Improved Processes and Insights Drive Behavior Change
After implementing Highspot, HMH was able to address their challenges through robust content management, contextual guidance, and actionable analytics. For example, Anderson and team began enforcing processes such as setting expiration dates and assigning feedback owners for content, which quickly helped them improve content governance by 16%. “With Highspot’s governance and what we’ve put into place in the structure, now [salespeople are] able to confidently go to a source, find what they need, learn those presentations, practice those demos, and really showcase the solutions effectively,” said Anderson.
With improved access to and use of the most up-to-date sales materials, Anderson and team also began to curate content into customized Sales Plays to begin delivering contextual guidance for specific selling scenarios. “We have two kinds of Plays: those where [sellers] can find what they’re looking for to share with customers, and special in-depth Plays where they’re looking for really program-specific nuts and bolts that are a bit more in the details,” explained Anderson. These Plays have been integral in ensuring HMH sales reps can confidently sell and deliver customized solutions to customers, which has helped to boost rep engagement in enablement programs by 46%.
Additionally, with access to clear data on rep behaviors through Highspot Analytics, Anderson and team have been able to identify best practices that lead to success and correlate those behaviors to business outcomes. “We took a look at the behaviors of all of our salespeople compared to their peers in their Rep Scorecard, and then looked at how they compared across the board,” detailed Anderson. In doing so, the team identified key trends in the behaviors of top performers and have been able to leverage those insights to replicate and reinforce what good looks like across the sales team. “It shows that it’s not just a random result that the sales are higher, it really does correlate. We are going to be sharing that with our sales managers so they can see the importance of them emphasizing the best practices of these top sellers.”