Quality over Quantity in Sales Enablement
In today's digital age, information is abundant. Nobel Laureate Herbert A. Simon's words ring true: "A wealth of information creates a poverty of attention." As we navigate through an ocean of content, it's easy to get overwhelmed and lose focus. This phenomenon is not only applicable to individuals but also extends to organizations, especially in the realm of sales enablement. The misguided pursuit of quantity over quality can hinder the effectiveness of enablement functions by causing learners to spend so much time in consuming content that they end up zoning out or skipping it entirely.
Dirk von Gehlen's observations on content in his manifesto “Essentially Less” emphasize the societal bias towards quantity noting that the size of a book is often equated with its importance. Similarly, some organizations measure success in their enablement functions based on the sheer volume of content churned out, overlooking the vital importance of its impact on sales teams, managers, and the organization as a whole.
Quality trumps quantity
Early in my enablement career, I encountered an executive who measured success solely on the number of content pieces and sessions we could produce. The pressure to produce more content overshadowed the necessity to create valuable, concise, and relevant materials for sales teams. This approach left little room for thoughtful content curation and meaningful skill development.
Confirmate enablement functions from being mere content farms or firefighters, I began embracing the communication mantra of "Clear, Concise, Comfirm". We must have clear goals and objectives, express what needs to be delivered as concisely as possible, and then confirm what was communicated or trained. Although some teams might boast an impressive number of materials, anecdotal evidence from over a decade in the space, and conversations among dozens of practitioners suggests that a significant portion goes unused.
Enablement tools like Highspot and Seismic, along with data from LMS resources and coaching sessions, provide valuable insights into content usage and its effectiveness. Often, we discover that many resources are gathering digital dust, leading to a significant waste of time and effort. This misalignment can result in duplicated efforts across product, marketing, and sales teams, further undermining overall productivity.
The Importance of Strategic Enablement
Instead of chasing after an illusion of success through countless pieces of content, we must prioritize the quality of materials and the effectiveness of enablement initiatives. This strategic shift will yield greater alignment, reduced misalignment costs, and a stronger connection between marketing and sales. According to G2, neglecting sales enablement leads to a staggering $1 trillion loss each year due to decreased productivity and misaligned marketing efforts.
Enablement should not be a service organization, but rather a strategic function within the company, aligning goals and resources across teams. Enablement-as-a-Service has its place, especially when the function is being outsourced, but internal teams run the risk of duplicating efforts, reducing efficiency, and becoming “firefighters” racing around to take care of everyone’s issues, instead of creating impactful programs that make customer-facing teams excellent in their craft. By focusing on creating useful, easily accessible, and regularly updated materials and training, enablement professionals can ensure content and coaching efforts yield tangible results. This approach will foster sales team development, deal advancement, and a better understanding of customers' needs.
The "more is better" mentality regarding enablement content is a trap that diminishes its potential impact and strategic value within organizations. By refocusing on what truly matters in enablement— quality, accessibility, and effectiveness—we can elevate our functions to the strategic level they deserve. We can prioritize the alignment of goals and resources across teams, create valuable and practical materials, and track the true effectiveness of our initiatives.
