Shifting From Reactive to Proactive
To provide more structured support to empower sales performance, CaptivateIQ established a dedicated enablement function and implemented a unified platform with Highspot. Immediately, the enablement team began putting the foundational frameworks in place to help their sales team, many of whom are tenured, effectively navigate new sales processes. “We’ve got an incredible sales organization,” noted Whisenhunt. “What we’ve really wanted to do is help them learn how to take what they’re already really good at and provide some structure and foundations to uplevel that just a small percent every time.”
To do this, the team took a data-driven approach to understand the key sales behaviors that lead to success and used that to structure its programs in a way that helps sellers adapt best practices to their own personality. “We have years of data around previous sellers and existing sellers within our business that says, ‘here are the best practices that take a deal from start to finish,'” explains Whisenhunt. “We want to help provide the structure that helps sellers act on that––and that comes from our content, the guidance, the training and the resources, and the engagement templates we can provide for sellers to be able to actually deliver and execute,” noted Whisenhunt.
By delivering all of its enablement programs in a unified platform, the team has been able to provide this while balancing flexibility. In particular, Digital Rooms have been a critical component of helping sellers better personalize buyer engagements based on curated templates to provide more value throughout the sales process. In fact, this has helped lead to a 22% increase in buyer engagement.