Mastering Stakeholder Management: The Cornerstone of Sales Enablement

In the realm of sales enablement, the importance of mastering stakeholder management often goes unacknowledged. It’s easy to focus on content creation, technology implementation, and training programs, but these initiatives are unlikely to succeed without the solid foundation of aligned and engaged stakeholders. Effective stakeholder management requires ongoing attention and diligence, and it is the cornerstone of any successful sales enablement strategy.

This blog post will delve into the critical role of stakeholder management in sales enablement. We’ll explore how to develop "influence without authority," ensuring stakeholders are not only informed but also invested in the success of sales enablement initiatives. We’ll draw insights from Lisa Skillern, a seasoned sales enablement professional with a wealth of experience in managing stakeholders across diverse organizations. To hear more of Lisa's insight and perspectives, make sure to check out the latest episode of the podcast.

Introduction: The Unsung Hero of Sales Enablement

Sales enablement is all about equipping sales teams with the right resources, tools, and training to improve their performance and drive revenue growth. However, the effectiveness of these enablement efforts hinges significantly on how well stakeholders are managed. Stakeholders, in this context, include sales leaders, marketing teams, product managers, customer success representatives, and even the sales reps themselves. They are the individuals and teams who have a vested interest in the success of the sales organization.

Without effective stakeholder management, even the most meticulously crafted sales enablement programs can fall flat. Misalignment, lack of buy-in, or poor communication can derail initiatives, leading to wasted resources and missed opportunities. Therefore, stakeholder management is not just a "nice-to-have" skill; it’s an essential component of successful sales enablement.

Meet Lisa Skillern: A Blend of Expertise

Lisa Skillern is a sales enablement expert with a unique blend of process and domain expertise. Her career spans roles in both large and small organizations, where she has consistently driven revenue and sales productivity. Lisa has a deep understanding of what it takes to build and maintain strong stakeholder relationships, and she is a master of influencing without authority.

Lisa's approach to sales enablement is pragmatic and results-oriented. She focuses on delivering tangible value to her stakeholders by addressing their immediate needs and aligning enablement efforts with their strategic goals. Her ability to navigate complex organizational structures and build consensus among diverse stakeholders has made her a sought-after leader in the sales enablement space.

The Pragmatic Approach: Making a Difference Now

Lisa emphasizes the importance of a pragmatic approach to sales enablement. This means focusing on initiatives that will have a measurable impact on the sales team's performance in the short term. Rather than launching elaborate, long-term projects, Lisa advocates for identifying quick wins that can demonstrate the value of sales enablement and build momentum for future initiatives.

One way to implement a pragmatic approach is to regularly engage with stakeholders to understand their pain points and priorities. By actively listening to their concerns and addressing their needs, sales enablement professionals can build trust and credibility. This, in turn, makes it easier to gain buy-in for more ambitious projects down the line.

Another key aspect of the pragmatic approach is to focus on continuous improvement. Sales enablement should not be a one-time event but an ongoing process of refinement and optimization. By regularly monitoring the performance of sales enablement programs and soliciting feedback from stakeholders, it’s possible to identify areas for improvement and ensure that enablement efforts remain aligned with the evolving needs of the sales organization.

Influence Without Authority: Building Strong Stakeholder Relationships

One of the most challenging aspects of stakeholder management is influencing individuals and teams who may not directly report to you. This requires building strong relationships based on trust, mutual respect, and a shared understanding of goals. Lisa Skillern is a firm believer in the power of "influence without authority," and she has developed several strategies for building and maintaining these crucial relationships.

One effective strategy is to focus on providing value to stakeholders. This could involve sharing relevant industry insights, offering support with their initiatives, or providing training on new tools and technologies. By consistently demonstrating a willingness to help, sales enablement professionals can establish themselves as trusted advisors and build goodwill with stakeholders.

Another important strategy is to communicate effectively and transparently. This means keeping stakeholders informed about the progress of sales enablement initiatives, soliciting their feedback, and addressing their concerns promptly. By fostering open communication, sales enablement professionals can build trust and ensure that stakeholders feel valued and respected.

Lisa also highlights the importance of understanding each stakeholder's individual motivations and priorities. By taking the time to learn what drives each stakeholder, sales enablement professionals can tailor their communication and engagement strategies to resonate with them on a personal level. This can significantly increase the likelihood of gaining their buy-in and support.

The Boatswain Metaphor: Directing the Crew

Lisa uses the metaphor of a "boatswain" to describe the role of a sales enablement professional. A boatswain is responsible for directing the crew of a ship, ensuring that everyone is working together towards a common goal. Similarly, sales enablement professionals are responsible for directing the efforts of various stakeholders, ensuring that they are aligned and working towards the success of the sales organization.

The boatswain metaphor highlights the importance of leadership, communication, and coordination in sales enablement. Like a skilled boatswain, sales enablement professionals must be able to communicate clearly, motivate their teams, and coordinate their efforts to achieve a common objective. This requires a deep understanding of the sales process, the needs of the sales team, and the strategic goals of the organization.

The boatswain metaphor also underscores the importance of collaboration. Just as a boatswain relies on the expertise and skills of the crew, sales enablement professionals must collaborate with stakeholders from different departments to achieve their goals. This requires building strong relationships, fostering open communication, and creating a culture of teamwork and mutual respect.

Evaluating a Sales Enablement Organization: Lisa's Guidance

When evaluating a sales enablement organization, whether as an employee or a prospective candidate, it’s essential to assess its effectiveness and alignment with the overall business goals. Lisa Skillern offers valuable guidance on what to look for in a high-performing sales enablement organization. She emphasizes the importance of assessing whether the organization operates as a cohesive unit, with clear goals and well-defined roles.

One key indicator of a healthy sales enablement organization is its ability to collaborate effectively with other departments, such as sales, marketing, and product development. This requires strong communication channels, clear processes, and a shared understanding of goals. A sales enablement organization that operates in isolation is unlikely to have a significant impact on sales performance.

Another important factor to consider is the level of support and resources provided to the sales enablement team. A well-funded and well-staffed team is more likely to be able to deliver high-quality training, content, and tools to the sales team. Additionally, it’s important to assess whether the sales enablement team has access to the data and analytics needed to measure the effectiveness of their programs.

Finally, Lisa emphasizes the importance of assessing the leadership of the sales enablement organization. A strong leader can provide vision, direction, and support to the team, ensuring that it remains aligned with the overall business goals. A weak leader, on the other hand, can lead to confusion, inefficiency, and a lack of focus.

Key Takeaway #1: Effective Stakeholder Management

Effective stakeholder management is critical for the success of every sales enablement professional. It's not merely a supplementary skill; it's a foundational element that underpins the success of all enablement initiatives. This requires ongoing attention and diligence. It is not a one-time effort but a continuous process of building relationships, fostering communication, and aligning goals.

The ability to navigate organizational complexities, understand diverse perspectives, and build consensus among stakeholders is what sets apart successful sales enablement professionals. Without this, even the most brilliant strategies and well-crafted programs can fall short of their potential. Therefore, investing in stakeholder management is an investment in the overall effectiveness of sales enablement efforts.

Key Takeaway #2: The Power of Domain and Process Expertise

For the most impact, the sales enablement professional brings both domain or subject matter expertise and lots of process experience. While process expertise is essential for designing and implementing effective sales enablement programs, domain expertise provides a deeper understanding of the specific challenges and opportunities faced by the sales team. This combination enables sales enablement professionals to tailor their efforts to the unique needs of their organization and deliver maximum value.

Domain expertise allows sales enablement professionals to speak the language of the sales team, understand their pain points, and develop solutions that are relevant and effective. It also enables them to build credibility and trust with stakeholders, making it easier to gain buy-in for sales enablement initiatives. Without domain expertise, sales enablement professionals may struggle to connect with the sales team and deliver meaningful results.

Connect with Lisa

To follow up with Lisa and learn more about her insights on sales enablement and stakeholder management, you can reach her on LinkedIn.

Conclusion: Mastering Stakeholder Management

Mastering stakeholder management is the key to unlocking the full potential of sales enablement. By building strong relationships, fostering open communication, and aligning goals, sales enablement professionals can create a collaborative environment where stakeholders are invested in the success of the sales organization. This requires a pragmatic approach, a willingness to provide value, and the ability to influence without authority. Remember to check out the related podcast episode for even more in-depth insights from Lisa Skillern.

By adopting these strategies, sales enablement professionals can transform their organizations into high-performing units that drive revenue growth and achieve their strategic goals. The journey may not always be easy, but the rewards are well worth the effort.