What You'll Learn: - Benchmark your enablement maturity for 2021 planning - Solidify your current state and where you (enablement, sales, marketing) want to go - Expand enablement’s impact across the entire go-to-market organization

1. Defining and
Refining your
2021 Sales
Enablement
Charter

2. <Poll>
formal
Charter
executive sponsor
confident

3. Agenda

4. Quick Background
Engineer
Sales Enablement
Sales Engineering
Product Marketing
Sales,
Marketing, Ops,
Engineering
helping sales

5. The Role of Enablement
1. Sales Enablement expanding into Revenue Enablement
2. Lots of accountability, not a lot of authority
3. Team Orchestration is required

6. Enablement is a team sport

7. Forming
Storming
Norming
Team Performance
Teameffectiveness
Forming
Storming
Norming
Performing
Performing
Enablement Program
Maturity
Where are you Today - Where do
you want to be 6 months from now

8. Forming

9. Forming

10. Storming

11. Storming

12. Storming

13. Norming

14. Norming

15. Norming

16. Performing

17. Performing

18. Mapping Enablement Maturity
Enablement Program
Components
Forming Storming Norming Performing
Sales Content Management
Slides, PDFs, Videos, Tools
Sales Readiness
Onboarding, Training, Coaching, Role
Play, messaging
Sales Effectiveness
Sales Process, Methodology,
Conversation Intelligence, High Impact
Coaching
Buyer Engagement
Tailored Content, Deal Room, High
Collaboration

19. <Poll>
Enablement program maturity

20. Let’s Build a
Charter

21. Why Create a Charter?
1) Clear definition with executive support
2) License for Action by other departments
3) Clarify what you will be doing and not be doing

22. Elements of a Charter
1) Format?
2)
Beneficiary of Enablement?
Overview

23. Charter - Format
1) Slides, Document, or Sheet
review,
consume, comment
to manage
cross-department programs

24. Objectives and Key Results
OKR
Review
(Bi-)
Weekly
status
OKR
planning &
Alignment
OKR
RetrospectiveOKR
Cycle
OKR
Coach
Company
Mission
(MSC)
MidTerm
Goals

25. V2MOM
VISION
VALUES
METHODS
OBSTACLES
MEASURES

26. 4DX
Discipline 1
Focus on
the wildly
important
Discipline 2
Act on the
lead
measures
Discipline 4
Create a
cadence of
accountability
Discipline 3
Keep a compelling
scoreboard

27. Charter - Goals and Sponsors
executive sponsor business benefits
Goals where their benefit
S.M.A.R.T

28. Personas
Head of Sales
Dustin
Product Marketing
David
CMO
Marissa
Chief Operating Officer
Hendrik
Business Operations
Ann-Sophie Vlaminck
HR
Aubrey

29. Charter - Goals and Sponsors
Sales
- Readiness
- Effectiveness
- Pipeline
- Win Rate
- Attainment
- Portfolio Mix
Marketing
- Brand
- Messaging
- Content
- Lead Conversion
HR
- Talent Acquisition
and Ramp
- Talent Development
Sales Operations
- Rear view metrics
- Forward view metrics

30. Charter - Programs and Measures
enablement programs

31. Charter: Measures
Don’t just improve what you are measuring
Try to measure what you want to improve

32. Charter: Process vs Methodology
Process Methodology

33. Charter: Knowledge-Skill
Knowledge
- Company
- Portfolio:Products, Services
- Solutions
- Positioning
- Market: ICP, Personas, Competitive
Skill
- Discovery
- Storytelling
- Objection Handling
- Negotiation
- Active Listening
- Communication

34. Charter: Changes for Sales Motions
Messaging
Competition
Value
Products
Geo
Market

35. Scorecards and Scoreboard
Run
Scorecards
Scoreboard
Readout of success
vs

36. Next Steps

37. Thank you