Inside: Sales Enablement

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 the people many of the Greeks actually believe diamonds were literally tears of the gods. And between, then, and in the dark ages, many kings wore diamonds on their armor because it was a great, it was a great sign of health and virility and safety. And then in 1477, I guess that's the Renaissance time. maximillian, who at the time that this happened was the Archduke of the Habsburg Empire, babe later became the Holy Roman Emperor. So there's your Italian Kwazii connection there for you. Thanks. You're welcome. Nice pay out there. But this, this is pretty interesting. And 1477, he became the first person to actually propose to a woman using it using a diamond ring.

Brian Lambert 03:32

So it's his fault. I see.

Scott Santucci 03:34

It is his fault. So set so that then so we fast forward to 1938. And the reason 1938 is a is a good is a very important time is because at this point in time, that De Beers organization we all know about the beers cornered the diamond industry. And they commissioned a study because most of the diamond sales were happening in the United States at the time. And what's significant about 1938 Yes, it's during the Great Depression. And there was a big dip in diamond sales. They commissio...

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 should be orchestrating things like that. So I'm really delighted to be part of this today, and also the other work that we're doing at the side.

Brian Lambert 02:39

That's awesome. Yes, very excited to have you guys on and thank you so much for the time that you continue to invest in sales enablement and sharing with our listeners. And what we had is a bit of a shared experience this week, all all four of us. So me, Doug, image in and also Scott. He did a webinar this week, and he did the webinar on the concept of routes to value. And this was a great discussion you can find out more about it if you go to Commercial Ratio comm you can get the recordings and I definitely encourage everybody in insider nation to listen to that recording is a really important concept about linking your your company's capabilities to your customers challenges and outcomes, and the role of salespeople and the selling ecosystem and closing that gap in a route to value. This particular podcast. What I wanted to do is really slow down and talk about the concept of orchestrating what seems to be a simple concept of, of helping salespeople connect the dots and, and...

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. And the last webinar that we did is was around routes to value enable customers, enabling customers to buy. So what we're going to do is just like we did with Joe Hayes, is we're going to get a sales leaders perspective on it. And then I expect we're going to spend a lot of time Bob talking about outcomes and what exactly they mean. So what we're first going to do is ask Bob to highlight for him, what are three things that most resonated with him about what we shared, and then we're going to get into a conversation there of who knows where we're going to go with Bob and his rapier wit. And then what we're going to do is we're going to wrap up with Brian putting together what what he heard and what's important for you as a sales enablement orchestrator. So Bob, what are what are three things that you got from the from the webinar?

Bob Apollo 03:53

What you know, the first one is, you've given a name to a date Disease the organization's have been suffering from for years.

And you call it proper eye test. And it's from my observation.

It's the sort of a reflection of an inside out perspective on the part of typically technolo...

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, we've had 14,600 listens of our podcast, people from 46 countries, the 770 2% of that come from the US. That's about 1200 a month.

Also, interestingly enough, Monday through Thursday, around 1pm, or our peak hours. So I don't know if folks are out taking a walk at that time, or maybe working out around that time, or what but that was interesting. Also, Monday is our biggest listening day. We appreciate you guys starting the week off with a little dose of of Scott and Brian, that's cool. Apple podcasts 40% of our listens. And that means a lot of you folks are on mobile 60% are on mobile and iOS is the biggest operating system, the largest operating system. 60% of folks are on iOS devices. In the past year, we feel the two surveys. One was on the COVID response that that gave it gave us actually five episodes, we're trying to do one, but it kept just yielding great information and in detail. The second survey and research project was on the state of sales enablement, that groundbreaking research really set the tone here for coming out of COVID. And it's really the only one I've seen the only research I've seen post COV...