A while ago I (Managing Partner at SPOTONVISION) spoke to Lisa Redekop. Lisa’s Global Head of Sales Academy, Learning & Enablement at Thomson Reuters. Lisa leads the global sales enablement team within marketing, that is responsible for, delivering customer focused and sales-ready relevant programs, materials and tools to increasement sales effectiveness and productivity. Lisa supports around 4,000 sales staff and 250 sales managers. In an interview, Lisa gives her vision on what it takes to develop successful sales enablement programs.
Customer change as a base for organizational change
Lisa has spent her whole life within sales, field marketing and sales enablement. Lisa: “I have a lot of experience in what a salesperson needs to succeed Lisa started to work for Thomson Reuters just as the effects That the major financial crisis overtook hold Lisa:..” We noticed that our customers were really changing. Ash our customers behavior changed, the organization needed to change the way we went to market. And marketing needed to help support our sales people in the way They Dealt with and sold to our customers.
“Thomson Reuters made the decision to move towards a more customer-centric way of thinking and we needed to help our sales people. The factthat our customers were going through a huge change, Meant That the salespeople needed to reflect this change” Lisa “. Sales to support them needed someone who could help marketing understand and who could deliver more customer and sales-centric communications and materials. and That person was me.
Steps before the actual change
Lisa: “One of the first things I had to take a look at was how we were Currently delivering materials and communications to sales people.” Lisa firing a look at the platforms and what child of materials Marketing was providing to Sales: “The Challenge That we had was Marketing That was going directly to Salesforce with an overload of information.” So within Thomson Reuters They really needed to understand the infrastructure and what was Marketing Currently delivering to sales.
Lisa: “The next step was to Determining the learning requirements, both, where and how we were providing it, we needed to create a landscape of where we were and what we needed to change..” It was very clear to Lisa thatthere was too much information, that the information was not getting to the sales people in an easy way and thatthere were too many channels leading to sales people. Lisa: “Those were our three priori ties that came out of our landscape review of the current situation at That Time.”
Since Lisa was well in the role, theyhave spent a lot of time talking with salespeople: “The good news Is that the sales people now know where to go They Need for Their sales information They also know how Their sales information is going to be delivered And. They know in what format it is going to be delivered “But there are still more improvements to make, according to Lisa.” we need to have a continuous dialogue with our sales people to make sure we deliver Constantly What they need. ”
3 tips for setting up sales enablement programs
Ash an expert in the field of sales enablement, Lisa gives 3 tips for setting up successful sales enablement programs.
1. Alignment between marketing and sales
Lisa: “I know it sounds obvious, but make sure That Marketing understands the way salespeople sell in this way marketing can adapt Their tools and education material to the way That Sales people sell This is extremely important…”
2. Re-Evaluate your infrastructure
According to Lisa, you need to make sure your infrastructure That’s a natural part of the sales workflow. Lisa: “Make sure That You have an infrastructure That supports the workflow of the salesperson.”
3. Connect learning with sales enablement
Lisa: “How do we make sure That our learning (first mile) is connected to the sales enablement (last mile)?” According to Lisa, we need to think about how we connect the first mile to our goal: sales enablement “We need to turn That learning into action and That we are truly enabling our sales people to be as successful as They Can be.”
Ultimately , it is about the alignment between sales and marketing, the infrastructure That reflects the sales workflow and to make sure That we are supporting the sales learning all the way through to the sales enablement. With the goal to help our sales people with customer-focused conversations and Ultimately driving more revenue.
Do you also want to start with sales enablement and increasement the success of Sales? Read more about sales enablement or contact us .