In this conversation with Britta Lorenz, Regional Host and Trusted Advisor for the DACH region, Fabian Kaempf explores the various technologies that make up the Sales Enablement Technology Stack.

I appreciated Fabians’ perspective on the best sales enablement technology, noting that companies should only purchase technology once you are clear about your goals, processes, and people. Then, choosing the best sales enablement technology comes down to your specific situation and which technology best fits your current challenges, culture, and working models.

Fabian broke out the various technologies into these groupings.

Sales Intelligence Tools

Sales Intelligence tools make sellers’ lives easier by leveraging data across the business. These tools must support your sales teams by connecting the dots about buying needs, buying committees, and so forth to simplify the identification of the next steps in the process.

Sales Engagement Tools

Sales Engagement tools focus on the one-on-one activities between individual sellers and potential buyers. They support the identification of the next steps sellers should take to move conversations forward.

Conversational intelligence Tools

Conversation intelligence tools help you transcribe, identify, and analyze what took place during your conversations. These are useful for reviewing meeting notes, enabling teams to identify opportunities for improvement, and so forth.

Sales Asset Management Systems

Sales Asset Management Systems make it easier to share the right information with the buyer at their time of need.

Sales Readiness Tools

Sales Readiness Tools are training and coaching platforms designed to change behaviors for teams. These are similar to the old LMS systems built for compliance and certification.

Audio Transcript

Britta Lorenz
come from Showpad today Fabian. It’s a pleasure having you.

Fabian Kaempf
Likewise. Thanks for having me, john, and Britta. And I’m happy to talk about today’s topic, sales technology. So let’s get it on.

Britta Lorenz
Awesome. Great. Fabio. And before we jump into the topic, sales technologies, May, I asked you to give us a little background of who you are, where you’re coming from? And what do you do today?

Fabian Kaempf
Of course. So yeah, my name fabyan. I joined Chopin as a company two years ago. And I will briefly come back to this topic, why? And why is it enablement space, but maybe to my person, I’m 31 years old, I work in the software service industry, quite my whole professional life. And when I don’t work, I enjoy doing snowboarding, like going to soccer games playing soccer. So everything which I cannot do at the moment, but I’m happy to take my time today and talk about my professional passion, the enablement.

Britta Lorenz
super great. And you just touched on one question already. And that would be how did you come into the enablement space? What was really triggering you to get into this sector?

Fabian Kaempf
So first of all, based on my experience, I think there are two ways how people in especially in tough get into the safe haven space. So first is that people maybe have been working in sales or marketing so far already, and have tackled or come across some of the parts of sales enablement, from my definition, or from my perspective, but they just didn’t have the name sales enablement, like it says, an alien comes out and takes an area manager, but they covered some parts of it. So this is how some people come into this space. And the second one, also, where I come from is, when you’ve been working in a role in sales and marketing or in between, you always come across some of the kind of the same challenges. And I thought, there needs to be something that helps me to come to overcome these challenges. And this is how I stumbled across sales enablement. And when I when I then had a look in my network, like other people working other people engaged in this kind of new discipline, I saw that more and more people went into roles, sales enablement roles, and I talked to them had a coffee chat, what this is about, and I realized, Hey, this is something that interests me. And in this case, in my case, I joined Showpad, which is a sales enablement vendor, but it’s not about chocolate. So I joined there as a salesperson, not only learn the sales perspective, how can I overcome people that have never heard of sales enablement, but also to learn about the whole space. So there are a lot of different technologies out there a lot of different wordings. And it’s my, one of my tasmac, one of my my, my main challenges is to talk to people and say, hey, there’s a difference between all these tools that you might have heard of. So this is my, my kind of story of how I got it to say is Ireland.

Britta Lorenz
Cool. And you mentioned before soccer, that team sport in Germany, I would say or in Europe, one of the biggest team sports. Do you think the background and experiences you had in the team also influenced how you see enablement now? And the collaboration? All those things here?

Fabian Kaempf
I would say definitely, yes. Because also when we when we talk about, okay, how can I start with sales enablement? How can I approach these disciplines, this discipline, I, from my experience, things that it’s a team sport, a team approach. So it doesn’t bring any value, if just the head of marketing head of sales starts with a new tool, a new initiative, or vice versa. Someone from sales saying, Hey, we need this tool. From my point of view, we always need to have like, or to take a step back, have something like a white paper and define Okay, what are the challenges we want to solve? What could be tools, also approaches that help us to solve these challenges? evaluate, people start to reach out and ask people are like soft sites and vendors. What does it cost? But most of the cases, they don’t even know the value, it doesn’t matter which tool it is, is it a case an admin tool, or it just covers part of it like sales readiness, sales, intelligence, there are so many great tools out there. But if you don’t understand the value, and you ask for the price, and the first meeting, you don’t get, you don’t you will not move forward effect. So I think based on what you asked, like, it’s definitely a team sport. And you should also leverage your team efforts, your your, your joint commendations, for example, to align on what you want to achieve, and then you will find the right tools that help you to grow.

Britta Lorenz
Great. I love that analogy of team sports and enablement and working together collaborating, otherwise, it’s not gonna work. So that’s why I asked also how you see that and the perspective from that. Have you fabienne we heard says technology is now. And we will dive into the different parts of some of them at least what they do and how they can actually benefit us in our daily life. However, before we dive into that, we also hear the term sales stack many times whenever we speak about enablement, or getting a new technology, or what’s your tech stack look like? What can we actually? How do we define a sales stack? What does it really mean?

Fabian Kaempf
Mm hmm. It’s easy words, I would say sales tech refers to all the tools that sales is using in the company. It sounds easy, because people can always go, Oh, it’s a CRM system, or it’s, I don’t know, a lead generation system, or sales readiness training tool, whatever. But also, from my point of view, and it’s my personal perspective, sometime, it can also be something like a marketing automation tool or content management system, because actually, if you as a salesperson are working with it, I consider it as a sales tool. It may not be mainly for the sales, maybe it also supports other departments like marketing, or your managers because they can get analytics out of it. And they’re evade some some actions out of it. But for me, it’s sales take all the tools a salesperson is using to be productive. And even in some companies, especially in tough were companies tend to to be more conservative, it can be an Excel sheet, if they are efficient with it. And it’s always comes back to the question, are you efficient or effective. But if you’re efficient working with an Excel sheet, and for example, you’d only have a small sales team, stick to that and see how you can make more out of it. But you don’t necessarily necessarily need to. And this is where I want to point out that it’s not always about the tools, it’s about the people and how they want to work, how your culture is how you how you open it for changes, basically.

Britta Lorenz
I think that’s really great. Also, if we asked now, Can you summarize like three or four questions, you should ask yourself before you actually go into the evaluation of the following technologies, which we’re going to speak about? Do you can you think about three or four key questions, everybody should think they should have an answer ready for themselves? before they go? deeper?

Fabian Kaempf
Mm hmm. Sure. So one important thing to ask yourself is the why it sounds simple. But also my sales managers always asked me like, Did you ask for the Why? Like, why is someone asking for this integration? For example? What does it bring? So first of all, clarify, not only your perspective of the why, so why do I think this tool could be valuable? But also think of? Who should I involve? Like, right from the beginning, and say it’s an ailment, and unlike other tools, or other disciplines, starts from the bottom, like people that use it needs to be engaged need to be committed in order to drive the adoption? And this is like different to, for example, most of CRM systems. But this is an important question to ask, like, Who should I involve early in the stage of the conversation? Why? And what do I want to solve with a solution? Is it just a nice to have? Or is it a must have? Because we clearly need something like that. I always think, okay, a nice to have is something that might be a shiny new thing. But it must have something that immediately have an impact. And when when I say immediately says Evan is nothing that brings value in one or two weeks. So sometimes also people ask for a trial. And it’s not as easy. As tomorrow, I mentioned in the last podcast with you, at least average deal size, cycle length should be a good indicator. And I would also say at least one year, where you can have the full sales cycles full fiscal year, and then you can see, okay, what change? Did we get the impact? And then you see that it’s been successful. But coming back to the question, the Why is the most important one.

Britta Lorenz
Great. And if you followed me in my talks, you know, the Why is always the key thing I also catch on, I’m really an ambassador of asking the question why so everybody is onboard understands why we are making a transition what we are doing here. So key and absolutely love that we are always on that point. Five and we also got one question in the chat, and it’s about training tools. I would really like to incorporate that tools, trainings into our next series now when we speak about the various technologies, and also, what problem do they solve? What are some core functional features and also the metrics we can serve? By engaging those tools into our daily work line, yeah. All right. So I think we prepared a list of tool terminologies beforehand, so we can actually run through that. And I would say, let’s kick it off with sales, intelligence, what can we understand? What does it serve and how can be applied?

Fabian Kaempf
So I’m sales intelligence. And as I said, it’s always my personal interpretation. And there are sure some experts out there even though I don’t like the term as expert, sales, intelligent refers to making sales like easier by leveraging data, I would say. So you have a lot of tools you have, for example, BI tool like business intelligence tools, which are aid and there can be embedded in a CRM system. But sales intelligent means Okay, what can I derive out of, for example, previous conversations, what could be recommended next steps. So this is how I would interpret sales intelligence making sales like easier by understanding what has been done, what could be potential next steps. So I think the most important thing is to deliver value by by using this. And this is also a very good how you would say, a cup between sales enablement and sales, intelligence, sales enablement, I would put one step ahead. So as an overview, which can be included by sales readiness, sales, intelligence, and let’s move on with the second one.

Britta Lorenz
Okay, cool. Maybe I just want to add one thing here that when when we use the sales intelligence, it also supports our salespeople and reps. To connect the dots of, for example, I have my ICP my ideal customer profile, and I go into a search engine, I can really connect the dots of what do I want, what’s out there, and then it makes it easier in order to get in touch with your prospects also. So that’s one of the key things also to connecting the dots there. Next one, when we’re saying connecting the dots, that need leads to sales engagement, how do you define that?

Fabian Kaempf
Yeah, so sales engagement, especially in Deaf people tend to say, as a CRM system, I have a marketing automation system, which is normally like a standard case. But why should I invest in a sales engagement tool? or Why should I look into it and evaluate it and its sales engagement is focusing on the one to one activities. So if you have a marketing automation tool, you send out some mails to two former customer, like, prospects customers. But a sales engagement tool is immediate, or is very highly effective when you have like a sales team that needs to outbound a large team that needs to prioritize, so you get an understanding, okay, I get some tasks that are recommended to do next, or I can schedule some tasks, it just helps you to be more precise when it comes to the next steps. And I also am very big fan of sales engagement tools, when it when you have to do a lot of outbound, for example, a lot of tasks. So definitely something to look into when you have a big sales team. For example.

Britta Lorenz
Would you also say that it supports the seller or the rep, to enable the buyer to buy so it’s also something to go into the enablement area?

Fabian Kaempf
Mm hmm. Very good question. I think it all every time. Actually, it depends on the use case. So do you have some transactional conversations? Do you have something like a more complex sales combination, which can take someone and I think it definitely can can bring value to get the prospect to buy because you don’t miss out, for example, an opportunity when you sometimes if people have a lot of people to cover a lot of prospects to cover, they sometimes forgot to follow up or the get the right timing. So sales engagement is definitely one important part, to be effective in the future and to get buyers to be engaged and buy at the end. Okay, cool.

Britta Lorenz
So now we’re engaged, we start our conversation. What do you think about conversational intelligence? and tools?

Fabian Kaempf
Mm hmm. It’s not the main or in other words, it’s not the tool that I come across very often. But from a safe haven perspective, I have a tool that I work with, which is brings me a lot of value. Because conversation diligence is about Okay, how can we measure what has been said? How can we transcribe what has been said? Because especially now in COVID times, you have a lot of remote sessions you have back to back meetings, you cannot remember everything that has been said, and obviously needs to be in clear rules of engagement with something like GDPR. So everyone wants for example, to be recorded, but if someone agrees to it, why not? Record the meeting. So you can watch it every time. If you have an sales rep change, for example, and you want to understand you don’t want to ask the prospect Hey, what did you say the last time, I only have some notes, my serum, but you can, for example, look at the meeting and say, Hey, I understood what your challenges are I, I see what you what you’re having problems with. So I think combination telogen is the next big thing when it comes to playing a part in saving space.

Britta Lorenz
And maybe also coming back to training, as we have this question still in the open field for us, it can be really, as you said, leveraged to also have from not the direct call shadowing, but playing it back having enablement sessions, and taking best practices out of it, displaying melodem things and also showing things which might not work as well, in the area where we are working. So great. Okay, we are we know who we speak to. We are engaged, we speak to them. So now we should send them content as well. I mean, we should have started in the beginning. But still it needs to be streamlined content management systems. The next one.

Fabian Kaempf
That’s a very good one, because content management systems and likewise, digital asset management systems are something that people come to us very often they say, Hey, we heard color management tool. This is what says M is about and it’s not wrong, but it’s also not right. So it’s just part of the whole story. And Color Management means Okay, how can I make it easy for for sales reps, or is also all GTM people to get relevant content in the right conversation at the right timing. So content management systems are good. If you want to prepare, for example, like there are several tools out there that can be supportive in terms of Okay, we start there. And say it’s enablement, uses this as part of their whole story, to make it also customer facing to have the best combination, the best customer experience. But because only having content at a place doesn’t serve the needs, you also need to be able to engage with it as a sales rep. And when it comes to content. I had a very good conversation last time, when someone said, Hey, the sales team is my customer, basically. So they treat themselves the same as a first customer. And therefore they need to engage, they need to understand what is the value for the sales team. And if I just have content somewhere, and I don’t understand how sales is using it, who’s using it, I can have a very good centralized system, but I don’t get any value out of it. So it always comes back to the use case. And to get synergies out of the whole system’s like. Sometimes you need a content management system. This is the only thing because you have a small space, you just need a centralized hub fine. But if you have a way broader strategy, like when it comes to big sales teams like big plays, and we want to include sales, even in the overall strategy for the long term success, then it’s not only about content management, then it’s like a completely new case. And you should think one step ahead of it.

Britta Lorenz
Great, super. Okay, learning management systems to move one step further, we went through the process, what we need to learn as well.

Fabian Kaempf
Well, an LMS is, I think, one of the most known out of the whole terminologies, I think LMS system is something everybody knows something, or understands. So LMS system when I worked in previous companies, LMS was basically for something like, okay, you learned something, and then there’s a test or a certification. And it was compliance training. And I just remember that you always, were, I don’t have time for this training, or I just need the answers to get through it, because I have to do it every year. And I think, in general, it’s great to start with, but it’s not the secured state of the art, so to speak, and not sure if the next one you would come across what we say its readiness, but for me say its readiness when we talk about safe haven would be the natural evolution of an LMS system. So how can we leverage something that LMS already brought in place like learning and testing, but going away from certifications? up to like behavioral change? How can we make sure someone articulates the value of the metric we want to position? How do we do that? How do we train this? And this is where sales readiness and comes into play when we talk about LMS and it’s 42 m team I would always bring sales readiness into play.

Britta Lorenz
You mentioned now twice GTM just to make sure our audience also knows what we define as GTM Can you explain what you mean with GTM directly?

Fabian Kaempf
Sure. Sorry. GTM means for me to go to market so I understand for for under go to market is everything. team that is customer facing, so to speak, can be customer success can be inside sales can be Field Sales, depending on how you structure your teams. But say everyone in general is highly effective in teams that are customer facing.

Britta Lorenz
Great, thank you. It’s just for clarification. So we all know we’re speaking about the same thing. The last one I have on my list is that learning experience system.

Fabian Kaempf
We completely honest here, I don’t come across learning experience systems that often. But it is definitely also an evolution of an LMS system. So when we talk about experiences, okay, how can I not only create an experience for the customers that are talking to me, but also for my internal colleagues, my internal and teams, because everyone hates a trainee when they don’t see the value? So why not leveraging the knowledge, for example, inside of a company, and create experiences where people can share knowledge amongst each other share best practices? So I think it’s always about experiences, and then it’s up to Okay, how does a company define this experiences, but learning to be bringing value to everybody. And this means, as a team sport, what we’re coming back to this, including everybody, so making sure that okay, this is something where people see the value in committing themselves to do the training, because they know what it’s for. And then it’s definitely different situation than just using an LMS system where you get a test and just answer the right boxes.

Britta Lorenz
Great. So basically, the learning experience really increases also the possibility of taking on some learning. And yeah, the experience itself is already giving you a new standard of where you will be to bring you to the next level. And if your sales reps and everyone going through your training and enablement activities.

Fabian Kaempf
Definitely. So also maybe to add on this, I think the main value of the newer systems in terms of learning training coaching, is that there’s a high demand for like, on demand, like nobody wants his classroom trainings, where you have to schedule a meeting for every rep. So it’s the same time or someone doesn’t fit my schedule. So I want to at least have a timeframe where I can decide when do I want to take this training? And where do I want to take this train? So there’s definitely some criteria that you should take into consideration when thinking about Okay, how do I want my people to learn how to train? Super.

Britta Lorenz
We have a question about the AP systems, digital adoption platforms. Can you share some insights about that?

Fabian Kaempf
Um, to be honest, I hear the term for the first time. So I’m sorry to not underwrite. I don’t want to give any wrong response to that. But it’s definitely an interesting term. So afterwards, I would be happy to chat with the person who brought this up to discuss word please, super, super. Great, thank

Britta Lorenz
you. So Florian, maybe get in touch with Fabian and discuss this offline. So we don’t set the wrong expectations here for everyone. fabienne wonderful. I mean, we spoke so much technology right now, I want to bring back the human factor a little bit into our discussion for today. So your sports is one of the big favorites on your list. Do you have any kind of favorite book you can recommend and want to share with us?

Fabian Kaempf
Yeah, so And also, to be honest here, I didn’t read as much in the last weeks as I would like to, but one that definitely got my intention was never split the difference? You You seem like you heard of it, or you. Did you read it? Yes. So I really like the way I read like books where someone takes another perspective. So in this book never split. The difference by Chris Voss, former hostage negotiator from the FBI is talking how he uses his skills to adapt this to training salespeople. And I think if you open for it, you can learn a lot of how to approach sales negotiations differently. Like not always, it’s not about the price of just like, understanding what the other person wants, and adapting the situation to it and then drive it from there. And I think there are very, very valuable lessons learned in this book.

Britta Lorenz
Absolutely. And it says that understanding the outer perspective, I mean, empathy, one of the key things we should live by on a daily basis and it adds so much value into all the discussions not just negotiation, but also in all other aspects of your life and also your work life. Cory along the side of Chris Voss, I don’t know if you heard any podcasts from him, or do you have any other podcast series and talks you could recommend them Do you like to listen to?

Fabian Kaempf
Hmm? So actually, and it’s not a lie. And the latest podcast I’m hearing on a professional side is coffee collaboration enablement. So it seems like you’re doing something right. Kudos to you. And on a on a private side, I’m listening to podcasts. Whereas I have a passion for like, right now I’m listening to like stock markets and sports, and just getting different perspectives of the whole topics. So no real recommendation based next to two years, but happy for any any thought any additional input if people might want to share their their podcasts.

Britta Lorenz
Cool. I mean, I think I really like your approach of listening to various things to get input from different areas, because that enriches also your perspective on how you tackle challenges, how you speak with people, how you adapt your enablement, strategies, and all those things in here to. Awesome, awesome. So if people want to touch base with you on a one to one basis to either pick your brain on any sales technology or any other things, how could they get in touch with you?

Fabian Kaempf
I think the best way is definitely LinkedIn. Like I try to look at LinkedIn every once and every at least once a day. But if you get a lot of inbound messages, which is fine, and I totally value people doing this, and sometimes the messages go go under, but yeah, feel free to shoot me a message on LinkedIn. Great.

Britta Lorenz
And I just can’t confirm. Fabian does reply really quickly on LinkedIn. Wonderful, thank you so much for being on for your time today and all your wonderful insights. It was a pleasure speaking to you and with a lot of fun. I learned a lot about all the various technologies. Awesome. And I hope it was also valuable for our listeners and viewers out there. So stay tuned for the next one to come. And thank you very much. Thank you. Thanks