Lessons Learned from Moderating a Webinar on B2B Sales Enablement

Last week I had the great pleasure of moderating a webinar focused on surfacing the sales enablement secrets of top-performing companies. The panel featured an amazingly diverse array of B2B leaders from KnowledgeTree, Phreesia and Lyft (in addition to Lyft’s on-demand ride-sharing app, the company also offers commercial ground transport).

blog-banner-492x342-watch-nowWhat do all these companies have in common? In addition to having top-shelf leadership where it counts, they also take sales enablement very seriously. For these companies, sales enablement is everyone’s business, extending from the C-suite to marketing, operations and even IT.

Here were three of my top takeaways.

(Want to experience this webinar on demand? Go here!]

The Importance of RingDNA Call Recordings

“If you look at the world’s top athletes and performers, they spend countless hours reviewing every detail of every move they make on the field. And how do we do that as professionals in the sales world? Luckily we have the ability to record and review and listen to play by play action of what’s happening on the phone or what’s happening in a presentation. We encourage reps to dive into their own conversations. You look in the mirror and have to evaluate yourself. Which can be one of the hardest things to do.”

Dallas Hogensen, Head of Inside Sales, Lyft

The Importance of Having the Right Sales Content at the Right Time

“Sales reps have to have meaningful conversations. We’re not talking about transactional sellers here that are selling gravel. We are talking about people who need to add real value in their conversations. Content IS the tool. It can be content that you think of typically, like videos and data sheets, but can also be conversational item, data points from your customers, or frequently asked questions. Being able to have situation-appropriate content so that your salespeople can actually add value as part of their conversation is vital.”

Peter Mollins, CMO, KnowledgeTree

The Possibility of Stratifying Communications Channels by Role 

“We emphasize calls for quota-carrying reps, and emails for the sales dev team. Our average SDR is not as experienced and not as well versed in healthcare, and the current state of affairs and pressures facing healthcare organizations, so we arm them with good templates for emails. Since our potential market is finite, for us, potentially burning a bridge with a relatively inexperienced SDR on a call is a risk that we’re not willing to take at this time. So we believe that email can enable us to consistently send out the right message, and when we get responses, then we do a phone call with a quota-carrying rep.”

Will Rideout, VP of Sales, Phreesia

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About the Author

William Tyree

William Tyree is Chief Marketing Officer at RingDNA. William brings 14 years experience creating winning growth strategies for Fortune 1000 companies. His articles have appeared in Harvard Review, The Atlantic, ProBlogger, The Salesforce Blog, Entrepreneur and elsewhere.

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