I Had No Idea We Had That!
Align Sales and Marketing With Sales Enablement
Tracy Eiler, CMO - @tracyleiler
Joe Andrews, VP Product Marketing - @andrewsjoe
SiriusDecisions Summit, 2017

Who Am I? Storyteller, demand
generator…

Marketing exists to make sales
easier

Topics
• Sales has changed forever
• The rise of sales enablement
• Solving the content challenge

The Rise of the Consultative Seller

of sales reps don’t
make quota!
43%
Source: CSO Insights, 2016

Sales Enablement is the Bridge
• Born out of sales training and product marketing
• Evolving – only 6 years old
• Bridges GTM strategy and execution
• The hub between sales and rest of company
• Requires diverse skills – business acumen,
product details, solutions messaging
• End goal: increase sales efficiency and
effectiveness

Transformation is Required
Source: Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of
Solutions Focused On Seller Efficiency And Effectiveness by Steven Wright, Forrester, March
21, 2016
20% of a sales reps
time is spent on
account and content
research!
Source: CSO Insights 2016

The Content Pain Conflict
Overall content strategy
Using multiple channels
Hard to get sales attention
Traditional ways don’t keep up
Don’t know what’s working
Just-in-time needs
Can’t find anything
Don’t know how to use it
Not in context of the opportunity
Constantly asking for more

The Good News
Content is in Our
Control

How We Solved Our Content
Challenge: Enter Highspot

Who am I? Story teller, product
marketer

Our Journey
• Identified our mess
• Selection process
• Implementation
• Results
• Key learnings

Identified Our
Mess
PODCAS
T
VIDE
O
INFOGRAPHIC
BLO
G
WHITEPAPER
ANALYST
REPORTS
WEBSITE
DATA
SHEET
TEMPLATE
S
FIRST
CALL
DECKS
DEMO
SOCIAL
EBOOK
WEBINAR
ROI
RFP
PRICING
PROPOS
AL
SALES
PROCESSSOLUTION
GUIDE
BATTLE
CARD
How Content Looks to Sales

Chatter & Box “poor man’s solution”
Sales “can’t find anything”
Constant requests for more
Everyone is an author
No version control
Material and “how to use it” not tied
together
Identified Our Mess

Our Journey : Selection Process
• Research
• Evaluation criteria
• Short list
• References
• Finalize & establish plan of action

Research
SiriusDecisions Sales
Asset Management
2016

Evaluation Criteria
Primary Need:
Go beyond
content
storage

Other High Level Requirements
Marketing exists to make sales easier
• Content
• Think through customer-facing vs internal use
• Consider the entire customer journey
• Persona
• All market-facing employees (not just sales, include CSMs and SDRs)
• New hires as well as tenured reps
• Technology
• Work within CRM
• Use of modern techniques (tiles, ratings, etc.)

The New Funnel

Consider All Audiences
Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller
Efficiency And Effectiveness. by Steven Wright, Forrester, March 21, 2016
Marketing
Sales Enablement
Operations
Training / Learning
Customer Success
Sales Leaders

Short List
Source: InsideView

References
Hi, This is Tracy Hi, This is
Joe

Action Plan

Our Journey : 30 Day Implementation
• Model and timeline
• Content inventory & audit
• Content mapping
• Targeting to sales stages in CRM
• Pre-launch training
• Launch
• Continuous training

Sales Enablement Model
Sales Content Highspot Sales Team Customer
RS
S
WWW
Web Pages/RSS Feeds
Local Files
File Storage Systems
Pitches
Notifications
Case
Studie
s
Product
Marketin
g
Pitch
Books
Company
Spots
Pitching

Timeline
2016
April 18-22
• Implement targeting in CRM
• Advisor group review
• Optional field validation
exercise
April 25-29 : finalize & test
May 2-6 : Launch &
April 4-8
• Coordinate integration
with IT/SFDC
• Establish Google Drive/
file structure
• Content review
April 11-15
• Implement – add
content, train
publishers, integrate
systems
• Checkpoint –
InsideView & Highspot
Feb-March : Content Audit
End of March : Contract Signed

Content Inventory & Audit Start
now

Content Mapping

Targeting to sales stages in CRM Stage
New

Pre-launch training

Make the Launch Fun

Continuous Training

Results

Quantitative Results
• Adoption (65%) in 2
weeks since launch
• Adoption (98.8%)
EOQ
• Adoption measured by
first use

Qualitative Results
• Behavioral change
• Chatter now a communication tool
• Google Drive now a collaboration
tool
• Highspot top of mind as a content
tool
• Pitching content for analytics
• See value in features
• Less content requests to Marketing
• Feedback loop from sales for
continuous content improvement
“Excellent! I was able to access and take a look.
This info is very helpful – I used it timely from Highspot to create a PPT deck for an opportunity
we’re working in collaboration with XYZ to target on of their customers and it successfully got us a
second meeting/demo next week. All Good!
- Platform Account Executive

Connecting the Dots : Feedback Loop
“I love the Tech Profiler Sales Guide. Are you planning on doing
one of these for other products? Specifically I’d like to see one
for Target and Enrich in that order.”

What Next?
• Content engagement
• Pitch engagement
• Coordinate ABM touches

Content Engagement (by segment/role)
Small Business AE/
AM
Small Business
SDR
Enterprise AE/AM Enterprise SDR
Spot 1
Spot 2
Spot 3
Spot 4
Spot 5
Spot 6
Spot 7
Spot 1
Spot 2
Spot 3
Spot 4
Spot 5
Spot 6
Spot 7
Spot 3
Spot 1
Spot 2
Spot 1
Spot 3
Spot 2
Spot 4

Content Engagement (by rep)
All Content Pitched All Content Viewed/
Downloaded
Spot 1
Spot 2
Spot 3
Spot 4
Spot 5
Spot 6
Spot 2
Spot 1
Spot 4

Pitch Engagement
SALES REP ACCOUNT CONTENT OPENED & VIEWED
BY PROSPECT/
CUSTOMER
DOWNLOADED BY
PROSPECT/
CUSTOMER
Alex ACME X EBook Yes No
John ABC Y Whitepaper Yes No
Alex XYZ Z Infographic No No
Jim MNC X EBook + Y
Whitepaper
Yes Yes
Alex TTT Y Whitepaper Yes No

Play 1
Play 2
Play 3
Play 4
Play 1
Play 2
Play 3
Play 4
Coordinate ABM Touches

Email Templates

Start your content audit now
Have one person responsible for the rollout
Key Learnings
Design a variety of training
Plan for expansion
Measure beyond engagement
Market success

Key Resources
Forrester Vendor Landscape: Sales Enablement Automation Solutions A
Multitude Of Solutions Focused On Seller Efficiency And Effectiveness,
by Steven Wright March 21, 2016
SiriusDecisions Sales Asset Management 2016
Forrester : Simplifying The Seller’s Journey B2B Marketers Can Help
Sellers Maximize Efficiency To Gain Effectiveness, by Steven Wright,
April 15, 2016
Forrester Webinar : A Map To The Territory The Sales Enablement
Automation Vendor Landscape, by Peter O’Neill, Steven Wright.
Shanta Samlal-Fadelle, March 17, 2016
Definitive guide to sales enablement: https://www.highspot.com/sales-enableme