How a leading internet technology company enabled an agile sales team using CommercialTribe
A leading internet technology company that has experienced significant customer and product line growth since launching in 2003. While this growth has made the company very successful, it also means that, when they needed to adjust the product messaging strategy, they needed a solution proven to be effective at managing sales transformations and enabling agile sales teams on a global scale.
Business moves quickly and the brand is constantly updating product offerings, challenging the sales enablement team to effectively roll these updates out across a large, global sales team.
In 2017, they realized that they needed to get their sales organization—from business development to account executive—delivering a more comprehensive solution-based narrative. The vision was to drive a high-quality, consistent message across one of their most popular product lines. The enablement team was tasked with ensuring that the commercial team could deliver the message, while also being agile enough to shift the messaging or the process as market demands shifted.
To accomplish this goal, they needed to align on the product’s end goal and set performance expectations. The enablement team worked closely with sales leadership to align change management and communication around what was important and relevant to the sales team. Using this collaborative relationship, they created a certification methodology that was comprehensive and quite forward-thinking.
Before partnering with CommercialTribe, each sales rep would schedule a one hour 1-on-1 meeting with their manager, during which time they would role play various product and messaging narratives.The frontline manager would then assess the rep’s performance by filling out a Google Form scorecard and send it to enablement. Then, the Sales Readiness Team would work to aggregate the data from all submitted scorecards to analyze participation, performance, and readiness.
While the certification methodology was solid, the absence of a dedicated practice and message certification platform made implementation time-consuming. This was particularly true for busy frontline managers, who could spend as much as 8 to 10 hours in 1-on-1 meetings and scoring for each launch initiative. Enablement also became concerned about the consistency and objectivity of the performance data they received from managers. And, critically, the entire process from content creation to sales certification could take up to three months—far too long for a leader in the fast-moving tech space.
The company’s enablement leaders found the right tool to complement their process and create greater efficiency in CommercialTribe. Using CommercialTribe, the sales and enablement teams have the ability to standardize messaging and certification processes across a global sales team, along with the flexibility to customize the message by role and region—deploying the right message to the right user base at the right time.
The company is now able to quickly drive high-quality, consistent sales messaging in their product line unit through CommercialTribe and are expanding its use into additional business units. The platform provides sales and enablement leaders with the flexibility to launch large, transformative sales changes or make small, yet critical pivots efficiently and effectively. Enablement can set up practice and roleplay activities to help reps perfect the message in a safe environment. Or, to observe a real seller-to-prospect interaction, they can ask reps to simply submit a live-call recording, saving time by allowing them to certify within their normal daily workflow.
“Highlight reels” are also developed using clips from the best pitch submissions to provide clear visibility into what great messaging looks like to all managers and reps. Using their library of highlight reels, customized for different roles, regions, and products, the sales team can easily tap into the organization’s “tribal knowledge” prior to pitching the new message to a real customer or prospect.
Once their team has submitted practice pitches or live-call recordings, sales managers are able to view these interactions in CommercialTribe from anywhere, at anytime. The sales and enablement organizations worked together to create and assessment and scoring system that allows sales managers to score their reps performance and provide detailed, actionable feedback. This system not only saves sales managers hours of time, it also allows them to observe how well reps are able to adjust and pivot in actual conversations. It also helps sales leaders hold managers accountable for making sure their teams can deliver the message.
The company’s sales organization was able to move a robust, yet time-consuming launch process into a platform that streamlines efficiency, accountability and consistency. And the speed at which they can pivot and go-to-market shows it. They can now launch a new message and get everyone in the global sales organization certified in six weeks or less.
Measuring engagement by participation, the enablement and sales organization drives alignment on new messaging to a high standard. Their ability to drive a 90 – 96% participation rate in the new message certification program is more than simply compliance-driven participation. The sales and enablement team works very closely to create custom messaging that is relevant to different sales roles and regions, and to deliver the information in a way that is highly relevant to the team.
Better yet, using CommercialTribe has cut out the need for the 1-on-1 meetings busy sales managers were previously using to certify their reps. They are now able to observe, assess, and certify their reps in 80 minutes, on average, compared to the approximately 80 hours they were dedicating previously. The platform also saves sales reps’ time, as they can use their live calls to certify on messaging within their normal, daily workflow.
Saving a significant amount of time and dramatically reducing time to market has had a significant impact on the company’s sales organization and revenue attainment. They have launched and completed four messaging certifications in just two quarters. This speed to market and agility has contributed to the pilot product unit becoming the company’s fastest growing business unit, surpassing even the company’s flagship product.
CommercialTribe is the standard SaaS platform for developing and coaching sales teams to improve performance. We create an environment to unlock the potential of every rep and manager to get better—every quota carrying year—by intelligently observing reps in multiple selling scenarios, constructively assessing their behavior, and providing managers with with clear coaching paths to close rep development gaps—and improve their coaching skills.