Today’s modern reps move to new companies and roles every few years (or less). With this ever-shrinking sales talent lifecycle, enablement feels increased pressure to maximize productivity. That means finding better ways to focus and deliver readiness efforts (like training or coaching) when, where and how the sales force works.
SiriusDecisions Summit 2018 has come and gone, with 3,000-plus attendees converging in sunny Las Vegas this week to discuss the latest trends and challenges affecting B2B sales and marketing.
While the topics certainly varied, ranging from brand-building to content strategy and customer experience, we couldn’t help but notice a recurring theme – one highlighted by Ryan Schradin in Modern Marketing Today.
That theme is sales enablement.
“It seems like every conference session and case study and conversation that’s taking place in Las Vegas over expensive steaks or roulette tables involves marketers working directly to impact sales,” Schradin wrote. “And that’s a good thing.”
Successful companies need sales and marketing to be in lockstep when it comes to programs that directly affect the top line. And sales enablement – whether the function reports into marketing or sales – is one such initiative for an increasing number of B2B firms.
As SiriusDecisions research analyst Peter Zink pointed out on Tuesday, 74% of organizations indicated an increase in their sales enablement budget over the next 12 months. One of our own customers, PTC, has more than 40 employees supporting its sales enablement efforts (a fact company leaders shared during a Summit case study session).
That’s the value of attending an event like SiriusDecisions Summit: industry insight can be found wherever you look. But with so much happening at once, keeping up with all the action can be tricky – even for the best multi-taskers out there.
With that in mind, we compiled a handful of notable takeaways from this year's Summit. We’ll add to this social media roundup as the conference continues and share more updates on Twitter (@Brainshark). Follow us and let us know who deserves a #SDSummit shout-out!
The sales reps in the highest performing companies spend 11% LESS time managing the content they need to do their jobs. Imagine if your company could get that time back? #SDSummit @Highspot @insideview @andrewsjoe pic.twitter.com/VV5JYwSPdp— tracy eiler (@tracyleiler) May 8, 2018
"Lack of effective #sales manager enablement drives both high-performing managers and their reps out the door." What are your tips for improving #salesenablement on the manager level? #SDSummit https://t.co/A5Wo9iyJtd— QuarkNews (@QuarkNews) May 8, 2018
Biggest challenges in aligning sales and marketing? Lack of accurate, shared data on target accounts. Sounds like a problem that we know how to solve. Great insights from @insideview #SDSummit pic.twitter.com/59KNAXGHRb— Chandra Patel (@chandra930) May 8, 2018
Another positive business outcome of great #SalesEnablement and readiness? Increased sales manager involvement in the new hire process. “It’s up 20 fold.” - PTC’s Lisa Casello via @brainshark #SDsummit— Brendan Cournoyer (@brencournoyer) May 9, 2018
Love this employee engagement framework for effective branding shared at #SDsummit. Great information from @siriusdecisions #Sales and #Marketing need to harness the influence employees can have on the #CustomerExperience pic.twitter.com/lrp8gn5VMJ— Brian Gonzalez (@TheSocialBrian) May 9, 2018
#Sales and #mktg must assess the plan for issues, concerns & gaps in assumptions, timing, resources & commitments; success depends on agreement on shared #measurement and established #communication checkpoints #SDSummit @cramoore @JStevenSilver— Ellen Lind (@Ellen_M_Lind) May 10, 2018
Time for a change: Just 32% of companies say sales & marketing develop annual objectives together and only 14% do joint planning. Ugh. The good news? This is a fixable problem in #b2b and it won't even cost money. Process improvement is upside potential #SDSummit— Megan Heuer (@megheuer) May 10, 2018
50% of the #SDSummit audience is planning to grow their #B2B tech stack in the next year and 37% is only covering the basics. If you fall in these categories, go check out the Marketplace before it closes at 4!! pic.twitter.com/4Hjy8HsSAD— Erica Turnlund (@Erica_Turnlund) May 10, 2018
Want to learn more about sales enablement? Check out our latest eBook, "14 Hacks to Upgrade Your Sales Enablement Strategy," for keys to coaching sales reps, assessing sales readiness and appealing to millennial sellers.