The Indispensable Sales Enabler: Balancing Process and Subject Matter Expertise
Welcome to the companion blog post for the latest episode of the Thoughts on Selling™ podcast, "7. Does sales enablement excellence require process expertise or subject matter expertise? Lisa Skillern and I duke it out!" You can listen to the full episode here. In this episode, we delve into a critical question facing sales enablement professionals today: What's more important, process expertise or subject matter expertise? We're fortunate to have Lisa Skillern, a seasoned sales enablement leader with experience at Google and other prominent companies, to share her insights and help us navigate this complex landscape. This blog post expands on our conversation, exploring the nuances of both process and subject matter expertise, and how the best sales enablement strategies strike a crucial balance between the two.
Introduction: The Balancing Act of Sales Enablement
Sales enablement is often described as the bridge between sales and marketing, and it's responsible for equipping sales teams with the knowledge, skills, and resources they need to succeed. But what does it take to truly excel in this role? Is it a deep understanding of sales processes, methodologies, and technologies? Or is it a comprehensive grasp of the products, services, and market dynamics that the sales team is selling? The truth, as we explore in this blog post and in the related podcast episode, is that both process expertise and subject matter expertise are essential ingredients for sales enablement success. The challenge lies in finding the right balance and effectively leveraging both to empower sales teams and drive organizational goals. In the following sections, we will dissect these concepts, examine real-world examples, and provide practical guidance on how to build a high-performing sales enablement function.
Meet Lisa Skillern: A Blend of Expertise
Lisa Skillern brings a wealth of experience to the table, having worked in various sales, marketing, and enablement roles across diverse industries. Her background provides a unique perspective on the interplay between process and subject matter expertise. Lisa's experience includes global sales enablement for the security portfolio at Google, marketing leadership roles, and even time carrying a sales bag. This diverse experience has given her a profound understanding of what it takes to empower sales teams to succeed. One of Lisa's key strengths is her ability to connect with stakeholders and understand their specific needs and challenges. She excels at building relationships based on trust and collaboration, which is crucial for effective sales enablement. Her approach is grounded in pragmatism, focusing on delivering solutions that make a tangible difference to her stakeholders, whether it's in the short term, this month, or this quarter. Lisa's insights are invaluable for anyone looking to enhance their sales enablement efforts.
The Pragmatic Approach to Sales Enablement
Lisa emphasizes the importance of a pragmatic approach to sales enablement. This means focusing on what will actually make a difference to the sales team and the organization as a whole. It's not about implementing the latest trends or technologies just for the sake of it, but rather about identifying the specific needs of the sales team and developing solutions that directly address those needs. This often requires a deep understanding of the sales process, the challenges faced by salespeople, and the resources available to them. A pragmatic approach also involves prioritizing initiatives based on their potential impact and feasibility. It's better to focus on a few key areas where you can make a significant difference than to spread your resources too thinly across multiple initiatives. Lisa's pragmatic approach is also about being adaptable and responsive to changing market conditions and customer needs. Sales enablement needs to be a continuous process of learning, adapting, and improving based on feedback and results.
The Boatswain Metaphor: Directing the Sales Crew
In our conversation, we used the metaphor of a "boatswain" to describe the role of the sales enablement professional. A boatswain is a senior member of the deck department on a ship, responsible for directing the crew and ensuring that everyone is working together effectively. In the context of sales enablement, the boatswain is responsible for ensuring that the sales team is aligned, equipped, and motivated to achieve their goals. This involves providing guidance, training, and resources, as well as monitoring performance and identifying areas for improvement. The boatswain needs to have a deep understanding of the ship's operations, as well as the skills and abilities of the crew members. Similarly, the sales enablement professional needs to have a thorough understanding of the sales process, the products or services being sold, and the strengths and weaknesses of the sales team. Just as the boatswain directs the crew to pull in the same direction, the sales enablement professional helps to align the sales team with the overall organizational goals. This metaphor highlights the importance of leadership, communication, and collaboration in sales enablement.
Evaluating a Sales Enablement Organization
Lisa shared her perspective on how to evaluate a sales enablement organization, whether you're working within an existing team or considering joining one. She emphasized the importance of assessing whether the organization is functioning as a cohesive unit, with clear goals and effective communication. She looks for signs of collaboration, knowledge sharing, and mutual support among team members. Another key factor is the organization's alignment with the sales team and the overall business strategy. Is sales enablement seen as a strategic function that contributes to revenue growth, or is it treated as a support role? Lisa also considers the resources available to the sales enablement team, including budget, technology, and personnel. Are they adequately equipped to meet the needs of the sales team? Finally, Lisa evaluates the organization's culture and leadership. Is there a culture of innovation, experimentation, and continuous improvement? Are the leaders supportive of the sales enablement team and its initiatives? By considering these factors, you can gain a better understanding of the effectiveness of a sales enablement organization and identify areas for improvement.
Key Takeaway #1: The Importance of Stakeholder Management
One of the most important takeaways from our conversation with Lisa is the critical role of stakeholder management in sales enablement. Sales enablement professionals need to build strong relationships with a wide range of stakeholders, including sales leaders, marketing managers, product experts, and IT professionals. Effective stakeholder management involves understanding the needs and priorities of each stakeholder group and communicating in a clear and concise manner. It also requires actively listening to feedback and incorporating it into your plans. Lisa emphasizes the importance of managing stakeholders without relying on formal authority. This involves building trust, demonstrating value, and influencing others through persuasion and collaboration. By effectively managing stakeholders, sales enablement professionals can ensure that their initiatives are aligned with the needs of the business and that they have the support they need to succeed. Stakeholder management is not a one-time activity but rather an ongoing process that requires continuous attention and diligence.
Key Takeaway #2: The Power of Combining Expertise
The second key takeaway from our discussion is the power of combining process expertise and subject matter expertise in sales enablement. While both are valuable on their own, they are even more effective when combined. Process expertise allows you to design and implement efficient and effective sales processes, while subject matter expertise allows you to provide sales teams with the knowledge and insights they need to succeed in their specific market. The ideal sales enablement professional possesses both types of expertise, or at least has access to resources that can provide them. This combination allows them to understand the "how" and the "what" of sales, enabling them to develop truly impactful solutions. For example, a sales enablement professional with process expertise might design a new sales methodology, while a sales enablement professional with subject matter expertise might create training materials on the latest product features. By combining these two types of expertise, you can create a sales enablement function that is both efficient and effective.
Connecting with Lisa Skillern
If you'd like to connect with Lisa Skillern and learn more about her work in sales enablement, you can find her on LinkedIn. She's a wealth of knowledge and always happy to share her insights with others in the field.
Conclusion: Achieving Sales Enablement Excellence
In conclusion, achieving sales enablement excellence requires a delicate balance between process expertise and subject matter expertise. As we discussed with Lisa Skillern in the latest episode of the Thoughts on Selling™ podcast, "7. Does sales enablement excellence require process expertise or subject matter expertise? Lisa Skillern and I duke it out!", which you can listen to here, both are essential for empowering sales teams and driving organizational goals. By understanding the nuances of both, effectively managing stakeholders, and adopting a pragmatic approach, sales enablement professionals can create a function that is both efficient and effective. Remember the boatswain metaphor – it's about directing the sales crew to pull in the same direction, ensuring that everyone is aligned and equipped to achieve their goals. By embracing this holistic approach, you can unlock the full potential of sales enablement and drive significant business impact. We encourage you to listen to the full episode for even more insights and practical advice from Lisa Skillern. And as always, we welcome your feedback and suggestions for future podcast topics and guests. Thank you for reading, and happy selling!
