*Editors Note: Live updates from the Sales Hacker Series – Sales Development in San Francisco are brought to you by Betts Recruiting. Betts Recruiting helps companies teams staff and attract talent for all revenue generating roles. Follow us @BettsRecruiting. Slides from the session are embedded below the text.
This session is titled The Importance of Sales Enablement & Operations for an SDR Program by the Vice President of Corporate Sales at Host Analytics, Cory Ayers.
During his 15-plus years of selling technology, Cory has had his hand in selling, managing and directing solutions to help businesses drive their top line sales. His approach is honest, enthusiastic and consultative and the success of his customer is paramount. His drive is fueled by success stories.
His company, Host Analytics, is the leader in cloud-based financial applications for planning, consolidation, reporting and analytics.
Sales enablement is a strategic way of providing invaluable knowledge and skills which ensure a personalized one-on-one customer experience.
Arguably – the first 2 hires after you hire your Head of Sales should be a Sales Ops & Sales Enablement Specialist. If you do not have Sales Ops or Sales enablement hire them NOW. Sales Ops are your “Defense” and Sales Enablement your “Offense” #FootballMetaphors
Sales Ops are the folks who put all of your systems together, provide reporting, and work with finance all in the pursuit to help YOU make money.
Sales Enablement prepares your reps to speak at a high level about your product or service. They create materials and train your SDRs to be able to speak intelligently and sell. At Host Analytics we sell to CFOs. Its hard for a 23 year old SDR to say “They Know” what they’re going through with Analytics.
Give up a sales headcount if you must to get these positions hired, and make sure the team respects them.
Q: How do you compensate sales enablement? How do you compensate for sales ops?
A: Everyone is tied to the number, so we’re all in it together.
Q: What is the most important thing for a new SDR to learn?
A: Learn how to run reports and be analytical. Sales has become more of a science than an art.
Q: Out of the traits you listed what is most important for an SDR?
A: Be PROACTIVE. We love that as Sales Leaders. Stay hungry, ask for a promotion even if you’re no where near being ready for one. Just have the numbers to back it up.
Q: What’s #1 to #2 when it comes to sales enablement or ops?
A: Sales enablement #1, Ops #2. You have to enable people to ramp quickly.