Listen On:

Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, (LinkedIn), CMO of Seismic Software, a leading sales enablement platform.

On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how mastering it can lead to explosive growth. In this interview, John also talks about making “enablement” a word, what being a CEO taught him about being a CMO, and much more.

5 Key Takeaways:
- "Sales enablement is one of the pieces that bring marketing and sales together." - John Raguin
- Enablement is not a word in any of the major dictionaries, but John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title.
- From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine."
- "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like or, not done at all." - John Raguin
- John believes it is important to prioritize those in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line. 

Bio:
John is the CMO of Seismic where he leads their global marketing strategy. Prior to Seismic, John was a partner with venture capital firm F-Prime Capital. John also served as CEO and founder of Guidewire Software (NYSE: GWRE) which he led from inception to $150+M in revenue, as well as in management roles at Ariba (acquired by SAP) and MRO Software (acquired by IBM).

Notes & Quotes:

John's Background - (1:00)
- Johns first job was a startup software company of 10 people in the UK.
- His boss had asked him to deliver marketing material which sparked his interest in product marketing.
- From this experience John developed a passion for marketing, especially for how marketing and sales work together.

Seismic Software & Sales Enablement- (3:00)

- Seismic Software is a sales enablement platform which helps give content intelligence about all a brand's materials and provides the analytics to help organizations continually improve content. 
- Over the last couple of years, there has been a 118% increase in job positions with sale enablement titles. 
- Sales enablement is rapidly growing and becoming very important to brands.
- “Sales enablement is an area that often is separate. It encompasses pieces of sales training and some pieces of sales operations. It tends not to report to marketing, more times than not, it reports to sales.” - John Raguin
- Seismic puts a lot of scrutiny on making sure the adoption of anything new that they create has usage behind it and making sure sales are using it. 
- "Sales enablement is one of the pieces that brings marketing and sales together." --John Raguin
- Receiving feedback from customers helps marketers understand their gaps so that the they can make effective material for the field.
- John believes it is essential to always stay up to date on all printed documents.
- "We ensure that the sales teams are not only using the most up-to-date but also the most effective materials. "--John Raguin

Is Enablement a Word? - (10:00)
- Enablement is not a word in any of the major dictionaries.
- John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title. 
- There is a society called the "Sales Enablement Society" who has over 5,000 members who have been promoting it. 

Going From a CEO to a CMO - (16:00)
- John was a CEO for almost ten years at a company named Guide Wire.
- What's fun about being a CMO is you're getting your hands dirty as opposed to being a CEO where it's more challenging to get involved.
- “Marketing organizations tend to be smaller compared to sales, development, or customer success. So, you can get closely involved and roll up your sleeves and get dirty." - John Raguin
- When a CEO, it's difficult to analytically measure all of your decisions, whereas a CMO can put analytics behind what's working and what's not working. 
- John believes being a CMO is great because you get to work more closely with your peers, whereas a CEO may experience some distance. 
- From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine."
- “Every question is a good question because it's normally going to promote better decision making." - John Raguin
- "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like or, not done at all." - John Raguin
- It is important to discuss with your employee priorities and how they are going about their projects is a great way to of "reprioritizing" rather than pounding the table and saying, "you have to get it all done."
- With prospecting, it is important to prioritize those who are in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line. 
- "In everything you do, in every campaign, it has to be rooted in facts because, if it's going to be successful, the facts will always come out.” - John Raguin

Pardot Lightning Round - (30:00)
-Favorite recent book or podcast: Freakanomics
- Favorite Ad Campaign: Dos Equis-The Most Interesting Campaign in the World
- Best advice for first time CMO of Marketing? "Sit down and go through the priority list again and again."
- Last Takeaway: Sign the petition at Real Problem Real Word

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

Share This Episode:

Share on facebook
Share on twitter
Share on linkedin

Subscribe to Marketing Trends

The Marketing Trends podcast delivers the trends, strategies, and interviews you need to stay ahead.​

Stay ahead of the game.

Marketing Trends delivers the trends, strategies, and interviews you need to stay ahead.

Copyright 2018 © The Mission