Driving Seller Behavior Change, with Delainey Kirkwood
Nov 30, 2023
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Exploring challenges in driving seller behavior change, Delainey Kirkwood discusses the impact of behavior nudges on sales transformation and the importance of aligning goals for accountability. The podcast also includes a discussion on the book 'Queen Victoria's Matchmaking'.
Focus on driving behaviors, not just enhancing skills, for lasting sales success.
Align enablement efforts with sales strategies and measure specific, feasible behaviors for impact assessment.
Deep dives
Current Training Approach and Behavior Change
The podcast discusses the traditional approach to training for behavior change in sales organizations. It highlights the common reliance on skills training and communication, emphasizing the importance of focusing on driving behaviors rather than just enhancing skills. The podcast points out that training alone is insufficient in ensuring lasting behavior change among sales professionals, indicating a need for a shift in perspective towards cultivating behaviors that drive sales success.
Enablement Challenges and Trends
The episode delves into the challenges faced by sales organizations in terms of enablement. It explores the need for updating enablement content and delivery methods, with a focus on aligning enablement efforts with sales strategies. The podcast also addresses the lack of strategic vision in enablement planning, emphasizing the importance of proactive identification of challenges for effective planning and implementation.
Measuring Enablement Impact and Behavioral Changes
In discussing the measurement of enablement impact, the podcast identifies a disconnect in current measurement approaches, highlighting the focus on superficial metrics like attendance and detached metrics like deal closure. It proposes a shift towards measuring specific behaviors that are feasible, discrete, and observable. The episode introduces the concept of focusing on behaviors for enablement measurement, emphasizing alignment, attribution, and accountability as key factors in assessing enablement impact on behavior change.
Your sales strategy may be a work of art, but the most brilliant plan means nothing if sellers won’t execute. In this episode of the Gartner Sales Podcast, Betsy and Billy talk to Gartner Sr. Research Specialist Delainey Kirkwood, discussing how CSOs can drive effective seller behavior change and measure enablement’s impact in their organizations.
Delainey Kirkwood is a Senior Research Specialist in Gartner's Sales Research Practice. In her current role, Delainey creates and communicates insights and tools focused on addressing the mission-critical priorities of sales enablement leaders, particularly on the topics of revenue enablement and behavior change. Delainey is the managing editor of Gartner's Chief Sales Officer Quarterly. Delainey is a graduate of UNC-Chapel Hill and she began her career in manufacturing operations. She has been with Gartner for three years.
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