In 2021, I developed an enablement strategy which built upon my institutional knowledge of the team I helped to hire and train through a $10m-$100m scale. The strategy was to continue to grow the existing sales and revenue teams by focusing on specific competencies and opportunities for improvement to the processes.
Director, Revenue Enablement
Beam Dental - 2021
⭐ Supplemental Content:
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Thought Leadership on Revenue Operations & Enablement
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The main objective of the Revenue Enablement role was to give back time to sales and clients. The charter, in alignment with the company’s OKRs, was to make the product/service experience easier overall.
More tactically, this looks like increasing productivity across all revenue supporting functions (marketing, ops, client success), focusing on sales behaviors, skills, and individual opportunities for development in an ongoing sense.
In designing and building out the enablement strategy, the approach began with assessing what was going well with the current state of the sales team, and identifying where there was opportunity for improvement.
Examples:
| 👍🏽 | 👎🏽 |
|---|---|
| Top of funnel is scheduling and converting leads to intros at a higher rate than the Middle; Of the intro calls we schedule, nearly 100% complete the call. |
This is great sticky appointment setting. | However, this is only 10% of our leads.
Potential opportunity to assist at the top of the funnel in sourcing leads, and to identify ratio of activity to effectiveness at the rep level, then coach accordingly. | | We’re great at following up.
We always reach out and try to get an RFP and an answer on a proposal, but we’re not getting the win and of the intro calls we complete, only 56% of them activate after the call. | Reps are incentivized on activity.
Opportunity to better align incentive comp and coach around effective communication so the conversations are more productive between reps and brokers. |
The main opportunities for improvement:
The entire approach of enablement will revolve around a mission to continue discovery throughout the entire sales process, framed around an emphasis on the customer journey and creating customer delight.
If reps focus on supporting their brokers for a need that they have qualified through discovery, they will be more likely to stay in this discovery mode throughout the sale, focused on this need and how to support the customer, and this team will equip them with how to do so well.
To support this strategy, background data was collected. I performed the following: