Shawnna Sumaoang: Hi, and welcome to the Sales Enablement PRO Podcast. I’m Shawnna Sumaoang. Sales enablement is a constantly evolving space, and we’re here to help professionals stay up to date on the latest trends and best practices so that they can be more effective in their jobs.

Today, I’m excited to have Marja Moore join us. I would love for you to introduce yourself to our audience.

Marja Moore: Thank you, Shawnna. Hi, everyone, my name is Marja Moore, and I am in the Seattle area. I have most recently worked at companies like SAP, Concur, and Infoblox. Right now, I’m taking some time off to explore some new adventures, but I have worked in everything from marketing to business development to sales enablement and value methodology building. I have a diverse background in many industries and I use all of that to inform how I go forward with every new role, especially with enablement.

SS: Wonderful. I’m excited to chat with you. There was something on your LinkedIn profile that caught my eye. You mentioned that you lean toward being a human-centric leader who is also focused on data-driven outcomes. I’d love to understand from you, why are both sides of this coin important as an enablement leader.

MM: I would say it’s an important thing to have for any leader. First of all, we’re dealing with humans every day. You need to know what’s going to compel people. What’s going to get them to do what you need them to do, not only perform in their roles but also in the organization? How are they expanding their view? How are they becoming greater than what they were before? Understanding who you’re working with, whether that be people on your team or people that you’re trying to enable, you need to understand their values and what makes them tick is important.

I think every enablement leader will say, you always have to give them what’s in it for me. I think this is true for literally any leader you need in order to compel somebody, you’re going to need to know who the human is behind it. That’s important to me, not only knowing the people that I help lead, but those that I help enable. What are their needs? What compels them? What gets them to do the things that we need them to do, and how does that make them feel?

On the other side of the coin is the data, and that is really driven by the need to say, okay, we see a hurdle, what does the data tell us? I think all business data is important because it tells you a story. How you interpret that story may differ, and it may tell people different things. For me, it’s important for me to look at the data, not only to help lead in the right way but also to help innovate and grow in the right way. Whether that be growing people or growing the business, the data is important, but the human element of it is always there.

You need to make sure that you’re looking at both in order to make the right decisions. Data is only part of the story. The humans that interact to create that data or make that data are also important. Going behind the data to see what that looks like from a human perspective is important.

SS: I love that. I know on the human side, one of the ways that you focus on this is by developing a sales council to support your enablement strategy. Tell us about that program. What did it entail and how did it impact your enablement strategy?

MM: This goes back to that human focus part of it. What we learned from interviewing a lot of our sales personnel was that we were hearing things like, we need more experts, more SMEs teaching us. We need a better way to actually understand what we’re supposed to be doing. To me, that human element of people coming to us saying what we need is a data point. You take that human element and that data point and you say how do we fix that for me?

There were two things. One, you always know that people in your organization are trying to move up or trying to better themselves, and often It’s the ones that are excelling in their specific roles so if you look at your sales field and you say okay, I have this top 10% and they’re just kicking butt at everything they do. Why is the other 90% not performing as well? Well, we should be leveraging that knowledge those skills, and that experience to help teach the rest of the field.

I think a lot of times we go outside or we use a sales coach. I’m not saying that we don’t need those things. I’m saying that you have a lot of knowledge in your salespeople today, how do you leverage that to give back to the rest of the field? How do you lift those salespeople? Who is that 10% to give them something to work towards? The program was really built around how we take the top salespeople who are interested in growing, who are interested in evolving, who are maybe one day interested in leadership, and how we build them up to help them achieve their goals while also achieving the business goals.

That whole council kind of came together and there were a lot of different facets of it. Not only would the participants be nominated and have to keep a certain threshold of meeting their quota, but they would have the opportunity to take part in special different programs. Those things could be mentorship, mentoring someone who is new in their region, or being a part of our field studies. Once a quarter we would bring them together to talk about what the issues are and get their best practices every different quarter. Every quarter it would be a different kind of subject so that we could gather more information and skill building and then take it from there to put out to the rest of the teams.

They would also be featured on the enablement webinars. They would get some special training as well. All of this bundled together is a way to lift up your people who may want to continue to grow, learn more about the business, and learn more about leading by example. Transferring that knowledge to the less experienced sales reps, or even to those that are just coming into the business, and so we built it as a one-year cycle. You have to be nominated and once you take part in it, you’re basically on the bench for leadership. Then if you want to become a sales manager or some other leadership role within sales, this is a great boost for those people to do so because they’re learning more about the business and about the ways that we need to really focus in different areas in order to be successful.

Of course, one of those is enabling the field. It gives both sides of the coin. You’re getting some people who are really great at what they do to share their experiences and their best practices with your field, but you’re also giving them the opportunity to take on increased responsibility and participate more in the growth of the company as well.

SS: I love that. The other thing that I love about your background is that you have a blended background that incorporates customer success. How has that customer-centric approach to enablement?

MM: That’s a really good question. I would have to say that if you’re thinking about customer success, one of the most important things that’s happening in the industry, especially if you are a SaaS company, but this actually works for all kinds of companies who are providing a measurable service for their customers. The thing that you’re going to see is customer success is where all of those proof points for sales come out. If you’re looking at building a value methodology, which is what the industry is working towards, how do you show value to your customers?

We’re not talking nerd knobs here. We’re talking outcomes and value to your customers. What is the bottom line that that CEO is going to say? Yes, I need that product or I need that service because it’s going to save me money, help my people, reduce my risk, and save me time. All of those things are important to getting to that economic buyer. If you don’t have a value methodology, the one place you can look is your customer success team. They’re the ones that are going to know the success of the customers using the products or services. They’re going to be the ones that are engaging with them on a regular basis. That’s where you can do most of your learning to see where that success is.

For me, customer success is important because that really helps you understand the customers and then it helps you dive further d...

Episode 257: Marja Moore on Human-Centric Enablement to Achieve Data-Driven Outcomes