Sales Enablement

Part
01
of three
Part
01

Sales Enablement Strategy Case Studies: Hospitality

TurnKey Vacation Rentals is a US company in the hospitality industry that has implemented and benefited from sales enablement strategies. TurnKey achieved a 40% increase in deal quantity and a 15% improvement in pipeline generation by implementing sales enablement strategies.


About TurnKey Vacation Rentals

  • TurnKey Vacation Rentals delivers hotel experience using a reliable customer service, cleanliness, and quality within the upscale vacation rentals industry.
  • TurnKey has over 4,000 homes under management in 55 U.S. markets and over 400 employees nationwide.

Describe the company's sales enablement strategy

  • TurnKey Vacation Rentals hired MindTickle, which is a data-driven sales enablement platform.
  • MindTickle records and evaluates sales role-plays to ensure that the reps understand the messaging of the brand.
  • TurnKey uses analytics for both individual and group performance and compliance.
  • They also use flexible curriculum design capabilities to provide an engaging user experience.

How it was structured (e.g. how they shifted to a sales enabled organization)

  • TurnKey's training software couldn't support key content types, such as SCORM packages, and lacked analytics for enablement programs.
  • The abundant sales tech stack created inefficiencies for the sales team while the introduction of the remote sales team made it difficult to ensure sales reps viewed and understood training.

Key outcomes / takeaways / learning

How the staff was trained

  • Over 300 of TurnKey employees are using MindTickle, with the customer success team and the field operation technicians, who install TurnKey's technology in vacation rental homes around the country, being the biggest users of the platform.

Available metrics of success.

  • The MindTickle implementation supported the roll-out of a new sales methodology at TurnKey, which included an improved pitch and a new value framework messaging.
  • TurnKey Vacation Rentals was able to achieve a 40% top-line growth using MindTickle's platform.
  • Within 12 months, TurnKey achieved a 40% increase in deal quantity and a 15% improvement in pipeline generation by field.
  • The benefits Turnkey achieved with MindTickle were immediate as the platform roll-out supported the company’s new sales methodology, which contributed to swift process changes and improved levels of execution in the organization.


Part
02
of three
Part
02

Sales Enablement Strategy Case Studies: Senior Living, Financial Planning

Two examples of companies in the senior living or financial planning industry that have used sales enablement strategies are Sarasota Bay Club, which used Nextiny Marketing to implement its sales enablement strategy, and The Arbor Company, which used the call-tracking solution CallRail and SmartBug to implement its sales enablement strategy. Below is an overview of the findings.

1. The Arbor Company

Structure

  • The Arbor Company understands that it is necessary to communicate via the telephone with its prospects, who prefer to talk to a person instead of filling out a form, if it wants to become an excellent senior living community.
  • The company introduced a call-tracking solution provided by CallRail to boost sales. Afterward, it added HubSpot (this was before SmartBug became relevant).
  • The company uses "call-tracking for sales enablement and building a cohesive customer experience."
  • The Arbor Company uses custom call flows, call transcriptions, and keyword tracking to identify sales calls and redirect them to those who are equipped to handle them.

Outcomes / Takeaways / Learnings

  • With this move, it was possible to measure call volume and determine lead sources, among other things.
  • The company also concentrated on sales training and business development, which are both less traditional use cases.

Staff Training

  • The Arbor Company "set up a tracking number in CallRail that becomes the property’s real phone number, and gets included on business cards, letterhead, online listings, and more."
  • Next, the company built "custom call flows to forward calls to voicemail boxes, individual cell phones, or route calls round-robin-style with the sales team."
  • These steps enabled the company's sales team to remain on top of leads, yet also be "available to prospective residents and their families."

Tools Used

Method of Measuring Success

  • Through its partnership with SmartBug, success was measured through online conversions and phone calls as many people visited its website and called, chatted or filled out the forms.
  • The company measured only qualified leads.

Metrics of Success

  • SmartBug determined that 25% of move-ins were generated by digital channels that started as phone calls, rather than form submissions or chats. This allowed Smartbug and The Arbor Company to attribute more ROI to marketing and get a clearer picture of what was and was not working.

2. Sarasota Bay Club

Structure

  • The Sarasota Bay Club used Nextiny Marketing, a third-party solution, to structure its sales enablement strategy. Nextiny Marketing became an inbound marketing agency.
  • The marketing agency formed a partnership with the sales team to handle the sales enablement strategy.

Outcomes / Takeaways / Learnings

  • The agency implemented the sales enablement strategy to further sophisticate Sarasota Bay Club's close the loop process.
  • The main challenge was to assess whether the community’s ideal customer was online since the demographic groups associated with retirement communities are not presumed to be tech-savvy or have a high interest in technology.
  • The agency initially thought that traditional mediums such as newspaper advertisements and mailers would give the highest return on investment. Data available through HubSpot and other marketing analytics tools, however, shows that this is not the case.

Staff Training

  • The sales team was trained to coordinate their monthly generated reports and send them to the agency so it could monitor the "customers closed" regularly. Additionally, the sales team also sent information on current opportunities so contacts could be marked as opportunities in HubSpot and their journey through the sales funnel could be followed.

Tools Used

Method of Measuring Success

Metrics of Success

Part
03
of three
Part
03

Sales Enablement Charters

Although we were unable to find 3 examples of sales enablement charters in the hospitality, senior living industries or other industries that have both B2C and B2B components, we found that one example of a sales enablement charter for the organization is Oracle's sales enablement chapter.

Oracle's Sales Enablement Charter

  • Oracle's sales enablement charter lays out a scope of what sales enablement should be doing, points out the dependencies, the things that lead into a sales enablement department and then the things that come out of a sales enablement department and who those things go to, and what they might do with them.
  • Additionally, it draws a nice boundary around what sales enablement on the hook for and what they’re not.
  • The purpose of the sales enablement charter for the company is to create a clear line of demarcation between sales enablement and product marketing, sales enablement and sales operations, sales enablement and learning and development, or sales leadership.
  • Oracle's sales enablement strategy established the lines of demarcation, but also understand what the contingencies are, certainly from inputs and outputs, to be able to really drive the results out of an enablement organization.

Additional Insights About Sales Enable Chapter

  • According to The Fourth Annual Sales Enablement Study Summary Report, an organization's sales enablement strategy with a sales enablement business plan (charter) aligned to the business strategy have 19.2% higher win rates.
  • The CSO Insights report found that organizations with a sales enablement charter achieve greater close rates than those that don’t.
  • According to CSO Insights, the organization's sales enablement that follows a formal approach with charter was already small last year with only 13.1% and it’s even smaller this year which is 9.2%.
  • The bigger organization with a formal approach (32.8%) that has not created a charter and gotten it approved by their senior executive sponsors could only improve their win rates by 3.4%.
  • According to the 2019 State of Sales Enablement Report, data showed that organizations with a defined charter and formal approach to sales enablement improved win rates against forecast by almost 12%.
  • The first step to creating a sales enablement charter is to make sure the authors understand the company's direction, talk with your executive leadership team in sales, marketing, operations, they understand where they’re coming from and where they want the company to go.

How to Create a Great Sales Enablement Charter

Audience
  • This is to create clear information on what roles and teams will benefit from your sales enablement efforts.
Mission Statement
  • This helps create a better understanding of the purpose of the sales enablement function and who it serves as well as it also helps inspire and guide the members of the sales enablement team in their day-to-day work.
Scope
  • Laying out what is (and isn’t) in scope will set expectations and avoid unnecessary confusion about your sales enablement team’s areas of responsibility.

Plan for Programmatic Onboarding and Continuous Learning

  • To train including onboarding and continuous learning is necessary to ensure your sales team is always ready to sell.
  • An effective program generally includes a blend of classroom training and self-directed learning.
  • Classroom training is an important way to generate engagement and integrate the new employee into your company’s culture but self-directed learning can be effective in providing role-specific training and reinforcing classroom learning.
Goals and Metrics
  • This is to determine how you will measure success. Regular measurement allows you to continuously improve your sales enablement program.
  • In addition, it helps your organization’s leadership to understand how enablement efforts are contributing to revenue growth.
Executive Sponsor
Plan for Collaboration with Key Teams
  • This is a cross-functional discipline requiring collaboration from a number of different teams across the organization, including sales, marketing, and operations.

Your Research Team Applied The Following Strategy

In order to provide examples of sales enablement charters, we began searching through market reports and industry insights specific to the sales enablement industry. We searched through the Annual Sales Enablement Study Report, CSO Insights, and Sales Enablement PRO. However, we found no information that provides examples of sales enablement charters for hospitality or senior living industries. We then broaden our research criteria to other industries that have both B2C and B2B components. We searched through Salesbenchmarkindex.com and found some helpful information from an interview with Phil Aaronson, director of sales enablement at Oracle. After exhaustive examination, we were able to identify the sales enablement charter of Oracle.

Our first strategy was to search for any pre-compiled information on the example of sales enablement charters for organizations in the hospitality or senior living industries. We searched through Showpad.com, CSO Insights, Millerheimangroup.com, and Salesenablement Pro. However, the information we found was the definition of sales enablement charter, the importance of sales enablement charter and how to create sales enablement charter. We found no examples of sales enablement charters for organizations in the hospitality or senior living industries. We then expanded our research criteria to other industries that have both B2C and B2B components. But the information we found was similar such as how to create sales enablement charter.

Our second strategy was to search for any interviews with executives in the sales enablement department. We focused within organizations in the hospitality or senior living industries and expanded the scope to other industries that have both B2C and B2B components. We searched through Salesbenchmarkindex.com and found an interview with Phil Aaronson, director of sales enablement at Oracle. After exhaustive examination, we were able to identify the sales enablement charter of Oracle. However, the information we found was only limited to one example. Other information we found was some insights of sales enablement charter, statistics of sales enablement charter.

Lastly, we attempted to triangulate the request. We first searched for any organizations that have implemented a sales enablement strategy. We were able to identify few organizations like Sarasota Bay Club, TurnKey Vacation Rentals, TurnKey and The Arbor Company. For example, we searched for each company's sales enablement charters as well as through blog.sarasotabayclub.net, blog.nextinymarketing.com, mindtickle.com. However, the information we found was specific to how each company implements a sales enablement strategy. Other information we found was not related to the best practices of sales enablement charters. We found no information specific to the sales enablement charter.
Sources
Sources

From Part 02
Quotes
  • "Additionally, the Arbor Company makes use of call tracking for sales enablement and building a cohesive customer experience. While new properties are built, leasing staff often work out of temporary preview centers with limited hours of operation and technological capabilities."
Quotes
  • "To help to further sophisticate our closing the loop process, we have also formed a partnership with the sales team within the community. Our team has worked with them to coordinate monthly reports that they generate and send to us so that we can track customers closed on a more regular basis."