In response to the State of Gross sales Enablement Report 2024, organizations that use one unified enablement platform are 80% extra more likely to improve their win charge. So, how are you going to optimize your tech stack to enhance adoption and drive outcomes?

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 developments within the office and the way to navigate them efficiently.

Right here to debate this subject is Jacob Dinsdale, the gross sales enablement chief at Molina Healthcare. Thanks for becoming a member of us. Jacob. I’d love so that you can inform us about your self, your background, and your position. 

Jacob Dinsdale: Thanks. Comfortable to be right here. My background, I’ve been in gross sales for a very long time, a few many years now. My gross sales profession began in monetary providers, working for one of many largest international funding managers. Every little thing from the buying and selling flooring to wealth administration moved on the expertise facet there. Ended up transferring into the tech facet of gross sales usually through the.com growth. I used to be the primary gross sales rent for a European firm transferring into the US.

Constructed that into a big firm. So I’ve labored in just about all areas of the gross sales course of. Whether or not it’s carrying a quota as a person rep, working a workforce, or working a gross sales group filled with a number of groups and many gross sales channels. 

SS: Nicely, Jacob, we’re fortunate to have you ever right here. Given your intensive gross sales expertise in addition to the expertise that you’ve with Molina Healthcare, I’d love to know out of your perspective, what are among the distinctive challenges that gross sales reps within the healthcare business face, and the way can enablement assist overcome these? 

JD: That’s an incredible query, and I believe that’s one of many issues that makes us distinctive.

For individuals who aren’t acquainted, Molina is among the largest healthcare organizations in the US. I believe on the final rating, we’re no 1 76 within the Fortune 500. However except you reside in a selected state, you is probably not conversant in who they’re. Particularly, we deal with healthcare for those who are in some form of a government-sponsored healthcare state of affairs, whether or not that’s Medicare, Medicaid, or they purchased their very own particular person plan by means of the Inexpensive Care Act within the market.

In order that’s one of many issues that makes us distinctive and in healthcare as a regulated business, particularly once we’re partaking in government-sponsored gross sales operations, having. The proper and reliable materials is essential to us. So, you understand, all of our brokers are, you understand, absolutely licensed within the state and federally.

After which as a company we now have duties there. So ensuring that we’re solely giving appropriate and well timed data within the permitted strategies, and all of our methodology and communication is compliant with our clients. So with these constraints. We’re considerably distinctive and we realized that additionally created bottlenecks for us.

SS: I see. And also you additionally lately carried out an enablement platform for the primary time. What had been among the challenges that your workforce confronted that led you to put money into an answer and, and the way have you ever overcome a few of these since implementing an enablement platform?

JD: One of many issues that we realized is we had loads of issues that we solved individually, and that created loads of completely different and disparate techniques that we use to unravel these particular person issues. Whether or not it’s utilizing SharePoint to handle paperwork, utilizing Salesforce to speak, utilizing no matter random device or particular person gross sales organizations could be utilizing to speak with potential new members.

So, from our standpoint, having one type of unified location that we are able to have faith within the governance of what we’re doing, data concerning the processes of what we’re doing, management over what can and may’t occur, and that creates confidence for us as a company. However I believe additionally that lets us transfer that confidence again to our salespeople who don’t wish to actually.

Concentrate on loads of the main points they’d wish to be stitching. So in the event that they know that the sandbox that they’re enjoying in is absolutely compliant, absolutely usable for them, then they’ll take that sandbox and actually be free to do what they do greatest as a salesman. So, you understand, that was type of our objectives, is to try to provide you with a unified message in that and having unified instruments that every one of our group can use.

SS: I really like that. And also you performed a key position within the implementation of Highspot, so I’d like to be taught from you, and I’m certain our viewers would as properly. What are a few of your greatest practices for driving adoption from the beginning and actually partaking the groups you assist in your enablement packages? 

JD: You already know, and this may come from my background, working in gross sales to start with, however one of many issues that I at all times imagine is.

Having a vacation spot in thoughts and dealing backwards. So if you’re speaking about driving income and driving gross sales at an organization, in the end you wanna have that dotted line. You wanna full a transaction from us as a course of, figuring out the place we wish to be, figuring out that we wish to have robust, wealthy content material that empowers our completely different gross sales channels to do rather well in what they need.

That lets us. We’re backward to have that and construct what we want alongside the way in which so we don’t find yourself constructing a highway to nowhere. We’re constructing the highway to our vacation spot, and I believe that was necessary for us to ensure that defining the route, defining the map, working backwards to the place we wish to go, helped us get all of the stakeholders aligned as a result of anytime there was a disagreement, we might at all times work backwards to that north star, proper? That guiding privilege that we now have as an concept we wish to get to. 

SS: I really like that. I at all times suppose that it’s a unbelievable philosophy to begin with the tip in thoughts. Now, I do know that you just guys have seen success in loads of areas, however I do know one of many areas that you just’ve seen success in is thru the usage of digital rooms. I’d like to be taught from you. May you share extra about the way you’re utilizing digital rooms to optimize workflows in your groups? 

JD: Digital Rooms are an incredible praise for us in one in every of our gross sales channels. So we promote straight. We have now our personal licensed insurance coverage brokers that usher in new members into Molina Healthcare, however in some markets that doesn’t make sense.

And this additionally exists within the insurance coverage business usually. There’s loads of impartial brokers, so we now have a dealer channel gross sales. Division across the nation that works with these impartial brokers who’re then working with members. They often work with many various firms, however what we would like to have the ability to do is to make it simple for them to do enterprise with us and to make it simple for them to do enterprise with us is, is having high quality content material and data on their fingertips.

So if a buyer says, hey, is that this medicine gonna be lined beneath this new plan? I dwell within the Bay Space and I apply conventional Chinese language medication and acupuncture. Is that one thing that’ll be lined beneath this plan? To be an knowledgeable on all of that with the completely different firms isn’t one thing an impartial dealer can do, however we’re ready to make use of these digital rooms as a microsite to have this data that these exterior brokers can use, but additionally for us to verify.

We all know that we now have essentially the most well timed data and we’re seeing some modifications within the Heart for Medicare and Medicaid with CMS proper now and new management. That required us having new, up to date documentation, what we now have there. So we’re at all times utilizing the present and most permitted documentation, however we can be dynamic in our communication to our gross sales channels.

SS: I really like that. Are you able to stroll me by means of that a bit of bit? The technique particularly for the Digital Rooms, in your dealer channel gross sales companions. How are they structured and delivered and what affect have you ever seen thus far? 

JD: They’re structured by our market. So in any specific market, we’re working with varied, uh, ranges of various well being plans and the well being plan, we’re going to be offering primary data.

So that they’ll have entry to, you understand, enrollment types, primary authorities documentation, however they’ll even have necessary issues like, hey, is my transportation to see the physician lined? You already know, do I get a OTC profit spent at CVS each quarter, little bits of knowledge and have that in the identical location is necessary.

I believe, once more, that is one thing that we’ve seen each with our inner gross sales channels and our exterior gross sales channels, having the buy-in and confidence from the customers that know, oh, I don’t know the place to seek out it in every single place, however I do know that I can most likely discover it in Highspot. That offers us a very good capacity to get that stickiness from the consumer base that we wanna see.

SS: I really like that. I believe that’s unbelievable. To pivot a bit of bit, I do know you additionally plan to make the most of AI options in Highspot to raise your enablement efforts. How do you envision leveraging AI capabilities to enhance productiveness throughout the groups you assist?

JD: Nicely, as a mature long-term business, you understand, utilizing AI is one thing that I believe loads of organizations discover scary in together with us as properly, and figuring out the place we are able to or can’t do this.

So from our standpoint, it’s going to be very, very subdued in what we do. However the place we’re going to make use of AI is the flexibility to generate abstract content material, to generate concepts about. Hey, you may wish to try to look to this, both look to this as an possibility that you just’ll be capable of use that could be profitable on this specific kind of interplay.

So from our standpoint, I believe our first implementation of AI goes to be to assist assist the effectivity of our gross sales channels and our gross sales groups relatively than two. Have something externally dealing with. 

SS: That makes a ton of sense, and I’m excited to see what you guys are capable of do inside Molina Healthcare on that entrance. Now, since launching Highspot, what outcomes have you ever seen? Are there any key wins or notable enterprise outcomes you possibly can share?

JD: Nicely, I believe key wins that we’ve seen, and you understand, one of many issues that I appreciated with our relationship with Highspot is that we do have buyer well being check-ins. We’re the place we’re rising and we’re seeing loads of interplay and utilization with what we do.

So exterior shares, high quality content material, variety of digital rooms, variety of performs, lively customers, these are all going up. On 1 / 4 by quarter foundation. I believe a few of our larger wins have been since we realized the reliability of our content material that we now have hosted. We’re having different divisions inside our firm that wish to use Highspot once more, is that it’s a time period that’s used so much, however in gross sales, that single supply of reality, proper? We’re getting to some extent the place we’re seeing our gross sales and advertising and marketing departments that usually wish to have a communication that they’re internet hosting internally. They’re now saying, hey, HighSpot is a good device for us to make use of that internally as properly.

And so I believe our greatest win has been. The adoption of utilizing it once more, it’s virtually to the purpose that we’re promoting and offering data to all of our inner clients as properly. So having these different departments are available in and wish to make the most of the options that they see that type of surpass what they’re at present doing, and that’s made us busy, however it’s, once more, that’s constructing a reliability for us as a device.

SS: That’s phenomenal. Final query for you, Jacob, to shut. When you might give one piece of recommendation to somebody who’s seeking to drive adoption and engagement of their en enablement packages, what wouldn’t it be?

JD: One of many issues, you understand, I discussed this firstly, start with an finish in thoughts. I’ve that aim, have that concentrate on, discuss to all of the stakeholders which are concerned. So some stakeholders solely wish to take a look at KPIs and engagement and take a look at the metrics. Some folks actually solely wish to care about income. Some folks wish to care about coaching and all the main points that we now have alongside the way in which.

So there’s loads of stakeholders alongside the way in which. And what I might say is, discover out the objectives that every of those departments and stakeholders within the firm have, articulate these objectives with the instruments that you just’re creating, and actually type of have a powerful viewpoint. So each time anybody asks, you possibly can say, for this reason we’re doing this.

We’re doing this to beat these struggles that we’ve had already. It will allow us to do that, this, and this. And this additionally places us on a launching pad, which for us is, uh, growth of our capabilities and the way we’re utilizing this that we see occurring in a while this yr and in 2026 as properly. So I believe having that robust viewpoint.

That you simply start with, proper? It could be a constitution that an organization or a imaginative and prescient assertion, no matter that could be. However have that along with your implementation as properly. So everytime you, once more, have a query, you possibly can at all times refer again to why are we doing this? What’s our finish aim and the way are we gonna measure success? And do these choices align with doing that as properly? 

SS: I really like that recommendation. Jacob, thanks once more a lot for becoming a member of us at present. I admire it. 

JD: I’m joyful to be on the podcast and thanks a lot for the interview. 

SS: To our viewers, thanks for listening to this episode of the Win-Win podcast. You’ll want to tune in subsequent time for extra insights on how one can maximize enablement success with Highspot.