This presentation provides an overview of Sales Enablement podcast's Covid-19 response plan and the responses for our survey of listeners.

1. Sales Enablement Insiders Covid Response Strategy
And Survey Results

2. Overview
• Inside Sales Enablement (www.insidese.com) is
a podcast hosted by Scott Santucci and Brian
Lambert
• Scott and Brain are both firm believer's sales
enablement can be strategic and transformative
inside companies.
• However, most of the information shared today
is not going to help elevate the function.
• A survey was executed on March 19th to inform
the plan for the rapid COVID response series.
• Please like, share, and comment on LinkedIn
posts to make more people aware of our
content.

3. Purpose
Our objective was to create a conversational, transparent
podcast series to show how we developed our Covid
response plan – providing you with two ways to learn. By
listening to our program and by seeing how we put it
together. We believe times like these require calm,
thoughtful but decisive action.
To accomplish this, we created a panel and designed a survey
of listeners to help us understand the situation and build the
right program for our audience.

4. Design
We believe sales enablement leaders need to
wear “bi-focal lens” because execution happens
at the intersection of strategy and tactics.
Panel Salesperson Summary
Holistic perspectives from:
Acedemia, Private Equity,
and Business Research
Compare panels perspective
with realities happening in
the field.
Pull pieces together into
“what it means” for
enablement professionals

5. It’s VUCA Out
There
V – Volatile
U – Uncertain
C – Complex
A – Ambiguous

6. Topics
Methodical approach to guide through the fog of VUCA
1
Make sense of the
environment
2
Anticipate what your
company will do
3
Take actions that add the
most value

7. Participants
The Panel
• Dr Howard Dover, Professor University of Texas-Dallas
• Kunal Metha, Portfolio Operation, TCV Equity Partners
• Scott Santucci, President, Growth Enablement
The Salesperson
• Linsey Gore, Account Executive, Microsoft
The Summary
• Brian Lambert, President, Growth Matters USA

8. Survey
Details
• On March 18, 2020 Scott Santucci created a
survey to capture the pulse of our listeners
• We are connecting the dots across many
different variables to help our listeners navigate
a complex environment
• The survey was conducted over LinkedIn and
people we only given 8 hours to respond
• Our goal was to get 10 responses, we received
23 over that period
• Thank you

9. Listeners of
the Show
• 50% of our listeners listen to most if not all of our
podcasts
• We’ve eclipsed 10,000 downloads
• Listeners like how we blend strategy and execution
• Use of metaphors and role plays are popular

10. 50% of our sample are heavy listeners to Inside Sales Enablement

11. Why do
people like
Sales
Enablement
Insiders?
“What immediately
comes to mind are
strategic
frameworks, role
playing executive
points of view and
most of the historical
analogies.”
“The metaphors and insights.”
“Allows for a wide
look at what works.”
“Really insightful and
relevant content.
Doesn’t waste my
time.”
“The presentation and
discussion of
structured ways to help
improve our sales
enablement initiative.”
“Always timely and
insightful. They either
affirm what I’m actively
promotion or make me
stop and rethink some
of my approaches.”

12. Who are our
Listeners?
• 67% are the heads of enablement in their companies
• Their remit spans across many flavors of enablement
• Most have been in enablement for a while
• 83% believe the profession is on the rise

13. 67% of our sample owns sales enablement within their company

14. Different types of sales enablement programs
http://bit.ly/37YIy6TLink to episode

15. 61% of our sample is involved across multiple “flavors”

16. 83% of our sample believes the profession is on the rise

17. What Do Our
Listeners
Think About
the Economic
Situation?
• 64% believe we are heading for a recession
• Survey reveals lack of common understanding of investor goals
• Enablers are curious about how to discuss balance…
• And to communicate to executives about impact

18. 64% believe we are heading for a recession

19. What would
you like to know
from Investors?
“What are the three most critical levers sales
enablement can use to improve sales
productivity?
“We can’t afford to take a pause in enabling
sales teams with training, tools, coaching, etc
– even if we enter a recession. How do I
convey this critical message?”
“What contributes
most to
profitability?”
“What is the investors
understanding of sales
enablement ”
“In the new economy, how does
sales enablement best help
companies survive and thrive.
Our playbook suddenly seems
out of date. What upgrades
should we be implementing
right now to stay relevant”
“How much time do you
consider enough for
training/ improving vs
executing/sales. It’s a fine
balance and would like
your take on what you
believe is a good mix.

20. What Are
Enablers
Doing to
Protect Their
Departments?
• There is no common strategy enablers are following
• Listeners want to know how to change the playbooks
• Enablers want to know how to balance action and planning
• Stress and anxiety are things enablers want to learn to manage
• Moving to more virtual delivery of programs

21. Our community is mixed on what strategy to follow

22. What Questions
are On Your
Mind?
“How to stay away from the pitfalls of being reactionary v thoughtfully
collaborating cross-functionally to come up with an action plan to
bring value to customers in this difficult time. The stress can cause a
disjointed message in the market and make companies look ill
prepared to support their customers.”
“How to guide sellers with the types of
conversations that would resonate most with
customers and prospects in the days and
weeks to come.”
“Translating marketing’s obsession with
‘brand’ down to something that is meaningful
in the field.”
“What are the best strategies to moving to
entirely remote delivery methods?”
“Balancing the investment in methodology and CRM
tools v messaging and selling competency.”
“Balancing urgency with strategy.”
“How do we move from ad-hoc enablement to a
more proactive model?”

23. Tips to Drive
Clarity
When people are confused, they don’t react well
Write your questions down and see if your peers understand
Recognize your salespeople are canaries in the coal mine
Develop techniques to understand their world
Be empathetic to other roles
Understand that a word has a lot of meaning
You are a translator, learn to speak different languages

24. Conclusions
• There is a big gap in perception of value for enablement
• Enablers should take time to understand their terrain
• Create opportunity by “stitching together” programs
• Work cross-functionally but learn to lead it and communicate
• Identify enablement's direct economic impact to the company
• Become excellent at helping company see “random acts”

25. What to Do?
Scott and Brian volunteer to do the show
out of their passion for elevating
enablement and helping the people out
there fighting the fight.
Please help by finding ways to comment
on the show and share it with others.
These topics need to be voiced.
Take ownership – give us topics and how
we can make the show better for you.
www.insidese.com