At this year’s Summit Europe, Tata Communications was awarded a Programme of the Year award in the area of sales enablement. This organization’s transformation from a small isolated team to a fully functioning sales enablement hub team managed to provide sales support, account insight and active pipeline acceleration programmes that resulted in an increase in win rate from 27 percent to 39 percent.
Tata Communications is a substantial subsidiary of the Mumbai-based Tata Group, which posted $103 billion (U.S.) last financial year. Tata Communications offers networking, security and mobility and cloud services; approximately 25 percent of the world’s Internet traffic utilizes the Tata Communications network.
Carl Robertson, VP of segment marketing, took on a major challenge with respect to marketing’s role within the business and in the building of a function that offers support and enablement of the global sales team. The win ratio, from SQL to closed/won was average, but not where the business needed it to be. The marketing function needed to become more business driven and accountable. From a cost perspective, Carl wanted to see customer and market engagement become both more effective and efficient, with the latter relying keenly on the use of digital and took the opportunity to introduce company-wide standards and best practices.
A best-in-class sales enablement service should consider the areas of methods of enablement, the interlock of related company functions, the ability to deliver insight, the development of skills, and finally, a recurring attention to sales productivity. The efforts taken by Tata Communications can be described using these pillars:
This very comprehensive and well-thought-through sales enablement hub now provides sales with the ability to have a continuous and successful conversation with prospects across the buyer’s journey. Congratulations to Carl and the entire team at Tata Communications!
Julian Archer is a Research Director at SiriusDecisions. He has more than 25 years of international b-to-b demand creation experience within corporate and pan-European field functions. Follow Julian on Twitter @julianarcher