Why enablement tech isn’t about sales anymore — Kyle Lacy // Seismic
- Part 1 Why enablement tech isn’t about sales anymore — Kyle Lacy // Seismic
- Part 2Enablement and Engagement — Kyle Lacy // Seismic
Show Notes
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02:32Today were talking about how B2B marketers can unify their approach and how to enable organizations to create more success, is that it?Yes. Previously, enablement only focused on the sales, while it should be applied across the entire life cycle.
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04:33What do we mean when we say enablement?Enablement goes from everything from content management to what the sales reps and CS reps are using, all the way to training and coaching. Its about how you help your company grow revenue and grow people at the same time.
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06:22What does bad enablement look like from a leadership standpoint?Bad enablement is misaligned. Great enablement is holistic and is at the center of the go-to-market strategy. Its fully aligned with the sales team, CS team, and marketing team.
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07:49What's the first place you would recommend people start with to get that correction?It starts with onboarding. Decrease onboarding time and increase their effectiveness by giving the right content to all teams to improve customer experience and engagement.
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10:14Is there a difference in the way we would enable the different teams in an organization?It depends on the organization. Ultimately, its about having an enablement program. But it depends on the goals of each business.
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11:48Are there differences in terms of the technology that would support the different teamsIts essentially the same technology but refactored.
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14:25How does Seismic go about enabling their crossIt starts with product marketing, helping them create personas, use-cases, and customer stories. Its then taken to the corporate marketing team, which uses it to build campaigns, and then the enablement team to enable the sales and CS teams.
Quotes
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“This is something you learn in business school, happier customers are cheaper.” - Kyle Lacy
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“I think in the past, enablement has focused on the tip of the sphere of the sales team when in reality it should be spread across the entire life cycle.” Kyle Lacy
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“The flywheel is this concept of really abandoning the idea of a funnel. It effectively says, how are we creating momentum and reducing friction simultaneously with the core being your customer and their experience?” Doug Bell
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“I would argue that a lot of companies still have bad enablement because they just don't invest in it.” Kyle Lacy
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“Because the buying process is complex, with the right enablement, it will drive alignment between all the go-to-market teams. Conversion rates go up, the win rates go up, quota attainment goes up, onboarding time goes down, and reps are more productive.” Kyle Lacy.
- Part 1 Why enablement tech isn’t about sales anymore — Kyle Lacy // Seismic
- Part 2Enablement and Engagement — Kyle Lacy // Seismic
Up Next:
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Part 1Why enablement tech isn’t about sales anymore — Kyle Lacy // Seismic
Senior Vice President - Marketing at Seismic, Kyle Lacy, discusses the importance of having a unified enablement process across the entire organization. While previously enablement only focused on the sales teams, the advantages of having all teams aligned are tremendous. From increased conversion rates to shorter onboarding times, the right enablement processes play a big role in the company’s overall success. Today, Kyle Lacy takes us through why this is important and how to create good enablement.
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Part 2Enablement and Engagement — Kyle Lacy // Seismic
Senior Vice President - Marketing at Seismic, Kyle Lacy, discusses the importance of having a great engagement process across your teams. Engagement is not only important in improving customer experience, but it also helps employees understand how to communicate with customers. Today, Kyle Lacy takes us through why enablement and engagement shouldn’t only be left to the sales teams.
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