Sales and Customer Success enablement – ConversionXL, Kyle Bastien

This lesson will cover the data and science that forms the foundation for field enablement, and outline the core activities of the discipline.

Topics covered:

• Outline a modern sales and success motion that puts the buyer at the center
• Be able to orchestrate a world class enablement services program for customers, field professionals, and leaders alike
• Master the communication and measurement frameworks you’ll need to ensure success and demonstrate value

Every business is unique and the precise content and services you need to deliver will vary in accordance. This lesson will teach you the universal enablement principles that I use to scope and deliver the resources field teams need to be successful.

Topics covered:

• Understand the key principles required to design and execute an enablement framework
• Internalize the fundamental truth that the buyer is in control of the purchase process
• Clearly understand what you own, and more importantly what you don’t, when it comes to enablement

We’ve seen the framework as a whole, now let’s break down the individual components and build them out for your org, starting with the top line of the Buyers Journey and the 3 Why’s

Topics covered:

• Understand the importance or organizing all enablement around your buyers, not your sellers and field teams
• Learn an easy, three part system for organizing the top line of the buyers journey – the Three Why’s
• Be able to confidently establish the top line of your own enablement framework

We know the journey that our buyer’s must take to do business with you – now our job is to align our selling motion to support that journey. This lesson will teach you how to build a buyer-centric sales process.

Topics covered:

• Learn how to construct a sales and support process that supports the buyer’s journey
• Understand the key elements of a sales process
• Be able to confidently establish the sales process within your own enablement framework

Now you have considered the buying journey and organized the sales process. This lesson will provide an overview of the services you need to consider and organize to enable your field teams.

Topics covered:

• Define the key components of comprehensive Enablement Services
• Organize your existing content and services into the Framework
• Take an initial inventory of what you have, and what you need

We’ll take a deeper dive on customer-facing content. Specifically, you will learn how to think about and organize your customer facing content to align with stages in the buyer’s journey.

Topics covered:

• Understand how to orient your customer-facing content
• Learn how to translate your customer-facing content into discrete parts
• Be able to itemize the needed content for your customers at each phase of their journey

This lesson will help you distinguish between customer facing content and internal enablement content, and prepare a list of the current and necessary internal enablement content your field teams require.

Topics covered:

• Understand the difference between customer content and enablement content
• Define the key types of enablement content
• Be able to complete your own internal enablement content list

This lesson will define and outline core training content for customer facing professionals, including how to use technology to deliver training at scale.

Topics covered:

• Learn what kind of content is appropriate to equip the field teams
• Understand best practices in using technology to train the team at scale
• Be able to layer in required training content based on a gap analysis

The success of any enablement program will always hinge on the front line sales managers, so equipping them to reinforce the program must be a priority. This lesson will teach you how to prepare your management team for success.

Topics covered:

• Understand why managers are so critical to successful enablement
• Learn what kinds of content are required to enable front line managers
• Be able to complete the manager content map for your organization

The conceptual work is done and now it is time to get to work. This lesson will review how to stand back and look at your framework holistically, identify the gaps in the program, and prioritize the work to be done.

Topics covered:

• Learn how to assess gaps in the Enablement Framework
• Be able to develop a comprehensive list of enablement content that needs to be created
• Prioritize your enablement roadmap and get to work

Certain technical capabilities will be required to execute a field enablement program at scale. This lesson will walk you through the three primary tools that comprise the modern enablement tech stack.

Topics covered:

• Understand the three main technologies leveraged in a modern enablement tech stack
• Describe how those technologies are used to enable the field teams
• Identify the key capabilities unlocked by these technologies

How NASA figured out how to coordinate a moon landing, translate dozens of system checks into clear pilot communication, and what all this can teach us about how to communicate to field professionals.

Topics covered:

• Learn about the framework for effective field communication
• Be able to assign roles and set expectations with partners in the business
• Learn how NASA uses this framework for literal ‘mission critical’ communications

Building a robust enablement services framework is huge and worthwhile investment, however like any other investment, it comes with the expectation of measurable results. Our final lesson will discuss how to set up a measurement framework to track and communicate progress.

Topics covered:

• Understand how to build a measurement funnel for enablement efforts
• Be able to source the data you need from the systems you put in place
• Leave with a framework to understand and communicate your impact