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How do you incorporate customer feedback and insights into sales enablement efforts?

2 Answers
Charles Gryor Derupe
Charles Gryor Derupe
Square Director of Content and Launch Readiness EnablementFebruary 7

This requires a good amount of cross-functional work, especially with your sales leaders. If you have a forum where there are weekly, monthly, or quarterly business reviews, I would request adding sections with a clear format that guides front-line leads to give you can get key insights gathered from the leads on common trends. What were the pain points/key needs/objections/drive to the next steps? This is the most scalable way of finding these out. These will help you to understand the key skills that need to be supported.

Next - tools, tools, tools. These are a bit more manual. I recommend using a call conversation recording tool, a mass outreach tool, and a content management system. 

For call conversation recording, you can ask managers to recommend one "good" call and a "bad" call for your team to listen into. This doesn't give you how to make improvements, but it does give you a direction to create a framework for benchmarks of success. 

For outreach and content tools, take a look at the most engaged content and cadences. In these cases, actions speak louder than words, and you can decipher what good framing and messaging look like to create a framework and benchmarks of success.

This is much easier to facilitate if you have a QA team that can create a scoresheet and report on behavioral changes. However, many teams do not have this function yet, so I would start small and focus on 6-10 calls/emails. Reporting these can really jumpstart more support and cross-functional excitement and surface any research work from your product or marketing teams' research.

837 Views
Grant Glaser
Grant Glaser
Salesforce Director, Sales Leader Excellence CoachJanuary 10

Without feedback, you're building & delivering learning in a vacuum and not setting yourself up for success. To mitigate this:

  • Collect feedback early & often
  • Send a 5 question (or less) survey after a learning module
  • Host a debrief where learners can provide topical feedback in-person (or remotely)
  • Take the feedback & make meaningful changes & tweaks to your training & programs
  • Repeat each time there is a significant change - better, better, never best
774 Views
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