Problem: Sales Enablement has a Budget

The difference between The Meg & Sharknado is a $127M budget.

In 2021, Gong raised $250M. Insane.

At the same time, competitors in that same space raised $18M (Winn.ai), $17M (Sybil), $16.5M (Jiminny), $5M (Pickle), etc.

The difference between Gong & anyone else in the space is a staggering $193.5M.

While most of us could only dream of a Sales Enablement function, we quite literally couldn’t afford one.

Similarly, Sharknado couldn’t afford Jason Statham or even Statham look-alike, Woody Harrelson.

So… how do you become a Sales Enablement machine without the budget?

Show-n-Tell time:

6 Sales Enablement tool types Market Leaders use that you likely don’t:

• Mutual Action Plans - Trumpet, Aligned, Accord

• Account Targeting - 6sense, Demandbase, Cognism

• Territory Targeting - Anaplan, Oracle, terrAlign

• Demo Experience - Qwilr, Cogna, Demodesk

• Content Management - Highspot, Seismic

• Partnerships - Allbound, Reveal, Impartner

You could probably snag a few of these on the lower end of the budget, but ultimately, enablement is up to you.

Solution: BYOE - Be Your Own Enablement

There are a few areas that will be more impactful than others. Making it easier to enable yourself & others on your team that ‘get it’:

1. Customer References

   Get your team involved here & have them contribute to this list. Check out our newsletter last week for a quick refresh on this.

2. Team Wins & Losses Slack Channel

   The whole purpose of Sales Enablement is to get information to the entire team.

3. Documentation

   Stop learning things more than once. If you learn something today, write it down & put it in the vault.

Insights & Additional Thoughts

Thought #1 - In some cases, you may be winning 4-10 deals a year. That’s not a big customer reference list to work off of. Also, if you don’t work within a territory, then your accounts are all over the place. Occasionally, you can find a prospect & a customer that are next-door neighbors.

Thought #2 - Get your team sharing information. If someone books a meeting from an email, have them share the email. If someone's prospect goes cold mid-deal & they get them re-engaged, have them share how. If you can’t get something multi-threaded & want some advice, start here. This is where real strategy can be deployed.

Thought #3 - Staying organized & structured will be the best way to claim success. There is proven power in having a journal, all I’m saying is a ‘Sales Journal’ is not the worst idea you’ll hear about this week.