Syndicate Sessions By Syndicate


Constant changes in the buyer’s journey, new sales technologies, changing workplace demographics and evolving business models impact the roles, responsibilities and competencies needed in today’s b-to-b sales organisations. Chief sales officers, sales operations and sales enablement must recognise and adapt to changes while improving sales productivity across all markets. In this track, we will define key trends shaping the future of sales and show how sales leaders can implement best practices to drive alignment, engagement and growth.

One Size Never Fits All: Sales Enablement Functional Design


Presenter: Heather Cole

As the organisations that surround them grow and change, sales enablement functions must evolve to remain relevant. This requires that sales enablement leaders understand a common set of variables to guide how they build and operate their function. This presentation will provide the following benefits:

For sales:

  • Understand the critical factors that impact prioritisation of sales enablement efforts, as well as organisational structure, span of control and metrics
  • See an execution framework that facilitates the customisation of sales enablement strategy and functional design based on key enterprise attributes, including regionalisation considerations
  • Experience examples that illustrate how attributes drive priorities and structure

Long-Term Competency in a Short-Term World: Building Skills That Last


Presenter: Heather Cole

Sales training is often executed as a separate workflow to reps’ daily activities; this disconnects the learning from the actual doing, diminishing retention and straining productivity. In fact, roughly 90 percent of traditional learning will be forgotten within the first 30 days unless it is reinforced or used on a daily basis. The challenge is how to drive learning and skills development into the daily routine of reps in a meaningful and lasting way that is effective across a variety of regions and cultures. This presentation will provide the following benefits:

For sales:

  • Learn about a competency-aligned execution framework to foster continual learning
  • Understand proven approaches for integrating bidirectional learning into sales reps’ daily workflow with specific techniques to ensure successful localisation and cross-cultural impact
  • Learn processes to amplify the impact of learning technology

Unlocking the Strategic Potential of Sales Operations


Presenter: Dana Therrien

Over the last 20 years, sales operations has expanded its scope from tactically forecasting and reporting sales results, to leading strategic efforts such as sales planning, technology investment and management, and sales productivity optimisation. The challenge for sales and sales operations leaders is how to find creative ways to staff and fund sales operations to respond to day-to-day demands while leaving time to focus on larger, high-impact initiatives that can improve results across all target markets. Essential to this balance is understanding the ideal sales operations accountabilities and developing a roadmap that allows the organisation to realize its full potential. This presentation will provide the following benefits:

For sales:

  • Understand the seven major accountabilities for sales operations, and the sub-accountabilities critical to the success of each
  • Gain insights into internal and external pressures that are forcing an escalation in the evolution of sales operations functions

For marketing:

  • Gain insight into sales operations roles, responsibilities and challenges
  • Learn how changes in sales operations at corporate and regional levels require an evolution of its relationship with marketing operations and other marketing functions

Installing a Sales Operating Model That Works


Presenter: Phil Harrell

In today’s b-to-b marketplace, sales leaders must balance their need for standardisation and consistency with the need to provide enough autonomy for management teams to take initiative and localise according to what is best for their individual market. How should a sales leader balance the two and ensure tight corporate and regional alignment? This presentation will provide the following benefits:

For sales leadership:

  • Understand key structures and processes that make it easy to repeat winning routines across the globe
  • Learn how to assess the current state of the sales organisations with regard to corporate and regional alignment
  • Identify which processes require standardisation across the global sales team to consistently win and where they can allow for autonomy so that their management team can localise


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