Sales Enablement: A Master Framework to Engage, Equip, and Empower A World–Class Sales Force

PRAISE FOR SALES ENABLEMENT

"Sales leaders have long struggled to adequately equip their salespeople. This book explores how the field of sales enablement offers a comprehensive and successful approach to support and empower today′s sales force."
DOUG J. CHUNG, Associate Professor of Business Administration, Harvard Business School

"Since writing the first definition of the role for sales enablement back in 2008, I′ve seen an explosion of ′experts′ who are promoting a lot of advice that doesn′t really help. The book is spot on in its view that getting internal clarity around sales enablement is a critical key to success."
SCOTT SANTUCCI, Chairman and President, Sales Enablement Society and Chief Catalyst, Growth Enablement Ecosystems

"How do companies align with changing customer behaviours while nurturing their collective talent and driving sustainable growth? Sales Enablement tackles these challenges and offers a clear framework to quantify, integrate, and improve all customer facing functions."
LEE BARTLETT, Author of The No.1 Best Seller, Sales Leader, and Tech Entrepreneur

"Tamara and Byron have delivered impressive work here, backed by research, and proven on the frontlines. If you are building or upgrading your sales enablement function, I highly recommend this book and their approach to building the most productive possible sales force."
MIKE KUNKLE, Vice President of Sales Transformation Services, Digital Transformation, Inc.

"Sales enablement is a critical function in helping sales achieve the highest levels of performance. But getting the highest value from your sales enablement organization requires strong sponsorship, a customer/sales focused charter, and disciplined execution. In Sales Enablement, Byron and Tamara provide a clear roadmap in making sure your sales enablement organization achieves its goals!"
DAVE BROCK, Author of Sales Manager Survival Guide, CEO at Partners In EXCELLENCE

"By far the best book out on the complexities of sales enablement and what firms should be doing."
ROBERT M. PETERSON, PhD, Dean′s Distinguished Professor of Sales, Northern Illinois University

Acknowledgments

About the Authors

About Miller Heiman Group

About CSO Insights

Part One Introduction

Chapter 1 The Science of Selling

Part Two Laying the Foundation

Chapter 2 The Many Facets of Sales Force Enablement

Chapter 3 The Customer s Path

Chapter 4 The Enablement Charter

Part Three Enablement Services

Chapter 5 Content Services

Chapter 6 Training Services

Chapter 7 Coaching Services

Chapter 8 Value Messaging: Creating Consistency for Maximum Impact

Part Four The Inner Workings of Enablement

Chapter 9 Formalized Collaboration

Chapter 10 Integrated Enablement Technology

Chapter 11 Enablement Operations

Chapter 12 Measuring Results

Part Five Where to Go from Here

Chapter 13 Enablement Maturity: Where Are You Now and What to Do About It

Chapter 14 The Future of Selling Starts Now

BYRON MATTHEWS is the Chief Executive Officer of Miller Heiman Group and leads their commitment to championing customer management excellence. His dedication to placing the customer at the core of everything gives Miller Heiman Group its expanded, holistic approach for developing, managing and sustaining long–term customer relationships. Over the past twenty–three years, he has consulted for and led sales organizations for several Fortune 500 companies. Byron′s depth and breadth of prior experiences includes eleven years at Accenture and over five years at Mercer as Global Sales Leader and Global Head of the Sales Performance Practice. Prior to joining Miller Heiman Group, he served as Chief Distribution Officer at Aflac, where he led more than 30,000 sales professionals across multiple channels.

TAMARA SCHENK is Research Director at CSO Insights, the research division of Miller Heiman Group. Her work is focused on all things sales force enablement, sales managers, collaboration, and social selling on a global level. Before joining Miller Heiman Group as an analyst and research director in 2014, she enjoyed more than twenty five years of international experience in sales, business development, and consulting in different industries, such as IT, telecommunications, automotive, and utilities. She also had the pleasure of developing sales enablement from an idea to a program and strategic function at T–Systems, a Deutsche Telekom company, where she led the global sales force enablement and transformation team at the VP level. Tamara is a well–established and highly recognized voice, sought–after speaker in the enablement world, member of the Sales Enablement Society, and a regular contributor to Top Sales World as a featured writer.