Good Selling Radio in association with SalesFitness Group

Measuring the impact of training & learning – A quick overview

There are two things to say about measuring the impact of training and learning.

It’s difficult, and it's really important.

 

Listen in as Richard Higham talks for 90 seconds on why it matters and what and how to measure the link between training and payback.

Communications led sales enablement - ep 11 - Making it happen

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe.

Key takeaways:

• How to make all this happen
• Focus on data collection during digital marketing campaigns. The data collected can be used to understand user engagement, content, and messaging, and to test language and behaviour.
• Focus on communicating with first-line managers who will then coach their people.
• Keep integrating corporate communications, marketing and sales.

 

Communications led sales enablement - ep 10 - Agreeing the end goal

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The goal is to work in a more joined-up way, integrating sales, marketing, and communications.
• The end commercial goal should be clear, focusing on customer lifetime value, not just a one-off transactional sale.
• Customer lifetime value is about volume, value, margin times longevity, and is increasingly seen as a driver of corporate value.

Communications led sales enablement - ep 9 - A continuing conversation

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need for continuity of brand experience is highlighted, especially in organisations leveraging their sustainability story and corporate purpose.
• The importance of a meaningful, relevant, and continuous conversation into sales is emphasized.
• The use of personalised content is highlighted, especially in the early stages of the customer journey.

Communication led sales enablement - ep 8 - The trust vacuum

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• Trust is essential in enabling sales, especially in business-to-business buying behaviours.
• Trust is earned and can be leveraged through corporate reputation to foster a deeper connection with the target customer.
• Salespeople play a significant role in leveraging corporate reputation.

Communications led sales enablement - ep 7 - The trust equation

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The three elements driving trust are credibility, reliability, and intimacy, divided by self-orientation.
• The importance of corporate intimacy is highlighted, creating a sense of connection between the parties.
• If customers feel the organisation has their interests at heart, they will continue to buy.

Communications led sales enablement - ep 6 - Stories not pitches

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need for sales teams to rethink their language and use tools that have traditionally been the domain of  influence and reputation management.
• The importance of understanding that prospects value the conversation point and the story at the point of sale.
• The role of the seller or relationship manager to ensure the right story is being fed to their contacts in the right way.

Communications led sales enablement - ep 5 - The relationship with communication and sales

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• Historically, there has been a dissonance between communications and sales, with marketing often claiming it's the marketing that's delivering the right content and creating qualifying leads and sales saying its not their fault!
• The emergence of the Chief Revenue Officer (CRO) role is seen as a solution to this dissonance.
• The role of the CRO is seen as a way to integrate processes that can sometimes be a turf war that doesn't serve the company well.

Communications led sales enablement - ep 4 - Customer journey and collaboration

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need to influence behaviour earlier in the customer journey, focusing on the zero moment of truth.
• The salesperson's role extends throughout the buying cycle, influencing the buying group's view of the selling organisation.
• Businesses are recognising the need to combine communication skills with data-driven insights.

Communications led sales enablement - ep 3 - Growing and keeping existing customers

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The focus is on how businesses engage with customers and potential customers.
• The importance of managing churn is highlighted, not just for gaining new customers but also for growing and  retaining existing ones.
• Salespeople are not getting the time they would like to have with the buying group, with 83% of buying time spent on non-traditional activities.
• The need to manage this fragmented process is highlighted.