Tamara Schenk, Research Director at Miller Heiman Group

On Episode 21 of The No Limits Selling Podcast, we have Tamara Schenk (@tamaraschenk), a sales enablement leader, analyst, speaker, and co-author of Sales Enablement – A Master Framework to Engage, Equip, and Empower a World-Class Sales Force. As an analyst, Tamara is research director at CSO Insights, the research division of Miller Heiman Group, where she is focused on global research on all things sales enablement, CX and sales effectiveness.

She enjoyed twenty-five years of experience in sales, business development, and consulting in different industries on an international level. Before becoming an analyst in a research director role in 2014, she had the pleasure to develop sales enablement from an idea to a program and a strategic function at T-Systems, a Deutsche Telekom company where she led the global sales force enablement and transformation team.

Podcast Highlights:

• Situational knowledge is more important to customers
• Less is more, relevant marketing material is essential
• 50% of sales forecasts are fantasy

Contact Tamara:

• LinkedIn
• Blog
• Twitter
• Get My Book

[EDITOR’S NOTE: This podcast is sponsored by No Limits Selling. It is a fun, fast-paced podcast that delivers hard-fought business advice that you can implement today to improve your sales and performance]

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Summary

Introduction and Background of Tamara Schenk

The podcast begins with an introduction of Tamara Schenk, a sales enablement leader and research director at CSO Insights. She has a rich background in sales, business, and technology, having worked in various roles such as a salesperson, sales manager, and sales enablement leader. She has also authored a book titled "Sales Enablement - A Master Framework to Engage, Equip, and Empower a World-Class Sales Force".

The Concept of Sales Enablement

Tamara explains the concept of sales enablement, which she defines as a strategic, collaborative discipline designed to increase predictable sales results by providing consistent, scalable enablement services that allow salespeople and their managers to add value in every customer interaction. She emphasizes the importance of collaboration between all departments in an organization to achieve sales enablement.

The Role of Sales Enablement

Tamara discusses the role of sales enablement in an organization. She explains that sales enablement is not just about training salespeople but involves providing them with all the resources they need to succeed, including content, tools, and technology. She also highlights the importance of aligning the sales process with the customer's path to improve sales effectiveness.

Challenges in Sales Enablement

Tamara talks about the challenges faced in sales enablement. One of the main challenges she mentions is the lack of clarity and understanding of what sales enablement is and what it entails. She also discusses the problem of organizations not aligning their sales process with the customer's path, leading to ineffective sales strategies.

The Importance of Sales Enablement Technology

Tamara highlights the importance of technology in sales enablement. She explains that technology plays a crucial role in providing scalable enablement services. However, she warns against relying solely on technology, stating that it should be used as a means to an end and not an end in itself.

The Future of Sales Enablement

Towards the end of the podcast, Tamara discusses the future of sales enablement. She predicts that sales enablement will become even more critical in the future as the business environment continues to evolve. She also mentions that there will be a greater need for sales enablement professionals who can bridge the gap between strategy and execution.

Conclusion

In this podcast, Tamara Schenk, a seasoned sales enablement leader, provides a comprehensive overview of sales enablement, its role, challenges, and future. She defines sales enablement as a strategic, collaborative discipline aimed at improving sales results by providing salespeople with the necessary resources, including content, tools, and technology. She emphasizes the importance of aligning the sales process with the customer's path and warns against the over-reliance on technology, stating it should be a means to an end. Despite the challenges, such as a lack of clarity about sales enablement, Tamara is optimistic about its future, predicting it will become even more critical as the business environment continues to evolve. She encourages listeners to delve deeper into the concept of sales enablement to bridge the gap between strategy and execution effectively.