Sales Enablement A Master Framework to Engage, Equip, and Empower A World-Class Sales Force

Put buyer experience and selling resources front-and-center to boost revenue

Sales Enablement is the essential guide to boosting revenue through smarter selling. A thorough, practical introduction to sales enablement best practices, this book provides step-by-step approaches for implementation alongside expert advice. In clarifying the sales enablement space and defining its practices, this invaluable guidance covers training, content, and coaching using a holistic approach that ensures optimal implementation with measureable results. Case studies show how enablement is used effectively in real-world companies, and highlight the essential steps leaders must take to achieve their desired sales results.  

Smarter buyers require smarter selling, and organizations who have implemented enablement programs attain revenue goals at a rate more than eight percent higher than those that do not. This book provides a 101 guide to sales enablement for any sales professional wanting to enhance sales and boost revenue in an era of consumer choice.

• Understand sales enablement and what it can do for your company
• Implement enablement using techniques that ensure sustainable, measureable performance impact
• Adopt proven best practices through step-by-step advice from experts
• Examine case studies that illustrate successful implementation and the impact of sales enablement on revenue

Consumers are smarter, more connected, and more educated than ever before. Traditional sales strategies are falling by the wayside, becoming increasingly less effective amidst the current economic landscape. Companies who thrive in this sort of climate know how to speak to the customer in their own terms, and sales enablement keeps the customer front-and-center by providing sales people with the resources buyers want. Sales Enablement provides a scalable, sales-boosting framework with proven results.

BYRON MATTHEWS is the Chief Executive Officer of Miller Heiman Group and leads their commitment to championing customer management excellence. His dedication to placing the customer at the core of everything gives Miller Heiman Group its expanded, holistic approach for developing, managing and sustaining long-term customer relationships. Over the past twenty-three years, he has consulted for and led sales organizations for several Fortune 500 companies. Byron's depth and breadth of prior experiences includes eleven years at Accenture and over five years at Mercer as Global Sales Leader and Global Head of the Sales Performance Practice. Prior to joining Miller Heiman Group, he served as Chief Distribution Officer at Aflac, where he led more than 30,000 sales professionals across multiple channels.

TAMARA SCHENK is Research Director at CSO Insights, the research division of Miller Heiman Group. Her work is focused on all things sales force enablement, sales managers, collaboration, and social selling on a global level. Before joining Miller Heiman Group as an analyst and research director in 2014, she enjoyed more than twenty five years of international experience in sales, business development, and consulting in different industries, such as IT, telecommunications, automotive, and utilities. She also had the pleasure of developing sales enablement from an idea to a program and strategic function at T-Systems, a Deutsche Telekom company, where she led the global sales force enablement and transformation team at the VP level. Tamara is a well-established and highly recognized voice, sought-after speaker in the enablement world, member of the Sales Enablement Society, and a regular contributor to Top Sales World as a featured writer.

Special Thanks from the Authors ix

About the Authors xi

About Miller Heiman Group xii

About CSO Insights xiii

Foreword xv

Part I Introduction 1

Chapter 1 The Science of Selling 9

Part II Laying the Foundation 25

Chapter 2 The Many Facets of Sales Force Enablement 27

Chapter 3 The Customer’s Path 39

Chapter 4 The Enablement Charter 49

Part III Enablement Services 65

Chapter 5 Content Services 69

Chapter 6 Training Services 91

Chapter 7 Coaching Services 107

Chapter 8 Creating Consistency Through Value Messaging

Part IV The Inner Workings of Enablement 141

Chapter 9 Formalized Collaboration 143

Chapter 10 Integrated Enablement Technology 153

Chapter 11 Enablement Operations 169

Chapter 12 Measuring Results 181

Part V Where to Go from Here 197

Chapter 13 Enablement Maturity 199

Chapter 14 The Future of Selling Starts Now 211

Appendix 219

Index 227

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