The 5 Levers Of Revenue Enablement
Ultimately, what is the True Function of Enablement?It is to create the systems and training and terrain for continuous learning and optimisation, in order to:* Maximise Deal-Size
* Maximise Deal-Flow through the pipeline (volume of qualified leads)
* Maximise Deal-VelocityTo do this globally and consistently to ensure not just a WEALTH of customers, but to build
a high-value relationship with each and every customer to ensure maximal LTV (lifetime value).Having worked in GTM for 25 years, and often in the cross-section of sales and marketing, and still very much a keen student of it, a self-perpetuating GTM machine like this has 5 ingredients.Let's see what they are.
Core Ingredient One: Extremely Happy/Successful Customers
We bang on in the sales world about closing a deal, acquiring the next 'net-new logo' but really this is a small portion of a highly successful, enduring business.The key, beyond this, is to ENSURE each client is extremely happy AND SUCCESSFUL as a result of the purchase.Namely, why did they buy? To solve which pain-point? To what degree has it been solved? Have they attained key success metrics? Has your team helped them to achieve that?To what degree have you shifted from vendor to strategic partner through being an extension of the client team?What other pain-points do they have? Other geographies? Departments that ought to be using the solution? Do you have warm 'internal sellers' on the inside that can open doors to other potential buyers including their C-Suite?In short, maximise the value of each client by ensuring they're entirely successful. Many doors will open and they will want to invest more and more in that success over the long term, to the degree you work closely alongside them and maintain that collegiate proximity (and NOT just at the time of renewal! grrr!)
Core Ingredient Two: Happy Customers As Highly-Persuasive Sellers
Once each and every client is enjoying outrageous success because of you, not only will they open INTERNAL doors but EXTERNAL ones too. How many partners do they have? Peers? Competitors? Many of whom will be chomping at the bit to solve the same pain-points and attain those same success metrics.This can be leveraged in multiple ways, including the client running an industry webinar talking about HOW they solved an industry-wide issue using your platform and you can invite your similar ICP prospects.Or your SDR/AE team can LEAD with the success story when approaching your clients' competitors and peers. Leading with "problems, projects and competitors" on a call immediately makes the prospect listen and provides the rich terrain to go deep into Discovery.Or private dinners where you have a selection of senior-level clients and a handful of key prospects at the same table. You may find you can just sit back and wait for the incoming!In short, you can put your happy clients front-and-centre in your GTM motions, which is the precise inverse of what MOST vendors do which is to vaingloriously rave about funding rounds, growth and other aspects that are off-putting to prospects.
Core Ingredient Three: Deep Discovery To Ensure Optimal Solution-Project
Once your prospects have SEEN for themselves that their direct competitors (or key strategic partners, or peers etc) are using your platform to solve a key issue and generate phenomenal success metrics, they will be willing and able to go deep into Discovery with you during the pre-deal process.In doing so you both have the latitude to map the problem-to-be-solved more accurately, what success looks like, and as a result the solution project can be created with more poise and accuracy.Then the onboarding and deployment of the solution project be co-owned by both you and the buyer. An excellent start to a new Client Relationship, where all the success milestones can be mapped and aligned.
Core Ingredient Four: Advanced Closing Techniques
Once the buyer is happy with the scope and definition of what the solution will look like and how it will be rolled-out and deployed, the natural order of events is that they will want to press play in short order.No aggressive closing techniques are needed as the close is intrinsic to them WANTING the deployment.However, in order to ensure the close is smooth and rapid, you can find out (a) what the ideal outcome of the solution is and (b) by when they want that outcome.From there you can reverse-engineer to WHEN you'd need a signature in order to hit those milestones in time.
Core Ingredient Five: Mindset & Psychology
The right mindset and psychology in the sellers and in the sales organisation as a whole (actually I'll go as far as to say the ENTIRE org) is key to maintain long-term outrageous success.The right components are based around:* Being outrageously customer-success-centric, wanting each and every prospect and customer to succeed.This builds the lifeblood of the perpetuating mechanism to attract more and more clients, and to build long-term highly valuable relationships with all of them (including with optimizing the product, building a world-class professional services team etc).* Knowing WHY you want to be successful.It's all very well enjoying the temporary high that comes from closing a deal, and of course it's greatly enjoyable to be part of a highly successful, client-success-centric organisation, but WHY do you want to build high-levels of wealth, personally? What's it for?When you have a deeper reason for wealth-creation (helping your parents, sending your children to a great school etc) then it can give a greater satisfaction and a greater desire to achieve more.* Aligning mindset with your desired outcome.Many humans are limited by their own perception, usually clouded by such inhibitors as fear and doubt. These emotions need to be tended to and cleared out. You need to work with the right person who can help you do that.
Next Steps
Now you need someone to bring all this together, and I am more than happy to do this for you. There's more flesh that needs to be breathed onto the bone of HOW to do the above in an optimal manner .. however this is a very strong framework you can follow.Get in touch below.