Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. Mark Twain - the PIONEER of Sales Enablement who empowered a LITERAL customer facing frontline of 10,000!?!!! On ISEs3 Episode 14, Erich Starrett is out-history-nerded ENTIRELY when he is joined in the Orchestrate Sales studios by Sales Melon's Todd Caponi. Todd is not only an aficionado (and collector!) of SALES history, he is a man on a mission to further a movement towards sales TRANSPARENCY.  This includes authoring a 3x award-winning book (𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺 𝘚𝘢𝘭𝘦) and 𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘵 𝘚𝘢𝘭𝘦𝘴 𝘓𝘦𝘢𝘥𝘦𝘳 that just won its second award recently. Highlights from the episode include... PAST: 💬 "If the truth won't sell it, don't sell it." 💬 Arthur Dunn, 1921 ⌛️ Todd's first Sales Enablement experience at Exact Target (now Salesforce) began when COO @Andy Kofoid sent him to their NEST - New Employee Sales Training as part of his sales management onboarding. It was so ineffective, he left.  A few months later they asked him to rebuild enablement. He had to Google the word. ⌛️ His search led him to Scott Santucci who had a Forrester event coming up in San Francisco. He attended and sat next to Jill Rowley. ⌛️ He also came across (Dr. Ohio) and flew out to do a few day deep dive with him on adult learning. He brought the combined knowledge back and built a successful, scalable Enablement program for Exact Target. ⌛️ Post $3B acquisition by Salesforce his team used the sale e-learning modules, and recorded role plays (back in 2012!) they had built for their internal team to train all of Salesforce on Exact Target. He was given a shoutout by Mark Beinoff himself. ⌛️ Todd's three core Enablement responsibilities: 1️⃣ Amalgamate: identify and align top 5 CxO priorities 2️⃣ Orchestrate: optimize resources, identify the optimal path to enable the revenue organization to drive the five. 3️⃣ Evaluate: Provide feedback and close the loop.    💬 "(As a CRO) I always felt my Enablement team had a closer eye into the successes, the failures, the struggles, the strengths, the weaknesses of my team before any of us did. 💬 ⌛️ Todd's application of transparency enabled PowerReviews to became Chicago's fastest growing tech company from 2014 to 2017. PRESENT: 💼 As the economy gets tight, as it gets harder to sell,  you need two things: better sales leadership and better sales enablement. However, the knee jerk reaction - which is happening now - is to train leaders less and downsize enablement because "it's overhead."    💬 "As things get tougher, those investments need to go up, but ironically, they've gone down historically over and over again." 💬 💼 Today, the "as a service" economy means that closing the deal is no longer the peak. It's the beginning.  You need to create long term value for these customers. And that's that long game helps you win the short game too. Simliar approach to Jacco's Revenue Architecture Bowtie at Winning By Design. 💼 The shift from growth at all costs to long term recurring value is history repeating itself. 1914 to 1923. It was the forgotten depression of the early 1920s. FUTURE: 🤖 The future of sales is two things. 1️⃣ Going back to a service oriented mindset. "Salesmanship is the science of service." - Arthur Sheldon (1911) 2️⃣ Providing better homework for the buyer....

Welcome to OrchestrateSales.com‘s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On a superfun ISEs3 Episode 13, Erich Starrett is joined in the Orchestrate Sales studios by Meganne Brezina, CCMP™. Meganne is not only the Senior Director of Enablement at Seismic, she's published Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes alongside Irina Soriano. Highlights from the episode include... PAST: ⌛️ While carrying a bag for the National Thoroughbred Racing Association (in partnership with John Deere) she quickly learned that hitting four or five dealerships and educating their salespeople how to sell to horse people was far more productive than going directly to 50 farms. ⌛️ Meganne's next stop was Exact Target, which was in the process of being acquired by Salesforce. She moved into an operations role and saw an opportunity to educate the customer facing team about the power of their internal "customer data warehouse" and spoke at SKO. That is when Meghan Gendelman came up to her and said "you need to be in Enablement!" And thus it began. ⌛️ In search of "what the heck is enablement?" Meganne searched the company directory and and up popped Brian Noss and Nina LaRouche (who co-leads the Indianapolis Chapter of WiSE with her today!) ⌛️ Her early experience in Engaging the Revenue Enablement Society was being sold by vendors vs. solving problems in community.  PRESENT 💼 The the RES has evolved into "such an incredible community."  Meganne and I met F2F for the first time last fall at the 2023 Sales Enablement Society Experience conference in San Diego.  💼 Position two - that in order to be effective Enablement should be run as a business withing a business - is a big part of why Meganne got into Enablement.    👉🏻 She is passionate about Enablement teams being grounded in a charter and mission statement.   👉🏻 Enablement "requires the orchestration of so many pieces within an organization to bring it to life."   👉🏻 Enablement built with a North Star driving the practice forward results in tangible business outcomes. 💼 The biggest #Enablement opportunity in present day? Putting forth a proper enablement strategy. 💬 "Getting the executive buy-in for it, doing their socialization across the business, and then start to execute on it. That is the only way we're going to get out of the fire department world and into the fire prevention world." 💬 💼 The digital copy of Meganne and Irina Soriano's new book - Tomorrow's Enablement for Today's Leaders: The Strategic Guide to Demonstrating Value and Driving Outcomes - is OUT NOW and available for free from Seismic's site!  Paperback coming soon. 📚 💼 The concept of the EVC - Enablement Value Chain - was born of Meganne and Irina preparing to go in front of their executives to give a semi-annual report and struggling to connect the dots with the business outcome that their Enablement team drove. 💼 The resulting data and analytics report from the EVC empowered them to secure executive buy in and gain the necessary resourcing to effectively...

Welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On ISEs3 Episode 12, Erich Starrett is joined by Dr. Shawn Fowler, whom he originally met when Shawn was VP, Sales Enablement (a true cross-functional #Orchestrator) at SalesLoft, and a gracious host of his first executive board meeting as President of the Atlanta Revenue Enablement Society back in early 2020. Before then, Dr. Fowler had been the World Wide Director of Enablement & Learning for IBM, and is now a Partner in his own sales strategy and sales enablement consulting venture: RevenueReady. Highlights from the episode include... PAST: ⌛️ Shawn "stumbled" into the profession working as the first services salesperson for Silverpop - essentially selling desired business outcomes. The SVP of sales, Todd McCormick, announced he was hiring a head of sales enablement and the hiring manager Drew Pronté said "hey, the CEO said that you should probably be the guy." ⌛️ He didn't know what sales enablement was. At the time he was pursuing a PhD in educational psychology so he combined what he learned from working as a sales engineer and as a services salesperson with what he knew about how psychology of learning works ...and he found himself implementing their first ever Sales Enablement program. ⌛️ His first Sales Enablement event was hosted by SiriusDecisions in Atlanta. "I was thinking we need to start something where we do that on a regular basis. This was easily the most valuable thing that I've done in the last six months." ⌛️ "Getting a seat at the table was probably the biggest factor in helping me be successful in sales enablement." ⌛️ Silverpop was purchased shortly thereafter by IBM when he then developed and executed their global expansion go-to-market plan. "I had the opportunity to see what it looks like in a much bigger level. IBM is basically a handful of multi billion dollar companies all put together. And I was part of one of those multi billion dollar companies inside of it. I got to see how these really big enterprise complex sales work, how you have to enable people across multiple different continents." ⌛️ Shaw was responsible for internal sales enablement including customer service and sales engineers and external - partner enablement - as well. "I think it makes a lot of sense, honestly, when you are in that position you have the opportunity to identify and eliminate a lot of the organizational issues that negatively affects your customer and that negatively affect the team as well." PRESENT: 💼 Dr. Fowler diagnosed a few challenges that Sales Enablement faces today: 🩺 "I think there's not enough sharing of best practices" 🩺 "The quality of sales enablement as a profession has gone down pretty dramatically in the last five years." 1 - A lot of heads of sales are hearing from their investors that they need sales enablement but there was a period of time where I don't think a lot of them really knew what it meant. 2 - Heads of sales aren't always great at hiring enablement. Recognizing talent can be difficult. 3 - There is a lot of fluff. There was a period of time where sales was a lot easier and there's an entire generation of people who are in sales enablement who didn't have to figure out how to build a better machine. They could get away with adding more people to the machine and adding revenue by doing that. With venture capital drying up there's a much bigger focus on productivity. In order to achieve productivity per rep, you have to build a better machine. 🩺 The Doc offers REMEDIES to these

Welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On Episode 11, Erich Starrett hosts Bob Perkins, the Founder AAISP, the American Association of Inside Sales Professionals (now Emblaze) in the Orchestrate Sales Studios on the eve of the #digitalnow conference in Chicagoland next week (including a special promo code if you have not yet RSVP'd!)   We begin with his origins in telesales to Inside Sales to forming the AAISP. And from where he first crossed paths with #SalesEnablement in the journey to modern day where Emblaze is partnering with the Revenue Enablement Society for track next week.  Highlights from the episode include... PAST: ⌛️ Bob was on the first ever Inside sales implementation of Siebel. "We used to pull out a stopwatch and time how long it would take to pull up a customer record." ⌛️ Bob and Larry Reeves held the first AAISP conference for 50 people in Minneapolis in 2009 using a sound system borrowed from Bob's church. ⌛️ By year two they had 200 and started getting calls from places like Japan, Afghanistan, France begging to start a chapter in their location. ⌛️ The explosion of Inside Sales created a need to scale the training of less experienced reps. Which created demand for Sales Enablement. ⌛️ Bob reflects on how Jill Rowley "The EloQueen" ushered the social selling mix onto the sales scene. ⌛️ In Bob's early experience the SES he talked with Scott Santucci about the similarities and differences between the two organizations. PRESENT 💼 Sales is improving and growing with technology and with that growth there's need for training. Witness colleges that now have sales programs. (Can I get an AMEN, Dr. Howard Dover Robert M. Peterson, Ph.D., Stefanie Boyer, PhD💧?) 💼 A behind the curtain look at the continuing evolution of the AAISP into Emblaze as Bob continues his transition from founder-operator to executive board member. 💼 Great salespeople make it about the other person. What does that mean? Empathy. Caring. Attention. Listening more than you're speaking. Those are the traits that winning sales reps carry. (shoutouts to Steve Richard and Dale Dupree) FUTURE 🤖 The future of sales is being Amazonized. "We all know what Amazon is. It's everything. It's point and click, order, return, customer service, pricing, availability, everything at your fingertips, and sales is moving in that direction." 🤖 Leaders continue to need development. We should not lose an emphasis on enabling sales / revenue *LEADERS.* 🤖 What is the future of the AAISP in it's new incarnation as...

In Episode 10 Dr. Brian Lambert is back in the Orchestrate Sales Studios with Erich Starrett, for part two of a two-part interview.  Dr. Lambert is a Digital Value Architect at Elastic, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two. In this segment we pivot from past to present and future, with an emphasis on the impact of AI and the new data = fuel paradigm. Highlights from the second part of our interview: PAST ⌛️ What is Brian's take on the recent move by primary research companies to shift from "Sales" to "Revenue" and the Sales Enablement Society following suit to Revenue Enablement Society? PRESENT ⌛️ Now that Brian has moved into the Marketing organization, what is his experience like compared to the Sales or Ops or Talent Enablement functions? ⌛️ How does data collection compare among the functions? ⌛️ What would it mean to truly be Revenue Enablement? ⌛️ In line with recent interactions with @Hilary Headlee, Erich suggests the best first step towards true Revenue Enablement may be for Enablement leaders to engage with #RevOps and Brian reacts to the suggestion. FUTURE ⌛️ Brian talks about the shift in focus from company to employee to customer ...and now we are shifting towards a data focus. A data centric view. One for which individuals, functions, and entire companies are ill prepared to pivot towards and fully embrace and benefit. ⌛️ A potential new paradigm of looking at data less as a byproduct of doing work and more as a fuel for the digital economy. ⌛️ The promise and potential hurdles of AI for Enablement.  >>> Understanding, embracing, and tapping into a hybrid human + artificial "collective intelligence."   >>> Using AI to generate structured inputs that we as humans synthesize vs. outputs that leave the creativity to an unknown artificial third party.  ⌛️ A "future of work" vision where we understand how data becomes information, how that information becomes knowledge, how that knowledge becomes insight, how that insight gets leveraged to make decisions and then how to effectively put AI on top of that to fully leverage what makes the company unique.  ⌛️ There are a series of continuums: >>> Data awareness: From data aware to data led. >>> Organizational: From data "laying everywhere" to organized digital mastery. >>> Enablement: From being an Analyzer to an Orchestrator removing silos and creating the organizational structure of tomorrow "You have to be a synthesizer of all this information and AI can help you, but if you cannot synthesize this stuff across marketing operations, training, sales, customers, let's not forget, then you're not going to be an Orchestrator." Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation!  ORCHESTRATE Sales! Erich #RevenueEngine #DigitalTransformation #AICuriousHumanEnthusiast #RevenueEnablement Mentioned in this episode: Visit us on the Orchestrate Sales Property https://www.OrchestrateSales.com/ ISEs3 PROMO CODE for Emblaze DigitalNow Revenue Summit 2024 in Chicago Hit salesenablement.captivate.fm/diginow24 and it will plug in promo code OSCISE automatically -- for $745 off of the Emblaze DigitalNow Revenue Summit 2024 registration fee! Hope to see many Enablement Insider Nation...

Erich Starrett hosts Dr. Brian Lambert - co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two, back in the Orchestrate Sales Studios, for part one of two.  A treat to have the epitome of past, present, and future enablement back on the property. And yes, of course he was there at the original founding and one of the ~hundred four founders I'm on a mission to interview over time was right there with @Scott Santucci and the other 99-ish. And BOY has it grown!  He did a Google search on Sales Enablement way back in 2008 and got a hundred hits. He just did it again in the pre show and ...how about six million! Brian architected an early "PhD in Sales" building on an organizational behavior degree with an emphasis on sales in his dissertation, and multiple publications in academic journals.  Having also been cited over 200 times he may just be on Dr. Rob Peterson and Howard Dover's heels. He's been a salesperson with a quota. He's been a sales manager with a team. He's been a sales enablement manager with a team of ~20. And most recently he took on the role of Big Data Value Architect at Elastic, where he is in a marketing messaging role, messaging enablement. Highlights from the first part of our interview PAST... ⌛️ Brian's reaction when he first heard the word "Enablement." (hint: it wasn't positive) ⌛️ Brian first crossed paths with @Scott Santucci at a conference an heard him speak about his blueprint. That's where he originally heard Scott share the vision of value architects, communicating value and being orchestrators. ⌛️ When at Forrester, Scott had to do a lot of work to sell this idea that there were people doing "this thing called Enablement." That people where challenging the status quo siloed view and breaking down the walls among sales training, marketing, ops, and other functions. PRESENT ⌛️ Since corporate silos were born of the industrial revolution, why are they still the status quo and such a massive challenge in a hyper connected digital world where technically silos shouldn't matter? ⌛️ What does it mean to be an #Orchestrator? Why is it important? ⌛️ What if Enablement is not the right home for orchestration? ⌛️ Of the "four flavors of Sales Enablement" set forth at the SES founding, what percentage of each flavor would most who identify as Sales / Revenue enablement be? 💰Pipeline Enablement? 📝 Message Enablement? 👥 Organizational Enablement? 🎓 Talent Enablement? FUTURE ⌛️ Brian's take on whether or not Sales Enablement will ever become the vision that the SES founders had of a cross-functional strategic function. ⌛️ Was the opportunity Covid presented by accelerating a move from the status quo to digital economy one that has been missed or is there still a hero's call to adventure for enablement? ⌛️ Accountability is not prevalent in most Enablement, or marketing, or operations. Salespeople are grounded in data and accountability. They are the ones that get fired.  When will there be more accountability for the support team? Mentioned in this episode: Join Orchestrate Sales' ISE Podcast Insider Nation! https://www.OrchestrateSales.com/podcast Visit us on the Orchestrate Sales Property https://www.OrchestrateSales.com/ This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

On the eve of the Sales Management Association's annual Sales Force Productivity Summit right here in the ATL at Emory University (NEXT week! March 12-13th ...use promo code TAGFAM for nearly half off at salesmanagement.org) SMA founder and commander-in-chief @Bob Kelly joins me to discuss the past, present and future of enablement through the lens of a globally recognized ambassador of Sales Management. HIGHLIGHTS from the SHOW: The first time bob heard Sales Enablement was from John Aiello and his partner Drew Larsen at the Savo Group in the late 90s/early aughts. They had created a system for distributing content, they called sales asset management. Craig Nelson of iCentera was doing this as well. At that point Bob saw Sales Enablement chiefly as a solution for marketing.  Due to Sale's uncertain agency marketing couldn't really see nor control what the sales force was doing with their content and feared much of it was going to waste. The Sales Management Association tends to be more broadly sales effectiveness focused, but they have had sales enablement sponsors / underwriters co create content with them including Brain Shark, Highspot and Seismic. Bob's appeal on behalf of the SMA to those who have a niche focus in sales enablement / supporting the sales force is to learn about the bigger, broader issues affecting sales leadership, sales governance. "(At the SMA) we try to put our arms around a very diverse membership with that basic proposition, learn about the big ideas and get a broad understanding. A liberal arts education about what it means to work and to manage the sales function." QUOTES of NOTE: "A criticism of sales enablement that I have that it's too overreaching in its scope and definition. Only because it's poorly defined." "I would like to see sales enablement making better managers.  That should be the charter." "The traditional function of sales management,  a nanny function of supervising, making sure people are doing the right things in the right spots, it's largely a problem we automate now. So this has at least in theory, freed up some capacity to focus on more substantive things like making the sales organization better." "Our research shows on average, large sales forces reorganize every three years. And often that's in response to this fundamental need to change how the sales organization delivers value." Don't wait - hit PLAY! - to hear about all of the above ...and so SO much more. Join in the journey with curiosity alongside those courageously treading the past, present, and future frontlines of a growing function and global profession. Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation!  ORCHESTRATE Sales! Let's #ElevateEnablement TOGETHER! Erich Mentioned in this episode: Join Orchestrate Sales' ISE Podcast Insider Nation! https://www.OrchestrateSales.com/podcast Visit us on the Orchestrate Sales Property https://www.OrchestrateSales.com/ This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Tim Riesterer - From Sales Enablement Origins to Orchestrating the Future of Revenue: On Episode 7, host Erich Starrett hops in the OSC Studios time machine with Tim Riesterer - Chief Strategy Officer, Corporate Visions + Chief Visionary, Emblaze. Tim shares his wealth of experience in sales enablement, spanning from the early days of automated RFPs and proposals to the evolution of the sales enablement function. He discusses the origins of sales enablement, its role in bridging marketing and sales, and its potential for strategic impact in the future. Tim also provides insights into the organizational hierarchy of enablement and its relationship to strategy, as well as the future of digital selling and the upcoming Digital Now Revenue Summit. Join us as we delve into the history, current landscape, and future possibilities of sales enablement with one of its foremost experts. Tim and Erich talk all things sales enablement, the evolution of the industry, the future of Revenue Enablement, and even share a few sips 🥂of Tim's unique Enablement 🍾 Champage. Key takeaways: > The Evolution of Sales Enablement: Tim shared his journey in the sales enablement space, from the early days of creating automated RFPs and proposals to the current landscape of integrated digital selling experiences. The industry has come a long way, and the future holds even greater strategic potential. > Where Enabling Growth meets SCIENCE!: Tim discussed the concept of orchestrating science-backed "growth plays" as the future banner for enablement, emphasizing the importance of leveraging data, original research and strategic initiatives to drive sustainable impact and compelling customer experiences. > Synergy of the CSO/CRO: Tim intentionally architected his role as Chief Strategy Officer for direct access to strategic levers across silos. This allows for adaptability across nearly everything - enablement, marketing, research, product development - from original research to front line sales execution. > Book NOW! RSVP ASAP for the upcoming summit in Chicagoland from April 2nd to 4th! An opportunity to meet Tim and SO MANY other thought leaders face-to-face at the 2024 digitalnow Revenue Growth Summit in association with OrchestrateSales.com's ISEs3 podcast. Hosted by Emblaze, powered by Corporate Visions, bringing together sales, marketing, and success leaders to address the challenges and opportunities of digital selling. The link below includes an embedded "OSCISE" code for specially discounted ISE Insider Nation access! https://salesenablement.captivate.fm/diginow24 Don't wait - hit PLAY! - to hear about all of the above ...and so SO much more. Join in the journey with curiosity alongside those courageously treading the past, present, and future frontlines of a growing function and global profession. Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation!  ORCHESTRATE Sales! Let's #ElevateEnablement TOGETHER! Mentioned in this episode: Join Orchestrate Sales' ISE Podcast Insider Nation! https://www.OrchestrateSales.com/podcast ISEs3 PROMO CODE for Emblaze DigitalNow Revenue Summit 2024 in Chicago Hit salesenablement.captivate.fm/diginow24 and it will plug in promo code OSCISE automatically -- for $745 off of the Emblaze DigitalNow Revenue Summit 2024 registration fee! Hope to see many Enablement Insider Nation smiling faces soon in...

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On Episode 6, Erich Starrett hosts Christopher Kingman M.S., Global Head of Digital Sales Enablement at TransUnion, in the OSC Studios. And - SPOLER ALERT - this Ep is COMPLETE with a first of its kind opportunity to meet our guest IRL and face-to-face! Along with some of the best-of-the-best who have made (and continue to make) Enablement and Digital Sales history. And with not one but two ISE Insider benefits to make it easy on the travel budget. Chris has a captivating Enablement past as the youngest SES Fore-founder in "the room where it happened" ...just up the street from his Florida home. He is also well known for standing up in that very room as the voice of the next generation.  He shares his unique perspective on the past, while concurrently holding executive board roles with both the Revenue Enablement Society and Emblaze. Don't miss insights from this consistent practitioner, leader and volunteer on the Enablement front lines about the past, present and future of the function and profession.  Highlights include: PAST: > Participating in the founding meeting of the Sales Enablement Society with people who came from as far away as the Netherlands like Thierry van Herwijnen and big names like Gerhard Gschwandtner and Jill Rowley invested their time, talent, and travel generously. Dr. Robert M. Peterson, who never lets Chris forget that he was the "youngster" there. PRESENT: > Chris' board role with Emblaze (fka AAISP) is informed by years of involvement including at the F2F events.  > RES and Emblaze have partnered around the concept that your enablement person and your CRO/CSO are two sides of the same coin. FUTURE: > Developing the first standards-based Enablement Executive Education program. > The 2024 Emblaze #digitalnow Revenue Growth Summit in which the RES is cultivating the Enablement track, and Chris and RES President Gail Behun will be hosting a "How to speak CRO" session.  We also announce an ISE Season Three exclusive... > Book NOW! RSVP ASAP for the upcoming summit in Chicagoland from April 2nd to 4th! An opportunity to meet Tim and SO MANY other thought leaders face-to-face at the 2024 digitalnow Revenue Growth Summit in association with OrchestrateSales.com's ISEs3 podcast. Hosted by Emblaze, powered by Corporate Visions, bringing together sales, marketing, and success leaders to address the challenges and opportunities of digital...

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On Episode 5 Sales Enablement Society Fore-founder and Entrepreneur Craig Nelson joins Erich Starrett in the OSC Studios to go in the wayyy back machine to a coffee shop in 1998 when he registered the domain Sales Enablement dot com and remembers wondering "do I reserve it for one year or three?" He breaks his journey down into three generations of Enablement history: Gen 1: Centralized Sales Content Thing (2003-2013)  Gen 2: Content Packaged with Training, a Sales Thing (2013-2023)    Gen 3: Sales Execution Across Buyer Journey, a Sales & Customer Success Thing (2024 - )  Please take a listen (and subscribe to!) the podcast to hear about all of the above, and so so much more. Let's Elevate Enablement TOGETHER! Join in the journey at OrchestrateSales.com/podcast Mentioned in this episode: Visit us on the Orchestrate Sales Property https://www.OrchestrateSales.com/ Join Orchestrate Sales' ISE Podcast Insider Nation! https://www.OrchestrateSales.com/podcast This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Hello and welcome to OrchestrateSales.com's Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession. On Episode 5 we begin in the present as Erich Starrett is joined in the OSC Studios with Gail Behun who was announced just last week as the new President of the Revenue Enablement Society!  In this episode, Gail shares insights gained from many milestones on her personal Enablement journey including... > Her PASSION for the elevation of the Enablement profession, including many companies (and namely those who laid off entire Enablement teams) coming to embrace the reality... "What was happening to our community wasn't about enablers not showing value. It wasn't about us not doing a good enough job at our job. It was very reactionary. It was our CROs and CEOs not understanding the value of Enablement. Going from mentality of growth at all costs to a mentality of profitability at all costs." And that meant they had to cut anything that didn't directly lead to profitability, which meant cutting Enablement because Enablement adds to the cost of sale. ...this crash was not just because of our performance and that we had to be able to own the parts of it that we didn't do well enough. We needed to understand how to better build a bridge to our CROs, and then we needed to understand how do we go forward from here." "We really need to bring this function back and bring it back strategically. " > The Sales Enablement Society's decision to rebrand in 4Q23 to the Revenue Enablement Society... "This is a real recognition that our profession is evolving dramatically...that we have a much bigger footprint that we're empowering, not just sellers, but customer success, solution consultants, marketing, working across product marketing. We really are that connective tissue to the sales organization." "The title is how people are seeing us. But for me and my passion is how are we seeing ourselves? How do we define what we're doing so that whatever our title is, we know we're having the biggest impact, whether you are, a support level, whether you're just coming in, whether you're a VP level and everything in between, really having a clear understanding of how you can have an impact on those bottom line revenue metrics. How what you're doing ties back to revenue. > How her love of the live conference community experience led her to lead the annual global SES/RES event... "It lets me really bring my passion for face to face marketing and the power of conferences and the power of connecting into an organization that I feel so strongly brings so much value to members. One of the things I love about sales enablement is it's still a niche profession. There's not a lot of us, we're still figuring a lot of stuff out. And so you have this community of people who are. Incredibly brave, incredibly creative, incredibly scrappy, and perfectly happy to show you what they're doing." > Her take on the future of Enablement, and elevating the profession... "The evolution for me is to continue to make sure that people have outlets to have good discussions with their community on a regional level, on a national level, on a slack level, that they have those conversations, and that those conversations can focus on 'What makes our strategy impactful?' Yeah, we've got to talk about the tactics, like how are we actually going to pull this thing off? But the more conversations we have about the strategy, the more that we speak that CRO / CEO language, the more likely we are to elevate our entire profession." Please take a listen (and subscribe to!) the...

ISE Season 3 is focused on the past, present and future of Enablement History. And timed perfectly as we just celebrated the seventh anniversary of the official signing of the Sales Enablement Society into reality by the ~100 SES Fore-founders in Palm Beach, November of 2016. For Episode 3, Paul Butterfield, President of the Executive Board of the (as of recently) Revenue Enablement Society joins us on the Orchestrate Sales Property and shares his take on Enablement History: ⏪ BEFORE the Sales Enablement Society: ❇️ Building out the enablement function for multiple companies including Vonage, Instructure, and General Electric's CoE. ❇️ Googling "Sales Enablement" and being introduced to the research of Scott Santucci ⏯️ Paul's introduction to the SES via Jill Rowley and ultimately getting involved locally. ❇️ A review of the three founding positions and how they, in part, solidified Paul's findings from having built Enablement programs organically ❇️ A peek "behind the scenes" at the catalysts, current events, and decision making process that informed the executive board's transition from the SES to the RES ⏩️ Paul's take on the present and future of Enablement and his personal mission to empower enablement through the lens of Customer Journey ❇️ Enablement has yet to fully embrace and apply "business within a business" ❇️ The impact and opportunity of A.I. ❇️ A challenge for all to embrace becoming Enablement Challengers vs. Waiters ❇️ Drop the "ROI calculator" and rather focus on reasonable correlation to results This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Welcome to Inside Sales Enablement, Season three, where we take a leap into the enablement time machine and... > Take a look back with those who played a part in enablement history. > Pause in the present and hit on a few modern themes > And then shift our focus to the future and what it may bring for enablement teams. Hello and welcome! I'm Erich Starrett. I started out as an ISE "Insider Nation" devotee of Sales Enablement Society founding father Scott, Santucci, and trailblazer Dr. Brian Lambert. I then collaborated with them to build OrchestrateSales.com, the global home for the podcast and related resources for Enablement Orchestrators and sales enablement history. Why? Well as a sales enablement history nerd with a passion for the continued elevation of the profession. I see it as the Sales Enablement Smithsonian and, more specifically, an opportunity to serve you - the global enablement community. Together, we will revisit the wisdom of the treasures therein as well as uncover some new ones with a series of special guests, which may even include you. The foundation of cross-functional and enablement orchestration was established in the three founding principles signed into existence by the hundred-ish fore-founders of the SES back in Palm beach in 2016, for which this week in the studio is the seven year anniversary. So in celebration after a year of hiatus, we're knocking the dust off the orchestrate sales.com property. In the first episode we had Sales Enablement Society founding father Scott Santucci as our special guest, focusing on before the SES and how it almost didn't even exist. Today, Scott rejoins me in the orchestrate sales studios, as we land alongside the a hundred-ish, fore-founders in Palm beach, back in November of 2016, where, and when the Sales Enablement Society officially began.   This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Episode 64: ISE Season 3#1: BSES Welcome to "season three" of Inside Sales Enablement ...ISE - focused on Enablement History. I'm Erich Starrett. I started out in the ISE audience listening to SES Founding Father Scott Santucci and Trailblazer Dr. Brian Lambert', and then collaborated with them to build OrchestrateSales.com to be the global home for the ISE Podcast and related resources for Sales Enablement #Orchestrators, including Sales Enablement Society history. It is the week of the seventh anniversary of the official signing of the SES into reality by the ~100 Fore-founders in Palm Beach, November of 2016. We begin ISE Season 3 with a focus on "Before the SES ...and how it almost didn't exist" with SPECIAL GUEST Sales Enablement Society Founding Father Scott Santucci himself. Was Sales *Enablement* the first choice, or were there a few left marked through on the the whiteboard? What HEROic role did the four days of Scott and Brian Lambert's Forrester Sales Enablement Conferences play? Would the Sales Enablement Society have even become a thing if Jill Rowley didn't engage a cynical Scott in a Social Media challenge centered around Tiffani Bova, with a few extra nudges from across the pond thanks to Tamara Schenk? The significance of Lisa Pintner not just letting Scott sulk in a corner at the happy hour? How do you create a forum that fosters creative conflict and to challenge each other in a positive way? What was the role of vendors including Corporate Visions (@Jody Kavanaugh and Tim Riesterer,) SAVO Group (now part of Seismic) and @iCentera (Craig Nelson)? What came into reality of the intersections of Sheevaun Thatcher, CPC, Jill Guardia (she/her), and Daniel West introducing Scott to @Jim Ninivaggi? ...with involvement of key players like Walter Pollard,

Welcome to Inside: Sales Enablement Episode 63 How do we make sales today and one of the things that we need to concentrate on is selling the value of what is actually value mean in the first place? No human being on the planet can live without water. But water is cheap, and prevalent, and inexpensive in most places. Whereas none of us need diamonds to survive. But diamonds are expensive. So what actually is value? In this episode, the guys are joined by Jen Burns who runs sales enablement globally for IQVIA. The reason the concept is so important today is as we move into a digital into the digital economy where customer experience becomes so vital. The key questions you must be able to help your sellers answer are: What actually is valuable? Is the product and service that you have, is that what is valuable? Or is it the outcome the customer achieves? Is that what's valuable. That's what we're talking about today. AUDIO TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. Scott Santucci 00:34   I'm Scott Santucci. Brian Lambert 00:36   I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Scott Santucci 00:49   Together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't. Brian Lambert 01:03   And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization. And as usual, we have a centering story. So Scott, what do you have for us today? Scott Santucci 01:34   So I'm going to lead with a quote, and I'm going to ask you to see if you can think place the quote and the time period. Brian Lambert 01:42   Okay. Scott Santucci 01:44   Here's the quote. Why is water that is vital for all life. cheap. And diamonds are so expensive. Brian Lambert 01:56   Isn't this say? Something tells me that this is like the 1980s or something that a technology reference like a Steve Jobs keynote or something? Scott Santucci 02:06   Close? Brian Lambert 02:06   It is Scott Santucci 02:07   very close. Yes. It's Aristotle. And it's about 300 BC. You were right. Close. My hopes Brian Lambert 02:17   only to bash it upside that. Okay. Well, fine. Aristotle's a smart dude. I can get go for that. Scott Santucci 02:22   I guess he's Steve Jobs. Yes. And essentially, he's got, you know, big thoughts. Brian Lambert 02:27   And they probably are more like sandals. Scott Santucci 02:29   There's the close part. So why are we talking about this and diamonds, around the time of Aristotle, many of...

In this episode , we're joined by Brian King. Sales Enablement leader who brought a cross-functional team together to develop and clarify the value of his team at Intercontinental Hotels. In this podcast, we talk through bringing together cross-functional leaders (all who have a myopic lens of "value") as well as understanding the commercial ratio and how to leverage to elevate the strategic conversation and strategies. And our focus is on you, as a sales enablement leader and Orchestrator, sales enablement, leaders need to develop specific characteristics that we call Orchestration, operate in the blended domain of strategy and tactics, where you do both. Our goal on this podcast is to help you clarify what that looks like, provide examples that you can then take an action in your own company and give you confidence to engage up down and across the organization. EPISODE TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. Scott Santucci 00:34   I'm Scott Santucci. Brian Lambert 00:36   I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies Scott Santucci 00:48   together, Brian, I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't. Brian Lambert 01:02   Our focus is on you as sales enablement leaders and orchestrators as a sales enablement orchestrator, you need to develop specific skills to blend both strategy and tactics together to help your company succeed. As you work across the sales and marketing, you're also bringing together a lot of different inputs, and you're turning those inputs into value for your company. As usual, we have a centering story, Scott, what do you have for us today? Scott Santucci 01:27   So our centering story goes way, way, way, way back. Brian Lambert 01:31   usually say that it doesn't isn't that far. Either way. Scott Santucci 01:35   With that. Brian Lambert 01:36   When you add all the emphasis you blow it that it's not that far back. Scott Santucci 01:41   We have the benefit of actually knowing what the story is because I'm including you on this one. So that's a little unfair. I'm using Brian Lambert 01:47   the fact that I'm not in the dark this time. Unknown Speaker 01:50   Exactly. Scott Santucci 01:52   But so we've we've had stories that go way back as I remember around BC period, BC when we talked about the invention of improv. Brian Lambert 02:05   That's right. Scott Santucci 02:06   That's how far back we've gone. So this time, we're going all the way back to episode six gaven, episode six of our actual podcast. So how modern are we getting here? So if you haven't, if you haven't listened to Episode Six, you probably shouldn't do it. It's we published this in in June of 2019. And there's actually a funny story about that. What...

Welcome to Inside: Sales Enablement Episode 61 In this episode we're joined by long-time listener Erik Host-Steen who appreciates getting into the meat of some issues. Since we like introducing ideas and inviting people to participate and push back, Erik reached out to discuss business outcomes and business impact of Sales Enablement. Erik finds that sales, marketing, and product leaders are often working at cross-purposes. One way to get alignment is through business impact measures. What are the goals of the organization? And certainly, growth is usually a part of that. And that growth is for some purpose, value creation, profitability, etc. And then if it's a venture capital backed, firm, there's an exit. So then we have to have an eye toward valuation. And the top typical valuation models have many other factors involved rather than the Commercial Ratio we discussed on the show. What does the Commerical Ratio really add to the toolkit in terms of being able to solve growth problems being able to drive toward a particular valuation or profitability? Find out as we walk through the top-down view of business impact measures so you can quantify your business impact of the sales enablement function. EPISODE TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. Brian Lambert 00:33   I'm Scott Santucci. I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Scott Santucci 00:48   Together, Brian, I've worked on over 100 different kinds of sales enablement issues. As analysts, consultants, we're practitioners, we've learned the hard way, what works, and maybe was more importantly, what doesn't. And Brian Lambert 01:01   our focus is on you as sales enablement, leaders and orchestrators. In that role as an orchestrator, you have to blend both tactics and strategy to execute. Our goal is to help you clarify the measures of success, provide an example of what that looks like to execute, and work together across your function across your organization. And then give you confidence to engage up down and across so you can drive results. And on this podcast today, we're just really excited. And it's really awesome to have another insider join us. We've got Eric hosting with us. Hi, Eric, how you doing? Erik Host-Steen 01:37   Great, thanks. Thanks for having me. Brian Lambert 01:39   Absolutely. And I was, I wanted to bring you in, because you and I had both had a conversation on the heels of the Commercial Ratio webinar. And I learned a little bit about you, you've got you fixed sales and marketing and product problems. You've been with Rogers Corporation, and hoche and Red Mountain, and you're very process driven and quality focused, and have a product marketing background in business development. And, you know, one of the things that I learned about you as you really are focused on having a dialogue, to understand but also where things maybe don't necessarily come together for you, you want to have a discussion. And that's what we're doing here today. I thought, Well, you know what, instead of having the conversation between us, between you and Scott, let's have you on the show. And you can ask Scott yourself. So thanks for joining in,...

Welcome to Inside: Sales Enablement Episode 60 We're in the experience economy and Sales Enablement Orchestrators are working to bring together the valuable contributions of multiple departments in their organization to improve the customer experience. How are they doing that? By pulling together people, processes, technology, and information to benefit sellers and address the gaps in the selling eco-system. Curiosity is the new competitive advantage, as savvy leaders are taking a "how do we figure it out" approach and learn by doing. Forgoing the big-bang efforts for laser beam experience "labs" to figure out what works. In this episode, we’re joined by Bill Ball, a founding member, and one of the members of the Sales Enablement Board of Directors. As sales enablement society founders and members Scott, Brian, and Bill share their examples of creating an all-digital organization of volunteers through a shared and common experience to elevate the role. As Bill shares in the podcast; "We're navigating an evolving profession together. We have to get to know people and to help people, to figure it out together." Listen in as the guys share what they're seeing, and more importantly, what they have learned to help your own organization orchestrate and bring together people through a common and shared experience SES EXPERIENCE 2020 - Forward Momentum for a New Decade October 26 - 29 Virtual Join the members of the Sales Enablement society at their annual conference http://ses2020.sesociety.org/ Make sure you join Scott Santucci (SES Founder) in the Founders Room on Wednesday, October 28, 2020 at 4:15pm Eastern. EPISODE TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. Scott Santucci 00:34  I'm Scott Santucci. Brian Lambert 00:36  I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies. Together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's most important, but doesn't. Our focus is on you as sales enablement leaders and orchestrators in that role that you have in your company, you've got to develop specific characteristics that we call orchestration. That means blending strategy and tactics together to achieve results to help sales sell and simplify the selling ecosystem. And as usual, we have a centering story, bill, bill, what do you got for us? Bill Ball 01:29  Thanks, guys. I want to take us way back to the year of 2016. I know that's not quite as far as you gentlemen generally travel back in your centering stories, but it's important. Brian Lambert 01:45  It's important, Scott Santucci 01:46  you know why? It's so it might as well be that Fargo. Right, Bill Ball 01:50  right, right. I mean, cuz who can tell at this point anymore? It seems like 1000 years ago is my relationship with you guys go what's happened this year, and how far the sales name one society has come. So um, the reason I'm going to talk about 2016 is that's the year all the wheels started to turn in the sales enablement society....

Laying the foundation is critical to Sales Enablement Orchestrators. Laying the foundation is a foundational step to create the survival kit for an enablement leader. It's absolutely mandatory for the enablement leader. In this episode, we're joined by Tamara Schenk. Tamara talks with us about the blueprint Sales Enablement Orchestrators need to create with all teams and roles that are involved. Laying the foundation requires approval by senior executives so that this is your blueprint you're going to achieve. Laying a foundation is not an exercise you do for somebody else, it's not something you you do for finance or controlling. And it's definitely not filling out a form. That's the absolute the last step, when you put all the pieces together. It's a creative process of creating the blueprint you need in your organization, in your context, where you're currently at to achieve your goals. You You have to achieve an enablement to meet your company's sales objectives. EPISODE TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now. Scott Santucci 00:33   I'm Scott Santucci, Brian Lambert 00:35   Brian Lambert, we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies Scott Santucci 00:48   together, Brian and I've worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way, what works and maybe what's more important, what doesn't. Brian Lambert 01:01   Our focus is on you as sales enablement leaders and orchestrators as an orchestrator, you need to be able to blend both strategy and tactics in order to execute. Our goal on this show is to help clarify the metrics of success, provide examples of what that looks like, and give you confidence to engage up down and across the organization. As always, we start with a centering story, Scott, what do you have for us today? Scott Santucci 01:25   Okay, so today's centering story, the timeframe on this is 1400 1400. Okay, got it. It was it was it was imagine that a little imagine that in 1400. And Florence, the Republic of Florence commissioned a whole bunch of sculptors, because to celebrate, hey, you know, we're done with the plague. I thought this was a little time, like, given where we are today. Maybe some wishful thinking with maybe, maybe co it would be over. Yeah. And one of the people who was commissioned one of the sculptors that was commissioned is someone we've talked about on the show before Brian, who might Brian Lambert 02:05   have a, I don't know, we've talked about so many Italians for some reason. Unknown Speaker 02:12   I know a lot of times, um, Brian Lambert 02:16   my favorite though, was vilfredo Pareto. Scott Santucci 02:19   So his tamaraws that's a little foreshadowing. Okay. Uh, well, it's one that you brought up Brian Lambert 02:27   to Vinci. Oh, Which one is that? Oh, um, I don't know. I can't remember. Man. You stuck in me. I love it. So it's 55 shows in man, Scott Santucci 02:37   the lipo...

One thing that we like to do on our podcast is to make this very conversational. And the reason that we want to make it conversational, as we go through a structured format, it can get overwhelming. The things that we're all talking about are very, very complex. In this episode, the guys are joined by Steve Goas who is passionate about co-creating value in Message Enablement. Topics: The vision of Message Enablement programs Creating Routes to Value Orchestration across the organization Defining what "good" looks like with Sales EPISODE TRANSCRIPT: Intro 00:02   Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.  Scott Santucci 00:33   I'm Scott Santucci.  Brian Lambert 00:34   I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies  Scott Santucci 00:47   together, Brian and I have worked on over 100 different kinds of sales enablement, initiatives as analysts, consultants or practitioners. We've learned the hard way what works and maybe what's more important, what doesn't Brian Lambert 01:00   Our focus is on you the sales enablement leader and Orchestrator, as a Orchestrator in sales enablement. You have specific characteristics and skills that you need to leverage in order to blend both strategy and tactics to execute. Our goal is to help you clarify what that looks like, provide examples that you can reference as you're engaging across the organization, and give you the confidence to gauge up down and across the organization. So you can drive the simplification that salespeople need to be successful with their customers. And on this podcast, we have a special guest. His name, Steve, Steve Goss. And Steve is with a very large financial services company. He's got a very strong background in b2b content and b2b messaging enablement or Message Enablement. He's very passionate about sales enablement, as an enabler of the content and the message that salespeople need to have as they engage with their clients and their customers.  And when you think About the sales enablement landscape that Scott shared in early 2020. We obviously we had Talent Enablement, we had Pipeline Enablement, Organizational Enablement and commercial enablement. Steve, one of our listeners here is in the Message Enablement space.  Steve and I met at the sales enablement soiree, actually in 2019. We actually hit it off really well. That event is great to walk the hallways with him and just talk about sales enablement and what he was seeing, as he was helping his large sales teams. And he's been texting and emailing Scott and I ever since he's been a big listener of our show, and actually since COVID, we've had the largest body of post COVID sales enablement research with over 25 episodes and obviously all the state of sales enablement research we did. And Steve's been involved and digesting all that and he reached out to Scott and I said So that's how this started. And Steve so much. I just want to thank you so much for being on the show today. And can you tell us a little bit more about yourself and anything I missed in that setup? Steve Goas 03:10   Yeah. So thanks for having me. And...