How Sales Enablement Can Drive Revenue Growth in 2021

How did your leadership priorities change in 2020? If you started paying more attention to the sales enablement needs of your organization, you’re not alone.

According to recent HubSpot research, 65% of sales leaders who outperformed revenue targets in 2020 reported having a dedicated person or team working on sales enablement efforts instead of making it an initiative someone works on off the side of their desk.

[New Data] The 2021 Sales Enablement Report

For sales organizations that have been waiting to implement dedicated sales enablement measures — the time is now. With 2021 right around the corner, intentional sales enablement is a must-have for organizations that want to remain competitive in the future.

HubSpot recently sat down with Chris Pope, Director of Sales at Crayon, to discuss how companies can implement sales enablement strategies that can move the needle and drive revenue growth.

“Crayon defines sales enablement as providing our account executives with the resources and content they need to win more deals. Closing deals is more important than ever, especially in today’s competitive market where there are fewer deals to close,” he says.

In 2020, Crayon placed even greater emphasis on sales enablement to support their sales force. “We’ve put even more effort into making sure that our sales teams have the resources they need, simply because every deal matters more than ever,” says Pope.

How to Improve Sales Enablement for Your Team

1. Use data to inform your sales enablement content.

Crayon uses data to inform sales enablement decisions. According to Pope, his team relies on “velocity reports” to determine what areas of the sales process reps need the most support with.

“Velocity reports tell us what our reps conversion rates are at every stage of the sales funnel. How many opportunities are turning into discovery calls? How many discovery calls are turning into demos? How many demos are turning into proposals? And how many proposals do we send out that turn into closed business?” says Pope.

“We leverage that data to inform us where each individual rep needs to spend the most time, and where managers need to spend time training individual contributors.”

From an organizational level, this approach helps sales leaders know how to support sales managers and reps, and provides valuable insight into the type of training and content would be most effective.

Two examples of enablement content Crayon leadership has provided to their sales team include:

Call Recordings

“We love call recordings. We not only have call recordings of what the perfect call sounds like, we also have recordings of ideal discovery calls, effective demos, and successful closing calls. We share these recordings with reps who may need help in those areas, and we share them broadly across the organization so everyone is on the same page,” Pope says.

Battle Cards

Battle cards are a valuable tool for preparing reps to speak to features and objections related to your product. Crayon relies heavily on battle cards to ensure sales reps understand what they’re selling inside and out.

“We use our own product to make sure that our individual contributors have the most up to date messaging on how we position against our competition. This knowledge has been crucial not only for our organization, but for our customers as well,” says Pope.

2. Focus on sales team culture.

Chances are, you’re familiar with the term “company culture” — the idea that a company should have a shared set of beliefs, values, and practices. But when was the last time you assessed the culture of your sales team?

Sales teams are often dynamic organizations with motivated team members whose ability to sell is critical to the health of a company. Building strong rapport among members of the sales team and having a culture of open communication, especially in a remote environment, is an effective way to support sales enablement.

Feeling supported and included while selling remotely can be challenging for reps. For Crayon, sales team cohesion is a high priority.

“We’ve done our best to create a team atmosphere. We have daily calls where the entire sales team is on together, we have a peer program where our more experienced reps are paired with less experienced reps to offer coaching and mentorship, and we’re creating cross-functional opportunities for our pipeline generation team to work closer with our closing team,” says Pope.

These activities build trust across the team, and strengthen communication among sales managers and reps, creating a better environment to tackle sales enablement issues as they arise.

3. Prioritize sales enablement at each level of the organization.

At Crayon, sales enablement is an all-hands-on-deck initiative from the top down.

“Sales enablement is a team effort at Crayon. It starts at the top with our Senior Vice President of Sales, who delivers insight on broad topics and training related to overarching sales themes such as a demo workflow, or how to run a closing call,” says Pope.

“The managers and directors are responsible for individual training tailored to the needs of their reps. This can include listening in on at least a few calls for each individual contributor weekly, and providing regular feedback.”

In addition to the sales enablement work of leadership, Crayon focuses heavily on team selling to get everyone involved.

“If one of our reps is great at positioning our product against a competitor’s or they’re strong at demoing a certain aspect of our platform, we’ll invite their team members to tune into their sales calls so they can learn from them.”

Everybody within the organization plays a role in our sales enablement.

In 2020, sales managers at Crayon took a hands-on approach to coaching reps who had opportunities for improvement.

“We’ve really made it a focus to make sure managers are involved in more calls. Managers are putting time aside to give individual contributors and feedback that they need after calls, and benchmarking performance after every stage of the sales cycle,” says Pope.

According to Pope, if a rep is struggling with a specific part of the sales process, Crayon’s team will “focus our training on the specific aspect of the process they’re struggling with to help them improve and get their overall win rate up.”

4. Don’t wait to give feedback.

When sales managers and seasoned team members are coaching reps, the Crayon team makes it a point to provide feedback quickly.

For example, if Pope were to listen in to a rep’s sales call with a prospect, he would schedule 15 minutes with the rep right after the call to deliver feedback on how it went.

“When you let time pass, the call is not as fresh in the rep’s mind, and your feedback is not going to be as direct as it would be if you delivered it right away.”

5. Make sure sales managers feel supported.

Sales managers often have a lot on their plate. They are responsible for coaching and leading their reps to success, and are accountable for their team’s performance to leadership. For growing companies, relieving pressure from sales managers is crucial for a healthy organization.

“As you continue to scale your teams you don’t want your managers to feel overwhelmed. You want to make sure they have enough time in the day to give every individual contributor the attention that they need to to perform their best.” says Pope.

Pope says Crayon focuses on conscious staffing and resourcing to avoid sales manager burnout:

“If we know we’re going to hire a new group of sales reps, we make sure we already have enough managers in place who have the bandwidth to lead.

So when those people start we don’t have a new manager meeting new reps, we have experienced managers working with new reps, and we make sure that team members have the data they need to understand what their path to success will be as an individual contributor.”

Improving Team Morale in 2021

Per HubSpot’s 2021 Sales Enablement Report, 40% of sales leaders expected to miss their revenue targets this year. That means sales enablement efforts are not only necessary for growth — they are critical for survival.

In a competitive landscape where sales teams are working with volatile markets and buyer uncertainty, keeping morale high is more challenging than ever. Pope shares why communication is Crayon’s greatest tool for keeping employees engaged.

“Morale has been all over the map for different members of the team. At Crayon, we never go a day without checking in on our reps,” he says. “I try to at least have two times a day where I’m asking them how their days are going, what they’ve been working on, what calls have gone well, what calls haven’t gone well, and asking how can I continue to support them.”

This approach to communication happens at the organizational level as well.

“Crayon has done a really great job of communicating, being honest about when we might go back into the office, and making sure we’re meeting with folks who are concerned about not having an office atmosphere to make sure that they’re comfortable with their remote work setup,” says Pope.

If you’re looking for more advice on boosting sales rep productivity and morale, check out this post for advice from an Aircall sales leader on navigating employee fatigue.

By: Lestraundra Alfred @writerlest

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HubSpot

Learn more about Sales Enablement: Why You Need Sales Enablement: https://clickhubspot.com/Sales-Enable… The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers, as well as sales leaders, can benefit from learning the principles involved in this approach to sales enablement.

This course is made up of 12 classes and a 60-question exam. Completing this course will help you: 1. Align your marketing and sales teams around business-level goals 2. Define your target customer using buyer personas and Jobs to Be Done 3. Implement marketing processes that will provide your sales team with a steady flow of qualified leads 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media… • SEO Training Course: https://clickhubspot.com/SEO-Training… • Inbound Course: https://clickhubspot.com/Inbound-Cert… • Inbound Marketing Course: https://clickhubspot.com/Inbound-Mark… • Email Marketing Course: https://clickhubspot.com/Email-Market… • Inbound Sales Course: https://clickhubspot.com/Inbound-Sale… • Taking your Business Online Course: https://clickhubspot.com/Business-Online

Report: Amazon’s Twitch Not Meeting Ad Revenue Expectations

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Topline: While Amazon’s Twitch dominates the live-streaming landscape, a new report from The Information citing people familiar with company financials says it only translated into a modest $230 million in ad revenue for 2018 and a midyear annual projection of $300 million for 2019.

  • According to the report, Twitch was hoping to see ad revenues between $500 million-$600 million in 2019, with the service eventually hitting $1 billion.
  • Partnered streamers on Twitch share revenue from commercials, with the option of running ads at will with the push of a button during streams, but the majority of earnings for top streamers comes from premium subscription revenue that’s shared with Twitch.
  • The same is reportedly true for Twitch, which is now making more off “commerce” like subscriptions; along with its ad revenue, the company is hoping to hit $1 billion in 2020.
  • However, given the top streamers generally get the majority cut from subscriptions, Twitch sees a better profit margin on ads, according to The Information.
  • YouTube, in comparison, is thought to bring in billions off ad revenue alone, and according to Laura Martin, an analyst at Needham & Company, the service as a stand-alone business could be worth up to $300 billion after Google acquired it in 2006 for $1.65 billion.
  • Part of Twitch’s strategy is expanding beyond its gaming roots, with its variety “Just Chatting” category rising 42% to 651 million in total hours watched in 2019, ranking behind only League of Legends and Fortnite, according to analyst firm StreamElements.
  • Twitch remains far away the leader in streaming with 73% of the market share, according to StreamElements, but it’s being chipped away by YouTube (21%), Mixer (3%) and Facebook (3%), all of which have signed major streamers away from Twitch.

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Key Background: Top gamer Tyler “Ninja” Blevins set off a bidding war late last summer when he signed an exclusive streaming deal with Microsoft’s Twitch competitor, Mixer. Facebook, YouTube and startup Caffeine have since signed exclusive streaming deals with former Twitch stars. The moves have just slightly ate at Twitch’s substantial lead in the market, but the long-term impact could be substantial. Regardless, YouTube has a distinct advantage over all other streaming platforms.

No matter the content creator, after they’ve finished streaming for hours on end, they’ll generally make 10-20 minute highlight videos to upload to YouTube.

Big Number: $970 million. That’s what Amazon paid for Twitch in 2014.

Further Reading: Take a look at the major streamer acquisitions that took place late last year.

Follow me on Twitter. Send me a secure tip.

I’m the reporter for the Games section of Forbes.com. I previously served as a freelance writer for sites like IGN, Polygon, Red Bull eSports, Kill Screen, Playboy and PC Gamer. I also manage a YouTube gaming channel under the name strummerdood. I graduated with a BA in journalism from Rowan University and interned at Philadelphia Magazine. You can follow me on Twitter @mattryanperez.

Source: Report: Amazon’s Twitch Not Meeting Ad Revenue Expectations

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Alphabet’s DeepMind Losses Soared To $570 Million In 2018

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DeepMind, the Google-owned artificial intelligence firm on a mission to create human-level AI, had an expensive year in 2018, according to documents filed with the U.K.’s Companies House registry on Wednesday.

The London-based AI lab—founded in 2010 by Demis Hassabis, Mustafa Suleyman and Shane Legg—saw its pretax losses grow to $570 million (£470 million), up from $341 million (£281 million) in 2017, and $154 million (£127 million) in 2016.

DeepMind’s losses are growing because it continues to hire hundreds of expensive researchers and data scientists but isn’t generating any significant revenue. Amazon, Apple, Facebook are locked in an expensive battle with DeepMind and Alphabet to hire the world’s best AI experts, with the goal of building self-learning algorithms that can transform industries.

In 2018, DeepMind spent $483 million (£398 million) on around 700 employees, up from $243 million (£200 million) in 2017. Other significant costs included technical infrastructure and operating costs. In addition, DeepMind spent $17 million (£14 million) on academic donations and sponsorships.

DeepMind also spent $12 million (£9 million) on construction and $1.2 million (£1 million) on furniture and fixtures. The company is planning to move out of Google’s office in King’s Cross and into a new property around the middle of 2020.

While losses at DeepMind have grown, so to have the company’s revenues. Turnover almost doubled in 2018 to £103 million, up from £48 million in 2017. The firm sold some of its software to Google, which has used DeepMind’s AI systems to make the cooling units in its data centers more energy efficient, and improved battery life on Android devices. DeepMind does not make any money from its work with Britain’s National Health Service.

A DeepMind spokesperson provided Forbes with the following statement:

“We’re on a long-term mission to advance AI research and use it for positive benefit. We believe there’s huge potential for AI to advance scientific discovery and we’re really proud of the impact our work is already having in areas such as protein folding.

“Our DeepMind for Google team continues to make great strides bringing our expertise and knowledge to real-world challenges at Google scale, nearly doubling revenues in the past year. We will continue to invest in fundamental research and our world-class, interdisciplinary team, and look forward to the breakthroughs that lie ahead.”

In 2018, DeepMind also passed its Streams application for clinicians to Google. However, this transaction had not been completed by the time the financial statements were filed.

Yann LeCun, chief AI scientist at Facebook, said in an interview last year that he does not think DeepMind has yet proved its worth to Google, adding that DeepMind is too isolated to have a significant impact on the tech giant. “I wouldn’t want to be in the situation Demis [the CEO] is in,” he said.

Follow me on LinkedIn. Send me a secure tip.

I’m a Staff Writer covering tech in Europe. Previously, I was a News Editor for Business Insider Australia, and prior to that I was a Senior Technology Reporter for Business Insider UK. My writing has also appeared in The Financial Times, The Telegraph, The Guardian, Wired, The Independent, and elsewhere. I have also appeared on the BBC, Sky News, Al Jazeera, Channel 5, Reuters TV, and spoken on Russia Today and Shares Radio. In 2015, I was shortlisted for Technology Journalist of the Year by the UK Tech Awards and in 2016 I was nominated as one of the 30 young journalists to watch by MHP Communications.

Source: https://www.forbes.com

 

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