Avoiding Sales Enablement Mistakes with Stacey Justice

FiredUp! - The Startup Marketing Podcast

Enablement involves arming go-to-market teams with the resources, tools, and skills they need to be effective in their role and creating the consistency that allows these teams to grow. All businesses need to think about enablement, however, it is critical for startups that never seem to have enough time, people, or money and need to make the most of what they have to work with. Stacey Justice joins us on the podcast today to discuss the importance of enablement in standardizing the sales process for organizational growth and success. This week, episode 38 of the FiredUp! podcast is about Avoiding Sales Enablement Mistakes!

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In this episode of the FiredUp! podcast, Stacey Justice shares the first step of enablement which includes what it is in your business and actionable steps you can take right now to use enablement as a tool to scale your startup in a predictable and repeatable way.

Stacey Justice is the Vice President of go-to-market enablement for Gong, a revenue intelligence platform that captures customer interactions and delivers insights at scale, empowering teams to make informed decisions. Prior to Gong, she led the global enablement teams at Hashi Corp, which was acquired by IBM, and work from which was acquired by Adobe. Over the course of her career, she has held roles in marketing, communication, and sales.

Stacey, Ian, and Nicole discuss:

• Common enablement mistakes include failing to define it, taking a reactive approach, and not aligning it with your business metrics.
• Leadership involvement and alignment is crucial for effective enablement program deployment and implementation.
• Technology, specifically AI is changing the way enablement works and provides opportunities for real-time feedback and improvement.
• Measuring the ROI may include tracking leading indicators, lagging indicators, and rep productivity, requiring collaboration between revenue operations, sales, and enablement teams.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH STACEY JUSTICE:

Gong.io

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CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

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LINKS MENTIONED IN THIS EPISODE:

Enablement at scale: 4 common enablement mistakes—and how to avoid them (Blog)

Grit by Angela Duckworth

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1. Avoiding Sales Enablement Mistakes with Stacey Justice (00:00:00)

2. Enablement is crucial for organizations to grow and be predictable and repeatable in their approach. (00:02:14)

3. Common mistakes made in enablement programs. (00:07:40)

4. Measuring the impact of enablement teams on business metrics. (00:12:58)

5. Enablement needs a seat at the table with leadership to be effective. (00:15:18)

6. Technology's impact on sales enablement, with a focus on AI and Gen Z. (00:20:19)

7. Metrics and strategies to measure the ROI of enablement programs. (00:24:44)

8. Fired Up Five Segment (00:27:45)