The Building Blocks of Sales Enablement , livre ebook

Association for Talent Development - Mike Kunkle

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99 pages

English

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The Ultimate Sales Framework for Achieving Business Success

Sales enablement is no longer the new kid on the block. Having grown rapidly in recent years, it’s now considered a best practice at many sales organizations. But there’s little alignment across the sales profession on what sales enablement is or how to achieve it, nor is there a formalized strategy on what a sales enablement practice is or requires.

In his new book The Building Blocks of Sales Enablement, sales enablement expert Mike Kunkle addresses these issues and presents a proven approach that both supports sales talent and achieves true business results. Kunkle lays out an easy-to-follow structure through the concept of building blocks, interconnected by systems thinking and supported by a consistent cadence of training, coaching, and content. Comprehensive and versatile, this book is for senior sales leaders and sales enablement leaders who are starting or evolving a sales enablement function as well as for struggling sales practitioners to use as a diagnostic tool and road map.

Chapters detail how to use each building block, with reflective questions and guidance for creating your own analysis and tools. The book also includes a chapter on sales onboarding, separate chapters on how to integrate communication and support services, and recommended resources.

Impactful sales enablement projects are basically change management initiatives in disguise. Use the building blocks framework to navigate challenges, measure successes, and determine a path forward to improving business outcomes.

Sujets

Efficacité professionnelle

Efficacité

Gestion des ventes

Business

Economics

Training

Employabilité, métiers et formations

Vente

Informations

Publié par	Association for Talent Development
Date de parution	14 septembre 2021
Nombre de lectures	0
EAN13	9781952157639
Langue	English

Informations légales : prix de location à la page 0,1250€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

© 2021 ASTD DBA the Association for Talent Development (ATD)
All rights reserved. Printed in the United States of America.
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No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, information storage and retrieval systems, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, please go to copyright.com , or contact Copyright Clearance Center (CCC), 222 Rosewood Drive, Danvers, MA 01923 (telephone: 978.750.8400; fax: 978.646.8600).
ATD Press is an internationally renowned source of insightful and practical information on talent development, training, and professional development.
ATD Press 1640 King Street Alexandria, VA 22314 USA
Ordering information: Books published by ATD Press can be purchased by visiting ATD’s website at td.org/books or by calling 800.628.2783 or 703.683.8100.
Library of Congress Control Number: 2021939799
ISBN-10: 1-952157-62-5 ISBN-13: 978-1-952157-62-2 e-ISBN: 978-1-952157-63-9
ATD Press Editorial Staff Director: Sarah Halgas Manager: Melissa Jones Content Manager, Sales Enablement: Kimberly McAvoy Developmental Editor: Kathryn Stafford Text Design: Shirley E.M. Raybuck, ATD, and Kathleen Dyson Cover Design: Rose Richey
Printed by BR Printers, San Jose, CA
Contents
Foreword to Sales Leaders By David Brock
Foreword to Sales Enablement Leaders By Tamara Schenk
Introduction
1    The Building Blocks of Sales Enablement
2    Buyer Acumen
3    Buyer Engagement Content
4    Sales Support Content
5    Sales Hiring
6    Sales Training
7    Sales Coaching
8    Sales Process
9    Sales Methodology
10  Sales Analytics and Metrics
11  Sales Technology and Tools
12  Sales Compensation
13  Sales Manager Enablement
14  Communication Management
15  Sales Support Services
16  How to Get Started
17  A Performance-Based Approach to Sales Onboarding
A Look to the Future: Evolving to Sales Performance Consulting
References and Recommended Resources
Index
About the Author
Foreword to Sales Leaders
By David Brock
About a year ago, Mike Kunkle told me that he was writing a book called The Building Blocks of Sales Enablement and asked me if I would write a foreword geared toward sales leaders. Glibly, I accepted. Fast forward to the present—I have a draft of the book in my email and a request from Mike to make good on my commitment.
Frankly, I’m amazed by how much he was able to cover in a relatively small number of pages. I suspect that if I’d attempted a similar effort, the Encyclopedia Britannica would have looked like the condensed version of my book.
However, as I reflected on what I’d read, I realized that this foreword couldn’t be geared toward a single audience. Front-line sales managers should read it with certain objectives and perspectives in mind, while sales executives, CROs, and top sales leaders will read it with a slightly different perspective. And then there are the other leaders in the sales organization, particularly those tasked with leading the sales enablement organization. (Thankfully, my friend, Tamara Schenk, is taking care of that.)
So, this foreword addresses two types of sales leaders: the front-line manager and sales executives.
Front-Line Sales Managers
Sales enablement is, possibly, your most important partner in maximizing the performance of each person on the team. Sales enablement provides the resources critical to your ability to execute with customers. Your role is to help each person on the team leverage these resources for maximum impact. You do this through coaching and development and by leveraging other resources in the company.
One of the more important things Mike does to help sales managers is to outline how each part fits together to create high-impact sales. We need to look at everything that influences sales performance from a systems point of view—how they interrelate and how we use the “system” to help address performance and drive success. Mike’s framework for looking at the complete set of tools, processes, and programs enables us to leverage those that produce the greatest impact on performance.
As a front-line sales manager, you also have a framework you can take back to the sales enablement team, as you need new things to help you and your people achieve your goals. Sales enablement also provides programs and tools to help you develop as a leader. Cultivate a tight relationship with your sales enablement team and leverage them to help you and your team hit your numbers!
Sales Executives
You are responsible for maximizing the performance of your organization by executing the company strategy in the face of the customer. The framework Mike provides in this book will help ensure you have all the bases covered for your organization.
Maximizing sales performance is about doing the “whole job.” Too many leaders and organizations fail because they don’t recognize this fact. Instead, they continue to blindly do what they’ve done in the past. Mike’s framework allows you to understand the interrelationships between each part of the selling system. It highlights the leverage points—those things that have the greatest impact on performance—and helps you identify things you should be doing but may have missed. This framework provides a holistic view of how the organization most effectively and efficiently achieves its goals and drives revenue.

When things are working, we often don’t pay much attention to their details. We just stick to the status quo. But the challenge is, what do we do when things aren’t working as well as they should? What do we do when the markets are disrupted? Where do we start when looking at how we adjust, respond, and drive performance? This book provides the tools we need to start identifying and addressing these issues. It helps us figure out where to start, what we might be missing, what might have the most impact.
For sales leaders at any level, The Building Blocks of Sales Enablement lives up to its title. It provides a complete view of the systems, processes, tools, programs, and training critical for maximizing sales performance. It helps you understand how they interrelate and where you could focus to address performance issues. It’s a book you should keep at close reach and refer to as you grow the capabilities of your organization and each person on your team.
Foreword to Sales Enablement Leaders
By Tamara Schenk
The world of enablement is small, but true expertise, passion, focus, and visions about a topic last forever. Mike and I met first online and then in person at a Forrester sales enablement conference in Phoenix back in 2012. At that conference, we bonded over our passion for sales enablement with our mutual friend Dave Brock, who wrote the other foreword for this book.
We connected immediately through Mike’s holistic approach to sales enablement and his way of thinking in systems and providing ambitious frameworks. (I wouldn’t have been surprised if this book had been called Frameworks Matter .)
We often joked that I got the diamonds and Mike got the building blocks (my sales enablement book leverages a diamond framework), but as I said the other day, these building blocks are actually worth diamonds. Regardless of the framework that enablement practitioners and leaders choose, what’s most important is that they work with a comprehensive framework in the first place.
Frameworks matter. Frameworks provide a frame of reference for your work as an enablement leader. They model reality in an aggregated and simplified way without losing essential dimensions, and that’s what makes all the difference. There are no shortcuts to enablement success. It needs to be set up in a strategic, formal, and holistic way that addresses all relevant dimensions, including sales readiness and sales engagement, buyers and their journeys, sales managers, sales processes, and methodologies.
A “three steps to success” model (no, that’s not a framework) that shows an overly simplified reality without representing all the relevant dimensions is not helpful. It will simply land you in irrelevance—you might implement some activities, but they probably won’t move the sales performance needle.
Why is this the case? Comprehensive and complete frameworks are mission critical because they allow you to apply their principles and concepts to your specific context and adjust them accordingly.
During my time as research director at CSO Insights, I learned a lot from five global enablement studies that we conducted. We found that if you implement enablement activities without meeting your senior executives’ expectations or connecting your enablement strategy to the sales strategy, you won’t be able to show how those efforts positively affected the business. We also found that more than 50 percent of enablement teams were investing in enablement without showing positive results.
In a good economy this isn’t as noticeable. However, fast-forward to a global pandemic and it’s not a good situation to be in. As the pandemic hit the economy hard, the truth came to the surface, and many enablement practitioners lost their jobs. It was the kind of situation when the CFO became the “CFNo.”
Now, as the economy begins to recover, it’s evident that enablement is more important than ever. In fact, if we set it up right, strategically and holistically, this could become the decade of enablement! Enablement could drive sales and customer success in this new buyer-driven, remote-first world.
The challenges in sales did not change just because we started working remotely most of the time. In fact, this only amplified the existing challenges surroun