Case Study of one of the biggest Sales Enablement application implementations

In September 2009 my former colleague Jeanne Hellman wrote the case study ‘Sales Enablement Implementation & Case Study: Achieving Your Sales Knowledge Advantage’. Here the table of contents:

Part 1: Arm your sales force with access to information

Connect the dots between marketing and sales

Optimize your sales force

Part 2: How to gain a “Knowledge Advantage”

Access to knowledge is key to success

The state of knowing

Your typical company-centric approach

Garbage in – garbage out!

Turning company spiel to customer value

Part 3: Setting the Stage for Change

Company snapshot: the summer of ‘06

At no time were we trying to get 100% adoption

Know your sellers

The revolving door

Phases and Work Streams

Part 4: Improving the bottom line

Reduced SG&A by $22M

Specific results: efficiency, time and waste reduction

Part 5: Lessons learned

Buy versus rent

Advice from the front lines

  1. Do your due diligence
  2. Build relationships
  3. Focus on the delivery of content
  4. Establish accountability for usage – it works!
  5. Ensure content availability and value
  6. Single source data
  7. Auto-generate key customer collateral
  8. Grow a thick skin
  9. Choose Wisely
  10. Adoption, Adoption, Adoption

Food for thought

Once sellers see the value, they will use it

‘The cost of running a sales enablement solution: Is there a need for editorial staff to help create and edit content?’ is my own blog post about topics like Single Sourcing and Auto-Generation of marketing assets / content Jeanne talks about in her case study.

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