In response to a report from Harvard Enterprise Assessment, 70% of all change initiatives fail. So how are you going to design and implement an efficient change administration technique to assist your reps undertake change inside your group?

Shawnna Sumaoang: Hello, and welcome to the Win Win Podcast. I’m your host, Shawnna Sumaoang. Be a part of us as we dive into altering traits within the office and learn how to navigate them efficiently.

Right here to debate this subject is Matthew Leiggi, the senior income enablement supervisor at Rectangle Well being. Thanks for becoming a member of us, Matthew. I’d love so that you can inform us about your self, your background, and your position. 

Matthew Leiggi: Completely. Nice to be right here. and such as you mentioned, I’m the senior income enablement supervisor right here at Rectangle Well being. I’ve virtually a decade of expertise in gross sales enablement, go-to-market technique, spanning industries reminiscent of. Healthcare, SAS Information, and FinTech. I’ve had management roles in organizations like Rectangle Well being, the place I’ve been for about 4 and a half years now the place my work actually focuses on creating scalable enablement applications that empower the gross sales groups to articulate worth successfully and ship significant outcomes.

I even have my MBA, which has helped deepen my capability to align my enterprise targets With impactful enablement methods, and at Rectangle Well being particularly, I’m liable for designing and implementing these applications that drive income development. And allow our gross sales staff to reach complicated aggressive markets.

SS: Nicely, Matthew, I’m excited to have you ever be part of us right this moment. One factor that caught my eye in your LinkedIn profile was that you just state your mission is to empower gross sales groups to efficiently land the worth of your options throughout the client’s journey. Are you able to inform us extra about this philosophy and the way it drives your enablement technique at Rectangle Well being?

ML: Completely. And this philosophy actually sort of facilities round guaranteeing that each gross sales interplay is value-driven and customer-focused. It’s actually about, from my perspective, equipping my staff and the gross sales groups with the gross sales data instruments, and confidence to handle what the client’s wants are at each stage.

At Rectangle Well being, that’s translating this into precise methods by creating gross sales playbooks, and dynamic coaching applications, ongoing, each in and onboarding. After which creating content material that’s aligned with our particular purchaser personas within the healthcare trade. Additionally, for instance, I’ve applied applications which have emphasised consultative promoting, the place we all know that we’re going to have a dialog that’s going to be value-based, that’s going to articulate ROI and align these options with the client’s ache factors.

Once more, relying on who I’m speaking to as a result of all people cares about one thing else. Or one thing completely different than perhaps that subsequent particular person that you just’re going to be interacting with. So your strategy needs to be tailor-made to every of these people. 

SS: Completely. Now, Matthew, in the previous couple of years, Rectangle Well being has had a couple of acquisitions. In your expertise, what are among the challenges that gross sales groups can face when navigating an acquisition? And the way can enablement assist overcome these? 

ML: Acquisitions can deliver modifications in product portfolios, processes, organizational tradition, and I do know gross sales groups can wrestle with alignment and a transparent understanding of what the brand new worth propositions are, having to adapt to new applied sciences they won’t have used earlier than.

So enablement can assist bridge these gaps by offering clear messaging frameworks, updating coaching on the built-in choices, and fostering collaboration by means of workshops and cross-functional alignment classes. When Rectangle Well being underwent these acquisitions, I facilitated post-acquisition onboarding coaching to make sure our groups understood what the brand new worth propositions have been, targeted on operational processes and actually took a handheld strategy to what the modifications have been.

So how did it was accomplished in your outdated system or your outdated course of? After which how’s that going to translate into what we’re doing now in our new system? And that’s going to assist confidently interact. Our groups to then really feel extra assured within the course of to then extra effectively interact. Our prospects and our prospects.

SS: Completely. I believe these are some incredible ideas and tips for our viewers. Now, I do know silos can usually additionally change into a standard problem after an acquisition. What are a few of your finest practices for breaking down these organizational silos by means of enablement? 

ML: Completely. And breaking down silos actually begins with making a unified imaginative and prescient and fostering collaboration.

So for me and sort of the enablement position of that, it actually sort of begins with that collaboration. I all the time say enablement’s sort of the third leg in a stool between gross sales and advertising and marketing, product, , sort of the remainder of the group. So cross-collaboration is all the time paramount and that features internet hosting alignment conferences, workshops, and what have you ever with gross sales, advertising and marketing, the product groups to make it possible for all people is on the identical web page.

We’re all aligned and perceive precisely what we’re speculated to be marching in the direction of. The second piece is having a centralized place for assets, utilizing a platform like Highspot so that everyone is aware of that the data and data are all in the identical place, creating that single supply of fact.

After which having common communications, whether or not it’s taking part or holding our personal weekly stand-ups, or cross-department conferences, to align our priorities and initiatives. These practices guarantee all people is aligned on targets. And has entry to these shared assets, so all people is marching to the identical beat, saying the identical issues and understanding what all people throughout the group is doing to the perfect of their capability.

SS: And the will to interrupt down silos and unify your groups was a part of the impetus behind deciding to put money into an enablement platform, I imagine, at Rectangle Well being. What are among the ways in which you leverage your enablement platform to assist drive alignment throughout your groups? 

ML: Enablement platforms like Hotspot are actually invaluable to assist drive that alignment.

And at Rectangle Well being, content material centralization, like I mentioned earlier than, is actually sort of primary. We’re a small firm. After I first began, we solely had about 100 folks. All people was actually sort of utilizing SharePoint. And now as we introduced in these acquisitions, as you may think about, all people has their very own locations for content material and assets.

So bringing every thing collectively below one umbrella was actually a step primary to verify how can we even perceive what exists earlier than we are able to say, is that this even the suitable content material? In order that centralized content material to create an simply accessible repository. For these playbooks, aggressive Intel coaching materials was step primary.

The second is to trace engagement. So yeah, we would have a number of hundred assets that got here in from a bunch of various libraries or completely different locations, however what’s really working after we’re in a position to analyze what’s used and what’s only, we’re in a position to refine our content material, create higher content material, and with the ability to bubble that content material as much as the staff.

The place it’s most appropriately efficient as a result of we’re in a position to monitor that engagement. And the final half is suggestions loop. That goes past simply sort of working from a content material perspective. Suggestions loops are vital for enablement to achieve success anyplace, however taking that vendor suggestions instantly. And for me personally, working one on one with a number of our gross sales reps each day, outdoors of simply from a content material perspective, however their suggestions and understanding of what they do and the struggles that they encounter.

Have every day and sort of what their processes are. Taking that and dealing that again into our platform and our content material in order that every thing once more is aligned and goes to work from the highest down. And that’s going to assist foster that constant messaging and guarantee all of the groups are outfitted with the suitable instruments in the suitable time.

SS: Completely. Now, with any change initiative, bringing your gross sales staff alongside for the journey can oftentimes be simpler mentioned than accomplished. What recommendation do you’ve for motivating gross sales reps and serving to them to adapt to vary? 

ML: Yeah, change is certainly simpler to navigate when gross sales reps see the worth that it brings.

Simply in my brief time right here, we’ve got, once more, gone by means of a number of these acquisitions, processes have modified, management groups have modified. So the primary factor is actually transparency and with the ability to clearly talk the why behind what the modifications are and involving the reps early and infrequently within the course of.

In order that we get these champions coming throughout in our trainings or updates, no matter it could be, as a result of our reps are fantastic, love working with all of them, however it’s all the time a little bit bit completely different when it’s coming from one in every of their friends than when it’s coming from anyone else, proper? We’re not simply telling you to do one thing.

We’ve labored together with your friends to be concerned within the course of, they usually’re serving to us talk that not solely is this transformation simply taking place, however why is it going to make this course of or this factor higher? After which sort of piggybacking on prime of that’s the recognition piece. So celebrating the wins and highlighting these early adopters who embraced the processes and actually sort of celebrating that after which bringing that to a tailor-made assist strategy.

So role-specific trainings, one on one teaching to handle any of those particular person challenges in order that nobody particular person appears like they’re not supported. It’s going to assist create an setting the place change is seen as extra of a possibility than a disruption. 

SS: I really like that recommendation. I believe that’s phenomenal. Now you’ve already pushed actually robust engagement from the gross sales groups together with your enablement applications. You’ve achieved an 81 p.c recurring utilization price with Highspot. What are a few of your finest practices for driving adoption? 

ML: Completely. I imply, primary is stakeholder buy-in. With the ability to work with our gross sales leaders and different stakeholders throughout the enterprise which have a say within the content material that’s being created, and the way our gross sales groups are efficient each single day.

So participating with these leaders early to champion these initiatives is all the time sort of step primary. Quantity two is to have a user-friendly instrument or to make use of one thing that’s going to be straightforward to grasp. De simplifying entry to the assets by means of one thing like Highspot the place It’s extraordinarily straightforward to grasp the place’s our content material working with the Highspot staff particularly to say, nicely, what’s one of the best ways to prepare that content material and go into, hey, right here’s not only a library.

I ought to go into this with the intention of what am I on the lookout for and the way can I simply get to what I want to search out extra shortly. After which the actual key to success is continuous ongoing reinforcement. There’s 1,000,000 issues that occur. Each single day the place the precedence is all the time altering. We work in healthcare.

So we work with these suppliers which have, , restricted assets and restricted time as a result of they’ve sufferers coming in each single day. To allow them to’t all the time simply sort of sit on the telephone. And our aim is to seize their consideration inside the first 10 to 30 seconds and get their buy-in. The very same strategy is identical with our gross sales staff.

So frequently being prime of thoughts, whether or not it’s by means of electronic mail communications, hopping on staff calls, actually simply sort of embedding enablement into the each day workflow by means of some microlearning. So manager-led teaching and reinforcement have contributed to that 81%. 

SS: I really like that. That’s superb, Matthew. Now, I do know that you just guys are simply getting began, however do you’ve any early wins that you just’ve skilled to this point that you may share with us? 

ML: Yeah, completely. So we’ve been in a position to assist streamline our onboarding. With Highspot. So lowering the ramp time by serving to to centralize the coaching and the assets, really this morning, I used to be on with our newest group of latest hires.

And right this moment was mainly let’s begin execution. So what which means is let’s be sure to have entry to all the suitable instruments, and programs. Course of flows, every thing was proper within the excessive spot. So get them proper in there so we are able to make it possible for they’ve entry to every thing. All of our completely different job aides, it’s all proper there.

It’s all very systematic and programmatic. So we didn’t must spend greater than about half an hour ensuring every thing was all arrange. That’s additionally helped enhance and enhance our engagement. Such as you mentioned, we’ve got an 81 p.c recurring utilization, which signifies sort of robust adoption. And a number of that has come from, once more, the reinforcement consistently saying, nicely, have we seemed in Highspot, sending hyperlinks to Highspot, assist themselves get to the suitable content material as a substitute of simply perhaps sending, let’s simply say an instance, the coaching video itself, serving to any person navigate their manner by means of Highspot to get to that coaching content material on their very own.

After which the opposite one which we discovered is improved message consistency. So our staff has reported higher confidence within the content material that they’re sending aligning. Their particular conversations with their follow-ups and pitches versus perhaps only a static electronic mail template that they’d earlier than to allow them to really see the engagement, be capable of have extra purposeful follow-ups, but in addition have tailoring the content material and the dialog altogether to that prospect or that cross-sell buyer that they’re working with.

So these wins have actually helped sort of validate. A platform’s affect and supply a basis for serving to us scale sooner or later. 

SS: Find it irresistible. Matthew, final query for you. The brand new yr is correct across the nook. As you look forward, what are among the key issues you’re planning to attain subsequent as you proceed to evolve your enablement technique?

ML: It’s loopy to suppose that 2025 is correct across the nook. So our important focus as an enablement staff going into subsequent yr is to additional refine our gross sales onboarding and offering higher assist to our new hires to assist lower our ramp time. In order that’s precedence aim primary. Quantity two is to assist improve our organizational alignment.

By integrating extra groups and assets into Highspot. So we’ve actually labored with our income staff to anyone who’s customer-facing change into aligned when it comes to our content material, our processes, and now our aim is to broaden that out to the remainder of the group. After which for me, I might actually like to broaden into using.

Sort of AI and automation and enablement, reminiscent of personalised studying pads, perhaps some automated content material suggestions to assist actually scale our attain and our affect as a result of we’ve got a fairly small however mighty staff right here at Rectangle Well being and we’re persevering with to broaden and develop fairly considerably that we’ve got to have the ability to use some completely different instruments and be artistic round how we are able to get to that attain as a result of we don’t essentially have the human assets to try this.

SS: Completely. Matthew, thanks once more a lot for becoming a member of us. I actually respect the time and the insights. 

ML: Thanks a lot. So comfortable to be right here and have a good time. 

SS: To our viewers, thanks for listening to this episode of the Win Win Podcast. Make sure you tune in subsequent time for extra insights on how one can maximize enablement success with Highspot.​