Sales Enablement Roundtable - West Coast Style

Scott Santucci

Door_to_door_salesman_1950NOTE:  SALES ENABLEMENT HAS A NEW BLOG 

 

On November 7th, I facilitated Forrester’s second sales enablement roundtable – this time in Foster City,California.  Joining us were sales and marketing executives from:  Intel, NetApp, Borland, Informatica, Sun, Interwoven, Microchip, Renesas, Juniper Networks, Trend Micro, and Thoughtworks. 

 

 

Overall, we had an extremely high energy session, even though I lost my voice the previous week.  It’s hard to summarize a whole day of intense discussion into a blog post, but I’ll give it a try.

 

 

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Patton's Patterns - Execution Lessons for Driving Sales

Scott Santucci

Pattonmovieposterlarge General George Patton’s unparalleled ability to execute in WWII sometimes gets overshadowed by his colorful (and stupid) public relations.  Because of his quick strike abilities, the Axis leaders feared him more than any other Allied general.  What made him truly unique, and someone still studied in military academies throughout the world today, was his formula for success.  Patton had a voracious appetite for history and believed that humanity already had a master inventory of all of the strategies and tactics for winning a battle.

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Upcoming Webinar - Sales Enablement In An Economic Downturn - November 6th

Scott Santucci

Join Brad Holmes and I for a look at what can be done to drive sales results in a down economy.  Forrester views "Sales Enablement" as a cross-functional disipline requiring product, marketing, and sales teams to work together to optimize results.

When:  November 6th, 2pm ET

Register:  Register now for this complimentary Webinar.

We will explore:

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What Do You Say When the CEO Asks "What Do I Get For My Investment in Sales Enablement?"

Scott Santucci

Sales_crystal_ball When your CEO asks, "Why haven't we realized the sales performance boosts we expected when we (insert investment of your choice)

...implemented our SFA system?
...trained our sales organization?
...launched our sales portal?"

How will you respond?

If you (and the CEO) thought that investment was "the answer" to improving sales performance, we have some bad news. There is no such thing as a sales effectiveness silver bullet.

While, there are many different types of organizations that claim they can help you improve your sales productivity, few of these solutions can offer measurable gains in productivity on their own. For example:

•CRM vendors argue that implementing their software will help you drive more business by providing better structure to the sales process and improving the accuracy of your forecasting.
•Sales training firms suggest that you can improve your sales fundamentals by teaching a common sales methodology and best practices.
•Market intelligence firms claim that better and more up-to-date information about market trends and your competitors' actions will do the trick.

However, companies that have implemented these solutions report that they are not realizing the desired impact of these investments.

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It's the Conversation, Stupid!

Scott Santucci

Timely_relevent_in_context_cube Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from one fire drill to the next, one meeting to another?

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Sales Enablement is Strategic and Cross-Functional, So Says Panel

Scott Santucci

On August 27th, Forrester hosted the first Sales Enablement roundtable in the industry focused on addressing challenges related to profitable growth objectices for large enterprise technology companies.

Assembling a balanced group of sales and marketing executives, through one lens the session could have been viewed as an economic summit. Added together, the total revues of the participants exceeded $350 Billion.  To put that into perspective, that would make our panel the 27th largest economy in the world right behind Greece, but ahead of Denmark.

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Do Your Messages "Go to 11"?

Scott Santucci

In Rob Reiner’s 1984 “rockumentary” This Is Spinal Tap, one of the main characters, Nigel Tufnel, proclaims they are different than other bands because their speakers “go to ll.”



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Yes, It's True - I am Happy to Be Stuck With You

Scott Santucci

Far_side_dolphins_2Thanks Tom for such a nice introduction.  My cheesy music reference (quick, name the band) aside, Tom and are are the two heads of the product managment and marketing beast.  His focus is on building the right product, mine is on bringing it to market.

So, let’s start with something simple – how do you get that blasted sales force to use your stuff? 

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