Executive Interview With Pam Dearen

Remote Selling has become an important focus for every sales organization. Digital sales technologies, by default, are what enables remote selling. In this interview series, we ask executives at leading salestech companies to describe how their customers are leveraging technology, what metrics are now possible, and more. 

Q: What are your customers doing to adapt to - or leverage - the trend towards distributed sales teams and remote selling?

Pam: Now more than ever, Bigtincan customers are using the breadth of our capabilities from sales readiness to sales content management to buyer engagement in order to win in today’s remote, virtual business environment. 

For example, driven by the pandemic and shift to remote working, Bigtincan Learning was recently rolled out globally at a leading shoe and apparel company to connect with their employees in new ways. The strategy was to put “learning in the path of work” so that team members did not have to stop what they were working on for training. 

Instead, remote learning content is made available on-demand and pops up at the moment of need. The solution serves 3,000 employees and tracks usage and achievements so that they can monitor progress and impact. 

In addition, the team was able to quickly deploy Bigtincan Hub, the content management part of our solution, to condense elaborate, complex processes into one place, reducing team member frustration and increasing productivity.

Pam: Now more than ever, Bigtincan customers are using the breadth of our capabilities from sales readiness to sales content management to buyer engagement in order to win in today’s remote, virtual business environment. 

For example, driven by the pandemic and shift to remote working, Bigtincan Learning was recently rolled out globally at a leading shoe and apparel company to connect with their employees in new ways. The strategy was to put “learning in the path of work” so that team members did not have to stop what they were working on for training. 

Instead, remote learning content is made available on-demand and pops up at the moment of need. The solution serves 3,000 employees and tracks usage and achievements so that they can monitor progress and impact. 

In addition, the team was able to quickly deploy Bigtincan Hub, the content management part of our solution, to condense elaborate, complex processes into one place, reducing team member frustration and increasing productivity.

Q: What metrics should customers of Sales Enablement solutions use to measure the impact or progress of their activities?

Pam: Tracking adoption and engagement KPIs allows customers of Sales Enablement to see the progress and impact of their implementation. These include users activated, training progress and competency, viewed content, shared content, prospect engagement and more. 

In addition, automated training paths enable easier tracking of speed of onboarding and automated content recommendations and recommended next actions improve both speed to productivity and buyer satisfaction.

Q: What steps can Sales Enablement solutions users take to best facilitate their prospects’ decision-making given that interactions are likely remote?

Pam: A data science-driven Sales Enablement solution gives remote sellers a strategic advantage by providing AI-driven recommendations on the right content to share, and the best time to share it – as well as in-meeting content recommendations. Analytics gathered from the content management layer inform sellers about the most effective content for use at each step of the buyer journey. 

When coupled with analytics from the sales/buyer engagement layer, the seller is also informed about the next best action and timing, such as when to send a follow-up email. Assistants providing support and guidance are becoming fundamental to how we work and a part of everyday life. Companies that deploy these types of solutions to their sellers will be the best at facilitating prospects’ decision making.

 

Q: What are one or two examples of how a customer is using your solution in surprising ways.

Pam: A leading internet browser’s enterprise team uses the Bigtincan enablement solution to easily and effectively engage with partners outside their company. Using our remote learning capabilities, they are able to present industry-specific learning paths to streamline partner onboarding and training. The mobile-friendly solution is easy to deploy and update, and the program is expanding up to 100 partners globally with multi-lingual support.

Another interesting use of our platform is by a leading Japanese video game company. Their products are sold by third-party big box retailers, and they compete for mindshare of the retail associates that advise end customers. 

So, to capture the associates interest, educate them and keep their products top-of-mind above the competition, the company created a program of bite-sized, gamified learning modules and added an incentive program — all managed by our Bigtincan enablement solution. 

Now associates around the globe anticipate new modules and are anxious to learn and earn loyalty points redeemable for the company’s games.

Q: What should sellers do differently when giving remote demos?

Pam: Practice and be fully present! It sounds simple, but these keys to success should never be overlooked. Be sure to use a Sales Enablement solution that provides or integrates with video and turn your camera on – even if the other participants are audio only. 

Let them see you. And when it comes to practice, be aware of how you are being perceived. Seller’s that come across as confident, or even arrogant, outperform those that are seen as boring. Since this self-awareness is so important for successful remote selling, Bigtincan has acquired VoiceVibes to enhance the Bigtincan solution. 

Our AI-powered coaching platform helps professionals make the best impression, every time they speak. And the self-driven solution is scalable – allowing users to get instant feedback without relying upon a manager to review their pitch and provide feedback.

Q: What steps should organizations take if they plan to implement Sales Enablement?

Pam: Remember that a great Sales Enablement platform matters but it isn’t the only thing that matters. Additional keys to success include the right collaboration, processes and governance. To get the most out of a Sales Enablement investment, the Marketing, Sales and Product teams need to work together and agree that there will be one source of truth for the company and retire alternate solutions. 

Processes need to be put into place so that each team knows their role in the content development process and what assets need to be created. Governance is a must so that there is an agreed set of standardized assets, shared taxonomy and content lifecycle management including having a feedback loop in place. 

These elements – collaboration, processes and governance – ensure the right assets that sales will actually use are being created and that they are tagged so that they are easy to find. The goal is to produce the smallest set of highest quality assets that the company can afford.

Pam Dearen Headshot

Pam Dearen

VP Marketing Communications,
Bigtincan

Pam has over 25 years of experience that spans from start-ups to large enterprises leading both business and technical teams.

Bigtincan (ASX:BTH) helps sales and service teams increase win rates and customer satisfaction. The company’s AI-powered sales enablement automation platform features the industry’s premier user experience that empowers reps to more effectively engage with customers and prospects and encourages team-wide adoption.