In September 2009 my former colleague Jeanne Hellman wrote the case study ‘Sales Enablement Implementation & Case Study: Achieving Your Sales Knowledge Advantage’. Here the table of contents:
Part 1: Arm your sales force with access to information
Connect the dots between marketing and sales
Optimize your sales force
Part 2: How to gain a “Knowledge Advantage”
Access to knowledge is key to success
The state of knowing
Your typical company-centric approach
Garbage in – garbage out!
Turning company spiel to customer value
Part 3: Setting the Stage for Change
Company snapshot: the summer of ‘06
At no time were we trying to get 100% adoption
Know your sellers
The revolving door
Phases and Work Streams
Part 4: Improving the bottom line
Reduced SG&A by $22M
Specific results: efficiency, time and waste reduction
Part 5: Lessons learned
Buy versus rent
Advice from the front lines
- Do your due diligence
- Build relationships
- Focus on the delivery of content
- Establish accountability for usage – it works!
- Ensure content availability and value
- Single source data
- Auto-generate key customer collateral
- Grow a thick skin
- Choose Wisely
- Adoption, Adoption, Adoption
Food for thought
Once sellers see the value, they will use it
‘The cost of running a sales enablement solution: Is there a need for editorial staff to help create and edit content?’ is my own blog post about topics like Single Sourcing and Auto-Generation of marketing assets / content Jeanne talks about in her case study.
B2B Sales Enablement and Sales Tech SaaS 
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