How do you identify and address sales skill gaps and performance issues?

To effectively tackle sales skill gaps and performance, concentrate on refining the operational environment. This means removing roadblocks and smoothing out processes. Start by dissecting sales workflows to spot any inefficiencies or bottlenecks. Implement user-friendly CRM systems, simplify reporting, and automate mundane tasks, allowing your team to dedicate more time to actual selling. Clear communication of targets and strategies is also vital to ensure everyone is on the same page. By enhancing the sales infrastructure for easier operation, you elevate productivity and empower your team to achieve peak performance.

Identifying gaps in sales operations involves analyzing performance data and processes. Regularly review sales metrics like conversion rates, cycle times, and customer feedback to spot areas falling short of targets. Conduct process audits to uncover inefficiencies in sales workflows. Remember as a Sales Enablement Lead you need to ensure you have right stratgies to address the needs of business. It has to be "Fit-for-Purpose". Additionally, ensure its alignement with organisation's vision, mission, measures, metrics to achieve. Ensure to take feedbacks and follow ups for continuous improvement with the change in GTM strategies. Applying right enablement practices can be the mantra for success. ACTIVE LISTENING, ALIGNING, MEASURING!

Remember to identify and address sales skill gaps: if it can't be measured, it can't be improved. Include knowledge checks in every training session to spot gaps. Surveys are also key! It's simple: ask your sales team what areas they feel need more support. Focus groups are another great way to hear directly from your team about their challenges. Using these tools, you can get a clear picture of the gaps and tailor your training to help your team grow and succeed.

Qualitative reviews like surveys are often not worth the virtual paper they're written on. Even incredibly underperforming teams and enablement functions will skew high on any sentiment review such as 'how effective was training X'. You have 3 meaningful ways of measuring a sales team: 1) Outcome – are they hitting goal? are they progressing pipeline? 2) Activity – is there enough pipeline? are they doing enough dials/emails/meetings? what are the talk and question ratios on calls? 3) Quality – is what they're saying any good? does it align to our playbook? #3 is how you should approach the Qualitative element, either through manually reviewing calls that already happened against scorecards, or using software.

Balancing quantitative and qualitative data is essential for fully understanding KPI gaps and related behavioral or learning issues. Quantitative data pinpoints where performance lacks, but lacks insight into why these gaps exist. Qualitative data, from interviews and observations, provides context—revealing behaviors and learning barriers affecting outcomes. Integrating both data types offers a comprehensive view, enabling targeted solutions that address not just the performance symptoms but their underlying causes, too, leading to more effective and sustainable improvements.

Identifying skill gaps beyond data driven metrics can be difficult. Without the right tools in place, you are relying on full transparency through qualitative analysis. This can be hard for people to open up and be vulnerable. A tool like Outreach which measures prospecting activity, meeting recordings, and can provide coaching in the moment, I find incredibly valuable to fully asses the skill gaps impacting a reps performance.

Common skill gaps include: Product knowledge Prospecting and lead generation Communication and presentation skills Negotiation and closing techniques Performance issues could be: Missed quotas Long sales cycles High customer churn

Note that the work of enablement and revenue operations isn't over at the end of the workshop - learning, change, and ultimately, sales wins take repetition and recall over time. Some ways to accomplish this are peer-to-peer learning circles and best practice sharing sessions, access to just-in-time knowledge and materials in the moment of need, and gamification opportunities. Visibility and accountability, and the right sales tools, are just as important as enablement. For instance -- sales leadership tracking, holding accountable, and frequently recognizing progress toward 'top performer habits', not just sales outcomes.

Based on your findings, create personalized training programs focused on specific skill development. Utilize a blend of learning methods: Online courses and modules Role-playing exercises and simulations Mentorship and coaching from experienced reps

It can be helpful to focus on ONE meaningful metric first. Ideally, this metric can be presented in the form of a scatter-chart to easily identify your "Moneyball" reps who are far outperforming the rest when it comes to this metric. Learn from them and incorporate your findings into your reinforcement strategy.

Track key performance indicators (KPIs) after implementing training to assess its impact. Conduct post-training evaluations to gauge knowledge retention and skill improvement. Gather feedback from reps on the effectiveness of the training programs.

Continuously evaluate your sales enablement strategy based on data and feedback. Update training content and methods to reflect evolving market trends and customer needs. Invest in technology and tools that support effective sales training and coaching.

Personalization: Tailor your approach to individual needs and learning styles. Motivation: Foster a culture of continuous learning and development within your team. Alignment: Ensure training aligns with your overall sales strategy and goals.