The CX Live! Episode 91: Transforming Sales Teams from Passive Participants to Champions of Your Program with Michael Herren

In this episode, Michael Herren, Director, Global Customer Engagement Program at Illumina, shares strategies to deepen partnerships with sales teams and create strong evangelists. He advises to understand sales structures, motivations and pain points, then prioritize the desired outcomes of the partnership. Whether it’s the guidance you provide, tools you offer or ‘rules-of-engagement’ you define, make working with your team as frictionless as possible. Sales engagement must be earned!HighlightsEmbrace Challenges to Achieve Measurable Successes Define Clear Sales Engagement Outcomes Understand Sales Structure, Motivations and Pain Points 7 Key Sales Engagement Strategies Share Key Tools and Collateral Develop an Effective Communication Plan Define Clear Rules of Engagement Resources7 Engagement Strategies & Rules of Engagement  “The Power of Moments” by Chip & Dan Heath“The Art of Gathering” by Priya ParkerA Bit of Optimism - Simon Sinek A Good Hang - Amy PoehlerGuest Thought LeaderMichael Herren, Director, Global Customer Engagement Program, IlluminaMichael leads a world-class team dedicated to delivering strategic, story-driven experiences that strengthen partnerships and drive business growth.  With over 18 years of experience in the biotechnology, life science, and diagnostics industries, Michael brings a unique combination of technical expertise, operational excellence, and customer engagement strategy to his leadership role.