Transforming Sales Enablement From Training Programs Into Revenue Drivers – Interview with Ed Johnson
With a career that has spanned over two decades across multiple industries and cultures, Ed has gained insights into enablement that are unmatched. With sales methodology disciplines in MEDDPICC, Sandler, SPIN, and Challenger to name a few, he has a tool belt full of amazing skills and behaviours that companies can leverage and pull from. From his days as a systems trainer at Yahoo! to his most recent venture, ConnectED, he has never been more excited to help companies achieve their full sales potential. Whether you are having problems with opening, discovery, objection handling, consultative close, or gaps in the pipeline, let's take a look together and get you on the next plane.
Ed Johnson, Sales Enablement Leader and Revenue Enablement & Sales Effectiveness
How does effective sales enablement truly manifest and drive impact within a modern revenue organization?
Firstly, any enablement has to have a commercial focus. Along with that, metrics (measurement) need to be clearly defined, and a number needs to be identified for what good looks like. If you don’t do this, you are wasting your time, the seller’s time, and costing the business money.
Having spent a quarter-century in revenue enablement, how do you distinguish initiatives that truly transform seller habits from programs that representatives immediately discard?
Again, you need to ensure that the enablement you are leading has clear data behind it and that you know what the business needs to drive revenue. I always allow sellers to come up with the answers. I am simply a guide. Sellers need to put new behaviours into practice once introduced so as to give them the time to begin to normalize the behaviour.
By utilizing Artificial Intelligence (AI), you can lean into areas of the sales funnel that need attention. Support of any behaviour or skill requires support after the event or introduction has been completed. That support should be interactive and inclusive in nature so as to encourage the seller to strive to master the behaviour.
Why do customized enablement initiatives consistently outperform standardized, off-the-shelf commercial playbooks in driving revenue growth?
Simply put, one size does not fit all, and off-the-shelf doesn’t understand exactly what YOUR business needs. I’ve seen companies adopt commercial playbooks over and over, only to abandon the play months after the very expensive purchase.
What are the primary pitfalls organizations encounter during the execution of MEDDPICC framework strategies?
Being too linear in their approach. I always start the enablement of MEDDPICC with the I. If you begin with Implicate, you underpin all the areas of MEDDPICC. This will set the foundation for a strong MEDDPICC model.
Too often, I see sellers identifying the pain, but then they stop exploring and implicating the pain. The value is never understood by the buyer, and the likelihood of sales success is greatly diminished.
With Artificial Intelligence increasingly integrated into commercial operations, what essential elements of revenue enablement must continue to rely on personal, human direction?
Listening to your sellers and encouraging growth and risk. Reward good behaviours with recognition. We all like to be appreciated and recognized for our efforts.
What key performance indicators most effectively demonstrate that your enablement strategy is successfully transforming sales habits and enhancing deal health?
Looking at the shape of the pipeline as it progresses through the quarter is a great measurement. If you have a pipe that bulges in the middle, then you know where things are getting stuck, and by studying transcripts, you can focus on that area as an opportunity to enhance the conversation.
Looking at lead generation and qualification is a critical area of focus as well. If you start with garbage, then you are shooting yourself in the foot.
Throughout your extensive experience, which fundamental core conviction regarding seller growth and capability building has remained unwavering?
No one single answer here. Leading with an insight gets you in the door and earns your seat at the table. To then do an upfront agreement allows you to own the conversation and ensure all agenda items are addressed and outcomes are clear.
Then, your strong discovery is going to lead to building value for your solution. All of this needs to be underpinned by confidence and a belief that your solution is going to solve the problems your customer is experiencing.
What single strategic adjustment should revenue organizations prioritize to fundamentally transform their current approach to seller enablement?
Stop the off-the-shelf approach. Lean into your teams supporting sales to give you the data you require to measure effective enablement. RevOps are your rock stars in this arena. Always make sure their voices are heard.
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