For every new business initiative, company leadership has a strategy. And for each strategy to be executed faithfully in the field, enablement teams have to get sellers to confidently approach the right buyers and consistently tell the right story. It can be like herding cats, but enablement teams do it every day.
To power every new product launch, ramp every new hire, and roll out every new tool, the enablement team must run a program; and every program requires playbooks, training lessons, coaching sessions, and sales enablement content. With dozens of programs in motion at any given time and a variety of disconnected software solutions to make it all happen, enablers often have little choice but to be reactive “firefighters” instead of the proactive drivers of sales enablement strategy they should be.
Sales enablement strategy is crucial—but enablers need to prove it
With so much happening at once and so many different technologies involved, it can take weeks to collect and analyze the data needed to show how sellers’ behaviors changed and which enablement programs influenced those changes.
Because of this, enablement teams can’t get a clear or timely view of whether their efforts are working. As a result, they’re unable to pivot their tactics when necessary to affect greater success, and they struggle to solidly demonstrate their worth to company leaders.
According to our latest research, 42% of enablement leaders meet with go-to-market (GTM) leaders in their organizations every month. However, among Seismic customers, that number is 100%.
Enablement leaders are achieving greater visibility and buy-in from their organization’s executives than ever before, and Seismic Programs serves to accelerate and amplify exactly that.
Seismic Programs: Better enablement—with proof
Strategic execution in the field is critical to any business. So, when the enablement team—the team responsible for keeping the field teams aligned with business goals—doesn’t have the insights or tools they need to do their job, the business suffers. And when that same team can’t prove how impactful their efforts are, they can’t get the resources they need to be successful — and the business suffers.
Seismic Programs pulls all enablement-related data within the Seismic Enablement Cloud™ into a single environment, so enablers can quickly see the downstream impact of their efforts on field team behavior and make adjustments as needed. It also makes it easy to gain the insights enablement teams need to demonstrate the impact their initiatives have on seller success.
What does Seismic Programs allow you to do?
With Seismic Programs, you can:
- Assess how a program is doing while it’s in flight and correct course quickly
- Align your entire GTM engine—enablement, marketing, sales, and post-sales teams—around a single source of analytic truth, improving cross-functional focus and collaboration
- Identify what tactics should be replicated in future programs—and what shouldn’t.
How do I use Seismic Programs?
It’s simple. Every program can be set up and run in this essential way:
- Choose a template. This can be a pre-built template provided by Seismic, or you can create your own.
- Specify goals and set targets. Your template will even suggest a few.
- Add sales enablement content. This can range from Seismic Pages to lessons and more. You can see how certain content has been consumed and shared over time. And, if you have Seismic for Meetings, you can see whether keywords relating to certain topics have been mentioned in buyer conversations.
- Launch your program and watch the data roll in. Seismic compiles field team behavior based on the goals you set. Check in weekly to see how sellers have engaged with sales enablement content and training, and how they’ve interacted with buyers.
- Pivot on a dime. If there’s an issue, you can clearly determine the cause. Perhaps a key piece of content isn’t being used or performing well enough. Perhaps a crucial training lesson is being missed by too many sellers. Whatever the case may be, you’ll know what it is and be able to correct the situation before it’s too late.
- Report results and replicate success. Three key dashboards tie all the data you need together:
i. The Activity dashboard shows how resources in a program perform over time
ii. The Adoption dashboard shows how content has been shared and, if you have Seismic for Meetings, which keywords have been mentioned among buyers over time.
iii. The Outcomes dashboard tracks won opportunities and revenue generation.
These dashboards make reporting easy, and if a program is especially successful, you can turn it into a template for future programs.
Ready to elevate your sales enablement strategy for a seat at the executive table? Speak with our team today for a demo of Seismic Programs.
