Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.

On a superfun ISEs3 Episode 13, Erich Starrett is joined in the Orchestrate Sales studios by Meganne Brezina, CCMP™. Meganne is not only the Senior Director of Enablement at Seismic, she's published Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes alongside Irina Soriano.

Highlights from the episode include...

PAST:

⌛️ While carrying a bag for the National Thoroughbred Racing Association (in partnership with John Deere) she quickly learned that hitting four or five dealerships and educating their salespeople how to sell to horse people was far more productive than going directly to 50 farms.

⌛️ Meganne's next stop was Exact Target, which was in the process of being acquired by Salesforce. She moved into an operations role and saw an opportunity to educate the customer facing team about the power of their internal "customer data warehouse" and spoke at SKO. That is when Meghan Gendelman came up to her and said "you need to be in Enablement!" And thus it began.

⌛️ In search of "what the heck is enablement?" Meganne searched the company directory and and up popped Brian Noss and Nina LaRouche (who co-leads the Indianapolis Chapter of WiSE with her today!)

⌛️ Her early experience in Engaging the Revenue Enablement Society was being sold by vendors vs. solving problems in community.

PRESENT

💼 The the RES has evolved into "such an incredible community." Meganne and I met F2F for the first time last fall at the 2023 Sales Enablement Society Experience conference in San Diego.

💼 Position two - that in order to be effective Enablement should be run as a business withing a business - is a big part of why Meganne got into Enablement.

👉🏻 She is passionate about Enablement teams being grounded in a charter and mission statement.

👉🏻 Enablement "requires the orchestration of so many pieces within an organization to bring it to life."

👉🏻 Enablement built with a North Star driving the practice forward results in tangible business outcomes.

💼 The biggest #Enablement opportunity in present day? Putting forth a proper enablement strategy.

💬 "Getting the executive buy-in for it, doing their socialization across the business, and then start to execute on it. That is the only way we're going to get out of the fire department world and into the fire prevention world." 💬

💼 The digital copy of Meganne and Irina Soriano's new book - Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes - is OUT NOW and available for free from Seismic's site! Paperback coming soon. 📚

💼 The concept of the EVC - Enablement Value Chain - was born of Meganne and Irina preparing to go in front of their executives to give a semi-annual report and struggling to connect the dots with the business outcome that their Enablement team drove.

💼 The resulting data and analytics report from the EVC empowered them to secure executive buy in and gain the necessary resourcing to effectively enable their organization going forward. To be seen as part of their company's revenue engine.

💼 RE: the move to "Revenue" enablement...

💬 "I view the idea of enablement as (serving) anybody who is customer facing. Anybody who is customer facing deserves to be included in an enablement strategy because we are here to service the events that are happening along the customer lifecycle. Customer lifecycle does not start and end with the buying journey. It doesn't stop at the first signature. In fact, that's the first of many milestones that you should be expecting from your customers."

FUTURE

🤖 Meganne and Del Nakhi, CCMP™ see huge opportunity for Enablement to more fully embrace change management. Meganne just picked up her CCMP.

🤖 The opportunity *still* remains for many in Enablement to gain the gravitas (shoutout Sheevaun Thatcher, CPC and @Dr. Stephen Timme) of an executive sponsor / seat a the C-table ...AND to equip their customer facing teams to "speak CxO" and gain the same credibility with customer execs.

🤖 AI will fundamentally change everything that we do. Enablement teams will shift from AI education mode to developing and executing on strategy to harness productivity gains. Must have a clear plan for the revenue generating activities for teams to lean into with the time recouped.

🤖 Practices will be leaning into data and analytics much more to drive their decision making processes. To make decisions faster ...even in real time.

💬 "This idea of launching a campaign, launching a program, and then waiting six months to see if anything's happened with it? Done and gone and dusted."

Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation!

ORCHESTRATE Sales!

Erich

#RevenueEngine #DigitalTransformation #ChangeManagement

#RevenueEnablement #Sales Enablement

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