The effective data-driven enablement process

In this episode, Kristen McCrae McMullan shares the data-driven enablement model she is using. This model enables her to be seen as strategic and to deliver results that everyone from senior leadership on down can point to and count on from their Sales Enablement efforts.

This is how she is elevating the impact of her work.

Kristin walks The Collaborator through the five-step data-driven enablement process; the steps include:

1️⃣ Observe – Quantify and uncover the root cause.

2️⃣ Align – Share observations and create a game plan.

3️⃣ Develop – Get feedback, Ask for involvement, create the RACI.

4️⃣ Execute – Leverage support and use tracking mechanisms

5️⃣ Quantify – Capture KPIs and Results and plan next steps.

Kristen McCrae McMullan‘s data-driven enablement process is simple to understand, straightforward to execute upon, and responsible for elevating the impact of her work across the business.

Give a listen and remain curious.

Transcript

0:00:00.890,0:00:07.470 so I am being told based upon the prompt on my screen that we’re now live 0:00:07.470,0:00:13.110 Kristen so I’m gonna dive into it and at first I said this you 0:00:13.110,0:00:18.660 personally a number of times when I attended the Sales Enablement Society 0:00:18.660,0:00:24.210 National Convention last year. I tried to attend as many events as 0:00:24.210,0:00:29.510 I could and and there were a lot of really smart people and I learned a lot 0:00:29.510,0:00:37.110 one of the sessions that I that really blew me away both because of 0:00:37.110,0:00:39.899 the articulate nature in which you spoke about it but also because of the 0:00:39.899,0:00:44.789 concepts and the material itself was yours and how you focused on being 0:00:44.789,0:00:48.899 strategic. You know people driving the value in the 0:00:48.899,0:00:53.520 business and doing so many smart things so now that I’ve been doing the LinkedIn 0:00:53.520,0:00:57.000 Live for about six weeks or so I wanted to take the opportunity and bring 0:00:57.000,0:01:01.710 you on and really just explore this a little bit. But, before we dive into it 0:01:01.710,0:01:04.500 can you just you know maybe give a brief introduction a little bit about your 0:01:04.500,0:01:11.280 background all of that. Well thank you so much John I am really excited to be here 0:01:11.280,0:01:16.560 and I’m sincerely humbled that you felt that way and this is my first 0:01:16.560,0:01:19.729 LinkedIn Live so this is pretty fun it’s exciting to be here. 0:01:19.729,0:01:23.970 In terms of my background there won’t 0:01:23.970,0:01:29.100 be a last in terms of my background it’s a little non-traditional I actually am a 0:01:29.100,0:01:35.130 former journalist turn sales person so way back when I kept getting recruited 0:01:35.130,0:01:41.640 for sales opportunities and I just was very hesitant and apprehensive about 0:01:41.640,0:01:45.420 what is this whole sales thing and I heard some negative things about it I 0:01:45.420,0:01:50.579 was just nervous to kind of take that leap but that base salary in itself was 0:01:50.579,0:01:58.530 so compelling being a journalist I know so I decided to give it a go 0:01:58.530,0:02:03.689 and I will say that having sales as a foundation for my career was 0:02:03.689,0:02:06.960 game-changing and I would highly recommend anyone out there that’s 0:02:06.960,0:02:12.000 listening that’s thinking about making a transition to sales or maybe you have a 0:02:12.000,0:02:16.470 kid who’s thinking about where do I take my first steps cells is 0:02:16.470,0:02:20.700 such an amazing foundation to anywhere you want to go in your career because it 0:02:20.700,0:02:27.840 teaches you communication skills negotiation skills tough scenarios a lot 0:02:27.840,0:02:33.150 of just a lot of visibility into the business world into business acumen and 0:02:33.150,0:02:40.940 really almost getting a mini MBA so in sales I learned so much and really 0:02:40.940,0:02:45.060 passionate about it because of that but when I was in sales and sales leadership 0:02:45.060,0:02:51.209 I thought gosh I’d love to contribute in a role where I can bring my passion of 0:02:51.209,0:02:54.450 sales but also bring my passion of content bring my passion of wanting to 0:02:54.450,0:02:58.680 be engaged in multiple initiatives into one role so when I found enablement it 0:02:58.680,0:03:02.400 has just been home for me ever since and will be home for me for the rest of my 0:03:02.400,0:03:06.300 career because it that’s awesome personal highly engaging role where I 0:03:06.300,0:03:10.860 can give back to the profession that has really awarded me so much 0:03:10.860,0:03:16.800 you’ve the the journalism background is one that I would have said was unique 0:03:16.800,0:03:22.290 but I’ve actually run into a few X journalists and never having been a 0:03:22.290,0:03:27.090 journalist I always think Walter Cronkite bar brewery or Barbara Walters 0:03:27.090,0:03:34.220 and I think glamour money and all that and I know the reality is none of that 0:03:34.250,0:03:40.980 so to me I mean when you got into sales enablement you mean you really provided 0:03:40.980,0:03:45.030 great insight about wanting to bring some of those other passions to bear you 0:03:45.030,0:03:48.359 know what was your view of enablement as you started to get into it 0:03:48.359,0:03:53.370 and and and share a little bit about that when I started to get into 0:03:53.370,0:03:58.140 enablement I thought wow this is a role where I can help sales people sell more 0:03:58.140,0:04:02.820 and be better reach their full potential and I was right in that waiting but the 0:04:02.820,0:04:08.549 way that I went about it to be very frank was was wrong so I came into the 0:04:08.549,0:04:12.750 sales enablement role and I got a lot of requests and I started working on them 0:04:12.750,0:04:17.579 and I did a good job and then I would get more of our class but what I started 0:04:17.579,0:04:23.070 to realize just a few months in was that I was overloaded with a lot of work a 0:04:23.070,0:04:27.090 lot of projects that I found neat but they weren’t really had 0:04:27.090,0:04:31.830 impact there was no paper trail there was no story and there was no 0:04:31.830,0:04:36.000 scalability of anything I was putting together so I think when I first started 0:04:36.000,0:04:40.500 in enablement it took a few kind of lessons learned just to think about what 0:04:40.500,0:04:44.190 should I be involved in how can I actually make myself a strategic 0:04:44.190,0:04:48.570 business partner and getting involved in everything or being asked to be involved 0:04:48.570,0:04:52.860 in everything and saying yes is not the best way to go about it it’s amazing we 0:04:52.860,0:05:00.090 all think well this many people think just being busy I’m being productive I’m 0:05:00.090,0:05:05.040 getting crap done and I remember you know moons upon moons ago when I was in 0:05:05.040,0:05:11.790 my 20s young ambitious I was busy all the time and I was so proud of myself 0:05:11.790,0:05:16.740 and people would pat you on the back but the reality is you got to be busy with 0:05:16.740,0:05:20.700 the right things and and and it’s really smart of you that you picked up on that 0:05:20.700,0:05:25.889 you know so thinking about when you started to realize that how did you 0:05:25.889,0:05:31.830 shift that understanding in to how you approach starting to be constricted 0:05:31.830,0:05:37.830 you’re a strategic business partner but those you’re working with it took some 0:05:37.830,0:05:44.580 time but I really thought I’ve got to have scalability to these programs and 0:05:44.580,0:05:48.210 I’ve got to have seen sustainability to the programs that I’m working on and I 0:05:48.210,0:05:53.250 also just have to be choosy I can’t keep going working on all these different 0:05:53.250,0:05:58.410 things so I have to to really prioritize what to work on so I thought how am I 0:05:58.410,0:06:04.139 going to do this and I started to think about what sales enablement was and I 0:06:04.139,0:06:10.200 really believed those enablement is a consultant to the business it’s truly 0:06:10.200,0:06:15.030 about understanding what the business does how the business measures success 0:06:15.030,0:06:22.830 and coming in there and really observing and understanding where the gaps are and 0:06:22.830,0:06:26.849 how you can help to solve them and just because you’re a part of the business 0:06:26.849,0:06:31.620 and employed by the business doesn’t mean you can’t be a true consultant so 0:06:31.620,0:06:37.219 that’s kind of where I started to angle myself and started to think about 0:06:37.219,0:06:40.800 specifically around ok with the business that I 0:06:40.800,0:06:43.889 and I started to read a lot of board meeting reports and I started to pay 0:06:43.889,0:06:47.940 close attention to what the board discussed and what I found was that 0:06:47.940,0:06:51.539 there was a lot of sales and enablement kind of top of mind trickled in there 0:06:51.539,0:06:58.229 and I thought okay how is that driving sales kpi’s how is that impacting the 0:06:58.229,0:07:02.039 vision that the company has for sales and how we’re going to be success going 0:07:02.039,0:07:07.590 to market and then I thought okay is there any way that sells an implement 0:07:07.590,0:07:13.949 can impact that can make that into a story how can I prioritize based on what 0:07:13.949,0:07:17.159 the company’s go-to market is how can I help 0:07:17.159,0:07:21.330 salespeople make that more successful and that’s when I started those 0:07:21.330,0:07:25.680 lightbulbs started kind of turning and I was able to change the game and really 0:07:25.680,0:07:31.379 be able to be seen as a strategic business so so smart on your part to 0:07:31.379,0:07:36.780 Kristin you know so many people I mean a big tip there is pay attention to what 0:07:36.780,0:07:40.800 the board what the senior executive team is focused on what they’re talking about 0:07:40.800,0:07:45.930 what their goals are so smart on your part and a lot of people not actually 0:07:45.930,0:07:51.349 very few people look at what the end you know when you release the investor decks 0:07:51.349,0:07:56.099 for your business as well in terms of to the public to the stock in bath you know 0:07:56.099,0:07:59.130 to the stock investors you know pay attention to what they’re talking about 0:07:59.130,0:08:03.210 – because you’re right there’s a lot of really good stuff that enable errs can 0:08:03.210,0:08:07.349 can really impact and tie yourself back to the business before we go on though I 0:08:07.349,0:08:12.330 want to ask you said another thing that’s so important being choosy being 0:08:12.330,0:08:15.690 choosy and not being that I can do everything kind of thing 0:08:15.690,0:08:20.940 how did I’d love to explore and maybe we’ll get to it in the later section as 0:08:20.940,0:08:24.990 well and that’s okay as you talked about some of your you know the process you 0:08:24.990,0:08:29.610 follow I love to explore how you got to be choosy because I think that’s an area 0:08:29.610,0:08:36.089 where a lot of people aren’t comfortable saying yeah no or yes but it’s gonna be 0:08:36.089,0:08:42.240 later yeah it took me a while to be strategically choosy at first I started 0:08:42.240,0:08:47.070 to just be choosy thinking on what’s gonna drive the business forward but 0:08:47.070,0:08:51.420 then I got better at okay I’m gonna be choosy on what’s gonna drive the 0:08:51.420,0:08:55.010 business forward I need my sales leaders not only aligned 0:08:55.010,0:09:00.350 to that but extremely excited about that with me to see these programs be very 0:09:00.350,0:09:05.180 successful so I would say and I’m going to get into this a little later but the 0:09:05.180,0:09:09.829 alignment of top down starting with them having them be a part of their journey 0:09:09.829,0:09:15.440 with you and then that that okay what is the business vision putting on those 0:09:15.440,0:09:20.899 lenses really helps you make those decisions it makes it a lot clearer so 0:09:20.899,0:09:24.620 good so good and we’re gonna dive into your process and in just a couple more 0:09:24.620,0:09:30.019 minutes but tell me you know I’m impressed by what you’ve done Kristen 0:09:30.019,0:09:36.260 many other people should be too but it’s not all like it was a perfectly straight 0:09:36.260,0:09:41.899 path to a good place know anybody who tells you that they just saw the vision 0:09:41.899,0:09:47.029 and we’re perfectly in line is yes it’s full of it you know what are some of the 0:09:47.029,0:09:50.300 mistakes you made along the way that that maybe you can share with everybody 0:09:50.300,0:09:56.089 so they can avoid or at least be aware of those potential mistakes yeah and 0:09:56.089,0:10:03.620 quite a few come to mind I think some of the top ones would be understanding of 0:10:03.620,0:10:09.829 the why what’s the business why what’s this sales why what’s the customer why 0:10:09.829,0:10:13.610 what is your customer why is the sales team and what is your why as an 0:10:13.610,0:10:18.410 enablement practitioner truly understanding that like what is the root 0:10:18.410,0:10:23.089 cause of these gaps that I’m observing because if you go really surface-level 0:10:23.089,0:10:28.010 on programs or approaches or strategies you’re only scratching the surface and 0:10:28.010,0:10:32.120 you’re not going to have a quantifiable impact that’s so important to showing 0:10:32.120,0:10:37.190 that enablement our ally so that’s one piece is really digging deep and that’s 0:10:37.190,0:10:41.329 where that journalism background comes in I could call you know a senator and 0:10:41.329,0:10:44.570 get a story but if I have that connection that rapport that trust with 0:10:44.570,0:10:48.320 them and the patience to do a good enough discovering then I can get the 0:10:48.320,0:10:52.459 real story right that’s what people want to hear about is the real story 0:10:52.459,0:10:59.180 I think the second mistake is don’t do it all yourself right it’s really about 0:10:59.180,0:11:05.089 being an Orchestrator and building an organizational muscle to let other 0:11:05.089,0:11:08.989 people shine enable meant you collaborate so much and 0:11:08.989,0:11:13.639 so you get to know other people in their strengths so when you recognize there’s 0:11:13.639,0:11:17.600 an opportunity for someone else to contribute and especially in a strength 0:11:17.600,0:11:20.949 where you know they’re going to shine 0:11:21.499,0:11:26.329 and then the last piece is be customer obsessed it is all about your customer 0:11:26.329,0:11:31.399 and in this case your customers your sales team so if you don’t involve them 0:11:31.399,0:11:34.699 in the development and truly understanding if you’re solving a gap 0:11:34.699,0:11:38.839 for them it’s not sticky it’s not effective and ultimately it’s about 0:11:38.839,0:11:41.569 delivering for customers so I think those are some of the mistakes that I 0:11:41.569,0:11:45.350 made early on that have been huge realizations for me throughout my 0:11:45.350,0:11:48.529 enablement career of making sure when I deliver is valuable 0:11:48.529,0:11:52.519 yeah and that’s and that’s huge because remember your customer and everything we 0:11:52.519,0:11:57.229 do is so important I often hear enabling that people say I built this great 0:11:57.229,0:12:01.429 training session and nobody’s taking it why aren’t they taking it and the reason 0:12:01.429,0:12:04.879 usually is because you didn’t actually give them what they needed you didn’t 0:12:04.879,0:12:09.259 remember your customer you just sort of built this really cool training session 0:12:09.259,0:12:13.939 that was useless or things that we’re not that valuable so great hey I would 0:12:13.939,0:12:18.259 love it if you wouldn’t mind maybe sharing your five-step enablement 0:12:18.259,0:12:21.709 process with everybody because I think there’s some real gold in there that 0:12:21.709,0:12:27.199 others could value get value from absolutely you okay with that awesome 0:12:27.199,0:12:34.429 all right can you see my screen okay I can great so we already talked about the 0:12:34.429,0:12:38.389 three questions so these are the three questions that I try to propose when 0:12:38.389,0:12:42.980 developing any enablement initiative how is the business measuring success I’m 0:12:42.980,0:12:47.179 making sure I’m aligned with the heart rate and then how is that impacting 0:12:47.179,0:12:52.159 sales how is that going to trickle down to sales KPIs and then how can 0:12:52.159,0:12:57.019 enablement move the needle keeping both in mind so I just want to reiterate that 0:12:57.019,0:13:01.609 and I won’t go too much into this but you know so often enablement 0:13:01.609,0:13:06.529 practitioners say how can I kind of get credit for the data how can I measure my 0:13:06.529,0:13:10.939 impact and I think one mistake and this is another mistake that I made is always 0:13:10.939,0:13:16.069 trying to quantify the impact from a revenue perspective that’s not always 0:13:16.069,0:13:19.710 going to be possible and it’s not always going to be believable from 0:13:19.710,0:13:25.200 leadership so when I started to think about is there’s so many other pieces of 0:13:25.200,0:13:30.150 data out there if I can move the needle orphan ableman can move the needle on a 0:13:30.150,0:13:34.530 different piece of data that’s surely ultimately we would all agree has an 0:13:34.530,0:13:40.830 impact on sales revenue isn’t that just as valuable and so just as I wonder and 0:13:40.830,0:13:43.590 I want to interrupt you there Kristin real fast because there’s a brilliant 0:13:43.590,0:13:47.790 point you know whether you’re talking about revenue enablement or sales 0:13:47.790,0:13:52.320 enablement at the end of the day you’re gonna try to impact sales you’re gonna 0:13:52.320,0:13:56.850 try to impact cost savings you’re going to try to reduce risk in the business 0:13:56.850,0:14:00.830 those are really three smart areas to focus on everything that you’re doing 0:14:00.830,0:14:05.730 and I’m so sorry to interrupt you but I think that’s important too often we 0:14:05.730,0:14:10.980 either say we can’t possibly measure an impact to sales or we try to measure it 0:14:10.980,0:14:14.490 in a way that to your point really spot-on isn’t believable 0:14:14.490,0:14:18.720 I made the company five million dollars well no but you may have helped 0:14:18.720,0:14:24.090 influence that amount of money so really smart so keep going this is awesome yeah 0:14:24.090,0:14:28.230 and the other piece that’s come up is okay Kristin I do believe that this 0:14:28.230,0:14:32.250 enablement program did have an impact on revenue but we also had a marketing 0:14:32.250,0:14:37.110 initiative at the same time and we had this specifically happening and so it’s 0:14:37.110,0:14:42.510 really tricky to be able to isolate a specific initiative and kpi’s associated 0:14:42.510,0:14:47.400 with that so I got challenged on this quite a bit from some really great sales 0:14:47.400,0:14:51.930 and enablement leaders and I started to think about well what can we move the 0:14:51.930,0:14:58.500 needle on and so you know I with sells data there’s sales specific data and 0:14:58.500,0:15:04.710 then there’s customer data that both drive company’s performance whether it’s 0:15:04.710,0:15:09.330 coaching and manager effectiveness and coaching we’re getting that coaching 0:15:09.330,0:15:14.040 can’t cadence and quality up that surely is gonna impact performance and 0:15:14.040,0:15:20.280 productivity which is impact sales right or whether it’s truly having your sales 0:15:20.280,0:15:24.440 team understand what the ICP is and understand the sweetspot 0:15:24.440,0:15:30.600 understand how you strategically and best go about acquiring a new customer 0:15:30.600,0:15:34.410 what is the messaging it’s most effective from an perspective 0:15:34.410,0:15:39.120 there are so many different tests and initiatives that enablement can run 0:15:39.120,0:15:45.480 focused on this kind of metadata if you will that that data will show a before 0:15:45.480,0:15:49.770 and after sake hopefully and even if it doesn’t then you learn and then it then 0:15:49.770,0:15:53.820 you learned how you can be more effective next time but I just before I 0:15:53.820,0:15:57.320 go into the the process I want us to remember that it’s not all about 0:15:57.320,0:16:06.300 quantifying revenue so just some food for thought there perfectly said and 0:16:06.300,0:16:12.060 this and this this image right here does such a great job of showing people it’s 0:16:12.060,0:16:18.090 not just content training and coaching to your point Kristen there’s a million 0:16:18.090,0:16:21.900 different things you can be doing and and the thing that will blow people’s 0:16:21.900,0:16:25.680 mind if you haven’t done this for a long time is this list is even far from 0:16:25.680,0:16:30.300 complete it’s a great list but it’s really about finding ways that you can 0:16:30.300,0:16:34.590 positively impact the business so really will you SWAT on yeah I’m not sure if 0:16:34.590,0:16:37.830 you remember the visual I showed at the sales enablement Society conference but 0:16:37.830,0:16:43.020 that was me just kind of brainstorming and this is the same thing and I in 0:16:43.020,0:16:46.860 thinking about today I’d really try to narrow in on some of the more impactful 0:16:46.860,0:16:51.030 places I thought enablement programs could quantify but there’s so many out 0:16:51.030,0:16:56.270 there so this really is just a starting point and just some food for thought but 0:16:56.270,0:17:01.140 excellent starting point but data but absolutely right just a subset of the 0:17:01.140,0:17:08.870 possibility totally totally so so I wanted to just take a moment to share 0:17:08.870,0:17:13.530 kind of been the five-step data-driven and ableman process that I really try to 0:17:13.530,0:17:16.860 go through every enablement initiative and this is me putting on that 0:17:16.860,0:17:21.450 consultant hat think about how a consultant would conduct themselves from 0:17:21.450,0:17:25.890 a business perspective they wouldn’t just walk in there and say I have a few 0:17:25.890,0:17:33.960 ideas we have what would a consultant do to show that it was valuable to hire 0:17:33.960,0:17:39.810 them for a specific initiative right so I came up with this little five-step 0:17:39.810,0:17:42.990 data-driven enablement process to make sure that I’m really kind of holding 0:17:42.990,0:17:47.890 myself accountable to quantifiable results in a 0:17:47.890,0:17:53.800 strategic way and that I’m acting as a consultant at all times so the first 0:17:53.800,0:17:59.500 step is all about observation it’s all about truly understanding your customer 0:17:59.500,0:18:04.240 we’re like mostly trying to understand the root cause of gaps asking questions 0:18:04.240,0:18:08.740 and observing and I would argue this is the most important step and it’s where 0:18:08.740,0:18:16.320 we we sometimes forget to do it but it’s really understanding a current state and 0:18:16.320,0:18:21.340 quantifying that right so really understanding ok what is going on 0:18:21.340,0:18:28.240 where’s the gap and what impact is that having on the business you’re right and 0:18:28.240,0:18:33.040 everything quantifying understanding where you actually are and and if so 0:18:33.040,0:18:37.990 it’s so cliche but you can’t actually move in a positive direction if you 0:18:37.990,0:18:43.390 don’t understand where you are today spot-on exactly and then I think just 0:18:43.390,0:18:49.870 having that data ready is where you really get the sales executives and the 0:18:49.870,0:18:53.980 business executives attention right because then you can share these this 0:18:53.980,0:18:58.420 feedback these observations with them with data and say you know from what I 0:18:58.420,0:19:04.840 observed X percent we’re doing this X percent had this gap and you have a base 0:19:04.840,0:19:09.220 starting point so they can start to think in their minds okay is this a 0:19:09.220,0:19:13.990 valuable initiative if this did change this metric changed how to impact our 0:19:13.990,0:19:18.760 business and you can align on is this going to be a business priority and the 0:19:18.760,0:19:22.750 great part is during this meeting you do want to come in with some solutions some 0:19:22.750,0:19:27.670 ideas but it really should be kind of a shared game plan where you’re aligning 0:19:27.670,0:19:31.870 your business executives together to say here’s how I propose we solve it will 0:19:31.870,0:19:35.080 you be a part of this with me what are your thoughts and really get that 0:19:35.080,0:19:38.950 alignment and by being smart and prepared as you walk into that meeting 0:19:38.950,0:19:43.870 you’ve earned the right to have that conversation which is is so important 0:19:43.870,0:19:47.830 for people to remember executives want to hear what’s going on they want to 0:19:47.830,0:19:52.360 understand it but they need data they need to have some thoughts put into 0:19:52.360,0:19:56.950 there before you just simply show up and say it’s all broken be smart 0:19:56.950,0:20:00.790 and it will learn you the right to have those conversations and more of those 0:20:00.790,0:20:06.490 conversations yeah I am someone early in my career said to me Kristin don’t bring 0:20:06.490,0:20:09.670 me your problems you can share some problems with me but always bring a 0:20:09.670,0:20:14.800 solution and I’ll never forget that and it’s true if you’re going to share and 0:20:14.800,0:20:19.210 showcase kind of some of the gaps bring proposed solutions and just to your 0:20:19.210,0:20:24.340 point earlier John that I really love so many executives especially sales 0:20:24.340,0:20:29.110 executives think of their day-to-day it’s a lot of pipeline management and 0:20:29.110,0:20:33.940 forecasting and data and they don’t have a chance a lot of times to be involved 0:20:33.940,0:20:39.730 in these types of initiatives and when they do they love it so don’t go in 0:20:39.730,0:20:43.900 there with the preconceived notion that it’s not gonna be a priority not may not 0:20:43.900,0:20:48.790 right but there’s something else you said they will make the time it’s 0:20:48.790,0:20:52.000 something that they just don’t get enough time to do but it’s it’s usually 0:20:52.000,0:20:55.450 something they really love being a part of you’re right because they’re so used 0:20:55.450,0:20:58.960 to getting beat on for not hitting you know their goals for the month 0:20:58.960,0:21:02.710 they’re very tactical today in and day out and they want to be strategic more 0:21:02.710,0:21:07.320 than anything so these kinds of conversations are refreshing and needed 0:21:07.320,0:21:12.640 absolutely and then that the third step is where you get going and again it 0:21:12.640,0:21:15.790 think of how often we’ve made the mistake of leap go right to development 0:21:15.790,0:21:19.900 but if you miss these first two steps how are you being a strategic business 0:21:19.900,0:21:23.920 partner here how are you being a consultant how are you really able to 0:21:23.920,0:21:30.460 say here’s where we were here’s where we ended so the third step of development 0:21:30.460,0:21:35.260 is okay I’m gonna build out this game plan but I’m gonna get feedback along 0:21:35.260,0:21:38.230 the way I’m gonna get feedback from critical stakeholders I’m gonna get 0:21:38.230,0:21:43.260 filled back a feedback from the floor from some of the sales reps out there 0:21:43.260,0:21:48.070 ask her involvement create a really strong project plan right well however 0:21:48.070,0:21:54.310 you look about that philosophy but make sure you have various types of 0:21:54.310,0:21:57.760 stakeholders involved and again going back to my earlier point where do they 0:21:57.760,0:22:02.020 shine where can they contribute that’s going to be most valuable bring them in 0:22:02.020,0:22:06.790 development and make sure along the way that you’re getting some feedback so 0:22:06.790,0:22:11.390 that before you launch you know it’s going to be valuable in fact 0:22:11.390,0:22:16.340 yeah and that’s an important point too you need to be and you’ve touched upon 0:22:16.340,0:22:20.630 this even earlier it’s not about you doing it all yourself it’s about you 0:22:20.630,0:22:26.630 being sort of a linchpin bringing the right people together collaborating and 0:22:26.630,0:22:32.240 having those conversations to move this forward such an important point yeah 0:22:32.240,0:22:37.010 absolutely yeah and then this is the fun part executing I think we all love this 0:22:37.010,0:22:41.840 part but make sure that you leverage support so in some of the biggest 0:22:41.840,0:22:45.230 initiatives that I’ve been a part of rolling out from an enablement 0:22:45.230,0:22:51.530 perspective I have literally had my VP of Sales standing next to me giving the 0:22:51.530,0:22:55.250 framework in the context or beautifully-written expiring email from 0:22:55.250,0:23:00.470 them it’s so critical to painting the picture and sales leaders are so 0:23:00.470,0:23:05.870 inspiring they’re so good at sharing the wine so make sure that you start with 0:23:05.870,0:23:10.370 why when you’re executing I’ve even had initiatives where I’ve literally googled 0:23:10.370,0:23:17.330 change management strategies and had managers it was going to be awesome but 0:23:17.330,0:23:23.600 it’s all a part of that and execution you know success or failure making based 0:23:23.600,0:23:27.620 on making sure that you understand your customer and can kind of proactively 0:23:27.620,0:23:32.030 think about how they might react and how you can prevent some of those obstacles 0:23:32.030,0:23:36.380 or judgment I think it’s so important to Kristen you you’re right when they 0:23:36.380,0:23:40.160 understand the why they can articulate this but I also strongly believe that 0:23:40.160,0:23:43.550 enablement is an exercise in change management which you touched upon 0:23:43.550,0:23:48.940 rightly and if you’re not getting that support and drive from the top as 0:23:48.940,0:23:53.660 brilliant as the ideas may or may not be nobody’s gonna nobody’s going to do it 0:23:53.660,0:23:57.800 because everybody’s so busy you need the sales leadership team helping hammer 0:23:57.800,0:24:03.410 that forward exactly exactly and then with that make sure that you have a 0:24:03.410,0:24:06.800 tracking mechanism in place you’ve done all this work you’ve put together this 0:24:06.800,0:24:11.510 program but and you have the before state but how are you gonna track that 0:24:11.510,0:24:16.250 after state and did you align on that did you align on saying hey if I’m able 0:24:16.250,0:24:20.780 to help with this gap its enablement able to help solve this gap we should 0:24:20.780,0:24:25.100 something like this that’s a critical part of the alignment conversation of 0:24:25.100,0:24:30.980 here’s how I’m going to measure success do you agree that this would be success 0:24:30.980,0:24:37.300 right on making sure that a tracking mechanism is in place from the starter 0:24:38.470,0:24:41.890 there will be a test at the end of this everybody so so make sure you’re paying 0:24:41.890,0:24:48.220 attention take a note and then the last piece is quantifying so you have your 0:24:48.220,0:24:54.010 before state what is the after state and again it’s not all about revenue did you 0:24:54.010,0:25:00.789 increase did you launch a tool then had a specific adoption rate did your piece 0:25:00.789,0:25:07.450 of content have a specific success rate specific viewership rate did your 0:25:07.450,0:25:12.130 coaching initiative increase the quantity of quality of coaching has your 0:25:12.130,0:25:16.780 I’m coaching framework helped increase coaching effectiveness whatever it is 0:25:16.780,0:25:22.210 there’s a story to tell there’s an impact on KPIs quantify that and really 0:25:22.210,0:25:26.799 important I see this happen sometimes make sure you share it so it’s great if 0:25:26.799,0:25:29.950 you quantify but you come back to the senior leadership team and you say 0:25:29.950,0:25:32.890 here’s none of this case study here’s what happened 0:25:32.890,0:25:37.120 and allow them it’s okay to get a pat on the back allow them to have that 0:25:37.120,0:25:42.070 discussion with you really deem whether or not it was a success and then learn 0:25:42.070,0:25:45.039 from it so everything that you’ve learned for that initiative and 0:25:45.039,0:25:49.409 especially if it didn’t drive you guys if it didn’t help drive that metadata 0:25:49.409,0:25:53.830 what does that tell you is there something else there to be uncovered and 0:25:53.830,0:25:58.570 what next steps can build into your next enablement initiatives such a key point 0:25:58.570,0:26:03.820 bring those stories and the data back to the executive team for better or for 0:26:03.820,0:26:10.299 worse and don’t be afraid it’s not being braggadocious by saying look the peloton 0:26:10.299,0:26:16.480 we ran led to X and in a positive way yeah you have to market the function or 0:26:16.480,0:26:19.450 you’re not going to get the visibility you’re not going to get the support and 0:26:19.450,0:26:22.179 you’re not going to be to do the fun things that are really going to 0:26:22.179,0:26:26.409 positively impact the business so it’s not bragging you’re just sharing the 0:26:26.409,0:26:30.299 information and if it happens to be really good all the better 0:26:30.299,0:26:35.140 exactly you’ve got to remember that you truly are a consultant and this is 0:26:35.140,0:26:39.159 exactly the process that a consultant would go through right to be a valuable 0:26:39.159,0:26:44.230 effective consultant you would take these similar steps so you do want to 0:26:44.230,0:26:49.179 measure impact and be very methodical and when you start to do this you start 0:26:49.179,0:26:52.769 to see your place in the organs just a little bit you start to get that 0:26:52.769,0:26:56.549 seat at the table and you start to be involved in really interesting 0:26:56.549,0:27:03.539 discussions so it’s worth taking the time to dive deep rather than being 0:27:03.539,0:27:09.090 involved in a lot of different things to really drive substantial results yeah 0:27:09.090,0:27:16.619 amen amen christen wonderful anything more on this or is that that’s it for 0:27:16.619,0:27:20.299 that I’ll stop sharing and we can continue to chat on his linkedin line 0:27:20.299,0:27:25.409 what I wanted to just mention there was what I like is that and it’s a subtle 0:27:25.409,0:27:31.679 but important point you drew that as a circle and and was that intentional or 0:27:31.679,0:27:41.759 was that by accident that was very intentional because I’m not gonna say 0:27:41.759,0:27:44.840 that you couldn’t do one stuff before the other but this stuff’s really 0:27:44.840,0:27:50.369 logically a line that you would kind of take that order in that approach and so 0:27:50.369,0:27:54.570 much of enablement is what worked what didn’t and let me build that into future 0:27:54.570,0:27:58.679 learning so that era was very intentional of okay I quantified now I’m 0:27:58.679,0:28:03.359 going to go back to observe there was a coaching program that I was involved in 0:28:03.359,0:28:08.999 and when coaching went up through this initiative and when the coaching 0:28:08.999,0:28:15.690 quantity went up we did see an increase in output and results but then it was a 0:28:15.690,0:28:19.710 matter of making making the process of coaching more effective so I actually 0:28:19.710,0:28:23.489 went through this cycle again and then it was a matter of getting a coaching 0:28:23.489,0:28:28.919 tool in place so a lot of these programs can kind of have onions or layers to 0:28:28.919,0:28:32.369 make things even more effective and so that’s why it’s really meant to be that 0:28:32.369,0:28:36.359 cyclical approach to it yeah I think that’s so important for people to take 0:28:36.359,0:28:40.220 away one these activities that you’re performing are not linear and 0:28:40.220,0:28:47.580 disconnected they’re really it’s it is a circle it is a circle of life and I’ll 0:28:47.580,0:28:52.139 start singing I’m gonna Matata or whatever songs in a moment but that’s no 0:28:52.139,0:28:57.359 fantastic and I think that’s so important so the last question actually 0:28:57.359,0:29:00.690 I’m gonna sneak in a couple extra I’m gonna sneak in a couple extra that you 0:29:00.690,0:29:04.890 weren’t prepared for but these are easy ones friend 0:29:04.890,0:29:08.820 ableman practitioners really trying to up their level up level their view in 0:29:08.820,0:29:14.520 the organization show that their their value and this is really important right 0:29:14.520,0:29:20.070 now when companies are laying off people that they don’t see adding to the bottom 0:29:20.070,0:29:24.810 line and whether that’s revenue risk reduction or some other way of measuring 0:29:24.810,0:29:33.690 it what would what advice would you give to people yeah I would say remember your 0:29:33.690,0:29:38.430 customer always remember your customer who are they what do they care about 0:29:38.430,0:29:45.060 what’s going to help them the more aligned you are with your customer the 0:29:45.060,0:29:48.090 more you can put yourself in the customers shoes the more effective 0:29:48.090,0:29:55.200 whatever you develop is going to be yeah and it does start with the top down so 0:29:55.200,0:30:02.880 make sure you have time with executives but when you’re there be prepared have 0:30:02.880,0:30:09.480 data but also lead with inquiry right lead with curiosity this rule is all 0:30:09.480,0:30:13.590 about being curious and understanding root cause but being data-driven is a 0:30:13.590,0:30:17.670 critical component of that and I just went through a great course and got a 0:30:17.670,0:30:21.810 business analytic certificate a lot of our companies offer tuition 0:30:21.810,0:30:26.160 reimbursement it’s really important that if you’re gonna be a strategic business 0:30:26.160,0:30:31.530 partner you build your own muscle to elevate yourself so why are steps you 0:30:31.530,0:30:35.820 can take that you can showcase the leaders on hey I’m gonna be the best in 0:30:35.820,0:30:39.540 amoment professional I can be but I can always grow and learn and get better so 0:30:39.540,0:30:43.950 here’s the steps I’m taking to really elevate myself to help elevate your 0:30:43.950,0:30:50.040 team’s brilliant brilliant dead-on thank you so much Kristin this is awesome I 0:30:50.040,0:30:54.300 want to and I know those are questions we talked about a little bit beforehand 0:30:54.300,0:30:57.540 but I want to go off-script just slightly and ask you because I know 0:30:57.540,0:31:02.370 you’re involved with some really cool activities one of the sales enable in a 0:31:02.370,0:31:06.510 society the other one wise I didn’t know if I could just bend your ear for a 0:31:06.510,0:31:11.160 little bit longer to tell people about sort of both you know and how they might 0:31:11.160,0:31:16.920 be to get involved and all of that absolutely so wise is women and 0:31:16.920,0:31:21.570 enablement and it was started by these amazing woman in Texas they’re fabulous 0:31:21.570,0:31:24.930 and I’d be happy to put you in touch with them if you’re interested it’s a 0:31:24.930,0:31:30.090 group only for women sales enablement practitioners or those interested in 0:31:30.090,0:31:34.370 being a practitioner and what’s really special about that is it’s a community 0:31:34.370,0:31:39.840 where you can share language best practices in a really safe and powering 0:31:39.840,0:31:45.840 environment and so I’m the I helped build the chapter in the greater DC area 0:31:45.840,0:31:50.940 and would welcome any of you that are interested in becoming a member but it’s 0:31:50.940,0:31:55.200 been a really great place again to kind of share best practices and leverage 0:31:55.200,0:32:00.180 that and one thing that I’m very very passionate about is being a woman in TAC 0:32:00.180,0:32:06.230 and being a woman in sales sometimes you are the only woman at the table and so 0:32:06.230,0:32:10.620 I’ve had those people in my career that have really helped me find my voice and 0:32:10.620,0:32:14.400 helped you know when I think about all these programs they’ve been such a 0:32:14.400,0:32:18.450 critical part of helping me build my own confidence helping me build my business 0:32:18.450,0:32:24.360 acumen to be where I am today and I want to give that back to others so the there 0:32:24.360,0:32:27.480 are so many networks and organizations out there that can help with that and 0:32:27.480,0:32:33.570 why is this a great place to start we have all levels of skill set up and a 0:32:33.570,0:32:37.590 kind of career path there and I’ve learned a ton from it so it’s a great 0:32:37.590,0:32:42.510 resource and then the sales enablement Society if you were involved in sales 0:32:42.510,0:32:45.840 enablement in any way and it’s really great because it’s open to consultants 0:32:45.840,0:32:50.070 it’s open to vendors it’s open to really anyone interested in sales enablement it 0:32:50.070,0:32:54.420 is an incredible place I had the opportunity to go to the annual 0:32:54.420,0:32:58.200 conference last year and the people I met I still keep in touch with some of 0:32:58.200,0:33:01.370 which are senior executives at some of the most successful organizations 0:33:01.370,0:33:07.110 literally in the world so it’s an incredible network of strategic people 0:33:07.110,0:33:12.120 that are all doing what John and I are doing today and my goal in my vision is 0:33:12.120,0:33:16.800 that sales enablement is always seen as a very strategic business partner to 0:33:16.800,0:33:22.800 every organization it’s critical right and so I think that’s really what the 0:33:22.800,0:33:27.960 cells enable decide is passionate about driving every day is how can we help 0:33:27.960,0:33:32.070 make sure all practitioners have that level of competency and have 0:33:32.070,0:33:35.940 that level of confidence to practice cells enablement in a really elevated 0:33:35.940,0:33:40.950 way so both of them are great organizations definitely reach out and 0:33:40.950,0:33:44.970 be a part of them it’s it’s just a great way to continue to build on your skills 0:33:44.970,0:33:48.480 yeah phenomenal organizations and I didn’t want to miss an opportunity to 0:33:48.480,0:33:52.470 give them shoutouts oh I appreciate that and and I don’t know Kristen are there 0:33:52.470,0:33:58.200 any other that groups or organizations that you think as an enablement 0:33:58.200,0:34:03.660 practitioner and and/or as a female enabled miss practitioner or any or any 0:34:03.660,0:34:07.800 other way shape or form that you think’s been really helpful or you think people 0:34:07.800,0:34:11.610 should be aware of and thinking about I think you’ve done a lot of things really 0:34:11.610,0:34:15.360 well we’ve all made plenty of mistakes in our career but you’ve taken some 0:34:15.360,0:34:18.929 great steps anything else you could share with people before we before we 0:34:18.929,0:34:22.560 end this I think just don’t be afraid to reach out to others 0:34:22.560,0:34:27.030 I’ve had several folks reach out on LinkedIn even over the past month saying 0:34:27.030,0:34:32.100 hey I’m thinking about a career in enablement or you know I would love to 0:34:32.100,0:34:36.210 just talk to you and pick your brain I do that with people too and I would just 0:34:36.210,0:34:40.800 encourage you if you’re someone that gets asked those things and/or has those 0:34:40.800,0:34:45.389 aspirations to reach out to someone first let’s like make the time life is 0:34:45.389,0:34:50.700 so short and let’s all help each other out help each other climb the ladder and 0:34:50.700,0:34:54.690 if I see someone who’s driven and puts in the effort and goes for it I will 0:34:54.690,0:34:59.820 give them whatever I can but they do have to be prepared and and showcase hey 0:34:59.820,0:35:03.600 here’s where I am here’s why I’m reaching out right so making the time 0:35:03.600,0:35:08.100 for that but also not being afraid to to reach out to others too I do that pretty 0:35:08.100,0:35:13.980 often and I have learned so much from them I think you know I’m sure there’s a 0:35:13.980,0:35:18.270 lot of other great organizations out there there is one called women in 0:35:18.270,0:35:23.609 revenue and it’s for women in sales overall I just recently joined it but 0:35:23.609,0:35:28.740 they did have a really great women in revenue and report that they just 0:35:28.740,0:35:32.670 released and they shared some fascinating data about gender bias and 0:35:32.670,0:35:36.930 kind of the experience for women in sales so that’s another great resource 0:35:36.930,0:35:42.300 system yeah for women we’re just looking for another place to go 0:35:42.300,0:35:45.250 there’s a lot out there I think it’s just what are you 0:35:45.250,0:35:49.210 passionate about for me it is gender minorities getting leadership positions 0:35:49.210,0:35:54.070 in companies and sales but surely there’s plenty of others 0:35:54.070,0:36:01.180 oh that’s and and and I won’t belabor this longer than necessary but you hit 0:36:01.180,0:36:07.740 it on the head in terms of reaching out I know this is one of the enablement 0:36:07.740,0:36:14.830 practitioners most of us do this because we want to be helpful we want to be of 0:36:14.830,0:36:20.530 service or whatever words we want to use I know I had and I’m giving this as an 0:36:20.530,0:36:24.250 example not to Pat myself on the back but just to give an example of how good 0:36:24.250,0:36:28.660 this community is I have this young gentleman from Greece that I never met 0:36:28.660,0:36:32.620 before reach out to me on LinkedIn and said John I just started this new job in 0:36:32.620,0:36:37.090 revenue enablement I don’t know what it is can you talk to me we just got it on 0:36:37.090,0:36:41.380 the fan we just picked up the phone and chatted and and I use that example 0:36:41.380,0:36:46.120 because every single person that I’ve had the pleasure of running into it to 0:36:46.120,0:36:50.860 your point Kristen is really great about wanting to help Kristen and I met for 0:36:50.860,0:36:54.700 the first time at the annual chapter at the end will event the annual conference 0:36:54.700,0:37:01.030 I was blown away and and there’s so many smart people out there there’s a million 0:37:01.030,0:37:04.600 other Christians out there not did not to belittle what you do Christian 0:37:04.600,0:37:07.870 because it’s phenomenal but my point being there’s a lot of smart people out 0:37:07.870,0:37:11.470 there willing to share so if you’re trying to figure out how to do this well 0:37:11.470,0:37:16.480 ask around talk to people form your own opinions but there’s a lot of great 0:37:16.480,0:37:20.770 people a lot of great advice and and let’s just like you said let’s help each 0:37:20.770,0:37:24.160 other up the ladder the ladder is plenty wide enough we don’t need each other 0:37:24.160,0:37:28.300 down it is and just to piggyback on that I literally was talking on LinkedIn this 0:37:28.300,0:37:34.030 morning in French to someone in Paris that said hey I would love wise how do I 0:37:34.030,0:37:38.110 do that so I made the connections for her and again it’s the little efforts 0:37:38.110,0:37:43.420 that can go that can go a long way so it’s it’s exciting but be open to it 0:37:43.420,0:37:46.870 because we’re all learning and and you know that’s the other piece of sales 0:37:46.870,0:37:50.860 enablement it’s a newer field it’s almost always been around but never 0:37:50.860,0:37:54.380 really been defined and it’s really starting to be mortifying 0:37:54.380,0:38:00.020 so you know I was actually had a call with a software organization a few weeks 0:38:00.020,0:38:03.980 ago and he said oh yeah I used to do sales training and I said I’m not 0:38:03.980,0:38:07.130 actually gonna have to correct you I I’m not a so strainer and sales enablement 0:38:07.130,0:38:13.040 and so it’s also building that brand not being afraid to say no I’m here’s what I 0:38:13.040,0:38:16.940 am I’m sales enablement and here’s what that is the more we can kind of educate 0:38:16.940,0:38:22.760 it’s not be afraid to talk about our accomplishments how we view ourselves as 0:38:22.760,0:38:28.390 a consultant um more our brand will build in the way that we would love it – 0:38:28.390,0:38:32.690 exactly so well said Kristen all right well thank you so much for your time 0:38:32.690,0:38:37.790 today all right I want to do more things like this and 0:38:37.790,0:38:41.180 and I’ll find an excuse to have another session with you as well because I know 0:38:41.180,0:38:45.470 there’s a lot more there but but look let’s just raise each other up let’s 0:38:45.470,0:38:49.220 just do the best we can to lift up the ladder and just educate collaborate and 0:38:49.220,0:38:53.720 learn from one another anyway stay safe and well and keep 0:38:53.720,0:38:59.300 kicking ass Kristen thank you so much John you’re so fabulous everyone out 0:38:59.300,0:39:02.840 there I hope you’re safe and well and just appreciate it so thank you so much 0:39:02.840,0:39:06.520 John and take care everyone all right bye-bye