Episode 77: Sales Enablement - Cory Bray and Hilmon Sorey

There are a lot of definitions of sales enablement. What is it? How do we do it? Why does it matter? Having a process and mindset that extends across an entire organization can help enable salespeople to be successful. Still, it would help to have a clear plan and goal to get the most impact out of the enablement process.

Today, I have two guests Cory Bray and Hilmon Sorey.  Cory and Hilmon just happen to know a little bit about sales enablement. They are the authors of The Sales Enablement Playbook and they run ClozeLoop a sales enablement platform. They are based in San Francisco, and this is a fun and lively episode with two guests diving into the topic of sales enablement.

Episode Highlights:

• Cory and Hilmon share their definition of sales enablement and focusing on the prospect.
• How there isn’t a one thing silver bullet type solution to sales enablement.
• Every department needs to contribute to sales enablement.
• Having a mindset based on customer engagement where every team contributes.
• Having the customer conversation at the center of the bullseye. Then as the concentric circles move out there are other team members contributing.
• Understanding your messaging and how it relates to buyer personas.  
• Pain points and features and how they relate to customer stories.
• Issues with a disconnect between marketing and sales. Creating micro content for the salespeople.
• The three types of sales conversations: lone wolf, scripting, or finding the sweet spot of the entire team's effort.
• Creating a playbook that allows a natural feedback loop.
• Knowledge management is about the conversations.

Resources:

• ClozeLoop
• The Sales Enablement Playbook
• Cory Bray on LinkedIn
• Hilmon Sorey on LinkedIn