GE Digital: Operationalizing Sales and Marketing Alignment with Sales Enablement – #SDSummit 2016

GE Digital: Operationalizing Sales and Marketing Alignment with Sales Enablement – #SDSummit 2016
May 31, 2016

GE is in the midst of a significant transformation from one of the largest industrial companies in the world, to a leading technology company looking to revolutionize the digital industry. The company needed to address this transformation at all levels of its organization, which required particularly strong alignment between its sales and marketing organizations.

“The one thing a marketer can give to a sales rep is time,” said Aaron Darcy, CMO of GE Digital last week at SiriusDecisions Summit in Nashville. This was the main principle driving Darcy and his team as they aimed to serve a revamped sales organization for the new $5 billion division of GE.

As sales and marketing professionals listened in during the event’s lunch and learn session, Darcy and colleague, John Insko, executive director of sales, talked about how 250 new salespeople were hired to match the new, digitally-focused selling methodologies.

“We had to teach reps how to sell software,” said Insko. “Before, they were selling turbines and equipment.”

“If sales isn’t successful, its marketing's fault”

Click image to view the GE Digital case study.

“If sales isn’t successful, its marketing's fault, that’s the approach we take,” said Darcy. “At the end of the day, you can’t do this without your sales leaders.”

When Darcy found Brainshark Sales Accelerator and learned that it not only integrated with Salesforce, but also generated analytics behind the content and was mobile-friendly and multi-lingual, he was intrigued. But what sealed the deal was Brainshark’s consultative approach to making Sales Accelerator work for the sales organization as well as the landscape of vendors serving GE Digital.

“Brainshark has taken the approach with us to say ‘your success is our success,’” Darcy said. “They work the way that our sellers need to sell. They're influencing our methodologies and content management strategy, providing sellers with what best in class sales looks like.”

The Brainshark-GE Digital journey

GE Digital officially launched Sales Accelerator in January. Brainshark is now their primary sales enablement tool, serving up the appropriate content for reps based on where they are in the selling cycle. And not only does the technology make it easier to find the best content, Darcy and his team are able to track the highest-performing content and the impact on sales outcomes so they can keep evolving their content production and strategy.

“In this day and age, I want to track everything – everything – and Brainshark allows me to do that in the way I want,” he explained. “We have to foster an environment of continuous improvement.”

Sales Accelerator has also proved to be instrumental in GE Digital’s new sales onboarding program and played a pivotal role in the company’s 24% YOY growth.

“I don’t think we would've been able to do this without the partnership with Brainshark,” said Darcy. “Brainshark is the sales productivity expert and that’s exactly what we needed.”

For more on GE Digital’s sales enablement strategy, check out this in-depth case study. To get a closer look at the Brainshark Sales Accelerator in action, view a short demo here.