We’ve watched hundreds of B2B organizations succeed as well as fail at Sales Transformation. Sales Transformation cannot happen in organizations where leaders underestimate the level of change required or underinvest in Sales. Here’s our Top 10 list of how to get change management with Sales Enablement right:
Ensure absolute clarity on why the change matters to the organization and why it matters to the individual.
Establish executive sponsorship. No single factor is more critical than the head of the sales organization casting the vision and mandating the change.
Explain the nature of the transformation & expectations for each salesperson through 1-1 sit downs with managers.
Take the mystery out of how a salesperson or manager will implement the new strategy by providing the right materials. Example content and tools: new sales messages, new talk tracks, new disciplines, new tools, etc. packaged as a guide or sales playbook.
Establish what will be measured, who will measure it, when it will be reported, and how it will be reported at the highest levels in the organization.
Equip sales through experiential workshops focused on how to make the change with sales managers leading table discussions and exercises throughout the session.
Encourage the team by sharing success and insights broadly across the organization through every medium available.
Maintain energy and focus for 24 months. Hit pause at 12 months to evaluate progress and revisit each of these success factors in developing the year 2 plan.
A lot of companies place big bets on sales strategies that can’t fail. Smart leadership teams consistently get the ‘what,’ but they miss the ‘how.’ DSG has found that there are four main areas to focus on: strategy, messaging, process, and leadership.