Sales Enablement Best Practices – 3 tips for successful sales enablement

3 sales enablement best practices by yours truly:

1. Align the way you name and structure your portfolio of products, services and solutions across all your regions/countries as well as audiences. This doesn’t sound sexy, but it is crucial. The bigger your enterprise is and the more mergers & acquisitions it has been involved in, the more likely you have confusion amongst your different audiences: Regional teams who translate materials into their respective language, partners/channels who you might have a somewhat disconnected portal for, new hires vs. experienced staff in your salesforce, the rest of your workforce or the workforce of companies you merged with, and the public/customers/media/analysts. All these different audiences might use different (old) names to refer to the same product, service or solution, they might not be up-to-date on portfolio/company restructuring, they might try to sell or buy things you have discontinued etc… You might never get to a point where you present the same single one taxonomy to all audiences but at least align and update! Doing that allows for a mapping from customer needs / buyer pain points to your products/services/solutions.

semantic web or web 3.0 and sales enablement

2. Make sure all your sales people and partners/channels have visibility to all cross-selling, up-selling, and other relationships between products, services and solutions in order to make sure no opportunity to sell more is overlooked. Most enterprises fail at providing this kind of data in a complete way because they try to do it in (multiple) Excel files which just aren’t multidimensional and only show a (rarely updated) small part of the highly matrixed organization based on which line of business authored it.

3. Make sure that no piece of collateral and no product/service/solution ever exists without a clear way to contact different experts (product marketing, CI/MI, pricing expert, training expert, etc.) in each region/language. Are you sure everyone in your organization would know who to call for expertise of the kind A for product B, sold in industry vertical C, in language D, in country E, to global account F… Most corporate phone directories and intranets cannot be drilled down into like this. Can yours? When subject matter experts of different types are always shown with their contact details in the context of every piece of collateral and each product/service/solution then people can interact with them to ask questions, leave comments / blog posts… Basically all that knowledge is being created in context and nobody ever feels left alone without experts at their finger tips.

Job opening – Director of Sales Enablement at Brocade in San Jose

Old! Outdated!

Job Title: Director of Sales Enablement
Function: Sales Enablement OEM
Location: San Jose, California, USA
Travel Requirements: Up to 25%
Position Type: Employee
Position Level: Professional

Job Description: Are you looking for a career in a high-energy, professional work environment at a company whose cutting edge technology enables the flow of the world’s digital data and on whom the high-tech world depends every day? Are you looking for a company that values and rewards your contributions, challenges you to shape your own career path, and provides top-notch personal development? If so, Brocade is the place to begin and explore your career!

Brocade is an industry leader in data center networking solutions and services that enable organizations to manage their most vital information assets. It’s no wonder that Global 500 companies rely on Brocade technology to keep their businesses running around the clock. Brocade has pioneered the technologies that enable highly reliable and secure data center connectivity. Today most of the world’s data flows through Brocade equipment and data center networks built on Brocade technology.

Sales Enablement is a vital function within Brocade with the key measurement of increasing sales pipeline acceleration through improving overall sales productivity – both sales efficiency and effectiveness. This newly created Director role will be reporting to, and working closely with, the Vice President Sales Enablement and OEM Marketing and will be responsible for leading the Sales Enablement function in Brocade and managing third-party vendors to support and integrate specific content, sales playbook and our sales training initiatives. This will be accomplished by equipping Brocade’s Field Sales with the ability to successfully sell, deliver, and support Brocade’s products, technologies, and solutions. The function will act as an integrating role between various sales and marketing areas, including sales operations, sales development/training, product marketing, field marketing and HR. The core charter of Sales Enablement in Brocade is to ensure that when a Brocade salesperson interacts with a prospect/customer they have the skills, knowledge, tools and processes required to be successful. Sales Enablement’s ultimate goal is to assist reps in accelerating the deal cycles that exists in their pipelines. This position is responsible for leading the Sales Enablement initiatives for the Field Sales roles (named account reps, territory reps, sales specialists, inside sales and partner managers) to increase the sales productivity and support the sales force transformation.

Key responsibilities will include:
• Mapping Brocade’s sales process with our customer’s buying process to understand and enhance what skills, knowledge, process and tools are required by our sales force to increase velocity and conversion rates at each stage in those processes.
• Conduct an “inventory” of current skills, processes, knowledge and processes to and work with the sales leadership team to identify strengths and areas for development.
• Development and management of the 12-18 month Sales Enablement roadmap.
• Development, delivery and training of effective sales playbooks by field sales role in tight collaboration with field sales (especially first-line managers), sales operations, education and product marketing.
• Updating of playbooks as needed based on feedback from the field and shifting market demands.
• Help in the development of a first-line managers’ development program to ensure they have the skills, knowledge, processes and tools required to develop, mentor, coach and lead their sales teams effectively.
• Development and delivery of a comprehensive on-boarding program through direct and third-party resources in tight collaboration with HR and Education.
• Development of role-specific recurrent virtual and face-to-face global sales training initiatives in tight collaboration with sales leadership and education.
• Tight collaboration with the Technical Enablement Manager who owns the enablement of the technical pre-sales community
• Partner with sales leadership, HR and education to establish a sales competency and assessment framework to ensure individual sales representatives and first line sales manager’s training and sales enablement needs are met.
• Conduct analysis of sales productivity together with Sales Operations, establish metrics and objectives for sales enablement and make recommendations for increasing sales productivity in other relevant functions.
• Drive in a measurable way significant sales productivity increases for Brocade’s Field Sales roles.
• Utilize and leverage sales technology tools (e.g. pipeline analysis within CRM) for reporting and benchmarking.
• Help in the selection and deployment of technologies to be used by the field-force to increase efficiency and effectiveness.
• Regularly spend time in the field with managers and reps to understand the “field reality” and build sales enablement deliverables to meet their needs.
• Build a team to ultimately manage 5+ direct reports
Qualifications/Job Responsibilities: BS/BA Required. Masters or MBA degree preferred. Minimum of 10-15 years of sales/sales operations/sales enablement experience with global high tech B2B organizations.


Direct Field Sales and Field Sales Management experience and proven track record required (quota carrying)
Experience implementing successful sales process/methodology/sales playbook initiatives.
Experience working cross-functionally and with third-party vendors to develop effective sales playbooks
Experience building effective field sales on-boarding and sales training programs.
Experience with and sales enablement platforms (SAVO, Kadient, SANT)
Ability to create and track metrics which demonstrate constant increases in sales productivity

Skill Areas:

Strategic planning and thinking.
Creative problem solving skills.
Ability to break down complex problems in a simplified way.
Creative thinking and ability to innovate
A passion for the profession of sales.

Program Management:

Planning, coordinating and tracking a complex set of readiness initiatives and training initiatives (both introduction and on-going implementation).
Developing and managing simplified ways to run complex tasks

Third-Party Vendor Management:

Establish of a key set of portfolio providers, structuring of engagements, management of SOWs, etc

Budgeting and Financial Management:
Development and management of budgets for sales readiness activities. Conduct pipeline analytics to benchmark and measure the effectiveness of various programs.

Leadership Areas:

Business Leadership Skills: Strong, team-oriented leadership skills. Able to frame and confront issues and make tough decisions. Self-directed with ability to work autonomously.
Communication Skills: Exceptionally strong communicator equally adept at communications strategy and execution, with the ability to craft a full range of clear, high-impact communications. Ability to communicate in an open and authentic manner in all situations
Influencing and Interpersonal Skills: Able to establish and build close working relationships. Strong personal credibility and counseling skills. Team-oriented planner and decision-maker. Able to creatively drive consensus

Job opening – Sales Enablement, Marketing Specialist

Old! Out dated!

Sales Enablement / Marketing Specialist

The Company

Bloomberg is the world’s most trusted source of information for businesses and professionals. Bloomberg combines innovative technology with unmatched analytic, data, news, display and distribution capabilities, to deliver critical information via the BLOOMBERG PROFESSIONAL® service and multimedia platforms. Bloomberg’s media services cover the world with more than 2,200 news and multimedia professionals at 146 bureaus in 72 countries. The BLOOMBERG TELEVISION® 24-hour network delivers smart television to more than 240 million homes. BLOOMBERG RADIO® services broadcast via SIRIUS XM Radio and 1worldspaceTM satellite radio globally and on WBBR 1130AM in New York. The award-winning monthly BLOOMBERG MARKETS® magazine, Bloomberg BusinessWeek magazine and the BLOOMBERG.COM® financial news and information Web site provide news and insight to businesses and investors.

The Role

Within the Central Marketing Group, Sales Enablement’s primary objective is to facilitate the alignment of our sales and marketing engagement activities with customer needs. Key functions:
– Assist in the collection, analysis, summary and dissemination of key data and information required to align our sales and marketing engagement activities with customer needs.
– Collaborate with marketing program managers, business unit managers and sales teams to implement segmented and targeted lead generation and nurturing programs.
– Assist in the implementation of sales enablement automation to more effectively provide contextually relevant content to customers and prospects in order to compress sales cycles and improve selling efficiency
– Evaluate the current experience level of prospects/customers and baseline performance of touch-points in order to support the creation of an effective and coordinated sales and marketing engagement model
– Optimize the use of marketing assets and tools in order to achieve program goals for specific business units and services. Various forms of media will be considered for optimizing content delivery based on target audience consumption habits and buying process.

Examples include but are not limited to:
– sales brochures and other product information
– thought leadership (case studies; white papers)
– electronic communications (email marketing, webinars)
– Track performance of our marketing assets, templates, tools and technologies used to support the sales process of a product or service in order to identify performance gaps and improvement opportunities.

Sales Enablement/ Marketing Specialist Position
Responsibilities include:
– Partner with the Internal Creative Agency to develop and implement an effective sales collateral system which includes content management, collateral distribution and usage tracking. This system must be scalable globally in order to meet future needs.
– Map existing marketing assets and tools to the current selling process in order to identify misalignment and opportunities.
– Evaluate the effectiveness of the pre-sales, on boarding and post-sales marketing assets
and tools through feedback from sales and customers in order to identify improvement opportunities.
– Ensure sales enablement project documents are complete, current, and stored appropriately

– 7-10+ years of relevant marketing experience, preferably in/for the financial services or information provider industries
– Marketing strategy consulting firm experience desired
– Action and execution oriented
– Superior project management skills
– Able to analyze the full impact of marketing activities across multiple marketing channels

– Demonstrated ability to work through complex business problems and partner with internal clients with a consultative approach.
– Proven strong quantitative and analytical skills
– Demonstrated abilities to manage multiple tasks and projects
– Bachelor’s Degree required with a major in Business Management, Marketing, Operations Management, or other business-related area preferred.

Reading List – End of 2010

7 Simple Principles of a Successful B2B Marketing Strategy (Jean Gianfagna; 25-Aug-2010)

[…] a monumental shift is occurring in our percepts of buyer behavior & buyer strategy. Such a shift is creating new buyer experience economics for buyers and sellers alike. B2B buyers today desire the totality of end-to-end experience in addition to products & services that help them to meet goals and solve challenges.

These monumental shifts occurring are calling for organizations to think differently and to design buyer experiences that create long-term buyer retention & buyer loyalty. As products & services are subjected to increasing entry into the level playing field we call commodity, differentiation is made in designing innovative buyer experiences. In the Buyer Experience Innovation framework, the design of buyer experiences is one of its most important elements. There are 3 central aspects to Buyer Experience Design that provide the necessary roadmap:

Confluence of Buyer Insights, Buyer Persona Development, & Buyer Experience Journey: This is the bed rock of understanding that offers insight on whom your buyers are, the buying journey they take within their own organizations as well as yours and competitors, and the sequential views that are critical to understanding the current buyer experience.

Job opening – Sales Enablement Programs Manager

Sales Enablement Programs Manager
Peopleclick Authoria
Raleigh, NC
Position Type
Full-Time Regular
3 years
Bachelors Degree
Travel Required

Job Description
Talented Sales Enablement individual needed to help create our sales enablement strategy. Our award winning solutions are designed to address business problems arising from the demands of Talent Management for companies ranging from 3,000 to 50,000+ employees. At Peopleclick Authoria, you will be supported by a dedicated and capable team, committed to success, customer service, and creating innovative award-winning products.

In this Marketing role, you will be responsible for creating a sales enablement tools, building and deploying sales enablement programs that empower a global sales force to solve customer’s problems and help them grow their business. You will work closely with product marketing, marketing communications, sales operations, account executives, regional sales managers, and account managers to understand market needs, collaborate on vision and package enablement materials. You will also help develop sales training programs.

Job Requirements
Roles and Responsibilities:
-Work with product marketing and product management to understand customer problems, messaging and positioning
-Use messaging to create a scalable framework of sales tools that can be used in client meetings and sales training
-Create sales tools such as presentations, sales guides, etc
-Partner with Sales to build effective training programs and help the sales organization understand and use the tools
-Measure sales enablement activities to quantify impact and success of materials and programs

-Minimum 3 years sales and/or marketing experience for enterprise software applications
-Track record of producing high quality documents and passion for training others.
-Excellent communication and writing skills.
-Results oriented with a passion for details
-Knowledge of standard sales processes.
-Must have ability to manage simultaneous projects and meet aggressive deadlines
-Willing to travel 25%

This position is located in Raleigh, NC.  Relocation assistance is not available. […]

Job opening – Director, Global Sales Operations and Enablement at CyberSource

Director, Global Sales Operations and Enablement at CyberSource

Location: Mountain View, CA (San Francisco Bay Area)

Type: Full-time
Experience: Director
Functions: Management, Sales, Strategy/Planning, Training
Industries: Computer Software, Financial Services, Internet
Posted: November 4, 2010

Job Description

Position Description:
The Director, Global Sales Operations and Enablement will lead our worldwide sales operations and sales enablement/readiness teams. As our business and customer base continues to expand globally, this position will focus on increasing the productivity and efficiency of our worldwide sales organization.

We will look to the Director, Global Sales Operations and Enablement to act as a champion for our sales department throughout the company. This individual will develop key processes and procedures to span across multiple geographies. This will include interacting closely with Executives from Product Development, Product Management, Technical Operations, Marketing and Finance to ensure our Sales team has the necessary resources to meet their goals and that our products continue to exceed our customers’ expectations.

• Development of a Field Readiness Vision for CyberSource in the context of our expanding global business, with an awareness and appreciation of geographical differences.
• Create and drive the transformation of a field organization from a readiness perspective, orchestrating the right balance at a high level across multiple groups and audiences.
• Leverage current resources and build out a strong Readiness Group that can execute on the following:
– Design and implementation of a scalable, robust enablement infrastructure (curriculum, governance models, etc.)
– Drive creative and effective training from pre to post sales activities
– Deliver training events and core class development to help close gaps
• Oversee Sales Operations function and own strategy on operational pieces such as compensation and quota creation, territory alignment/optimization, deal management, pipeline, sales program support and all aspects of information management and technology for our Sales Organization.


• 10+ years industry experience with a minimum of 5 years experience in Sales Operations and Enablement with global organizations.
• Strong understanding of complex sales cycles with experience implementing internal processes to improve the efficiency or our global sales team.
• Proven experience in the following areas: readiness planning, readiness infrastructure, and training development.
• Strong knowledge of Sales Force Automation systems. Direct experience with Siebel is preferred.
• Strong abilities in program management, vendor management, and financial management for readiness activities.
• Exemplary business leadership and communication skills with the ability to influence across the company.
• Strategic thinker and problem solver.
• Bachelor’s degree in Business Administration or related discipline is required. MBA is preferred.

Company Description

CyberSource is now a Visa Company. The acquisition of CyberSource expands Visa’s online payment, fraud, and security management capabilities. Visa Inc. is the world’s largest retail electronic payments network, with more than US$4.8 trillion transacted on our payment products over the four quarters ended June 30, 2010. Companies like Google, Inc., JetBlue Airways, and over 300,000 other companies utilize our solutions to automate and manage their e-commerce transactions. Last year we processed over 2.4 billion transactions worth over $120.4 billion! Approximately 1 out of every 4 dollars spent online in North America comes through the CyberSource platforms. We’re a company that values its employees with a great professional work environment and fun culture. This successful combination has helped our company, revenue and stock grow significantly in the last few years. In fact, you can find CyberSource ranked on the Deloitte Technology Fast 500 and the Silicon Valley 150 lists!

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