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I’m Roderick Jefferson, CEO of Roderick Jefferson & Associates, Ask Me Anything!

Hi Everyone! I'll be answering your questions around:

  • Sales Enablement strategy
  • Execution implementation &
  • Metrics

for an hour on Wednesday, July 1st at 1pm ET/10am PT.

I'm happy to answer any questions - whether related to my 20 years designing & scaling small and large programs at Marketo, Oracle, Salesforce.com, Paypal & others.

Maybe it's around tips, failures & best practices seen in my Corporate and consulting work? If that doesn't cover your questions, I'l answer anything that you'd like to know. I'm passionate about creating incredible workplaces and cultures, as well as all things Sales Enablement.

You can learn about me, my company, service offerings, blogs, podcasts & industry awards at roderickjefferson.com or on YouTube at Roderick Jefferson & Associates. Looking forward to connecting deeper with you Wednesday.

What questions do you have for me? Ask them below!

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    • Profile picture of Lisa Bauer
      @lisamarie
      ( 270 POINTS )
      1 month, 1 week ago

      How do you figure out how many leads/deals a rep should be able to handle and when you need to add additional reps and or utilize SDRs as part of your sales team? Thank you

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Unfortunately, as a sales enablement practitioner, this is outside of my scope of expertise.

    • Profile picture of Gretchen Lohman
      @glohman
      ( 250 POINTS )
      1 month ago

      Hi Roderick,

      I’m interested in learning more about best practices around customer-facing teams using a freemium model. In your experience, what does that look like? Do you still recommend SDRs, AEs and CSMs?

      Thank you,
      Gretchen

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        I’ve seen it extremely successful in smaller companies as a an opportunity to “kick the tires” value driver & validation of their offering(s). I’ve also seen it as sales cycle accelerator for companies with a transactional, volume velocity sales model because once the freemium period is over, it’s a seamless transition into a paid model.

    • Profile picture of Colin Campbell
      @colin-campbell
      ( 3k POINTS )
      1 month ago

      Hey @rj!

      Thanks for doing this. Since you’ve worked with that super impressive roster of big sales orgs, I’ve always wanted to ask you about it.

      Can you tell when you engage with a team for the first time if they’ll be more/less successful at evolving their sales enablement practice? If so, what are the signals?

      I guess I’m wondering about attitudes and culture specifically. What behaviors/practices/beliefs are held by more successfully enabled organizations vs those that struggle?

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Thanks for the kind words & validation! First engagement with a sales team comes down to a few things: What’s are the corporate success metrics & KPIs? Here are some signals that will lead to success or failure of an enablement team. What is the “role” of enablement in the organization (Revenue/business Partner or “fixers of broken things”? Are the 1st & 2nd line managers engaged in and modeling the enablement activities? Is enablement engrained in the company culture or an after thought?

        There are also a few other things that I’ve seen lead to success for enablement: Involving then in the interview cycle, true collaboration across ALL lines of business. Finally, ensuring every member of the enablement team has carried a bag prior to the role.. Enormous amount of empathy & credibility in this piece. Hope this answers your question!

    • Profile picture of Marcus Cauchi
      @the_inquisitor
      ( 390 POINTS )
      1 month ago

      I am gutted as I have another call that clashes Roderick. Let me know if you plan to run others in the future, please

      • Profile picture of marygreencny
        @marygreencny
        ( 3.1k POINTS )
        1 month ago

        You can just leave a question and he will answer as he has time.

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Sorry that you missed it…. Hopefully you’ll come back to find answers to some of your questions!

    • Profile picture of marygreencny
      @marygreencny
      ( 3.1k POINTS )
      1 month ago

      Hi @rj I love metrics and going through data to understand what is happening in any activity. Specifically for sales, what have you discovered through looking at data that’s led you to a breakthrough in how you approach sales?

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        GREAT question! Metrics are all about where the company is in their maturation cycle & what is important to the leadership team & the board. In general, I believe that there are 2 types of metrics for sales from a sales enablement perspective. 1 that we influence:
        AEs-
        * Accreditation Completion %
        * Average Deal size
        * Collateral Use & Frequency
        * New Pipeline Created
        * Number of Closed Deals (Annually)
        * Product mix by segment (Cross Sell Rate)
        * Quota Attainment % (Quarter over Quarter)
        * Quota Attainment % (Annual)
        * Time to Revenue (1st Close)
        * Win Rate %
        ADRs/BDRS & SDRs-
        * Accreditation/Certification Completion %
        * Outbound Activities leading to number of SQOs
        * Daily/Weekly/Monthly Goals (Meetings, SQLs, etc.)
        2. Enablement Owned & Driven
        * Accreditation/Certification Passing Marks
        * Bi-Annual Needs Analysis
        * Program Based Surveys
        * Usage Stats (Learning Management System & Content
        * Management System)
        * eLearning Statistics

    • Profile picture of jakebernstein21
      @jakebernstein21
      ( 1.2k POINTS )
      1 month ago

      How do you take your sales team/org from a culture-driven organization to a metrics- or performance-driven organization? Imagine that may vary based on company stage, existing/prospective predictability of sales process and performance and leadership, but curious to hear your take!

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        This is the age old “chicken vs egg” question in the sales enablement space. It comes down to deep internal assessment to understand where the company is, where they’re going & the “why” not just the how/what! Enablement has to be woven into the fabric of the company from the top down. We can’t be viewed as a cost center, sales servant or the “fixers of broken things”. Understand the metrics & WHY this is important to your prospects & customers NOT just internal needs and growth!

        • Profile picture of jakebernstein21
          @jakebernstein21
          ( 1.2k POINTS )
          1 month ago

          Great advice, thanks!

    • Profile picture of Joe Latchaw
      @jlatchaw85
      ( 1.5k POINTS )
      1 month ago

      What tools do you use the most when enabling i.e. PowerPoint, Learning Platforms, etc.?

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Sales Enablement (.PPT, Learning Management, Annual Enablement calendars, Content Management, mobile learning tools, leadership coaching, etc.) tools to me are like college & college.. Meaning they’re a great institution but not all are meant for everyone! It has to be a blended learning approach based upon the needs of your learners/sellers. It’s about getting the right tools to the right roles at the right time to have the right conversations with the right buyers.

    • Profile picture of Samantha Hembree
      @samantha_hembree
      ( 880 POINTS )
      1 month ago

      Hi Roderick! Thank you for your time today!

      I’ve read on your blog that a young professional should learn the difference between a mentor & a sponsor. “A mentor speaks about you, a sponsor speaks for you.” I’m curious to understand this better.

      What is the purpose of a sponsor and how do you find one?

      Thank you again!

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Fantastic question. A mentor is someone that “speaks about” you, meaning pushing your resume forward, intros to the right people/hiring managers, etc. YOU find those!

        A sponsor is someone that “speaks for you”. Puts you in a position or role that you may not be prepared for yet, but, bets the farm on getting you prepared. Opens networking doors where you didn’t even realize that was a building there. THEY find you! Hope that this sheds some light of clarity.

        • Profile picture of Samantha Hembree
          @samantha_hembree
          ( 880 POINTS )
          1 month ago

          Thank you for your answer, @rj! The concept of sponsorship is new to me, and your answer does bring clarity!

          I imagine sponsorship becomes even more helpful for people who are further along in their careers, and/or when there are fewer job opportunities. They would greatly benefit from an advocate!

          • Profile picture of Roderick Jefferson
            @rj
            ( 750 POINTS )
            1 month ago

            Absolutely.. As Sr. Execs we generally take on a sponsorship role for 2 reasons.

            1. We see alot of ourselves in an individual that simply needs some “rough edges smoothed off”
            2. We see someone at a give age/career stage soooo far ahead of where we were that we’d be remiss not to open doors

            “Your net worth is determined by your network”!

            • Profile picture of Samantha Hembree
              @samantha_hembree
              ( 880 POINTS )
              1 month ago

              I love that. Thank you for sharing your insight into this. I’m enjoying reading all the other awesome discussions here too. I’ve learned a lot. Thank you!

    • Profile picture of Maggie Reese
      @maggiereese
      ( 260 POINTS )
      1 month ago

      Hi @rj!

      Thanks for doing this! You mentioned your passion for creating incredible workplaces and culture and I’m sure in your twenty+ year career you’ve seen a a major shift in companies prioritizing this for their employees. I’m curious how you would approach this moment in the world to make the most impact on company culture with the majority of America’s workforce still working from home? On the flip side how can employees still contribute to company culture, virtually?

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        You’re very welcome… It’s my pleasure & honor! The ways that I’ve seen companies shift in prioritizing their employees is one of the biggest (good & bad) things that I’ve seen over the past 20+ years! I think that we’re in a moment that will redefine how we approach & articulate culture. It’s now incumbent upon companies to build an inclusive culture “at a distance” that still feels genuine to the employe & in the employees eyes. It begins with the visuals (more than the words sometimes) on the website. Do I see people that look like me? Does their social presence match what current & former employees are sharing? Will the company be a cultural fit for me, not just me for them? The days of true cohorts has changed & now the employee all have to find a new way to make connections, not just “connect”. The ownership of one’s career path has never meant more than it does today. Culture is not what a company says it is.. It’s what the employees tell their friends, family & social networks that it is!

        • Profile picture of Maggie Reese
          @maggiereese
          ( 260 POINTS )
          1 month ago

          Love it. I’m going to be marinating on those last two lines for a while. Really appreciate you taking the time for such a thoughtful response!

          • Profile picture of Roderick Jefferson
            @rj
            ( 750 POINTS )
            1 month ago

            Glad that I could help!

    • Profile picture of Roderick Jefferson
      @rj
      ( 750 POINTS )
      1 month ago

      Hi Everyone.. LOVING the questions… Now is the chance to ask all things “sales enablement” & “culture driven” that you’ve been thinking… Let’s keep this party rolling!

    • Profile picture of Macky Bradley
      @mackybradley
      ( 5k POINTS )
      1 month ago

      Hi @rj Roderick Jefferson,
      It is a pleasure to meet you sir.
      I was wondering if I might ask you:
      Do you think most people that are in Sales Enablement come from a Sales Background, or is it the other way around? I have a background that is deep in Sales and Sales Processes and also management, and have been trying to figure out if Sales Enablement would be a fit for me.
      What are some key qualities that are needed to be in Enablement versus Sales?
      Thank you and again, welcome to SalesHacker!

      Take care!

      Macky

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        My absolute pleasure! I stated as a BDR… moved to AE & chose to go into Sale Enablement as a passion! My philosophy is that I rarely hired anyone that didn’t have a sales background. It adds an enormous about of empathy & credibility to say, “I’ve walked in your shoes, so I know EXACTLY what it’s like to land whales, drop a deal at the 13th hour, stress waiting to the Docusign contract, etc.” As my teams expand, then I start to look for more process driven people for roles… We need to keep the sales “ADHD” mindset in check too ya know? lol

        • Profile picture of Macky Bradley
          @mackybradley
          ( 5k POINTS )
          1 month ago

          Yes ! Thank you @rj I know personally I have had some people in the Sales Enablement position that instituted policies and things in the TechStack that indicated very clearly they had never actually maintained a sales role.
          I love to teach so I have the Sales Experience, I may try Sales Enablement one day.
          Thank you!
          Macky

          • Profile picture of Roderick Jefferson
            @rj
            ( 750 POINTS )
            1 month ago

            Best of luck… It’s an enormous amount of fun & sooooooo fulfilling when done correctly & for the right reasons!

    • Profile picture of Cameron Hembree
      @cameron_hembree
      ( 270 POINTS )
      1 month ago

      Hi @rj! I have a question about workplace culture. 

      To accelerate the onboarding ramp of new sales hires, how do you set up peer mentors/coaches? How do you turn top performers into “player as the coach?”

      Have you seen that this is something that often happens naturally, or no?

      Thank you for sharing with the community today!

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Great question… Unfortunately it doesn’t happen enough. No, it’s not naturally done, because this should begin in the talent assessment & acquisition phase. Not once a seller is hired.

        To accelerate, it’s all about having structure that will create repeatable & scalable onboarding experience.. Not just learning what’s in 1 person’s head or experience. Set-up specific goals, tasks, & deliverable to be shared/modeled between the hiring manager, mentor & new hire. Here’s the critical part, understand & never waiver from “what’s in it” for the mentor. Could be upward mobility, resume booster, financial, etc. Just don’t assume that it’s the same for everyone!

    • Profile picture of Graeme Gilovitz
      @aussieg
      ( 1.5k POINTS )
      1 month ago

      Hey Roderick

      thanks for joining the community.

      Given COVID what are the new metrics for outbound vs inbound per 1000 leads to SAL in B2B
      or a better way – how has COVID increased or decreased industry numbers

      • Profile picture of Roderick Jefferson
        @rj
        ( 750 POINTS )
        1 month ago

        Great question. I think that COVID has had a dramatic impact on SAL in B2B for a number of reasons. 1. Sales cycles are tougher, longer 2. Prospects have more time & opportunity to research 3. More eyes from the VP/Executives ranks because they’re more accessible. Industry numbers vary depending upon service offerings, company maturity, consistent messaging, & a host of other things.. NOTHING is always!

        • Profile picture of Graeme Gilovitz
          @aussieg
          ( 1.5k POINTS )
          1 month ago

          How bad had it affected it? If 10 SALs was the target for outbound, should it be 8 or even 6?

    • Profile picture of Roderick Jefferson
      @rj
      ( 750 POINTS )
      1 month ago

      HUGE thank you to Sales Hacker, Inc. & Mary Green for the opportunity today… I’ve really enjoyed the conversation!
      I hope that you found my info useful & usable!
      If you’d like to learn more follow us on IG (roderick_j_associates), twitter (@Thevoiceofrod or Linked (/company/roderick-jefferson-associates)

    • Profile picture of Harmony Anderson
      @hhanderson
      ( 350 POINTS )
      1 month ago

      Hi Roderick!

      Do you have any best practices for content governance when it comes to enablement? It’s common to have sales ops/enablement, product marketing, sales managers, demand gen all training and enabling sales in some capacity and making sure there is consistent messaging and documentation is difficult!

      Thanks!

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