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