The State of Sales Enablement

Why Sales Enablement Is Now On The Radar Of The C-Suite With Tamara Schenk | Interview

Aug 23, 2021

Join us in the Krueger Marketing podcast studio as we chat with Tamara Schenk, a global sales enablement leader. Topics include buyer journey awareness, the role of content in sales positioning, ownership of sales enablement, and when to introduce it as a strategic initiative. Dive into the challenges of managing the enablement function and the significance of aligning strategies with sales processes and buyer perspectives.

42:09

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Tamara Schenk

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Quick takeaways

Aligning technical KPIs with business goals is vital in sales enablement.

A strategic approach is essential for successful adoption of technology in sales enablement.

Deep dives

Importance of Translating Technical KPIs to Business KPIs

Translating technical KPIs into business KPIs is crucial for aligning systems administration with business goals. Understanding the impact of technical performance on overall business success is essential for effective sales enablement.

Intro

4min

Evolution and Strategies in Sales Enablement

23min

Challenges and Responsibilities in Sales and Enablement Leadership

5min

Exploring the Definition of Sales Enablement and Frameworks for Success

4min

Exploring Different Approaches to Introducing Technology in Sales Enablement

3min

Strategic Approach to Sales Enablement and Tech Stack Architecture

2min

Join us in the Krueger Marketing podcast studio this week for another episode of The State of Sales Enablement.

In this episode, we catch up with Tamara Schenk. She is a globally acknowledged sales enablement leader, analyst, advisor, award-winning blogger, and keynote speaker. Her experience spans twenty-five years in corporate leadership and includes designing the global sales enablement initiative for T-Systems where she led the global enablement and transformation team.

Prior to co-founding Bartlett Schenk & Co., Tamara was research director at CSO Insights. During this time, she led various global sales enablement studies and co-authored the book "Sales Enablement – A Master Framework to Engage, Equip, and Empower a World-Class Sales Force." Tamara also serves as a strategic advisor for Showpad.

These are some of the questions we're discussing:

From your experience, do a lot of teams that you work with have a good idea of their buyer journey or is it an aha moment that they really focused on?
What role does content play in really positioning your sales team and being a strategic advisor to the buyers?
Do you think sales enablement should be owned by a senior leader? Or is it something that can be derived from the bottom up?
What's the maturity level of an organisation before it makes sense to introduce sales enablement as a strategic initiative or as a strategic function?
What makes enablement so hard for those people that are in the thick of it managing that function? What are the challenges associated with that role? What is something to consider for people who are considering moving into sales enablement?
What's your take on frameworks and what frameworks have you seen work and work not so well with an organisation?
Which role does technology play in successful sales enablement initiatives?

Here are some of the resources referenced in this episode.