How do you take feedback from the sales org and develop new sales content and strategies?

Thanks for the question! There are three ways that we go about this: Focus Groups, Open Requests, and Analytics.

First, I'll mention that all content should point back to your team's goals and objectives. What are you trying to achieve as an organization and business? Who are your target audiences? Will you be focusing on your ICPs or perhaps reinforcing the weakest sales opportunity? Are there any spots in the buying journey that have gaps and need to be addressed? These will ensure the content and strategies are giving you a north star and some hypotheses for the tactics below:

For focus groups, we typically do a quarterly check-in with leads and they will recommend a few folks who are passionate about content. This helps us to get a pulse on what their biggest pain points are and we then diagnose and prescribe content. Typically specific pieces here are more general, like requests for "case studies" - which require more digging. 

For open requests, this is a typical form that our reps can go in and request content throughout the quarter. We send out a blast to the team reminding them, which is typically paired with a survey.

Lastly, for analytics, we take a look at some factors:

• Content searches with no results (what they want but aren't available)
• Content most used but with low engagement (to help us understand what needs to be edited or made more of)
• Look for reps who are using your content the most and the least and go back to focus groups to interview them

Hope these help!

There are many of ways to incorporate feedback into your enablement work. One framework that has served me well is the, 'Successive Approximation Model (SAM)'.

In summary, it's all about:

• Preparation Phase - scope, collect, brainstorm, sketch, & prototype
• Iterative Design Phase - design, build, & develop a working MVP
• Iterative Development Phase - get feedback, prioritize changes, iterate quickly

It's all about building an MVP, getting feedback, and iterating fast. Perfection is the enemy of progress!

During your Q4 working with sales leaders and operations your sales kick off should be the launch pad for your sales content and strategy for the year by supporting the company revenue goals and big bets for that year. What I have found to be very successful by conducting quarterly enablement reviews sales leaders and their direct reports. The framework for these meetings is to review the performance of enablement and allows time to review metrics and showcase data insights from those metrics. What is uncovered in these meetings will help you to develop new sales content and build a mutual strategy with your sales leaders. This is also time to present any new programs you want to get sales leaders buy in from prior to launch.