Switzerland is a small country in Europe with less than 10 million people. It has become well known for its policy of “neutrality” dating back to the 1500’s. Switzerland maintained is impartial stance through World War I and has taken a more active role since World War II. It simply does not take sides – not in NATO or Wars, and only joined the United Nations in 2002. Simply put, Switzerland does not take sides in areas of conflict.
You might ask, how does this have anything to do with Sales Enablement or growing revenues? Sales Enablement and their role in an organization is often misunderstood. Whether your organization has an in-house department or contracts these services; the central service Sales Enablement provides is neutrality. Sales will always have their perspective on the challenges to grow revenue. Marketing has their vantage point on the best approach to find and grow existing accounts. Sales operations look at the data with different lenses based on the reports and dashboards. Leadership has very specific goals and a playbook that for their shareholders and investors. Operations must deliver on the products and services sales generates and this sometimes conflicts with their priorities and goals.
What should be consistent is that little country called “Switzerland” or otherwise known as “Sales Enablement” to look at each stakeholder’s vantage point and provide recommendations to bridge the gaps and remove barriers. How many times have Sales Operations come to the organization with a list of “Stalled” or “Past Due” reports looking for answers on how to advance deals? While this information is incredibly valuable; unless sales and leadership take measurable action, will it help generate revenue? Many times, these reports are viewed as compliance exercises and dismissed by sales and leadership. Marketing may look at the same information and become frustrated that sales are not executing on their marketing plan.
So, what is the answer to bringing these teams together and growing revenues? It all goes back to Switzerland and utilizing an independent and unbiased individual or group to grow to mobilize the key stakeholders and focus on the end in mind – to win more business!
My challenge to anyone reading this – who is your Switzerland? Do you have an internal team or external consultant like ClientWon to look at all vantage points? Where are the areas of waste or miscommunication keeping marketing, operations, sales, marketing, and leadership from alignment?
Where Sales Enablement Can Engage
- War Room or Strategy Sessions
- Sales Team Meetings
- Individual 1:1’s
- Sales Leader Training
- Marketing Initiatives
- Sales Operations Pipeline/Stalled Deal Reviews
- Sales Methodology adoption
- Win, Gain, and Sustain Account Plans
As long as you truly have a “Switzerland” in your organization (or contract these services out), it doesn’t matter who it is. Having a person or department that is independent and provides candor is essential to moving those deals from an opportunity to closed-won. Contact ClientWon with any questions or to find your new Switzerland.
Written By: Steve Buergey, Founder ClientWon