In the latest episode of Move the Deal, host Greg Moore talks with CSO Insights Research Director Tamara Schenk. Based in Germany, she’s an authority on sales enablement and sales performance, as well as an award-winning blogger, international keynote speaker and co-author of the book, “Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force,” with Byron Matthews, president and CEO of Miller Heiman Group.
Tamara’s expertise as a research director for CSO Insights, the research division of Miller Heiman Group, is based on more than 20 years of experience in sales, service and delivery in different roles and industries. Before joining the CSO Insights team, she was responsible for T-Systems’ global sales force enablement and transformation team.
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In her role as research director, Schenk conducts and analyzes results from CSO Insights’ many studies. The most recent report, “All That Glitters Is Not Gold: 2019 World-Class Sales Practices Study,” takes a look at the top 12 practices that correlate with world-class sales performance. To get the most out of the research, Schenk discusses the importance of not assuming anything. It’s critical that the research team analyzes the data from different perspectives to get to the bigger picture and uncover which findings have the biggest impact.
Evolving Your Sales Enablement Practice by Implementing the Sales Enablement Clarity Model
In her recent book, “Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force,” Schenk shares how she developed the Sales Enablement Clarity Model (also known as the sales enablement diamond) with the rest of the CSO Insights team. The clarity model, rendered as a diamond and shown above, serves as a framework for organizations as they evolve their sales enablement discipline to become a more strategic function. The clarity model’s diamond shape replicates how sales enablement can be rough at times and continually needs to be polished.
The customers are at the top of the clarity model as your enablement strategy must align to your customer’s path. At the bottom of the diamond, there is sponsorship, strategy and charter. Sales enablement requires senior executive buy-in, and sales enablement leaders can use the diamond as a guide to evaluate current initiatives, push for new ones and implement a more holistic enablement strategy to improve performance.
Greg asks Tamara the best approach to tackle implementing the model—is it best to work from the first pillar to the last or to take it on all at once. She recommends starting with the green facet, as that’s the most visible and encompasses the other pillars, without forgetting the top and the bottom facet to make sure that things are set up in the most successful way.
What’s Next from CSO Insights
Editors’ note: this episode was taped shortly before the public release of the 2019 World-Class Sales Practices Study.
Tamara discusses some of the exciting new research coming this year from CSO Insights, including the newly released 2019 World-Class Sales Practices Study, an updated Sales Relationship Process Matrix and the 5th Annual Sales Enablement Study, which arrives in October of this year. Much of the CSO Insights research can be found in the Resources section of our website.
Outline of Episode
[3:10] How CSO Insights evaluates data from a global perspective
[6:07] Unique insights for the EMEA region from CSO Insights’ studies
[9:05] Schenk on the process for developing the Sales Enablement Clarity Model produced in Sales Enablement
[12:15] Why you need to develop a sales enablement charter for your organization
[15:54] How sales organizations can implement the clarity model
[17:33] Upcoming reports coming from CSO Insights
[18:58] Tamara’s actionable advice on sales enablement for sales leaders
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