's it.

Brian Lambert 03:14

That's a good question. So, so what will the cheese want? Got? No, just kidding. First of all, I don't know if the listeners can hear that. But it's pretty cool story. So, you may have to turn that up and you have my permission to hit the rewind button for a minute and listen to that again. The second of all, I don't know how you have time for all this to come up with this stuff. Are you watching chicken bog and Foghorn Leghorn for hours on end looking for clips there What?

Scott Santucci 03:42

Actually, when I was a kid, watching that, for whatever reason, I just remember some of the cartoons and...

Welcome to the Inside Sales Enablement Podcast, Episode 17

In an earlier episode (#13), Brian and Scott discussed the very important concept of Stakeholder Management. When we published that episode, we received a lot of feedback from the Insider Nation. One of those feedback items was a person asking us for a more in-depth discussion on stakeholder management moving beyond the Chicken Hawk concept and asking us to breathe life into the idea.

In this episode #17, Scott interviews Brian and his recent work internally at a large company. As a Sales Enablement leader, Brian shares his learning and experiences in managing across the organization and managing up the organization. The guys walk through this important concept and dive into the operational challenges. They also talk about expectation setting approaches, and they explore the importance of managing the message to multiple altitude levels.  

Listen to the episode, and you'll hear what Brian and his team did to work up, down, and across the organization to: 

• Communicate
• Manage the message
• Declare victories 
• Handle push back and feedback from sales

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement. Leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48

Together, Brian, I've worked on over 100 different kinds of sales enablement initiatives, as analysts, consultants or practitioners. We've learned the hard way What works, and maybe more importantly, what doesn't.

Brian Lambert 01:04

Our podcast is different. We use a conversational format to help share the experiences that only people who've been there and done that can provide, as we have been pushing the envelope in the profession for over a decade. In this show, we're going to hear from one of our listeners and pick a topic and talk about it. What did you get Scott?

Scott Santucci 01:24

So, one of the things that's fantastic is that our listeners are becoming more and more engaged, and we're getting some, some emails and this one's particularly great. So hopefully you can tell that we're trying to include you all as as, as our audiences inside our nation. And I love this topic because what he did is share and I'm always protecting the names to protect the innocent, some points of view about what's important to him. Great. What he says is lastly my big my big big challenges as enablement practitioner are number one. stakeholder management and a pas and parental you started this and if you know what we're talking about, that's Episode 13. Or better yet our chicken Hawk chicken Hawk episode, but I think it's much bigger than any practitioner realizes we couldn't agree with you more. Number two prioritization process. I think it's different than stakeholder management. And this is often and...

Welcome to the Inside Sales Enablement Podcast, Episode 5

Everyone agrees sales training is important, so why the friction between Sales and L&D?

In this episode, Scott Santucci & Brian Lambert discuss the role of people. Sales Enablement is a people profession and sales enablement leaders are focused on human behavior and skills of sellers (or as CEOs often say "manufacture their reps.)"

The challenge for many "classically trained" L&D professionals lies in balancing the hyper-specialization and needs of the seller with the desired by executives to run as a shared service function. Sometimes the L&D function and people within it aren't often set up to support Sales.

This creates a fundamental question: Why is so much sales training outsourced? Why are sales processes off-limits to the training function? And when sales enablement equals training, why is it considered tactical delivery?

If training organizations aren't comfortable engaging strategically on developing talent, or aren't deemed "valuable" by executives that's a problem. Brian & Scott talks about his journey to tackle this gap and enable the trainers to close the gap to sales teams through research, processes, and outputs. Why terms like ADDIE and rigid L&D approaches don't resonate with other groups including the CEOs view of "training."

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

Hello, I'm Scott Santucci.

Brian Lambert 00:35

Hey, and I'm Brian Lambert. And we're the sales enablement insiders. Our podcast is dedicated to asking the big questions that you may be wondering about sales enablement. Are you frustrated that maybe something's not quite right? Do you believe that sales enablement should be adding more value than it really is? In this podcast? We're going to talk about today, something that's very near and dear to my heart and that's training and learning. So, Scott, what do you have for us?

Scott Santucci 01:01

Thank you, Brian. And as always, we try to frame out the topic that we're discussing by bringing other examples to the table so that we have better insights and better perspective to discuss it. I have the great fortune, or if I were a 12-year-old, rewriting many, many, many reports over and over and over again, the misfortune of having an educator for a mother, and my mom has worked in developing curriculum and learning for many years and has all kinds of masters and in training, and she's an educator, through and through and through. Well, one of the things that's interesting is we all know, the curriculum for students, and the curriculum for adult learning has gone off into different different branches. And one thing that's being exposed to all of that information, you know, you hear a lot of things. And one of the things that I'm particularly attuned to, is this whole idea of the K through 12. state of educating our children. In the United States, we spend the most more than any other industrialized country in the entire world on spending per student. Yet if you look at Test Scores and results, we're down...

Welcome to the Inside Sales Enablement Podcast, Episode 21

If you are a sales enablement practitioner, you are likely pulled in a lot of different directions.  You might:

• Be frustrated you are called a "training" function inside your company 
• Struggle to get the right resources 
• Have a hard time balancing your inbox (and your team's workload) 
• Experience conflict with other departments 

Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.

EPISODE TRANSCRIPT:

Nick Merinkers 00:02

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33

I'm Scott Santucci.

Brian Lambert 00:35

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48

Together, Brian and I have worked on over 100 different kinds of sales enablement initiatives, as analysts, consultants, or practitioners, we've learned the hard way what works and what doesn't.

Brian Lambert 01:01

On this podcast we use a conversational format to help share the experiences that only people who've been there and done that can provide, as we've been pushing the envelope in the profession for over a decade. And today on this show, we're going to discuss if you want to be clear what sales enablement is, stop trying to ask what the definition is, and focus on the problem that you're trying to solve for your company. Scott, you usually start us out with a centering story. What do you have for us?

Scott Santucci 01:31

So, Brian, this one is just for you. For those of our listeners earlier, we did a chicken Hawk episode where we actually used to multimedia, and I've got a movie clip, another movie clip. You've been asking for it. Maybe the rest of insider nation has been asking for it. Here it goes. Tell me the movie. Tell me the scene and tell me why it's relevant. Okay, Brian.

Brian Lambert 01:55

I'll try.

Scott Santucci 01:57

You have no idea what it is, right?

Brian Lambert 01:59

Right.

Scott Santucci 02:01

I guarantee you, here's my bet. I guarantee you, you're gonna love this clip. I guarantee it. Ready?

Brian Lambert 02:10

All right.

Moneyball 02:12

Trying to solve problems like this. You're not even looking at the problem. very aware of the problem. Okay, good. What's the problem? Look, Billy we all understand what the problem we have. Good. What's the problem? The problem is we have to replace three key players. Nope what's the problem? Same as it's ever ever been we've got to replace these guys with what we have now. What's the problem Berry. We need 48 home runs 120 RBI. The problem we're trying to solve is that there are rich teams and there are poor teams. Then there's 50 feet of crap. And then there's us. It's an unfair game. Now we've been gutted, organ donors for the rich are Boston's taking our...