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Lessons Learned from Moderating a Webinar on B2B Sales Enablement

2 min readJune 21, 2016

Last week I had the great pleasure of moderating a webinar focused on surfacing the sales enablement secrets of top-performing companies. The panel featured an amazingly diverse array of B2B leaders from KnowledgeTree and Phreesia.

What do all these companies have in common? In addition to having top-shelf leadership where it counts, they also take sales enablement very seriously. For these companies, sales enablement is everyone’s business, extending from the C-suite to marketing, operations and even IT.

Here were three of my top takeaways.

(Want to experience this webinar on demand? Go here!]

The Importance of Having the Right Sales Content at the Right Time

“Sales reps have to have meaningful conversations. We’re not talking about transactional sellers here that are selling gravel. We are talking about people who need to add real value in their conversations. Content IS the tool. It can be content that you think of typically, like videos and data sheets, but can also be conversational item, data points from your customers, or frequently asked questions. Being able to have situation-appropriate content so that your salespeople can actually add value as part of their conversation is vital.”

Peter Mollins, CMO, KnowledgeTree

The Possibility of Stratifying Communications Channels by Role 

“We emphasize calls for quota-carrying reps, and emails for the sales dev team. Our average SDR is not as experienced and not as well versed in healthcare, and the current state of affairs and pressures facing healthcare organizations, so we arm them with good templates for emails. Since our potential market is finite, for us, potentially burning a bridge with a relatively inexperienced SDR on a call is a risk that we’re not willing to take at this time. So we believe that email can enable us to consistently send out the right message, and when we get responses, then we do a phone call with a quota-carrying rep.”

Will Rideout, VP of Sales, Phreesia