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.

Melissa’s quirky approach to enablement paired with her intense organization skills mix to create a scalable and delightful path for learning. With a teaching background and first-hand sales experience, she has owned enablement for lead gen teams as well as new hire onboarding programs at RingCentral – truly breathing life into her training. Melissa seeks memorable experiences for her sales customers, just as she does in her personal life, creating experiences with her husband and 3-year-old son.

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Join Melissa Regan, Sr. Manager, Global Sales Enablement. & Onboarding at RingCentral and Paul Butterfield, Instructure VP of Revenue Enablement as they discuss how she is creating sticky onboarding and ongoing enablement that makes the sales grind easier and faster. She’ll share innovative ways she’s found to:

  • Engage all the senses to create memorable learning experiences
  • Create agile, role-based onboarding programs – even in the post CV19 world
  • Integrate some very unusual props into her onboarding sessions

RingCentral (RNG) is a global provider of cloud enterprise unified communications and collaboration solutions.

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

Mark Fellowes is a seasoned Software Sales Operations leader, having held Global Sales Operations positions in scale-up organizations for the last 15 years with a focus on driving sales productivity and effectiveness. In addition to core Sales Operations roles he has been responsible for Inside Sales, Sales Development, Field Sales and Sales Enablement. Mark is passionate about working across all operational functions of fast paced, high growth software companies to deliver growth focused insights.

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Mark Fellowes, Head of Sales Operations at Scandit and Paul Butterfield, Instructure Revenue Enablement VP explore the unique roles Sales Enablement and Sales Operations play and how they can forge the strong partnership that is critical to a sales organization’s success. Mark will share his insights into:

  • Is Sales Enablement part of Sale Operations?
  • What are the pillars for a successful relationship between the 2 groups?
  • What are the differences between a sales process and a sales methodology?

Scandit is the leading technology platform for mobile computer vision and augmented reality (AR) solutions for enterprises. Scandit software brings unrivaled scanning performance to any app on any camera-equipped smart device to read barcodes, recognize text and objects, and display real-time information as AR overlays.

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

Cynthia Barnes lives by one motto: “I’m in it to Win It!” Cynthia’s exemplary track record as a Top 1% corporate producer and sales leader proves that you can accomplish what you set out to do and overcome any adversity, come hell or high water if you’re courageous, disciplined, and willing to put in the work.

Cynthia is a LinkedIn Top Sales Influencer, creator of THRIVE™ Success Strategies for Women in Sales (the first and only sales training created for women), a highly sought-after keynote speaker and Champion for Women in Sales. Cynthia is known for motivating others to feel confident, empowered, and brave. Her insights and unique understanding of what it takes for women sales professionals to excel have made her a sought-after expert, having appeared in over 250 major media outlets around the nation – including appearances in the Wall Street Journal.

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Cynthia Barnes, CEO of NAWSP and Paul Butterfield, Instructure Revenue Enablement VP talk about the ways men and women sell differently and how Sales Enablement teams can be more effective through incorporating those different approaches into their programs.

  • How Sales Enablement can help nurture a culture of sales diversity
  • Some of the key differences in how women and men approach selling
  • Her biggest challenge with the work she is doing and how she’s overcoming it

Cynthia and NAWSP are on the front line of helping others to feel confident, empowered, and brave. Her insights and unique understanding of what it takes for women sales professionals to excel have made her a sought-after expert, having appeared in over 250 major media outlets around the nation – including appearances in the Wall Street Journal.

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

Erica Newell has worked in, and led, teams in Customer Success for over 10 years. Erica is passionate about retaining employees and customers, driving revenue, and finding mutual success between clients and B2B companies. Erica worked in coaching and development for a Fortune 50 Company for over 7 years before transitioning to Client Success in tech. She has worked with companies across industries including technology, banking, education, beauty, manufacturing, and the outdoor industry.

Erica has been guest featured in The New York Times, Washington Post, and other blogs in addition to frequently speaking at Customer Success events and conferences.

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Erica Newell, Sr. Strategic Customer Success Manager at Bridge and Paul Butterfield, Instructure Sales Enablement VP talk about an area of Sales Enablement that is often overlooked - Sales Enablement for Customer Success teams. The fact is many customer success organizations drive a significant amount of revenue but have different enablement expectations and needs. Erica shares insights into:

  • How is Customer Success different from Sales? How are they similar?
  • What questions to ask your CSM teams to better identify their needs
  • Suggested areas of enablement to develop for CSMs

Erica and the Bridge Customer Success team support 700+ customers worldwide. Bridge is a fast-growing employee development platform that combines learning management, performance management, career development, and engagement measurement into one unified experience. G2 recently named Bridge a Leader in the corporate LMS category.

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

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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