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Date
6 April 2023
Author
Lila Haesebrouck
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In this edition of the Masterclasses of Managerial Excellence, we had the immense pleasure of welcoming Djamel Toubrinet, Global Head of Sales at Cegid. Djamel delivered a captivating Masterclass on Sales Enablement, an essential but often misunderstood subject in the world of sales. His operational approach and field experience allowed for a better understanding of how this concept can transform the performance of sales teams!
An Original Definition of Sales Enablement
Djamel began with an accessible definition of Sales Enablement, illustrating it through the perspective of his surroundings. According to him, this term is often misperceived or simplified. He described it as concrete support for sales teams, aiming to equip them with the right tools and information to maximize each interaction with the client. For him, Sales Enablement is based on four pillars: technologies, content, processes, and training. These elements are essential to help salespeople achieve their objectives and meet client needs.
The Challenges Faced by Sales Teams
At Cegid, Djamel explained that sales teams face recurring challenges, particularly lead generation and pipeline creation. Indeed, only 23% of salespeople have a sufficient pipeline to reach their objectives. This statistic highlights a major problem in many companies: the difficulty in generating qualified opportunities.
Salespeople often find themselves with poor quality leads, which leads to tensions between marketing and sales teams. The key to solving this problem, according to Djamel, lies in understanding the client’s decision-making process and in the ability to contextualize the value proposition according to the client’s real needs.
The Importance of Influence in Sales
One of the highlights of Djamel’s intervention was his insistence on the idea that selling is about influencing the purchase decision, more than simply selling a product. He emphasized that in a commercial relationship, the salesperson’s role is to be an influencer, helping the client see the benefits of the proposed solution while considering their specific challenges. He cited a book that impressed him, Selling and Being Human by Daniel Ping, which talks about the importance of influence in sales, not in a manipulative sense, but as a way to lead the client to make an informed decision.
Sales Performance: Measuring the Impact of Sales Enablement
Another fascinating topic addressed by Djamel was how he measures sales performance at Cegid. Using an analogy with the FIFA video game, he explained that there are key performance indicators (KPIs) to evaluate sales teams, such as sales velocity (speed at which revenues are generated), conversion rate, average deal size, and sales cycle duration. These criteria not only allow for tracking performance but also for implementing tactics to improve results.
Djamel also emphasized the importance of comparing these indicators over different periods to detect trends and adjust actions based on results. This allows for working on targeted improvement areas, such as increasing deal sizes or generating more opportunities.
The Key Role of Tools and Continuous Training
In such a changing period, Djamel explained that tools are essential for success in Sales Enablement. At Cegid, salespeople have access to about 6000 types of content and tools to support them in their sales approach. These tools, such as pitch decks, virtual guided tours, or brochures, are crucial elements for engaging clients and helping them envision the use of products or services.
He also mentioned the importance of continuous training, particularly how Cegid managed to innovate during the COVID crisis by launching an internal TV channel, which maintained the engagement of sales teams. This initiative allowed Cegid’s 500 salespeople worldwide to train, exchange ideas, and stay motivated while benefiting from an immersive experience.
Sales Enablement in SMEs: an Adaptable Approach
An interesting question from the audience concerned implementing Sales Enablement in an SME. Djamel responded that it is entirely possible to adapt these practices in smaller structures, even if available resources are limited. According to him, it’s not about deploying costly solutions, but about implementing simple processes, adapted content, and accessible tools that allow salespeople to better understand their customers and improve their performance.
Conclusion: Creating a High-Performing Sales Team through Sales Enablement
Djamel concluded his masterclass by emphasizing the importance of strategic alignment between marketing and sales. He also stressed the role of managers in the success of Sales Enablement, as they are the ones who must encourage the adoption of tools and processes by their teams. Finally, he gave valuable advice to sales directors: take the time to train teams and provide them with the right tools to maximize their impact and performance.
We sincerely thank Djamel Toubrinet for this exciting masterclass full of concrete ideas for Sales Enablement professionals. This session offered a clear and operational vision for improving sales performance through team alignment, tool utilization, and continuous training.
Don’t miss the next Masterclass!
Tags
Date
6 April 2023
Author
Lila Haesebrouck