Scott Santucci

Stealing Ideas from Baseball to Change the Game of Sales Enablement

I’ve been covering the sales enablement space here at Forrester for six years.  While the concept is certainly more common than it was “back in the day”, I’m not really sure we as a community have a lot of clarity about how to get...

When Three’s a Crowd: Navigating an Agreement Network is Key to Sales Success...

In most cases, the answers to life’s more complex questions have really simple answers.  In today’s selling environment it’s often hard to determine who exactly is  “the buyer.”   Your sales people are given a lot of inputs: Your executive leadership want them calling on “business...

Conversations are the Fuel for the 21st Century Selling System

Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from one fire drill to the next, one meeting to another? We are in the middle of a major transformation in the...

Sales Enablement and the CEO: Partners to Drive Growth in the Age of...

There sure are a lot of often quoted factoids / observations about the state of affairs among sales forces.  We are hearing and reading how: Fewer sales people are hitting quota Buyers are much more knowledgeable  before they meet with sales people Improving the volume…

Closing the Divide between Sellers and Executive-Level Buyers – A PLEA!

I hate to admit it, but I need to quote a line from the movie “Beaches”.   In the attached clip (its only 4 seconds) CC Bloom, the self-absorbed actress played by Bette Midler, utters a fantastically relevant quote for today’s sales and marketing professionals.  “But...

CEO lens on the revenue performance problem – Psst

Three years ago, we asked our CEO, George Colony, to interview other CEO's about their opinions of their sales force. One of those questions he asked was "are you satisfied that your sales force is getting your company to its strategic objectives?" What...

Bending the Sales Productivity Curve in the Right Direction – Examples in our “cross...

During my keynote presentation, I will talk about new ways to bend the sales productivity curve and take a more strategic view of sales enablement – as always, the goal is to focus on bridging the gap between strategy and execution. One of those...

Getting Zen about Sales Enablement

When you put the word "sales" and "enablement" together – it sure can mean a lot of different things – to a lot of different people. As the Research Director on Forrester's Sales Enablement team – it's a problem I see every day. What's...

Q&A with Tamara Schenk, Vice President of Sales Enablement – TSystems

Many of our clients are building named account or strategic customer programs in order to drive more revenue from their existing customers. Unfortunately, few are even close to realizing their expected results. Understanding the challenges associated with cross-selling within large account...

Q&A With Daniel West, Vice President Informatica Academy and Enablement at Informatica

Many people who set out on the quest to evolve from being the steward of broken things to a more strategic role of a sales enablement leader often ask me "what should our bill of materials look like" or "what kinds of deliverables should...

Q&A with Carol Sustala, Sr Director, Global Sales Enablement at Symantec

The sales enablement profession is evolving from stewards of "broken things" into a more strategic function that helps CEO's bridge the gap between the business strategy and field execution. Our upcoming Sales Enablement Forum is dedicated to these emerging H.E.R.O's and sharing the...

Effective Sales Enablement Depends On Your Definition Of “Sales”

During the first week of June, we had one of our quarterly Sales Enablement Leadership Council meetings in Barcelona, Spain. (A leadership council is comprised of executives from leading companies who work with us to set the direction for the near-term and long-term role...

Effective Sales Enablement Depends On Your Defintion of “Sales”

During the first week of June, we had one of our quarterly Sales Enablement Leadership Council meetings in Barcelona, Spain. (A leadership council is comprised of executives from leading companies who work with us to set the direction for the near-term and long-term role...

Is Your Sales Force Really That Dumb… or Are They Just Misundersood?

Ah, that pesky sales force.  Why don’t they: Follow the selling methodology you’ve developed with much expense, and rolled out with great sweat. Call on more senior level buyer, for goodness sake – don’t they realize those are the people with adult money and fat wallets?…

Sales Enablement Is Strategic and Cross-Functional, so Says Panel

On August 27th, Forrester hosted the first Sales Enablement roundtable in the industry focused on addressing challenges related to profitable growth objectices for large enterprise technology companies. Assembling a balanced group of sales and marketing executives, through one lens the session could have been...

Sales Enablement or the Rise of C-Rate Consultants?

Technology companies are under pressure to accelerate growth and improve margins. However, the enterprise accounts these vendors sell into are increasingly viewing their offerings as commodities. Most enterprise technology vendors are feeling these pressures and in a response to the colliding tectonic forces...

Manufacture Customer Insight: Industrial Revolution Principles for Today’s Information Age

The industrial revolution happened over a period of about 200 years starting in the mid-1700's and lasting to the mid-1900's. The core pattern of this period was the application of mechanical methods to meet the needs of the many in a more scalable,...

Consultative Selling May Lead to Fewer Sales and Unhappy Customers

Knowing they need their front line sales force to develop relationships with executives to gain access to bigger budgets and differentiate themselves from the 5 other players who can do similar things, many B2B companies are retooling their sales and marketing organizations to be...

What Do You Say When the CEO Asks, “What Did I Get for My...

When your CEO asks, "Why haven't we realized the sales performance boosts we expected when we (insert investment of your choice) ...implemented our SFA system? ...trained our sales organization? ...launched our sales portal?" How will you respond? If you (and the CEO) thought that investment…

A “Pattoned” Formula for Executing a Customer-Centric Business Strategy

General George Patton's unparalleled ability to execute in WWII sometimes gets overshadowed by his colorful (and stupid) public relations. Because of his quick strike abilities, the Axis leaders feared him more than any other Allied general. What made him truly unique, and...

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