How do you effectively introduce new product messaging at scale and allow for practice, accountability, and certification? Certify to Fly.
Undergoing a company go-to-market messaging change and a new drive for global sales enablement, Veritas needed to efficiently ensure that a team of 135 instructors could master four new Sales Plays in order to effectively teach them to the sales force during the worldwide sales kick-off held in Orlando, FL. Partnering with CommercialTribe, the Veritas sales enablement team was able to deploy video-based Gold Standard Sales Plays to the instructors, allowing them to practice and certify in advance of the kickoff – as well as gain insights into how well the instructors actually knew the message.
With a new sales enablement focus with the split of Veritas into an independent entity and a firm mandate to create more effective reps, Veritas sales enablement developed a plan to produce video-based Gold Standard Sales Plays to ensure reps could observe “what good looks like.” Instructors were given the videos on an all-hands conference call and were expected to review and learn the message before heading to kickoff, where they were expected to teach the new Sales Plays to the sales force.
There was one problem: resources. With a need to take the new Sales Plays global, Veritas sales enablement was faced with a 2-month deadline for ensuring the 135 instructors were not only trained on the new Sales Plays, but also qualified, effective, and ultimately certified.
The challenge Veritas faced was a silent issue. After the initial webinar training, the team had to uncover how to ensure visibility and accountability into who actually practiced, as well as certified, at the new Veritas standard. Given the diverse geographical locations, the training and certification had to be done locally within the different regions.
“The program worked well, but it could not scale,” expressed Sean Cataldo, Director, Global Sales Enablement at Veritas. “Ramp up times were immense, and it took an entire year to prepare. The return was great, but the intense amount of in-person, unpredictable work made the process less scalable and unmeasurable.”
With 2 months to coordinate and train a global team of 135 instructors, Veritas needed a solution that could scale. In particular, the solution needed to broadcast the new Sales Plays, allow the instructors to practice, and asynchronously coach and certify. CommercialTribe was selected to take the effort global.
Veritas devised the “Certify to Fly” program, where instructors would have to fully, and verifiably, certify on the new Sales Plays before attending WSMC and helping to train the global rep team.
Using the CommercialTribe platform, Veritas Sales Enablement created a Gold Standard scenario for each of the 4 new sales plays, all with relevant PowerPoint presentations, a detailed script, and a best in class video delivering the message.
Each of the 135 sales instructors were assigned a single Sales Play that they were responsible for delivering at the WSMC. During their preparation week, the instructor was able to access the Gold Standard scenario within CommercialTribe, review the delivery and content, and then practice their own delivery of that Sales Play. Once an instructor created a version showing mastery of the material, they were able to submit their session to selected subject matter experts for review, feedback, and certification.
Once certified, instructors were Certified to Fly to WSMC, break off into smaller classroom groups with reps, and confidently deliver the right message into the organization.
Using CommercialTribe helped Veritas achieve four key goals surrounding WSMC:
- Establish Consistency – Ensure that all instructors were actively prepared to deliver a consistent message to the larger sales force
- Ensure Quality – Through the submission processes, the Sales Enablement team was able to assess the quality of the message instructors planned to deliver
- Provide Visibility and Accountability – Sales Enablement was able to track which instructors were actively prepared for the WSMC – and which were not. The platform automatically tracked views, practices, and submissions, as well as time to complete the exercise and certify. Additionally, CommercialTribe provided a video recording of each facilitator’s certification, allowing for a unique window into their proficiency.
- Drive Adoption – By practicing the message in advance of the event, rehearsing, repeating, and recording the right content, instructors arrived more prepared to deliver and teach their peers/colleagues.
115 instructors logged into the system, with 70% submitting their practice sessions. Instructors who logged in viewed the new message 10 times on average before practicing, and practiced messages an average of 8.5 times before submitting for feedback. All training was completed asynchronously, eliminating the need for instructors to coordinate in-person time to practice.
Based on the results, Veritas has introduced CommercialTribe across its global sales team, helping ensure that every rep can see and hear the new message, practice the content as many times as they need to get it right and certify – before taking it to the marketplace.
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- CommercialTribe designed a sales kickoff solution for Veritas’ global team
- Over 70% of the team practiced
- Instructors practiced 8.5 times on average
- Veritas established consistency, quality, visibility, and adoption in their enablement program
“CommercialTribe for us is the cornerstone of the next generation of our enablement program. It’s one of the core elements that we’re going to rely on to take this into the future. CommercialTribe allows us to make messages available where and when sales needs them, and enable sales to watch and practice in an efficient way and critique themselves. They helped us pilot and scale out a new enablement initiative that we are now rolling out to our global team.”
– Sean Cataldo
Director, Global Sales Enablement