Stories from the Trenches
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Sales Enablement Practitioners Share Their Real-World Experiences

Get the real scoop on what’s happening inside Sales Enablement teams across the SES member global community. Each segment of Stories from the Trenches shares the good, the bad, and the ugly experiences inside corporate sales enablement initiatives. Learn what worked, what didn’t work, and how obstacles were eliminated by corporate teams and leadership.

The wide and varied profession of Sales Enablement ensures there is never a one-size-fits-all solution to be successful. Wins always look different and the journey to successful outcomes is never the same.

Learn from your peers and gain insights on topics like:

  • Gathering requirements to identify stakeholders
  • Gaining buy-in and executive sponsorship
  • Aligning with sales leaders
  • Facilitating cross-functional collaboration

Click on the speakers name to reveal the details and video.

Roderick, CEO of Roderick Jefferson & Associates, is one of the founding members of the Sales Enablement Society. He is a member of several Advisory Boards, including Capella University, Autobound.ai and Selleration Inc.

  • How sales enablement teams can help ensure a diversity of job candidates
  • What ways can we create sales assets, training materials and courses that are Inclusive
  • The critical role onboarding and ramping have in helping new employees feel included

Sales enablement thought leader Roderick Jefferson and Paul Butterfield, Instructure Sales Enablement VP explore the role that sales enablement teams should play in driving a diverse and inclusive corporate culture. As Roderick put it “Diversity means you’re invited to the table. Inclusion means you have access to the menu along with the opportunity and ability to order from it.” Prior to Roderick Jefferson & Associates, he held a variety of executive leadership, sales, sales enablement, operations and customer experience roles for Marketo, Oracle Marketing Cloud, Salesforce.com, 3PAR, Business Objects, NetApp, PayPal, Siebel Systems, & AT&T.


Announcer: Dee-Dee Darby Duffin - visit website | Music production: Jason Jones, Art City Sound - visit website

Chris Sargent, Sr, Director of Global Sales Enablement at NICEinContact and Paul Butterfield, Instructure Sales Enablement VP discuss why a global sales methodology is critical and the best practices that he has developed while heading up sales enablement at multiple SaaS companies. The conversation then pivots to how the NICEinContact team has successfully adapted what’s worked in the past for the post COVID-19 enablement delivery environment.

  • Why implement a global sales methodology and process
  • How to teach the corporate sales methodology to new remote sales reps
  • Providing reinforcement and measuring adoption remotely

Chris and the sales enablement team support ~300 quota carriers in 10 countries. NICE inContact helps contact centers around the world create profitable customer experiences through our powerful portfolio of cloud-based call center ACD, call routing, self-service IVR, and agent optimization solutions.


Announcer: Dee-Dee Darby Duffin - visit website | Music production: Jason Jones, Art City Sound - visit website

Lish Gates, Head of Global Revenue Enablement at Algolia and Paul Butterfield, Instructure Sales Enablement VP have a wide ranging discussion about how she and the Algolia team are delivering impactful onboarding and coaching to the global Algolia sales teams even during the COVID-19 lockdown.

  • Establishing digital routines for successful reps and new hires
  • Help new hires learn company culture while socially distanced
  • Ideas and tools to avoid “death by virtual classrooms”

Algolia is a fast-growing SaaS startup that helps clients deliver tailored, quick and scalable search and discovery. The Algolia Enablement team currently supports 160 representatives across six offices and consistently deploys strategic, measurable, and innovative ways to enable the team and impact revenue.

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Announcer: Dee-Dee Darby Duffin - visit website | Music production: Jason Jones, Art City Sound - visit website

Bruce Graham instructional designer of Vonage and Paul Butterfield, Instructure Sales Enablement VP explore what makes up an engaging and effective remote learning program. Bruce will also share the best practices he's developed while creating online learning programs for Oracle, PepsiCo, Hewlett Packard, McDonalds and Vonage. He'll share insights on launching a remote learning program as well as taking an existing program to the next level.

  • Best practices for content creation/format/delivery
  • How to address the learning needs of a multi-generational workforce and different learning styles
  • Making content relevant for a global audience
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Announcer: Dee-Dee Darby Duffin - visit website | Music production: Jason Jones, Art City Sound - visit website

Intel Corporation’s Digital Business Enabling Director Rhett Livengood and Juliana Stancampiano, CEO of Oxygen, discuss the Partner Enablement Program at Intel and several key factors to successfully managing internal and external relationships. In this discussion, Rhett provides his unique perspective as someone who began his career in technology operations. Rhett also shares the importance of knowing the willingness to partner, determining joint organizational goals, and elements to consider when starting a partnership.

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IBM Watson Health’s Sales Enablement Leader Paul Petroski and Juliana Stancampiano, CEO of Oxygen, discussed how Paul used a background in learning and development, performance consulting, and information technology to build sales enablement teams.

Paul also discusses the importance of understanding the need from a seller’s perspective as well as three criteria for ensuring the on-boarding process is executed well to equip those in Sales Enablement be successful:

  • The importance of data analysis to address performance
  • How solid training inspires confidence
  • Knowing your niche, where you came from, and what you’re good at
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Amazon’s Learning Strategy and Operations Leader – Public Sector, Ali Condah, Jr. and Juliana Stancampiano, CEO of Oxygen discussed the importance of training versus knowledge regarding performance. Ali offers his perspective on drawing parallels from his own working experiences to help build relationships with customers. This discussion focuses on Ali’s insights of applying best practices across industries as it relates to sales enablement which include:

  1. Value of on-the-job training vs classroom activities
  2. Finding creative ways to overcome common objections
  3. Understanding your audience
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Vonage’s Head of Global Sales Enablement Paul Butterfield and Juliana Stancampiano, CEO of Oxygen, discussed how Paul used Google to research what Sales Enablement was in 2011 after being asked to take on the responsibility. Paul also discusses the hiring process for Sales Enablement resources as well as the three criteria for helping vendors in Sales Enablement be successful:

  1. Authenticity
  2. Competency in Selling, and
  3. Helping the client do something that they couldn’t do before they met you
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Chris Kingman, Director of International Enablement for Trans Union and Juliana Stancampiano, CEO of Oxygen, discuss how the global reach of Trans Union has affected Chris’ experience in the Sales Enablement realm. Chris offers his insights on the things he’s learned through implementing Sales Enablement globally for Trans Union and answers the following questions:

  • What is most important in Sales Enablement?
  • What is Sales Enablement?
  • Who is most important to have at the table within an enterprise organization when implementing SE?
  • Who decides what sellers need?
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Juniper Network’s Head of Global Sales Enablement Hang Black and Juliana Stancampiano, CEO of Oxygen, discuss the three ways Sales Enablement represents itself in an organization and how to improve the onboarding process. The insightful discussion explores how buyers function in today’s economy and how sales enablement is critical to ensure the seller’s success.

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Dell EMC’s Sr. Director of Global Sales Enablement, Mike Kiely and Juliana Stancampiano, CEO of Oxygen, discussed the challenges Mike faced while gaining the first go-ahead approvals to start a small Sales Enablement function in his organization. Mike talks about his first wins, how to stay fresh and nimble with sales teams and customers, and how to consistently add value to the business. The lively discussion delves into the proven approaches that Mike lives by to run a successful Sales Enablement function every time.

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