SBI Podcast

Joining us for today’s show is Sean Cataldo, a sales effectiveness leader who knows how to enable a sales force to hit the number. Today’s topic is sales enablement. Sean and I leverage the How to Make Your Number in 2018 Workbook to access emerging best practices as a guide for our questions. Access the latest Workbook to review the Sales Enablement phase starting on page 367 of the Sales Strategy section. 

Our guest today is Sean Cataldo, the Senior Director of Global Sales Force Effectiveness at Veritas Technologies. Veritas helps companies manage information to harness the power of that information regardless of whether it lives on-prem, in virtual systems, or in the cloud. Sean will demonstrate how to drive revenue per sales head up and time to productivity for new sales hires down. 

Why this topic? Getting an increase in sales head count is difficult. The expense cops expect all the current sales reps to be at quota before they agree to add any new heads. And when new sales people are hired there is little patience from the executive team members, who want each to generate revenue as quickly as possible. The sales enablement function exists to onboard new sales hires and to drive revenue per sales head up. Neglect sales enablement and forgo adding head count in the future. 

Sean is uniquely qualified to speak on this topic as the sales enablement leader for an enterprise software company. Listen as Sean demonstrates how to drive revenue per sales head up and time to productivity for new sales hires down.

In the first segment of the show, Sean describes the business outcomes that sales enablement is tasked to pursue.  He describes three business objectives for his sales effectiveness team:

The first is we are in fact charged with reducing time to productivity across our entire sales force. That's not just for new hires but also for existing hires and making sure that they are able execute on our new product introduction and go to market plans. The second area is around enabling our sellers and partners to consistently grow a quality pipeline. The third area is helping those sellers accelerate the velocity of that pipeline.  

To accomplish these objectives, Sean shares the strategic areas of focus to increase revenue per sales head: 

There are four strategic areas. The first is onboarding and that ties of course directly back to reducing time to productivity. We indoctrinate our new hires through a very rigorous program. It helps them understand our strategy, our vision, and how to bring value to our costumes. The second area is really ensuring that our existing sales force is able to execute on its go-to-market priorities, whether they're direct sellers, technical sellers, or in our channel. The third area has to do with our focus around sales process and tools, helping to ensure our selling motion is consistent and repeatable. The fourth area is around developing the selling skills that our teams need to be able to execute that process with world-class efficiency.

Listen to the entire podcast to drilled deep as Sean demonstrates how to executive against these areas of focus to accomplish the business outcomes. 

Have expectations gone up and left you wondering if you have the right strategies to support your revenue growth goals? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Sales Strategy against SBI’s emerging best practices to find out if: 

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job 
Direct download: AP1715_Sean_Cataldo-18602_Audio_Final_1.m4a
Category:Sales Strategy -- posted at: 7:53am EST