As a leading CRM platform provider with more than 2 million users, SugarCRM knows how important it is for organizations to deliver high-quality customer experiences. After all, the company’s mission is to help marketing, sales, and customer service teams achieve high-definition service with their CRM platform that makes hard things easier.
The company has experienced tremendous growth over the years including the addition of new products and services. And with a commitment to creating customers for life, it’s extremely important that Sugar’s sales reps get up to speed on all of the company’s product offerings and stay up to date with best practices.
So, when Wayne Johnson joined Sugar as the VP of Global Solution Consulting and Sales Enablement, he set out to implement a framework that enabled new and seasoned sales reps on Sugar’s different products, the selling process, and skills needed for success. “Our sales reps were really left to research and get up to speed on our products the same way as our customers,” he explains. “But, that didn’t teach them messaging or specific sales knowledge.” Additionally the tool they were using at the time didn’t track what training reps completed or if it was making a difference. That’s when Johnson decided Sugar needed a system that was geared more towards sales enablement learning.
VP of Global Solution Consulting and Sales Enablement
When Sugar found Lessonly, the first priority was to double down on product sales enablement for their team of 75 sales reps. Johnson needed to train reps on multiple products which included features, functionality, positioning, and how to correctly sell them.
By using Lessonly, Jonson organized Sugar’s five-part sales enablement process to ensure that reps knew how to sell Sugar’s products through key messaging, product demonstrations, and implementation. Johnson also used Lessonly to roll-out a qualification framework for reps.
“Lessonly really helped us create and organize training content based on our frameworks,” shares Johnson. “By creating that framework, we were really able to think about who we were delivering training to and who needed to take what. That allowed us to be able to set up Lessonly in a way that worked best for us, and I think that’s a critical part of training engagement and overall success.”
In addition to product and qualification training, Sugar created a path to onboard new sales reps. Prior to Lessonly, new reps were very dependent on other sales and engineer team members to be on every call in case there was a question they couldn’t answer. Now, Sugar uses Lessonly to scale essential training that new reps need to be sales ready.
Lessonly also helped Sugar change the way they think about training and enablement. “We’ve really seen that learning doesn’t have to be an intensive and long course that requires hours of training,” explains Johnson. “Short and sweet works best, and I think Lessonly has helped us prove that.”
Outside of enabling sales reps, Sugar also used Lessonly to train nearly 500 people on a new corporate message. As part of the new messaging training for sales reps, Sugar used Lessonly Practice to have reps write emails and deliver audio pitches using the new messaging. “The more they do it, the more they remember it,” Johnson explains. “I think that’s why we were so successful in rolling out the new corporate messaging.”
And because Lessonly’s platform is so user-friendly and intuitive, it was easy for Sugar’s marketing and customer services team to jump in and start using the platform too. “I can have someone come to me and say that they think we need a specific training course and I can have it created and ready by the end of the day,” shares Johnson. “With our previous platform it would have taken at least a week to do the same exact work. Now, it’s so much easier. There’s not a lot of fluff, it’s organized, and the lessons are so easy for our teammates to interact with.”
VP of Global Solution Consulting and Sales Enablement
While the Sugar team has only been using Lessonly for a short time, they’ve already seen some impressive results—from improved onboarding to more empowered and confident reps.
“When I first got here, it was very clear that everybody was overburdened with all of these questions that were coming in,” Johnson shares. “Now, reps can handle opportunities on their own, whereas before, they were constantly seeking an answer from another rep. If someone comes to me with a question and I can’t give them a link to where the answer is in Lessonly, then we know what we need to create for our reps.”
When it comes to ramping new reps, Sugar has decreased their onboarding time from 12 weeks to 4 weeks. They were also successful in rolling out and implementing the new messaging with the entire company in a span of just six weeks, which is no small feat.
“We applied some AI to calls to see if people were using the new messaging after they completed the training course,” Johnson explains. “And within six weeks of delivering the new messaging content, we had the entire company using it. Previously that would have been very difficult to do, because there was a lot to cover.”
Employees love training with Lessonly, too. Johnson can actively see how many reps access and complete training on a daily basis. So far, Sugar’s reps have rated every single training course with a satisfaction score of 97% and higher.
And Sugar isn’t stopping there. Johnson plans to roll out more enablement that focuses on demo training and selling skills. “The only way we’re going to scale and beat our competition is by having reps be able to deliver great demos, and Lessonly is core to being able to do that,” concluded Johnson.