What to Look for in a Sales Enablement Manager

In this episode of Elle TV, Kyle Rocky sits down with Daniel Heybear, the Director of Sales at Proposed Affine, to delve deeper into the world of sales enablement. 

So, your organization has recognized the importance of sales enablement and is ready to take the next step by hiring the right talent. But who exactly should you be looking for? The answer isn't one-size-fits-all; it depends on your unique circumstances and bottlenecks.

Identify Your Bottlenecks

The first step in determining the ideal candidate for your sales enablement role is to identify your bottlenecks. What challenges is your sales team facing? Do you require more content, a streamlined onboarding process, or better coaching? The nature of your bottleneck will significantly influence the skills and background you should seek.

Sales Enablement Skill Sets:

• Content-Driven: If your sales team is starving for content to support their efforts, consider hiring someone with a marketing background. They can create compelling content and bridge the gap between marketing and sales.
• Onboarding Expert: In cases where you need to onboard a large number of salespeople quickly, look for candidates with a background in learning and development or HR. They excel at building curriculums and training materials.
• Complex Sales: For organizations dealing with complex products or services, recruiting someone with strong sales management experience can be the key. They understand the intricacies of the sales process and can offer invaluable coaching.

Tailoring the Role to Your Organization

The maturity of your sales team and the complexity of your business play significant roles in defining the sales enablement role. Are you a smaller organization where the VP of Sales doubles as the head of enablement, or are you a larger corporation with dedicated enablement professionals?

Sales Enablement as a Product Manager

Think of the sales enablement role as akin to a product manager within a software company. However, unlike DevOps, sales operations, and sales enablement are distinct roles. The skill sets needed for each can vary dramatically based on your organization's needs.

The Coach vs. Manager Dilemma

A common challenge organizations face is the blurred line between coaching and management. Sales managers are expected to improve their team's performance, but not all possess effective coaching skills. This is where dedicated coaching within sales enablement becomes crucial.

Coaching Expertise:

• Coaching Background: Hiring someone with a coaching background can be a game-changer. They excel at guiding reps through self-discovery and improving their skills.
• Coaching for Coaches: Even experienced sales managers may need coaching on how to coach effectively. Sales enablement can bridge this gap by providing specialized coaching training.

The Ideal Sales Enablement Unicorn

While finding the perfect sales enablement candidate who excels in all areas is a challenge, there are some qualities to look for:

• Go-to-Market Expertise: A candidate with experience in go-to-market strategy, possibly in product marketing or product management, can provide a well-rounded perspective.
• Sales Process Acumen: Even if they don't come from a pure sales background, a deep understanding of the sales process, operations, and metrics is essential.

Sales Enablement Across Industries

Sales enablement isn't limited to software as a service or product companies. It's a role that can thrive in various industries, including IT firms, consulting firms, and even commercial real estate.

The sales enablement role is a response to the evolving complexities of B2B sales. It bridges gaps between departments and helps organizations overcome bottlenecks. Whether you need a content creator, an onboarding expert, a coach, or a combination of these skills, the right sales enablement professional can make a significant difference in your organization's success.