In accordance with analysis performed by Gartner, B2B gross sales reps neglect 87% of what they study inside 30 days of coaching. So how will you construct efficient studying applications that foster steady improvement?

Shawnna Sumaoang: Hello, and welcome to the Win-Win podcast. I’m your host, Shawnna Sumaoang. Be part of us as we dive into altering tendencies within the office and tips on how to navigate them efficiently.

Right here to debate this subject is Tom Brandon, the Director of Gross sales Enablement at OneSpan. Thanks for becoming a member of us, Tom. I might love so that you can inform us about your self, your background, and your function. 

Tom Brandon: Thanks for having me. I’m excited to be right here. So I’m Tom Brandon. I’m the director of gross sales enablement at OneSpan, which is a workforce authentication, banking authentication, and digital agreements firm.

I’ve been within the coaching and enablement discipline for approach too lengthy. I don’t wish to say what number of years it’s been, however began out as a technical coach, doing the entire. Microsoft coaching, MCSC, MCP, MCT, Cisco coaching, delivering all of these, and finally turned a worldwide coach for a cybersecurity firm, Pattern Micro, took on their coaching groups, took on their improvement groups, and ran their international schooling division, was there for about 10 years.

Then moved on to a different cyber safety firm, WebSense, which turned Forcepoint, and took on their international schooling division, and finally we branched off the gross sales and technical, and I continued on with their technical schooling and constructing out their applications. For nearly 10 years as nicely. Then moved on once more to a different cyber safety firm, ReliaQuest, and was their VP of studying at ReliaQuest College.

After which lastly right here at OneSpan. I’ve been at OneSpan now for a few yr and a half, actually having fun with working with this firm and the sellers and constructing out a real enablement. 

SS: I like that. Effectively, Tom, thanks once more for becoming a member of us. You might have intensive expertise in designing and delivering studying applications. So what are a few of your issues when creating applications for these totally different groups throughout go-to-market like income and buyer success groups? 

TB: That’s an amazing query as a result of every workforce all the time has a singular focus and spin that you’ve got to pay attention to, however for me it actually comes down to 5 principal issues.

What do they should know? Why do they should realize it? When do they should realize it? How do they do it? After which who do they go to for any questions? And so every little thing that we’re doing focuses on these 5 principal areas. And whether or not it’s a easy microlearning, whether or not it’s a full-fledged coaching, or it’s a communication that we’re sending out, these are issues that I all the time deal with as a result of.

If a gross sales rep or a buyer success supervisor doesn’t know why a change was carried out or why pricing has gone up or when issues go into impact or tips on how to truly do one thing for our PS and our SE organizations, then they’re at an obstacle and so they’re not going to look good in entrance of their clients.

So these are the issues that I often deal with. Anytime we’re constructing out any sort of communication enablement or coaching program.

SS: I feel that’s nice recommendation. Now, one factor that did catch my eye on LinkedIn was that you just talked about you truly rebuilt the onboarding program at one span to a flipped classroom mannequin. For these which might be possibly rather less acquainted, are you able to clarify what a flipped classroom mannequin is? And may you inform us extra about this effort and the way your workforce introduced it to life? 

TB: Completely. In conventional schooling, take into consideration if you’re going to a college course, you go into the lecture and you’ve got the professor that’s up there and so they’re delivering their lecture content material.

They in all probability delivered that a whole lot of instances for various courses. And it’s the very same factor each time. And the scholars, then they take that data after which they go and so they need to learn some extra. They need to do some worksheets and every little thing. And it’s It’s a a technique information switch, and it’s actually not a good way for the scholars to study and apply that data.

Whereas with the flipped classroom, the concept is that you just give the scholars content material forward of time. You give all of them of that, that studying, that e book research that they should be doing, and so they put together for the in-class session with all of that content material. Now, once they’ve finished that, the time with that skilled, with that SME, now can be utilized for deeper engagement, for communication, for function performs, for a sensible software of that content material that they’ve simply examine and so they’ve gone by means of all that self-paced studying.

After which after class, that is the place they will do some further software of what they’ve practiced. in school, whether or not they have dialogue boards or assessments or further studying alternatives. And so it’s a solution to not solely get the knowledge throughout, however have a two approach communication with the scholars, which goes to assist them to recollect the content material.

It additionally permits them a possibility to follow in a protected setting after which offers them additional alternatives outdoors of sophistication to use that information. 

SS: Wonderful. Effectively, I feel it’s actually cool what you guys are doing on that entrance. And also you truly leverage the certifications in your onboarding program, in addition to different ongoing studying applications. How have you ever used certifications to encourage learners and validate abilities? 

TB: Effectively, the validation, that’s the straightforward half, proper? That’s what certifications are all about, is validating that any individual is aware of a reality or is conscious of a course of or no matter it might be. The motivation, that’s the exhausting half, is attempting to determine how one can not solely validate or assess but in addition get folks enthusiastic about what they’re studying about.

And that is actually the place issues like establishing achievements for folks, having particular targets that they will obtain, after which having some type of reward for them, whether or not it’s digital or bodily, no matter it is perhaps. And that is additionally the place you can begin speaking about. The concept of gamification or severe gaming as nicely.

For me, I’ve by no means been an enormous one on gamification. Let’s simply put one thing right into a sport simply so that folks will undergo the content material and the sport has nothing to do with the content material that they’re going by means of. However severe gaming, one thing that may be a sensible software, one thing that’s an experiential-based studying alternative for them that then offers them an achievement as soon as they’ve truly proven that they will carry out some motion, whether or not it’s delivering a pitch or no matter it is perhaps.

However It reveals them that they are often assured in what they’re studying, that they’re truly making progress and reaching. And so, you realize, for me, it’s discovering ways in which you are able to do this severe gaming and supply achievements alongside the best way. 

SS: I completely love that. Undoubtedly, progress is a motivator, I feel, for lots of people. As you consider reps or go-to-market groups, oftentimes they’re on the transfer and intensely busy. So how do you incorporate microlearning and agile curriculum methodologies into your studying applications? 

TB: We now have all seen a lower in our consideration spans during the last a number of years. We’re so used to the fast hits and ever-changing content material that’s put in entrance of us by social media that the normal strategy To prolonged coaching applications is just not applicable for our present audiences.

And so, taking a look at, one, an agile improvement framework is completely vital, as a result of for those who take a look at the normal strategy for planning out curriculum improvement, it might take 3, 6, 9 months for a full-fledged course to be developed. In right now’s fast-paced world, in 3, 6, 9 months, that product might not even be round anymore.

Nonetheless, individuals are concerned with buying that product. And so the Agile improvement course of, taking these Agile ideas from software program improvement and making use of it to what we’re doing in curriculum improvement is completely vital. Establishing sprints and dealing very intently with improvement groups or with advertising groups and ensuring that we’re in lockstep collectively and releasing issues at very quick intervals. And people issues that you just’re releasing in these quick intervals, whether or not it’s one or a two-week dash, now grow to be these micro-learning items. And that is one thing that once more, , with folks’s consideration spans, we want to have the ability to get fast hits out to folks with a very powerful data and be capable to share that with them on a continued foundation in order that they know that extra data is coming. And that results in type of that concept of the just-in-time coaching as nicely. Get that data in entrance of individuals as they want it in order that they are often ready for no matter state of affairs they’re going through. 

SS: Completely. What function would you say your enablement platform Highspot performs in serving to you land these methods?

TB: Highspot has been improbable for this. One, it’s been our consolidation level for the entire content material that we’ve had. I’m certain everyone that’s listening to this, they’re going through this downside the place you will have content material that’s unfold throughout so many alternative locations, and sellers are saying, I don’t know the place to go to seek out data.

And so having one definitive location the place folks can go and discover the content material has been a lifesaver for us. Second, is that it helps us with creating smaller micro-learning content material and making that accessible to our sellers in an easy-to-consume format. And the third factor then is that it supplies us with wealthy analytics in order that we will see what’s working and what isn’t.

We will see who’s accessing it, who is just not accessing it, and the way nicely they’re performing. And it’s not simply in regards to the folks taking it. Nevertheless it’s serving to us to find out if our content material actually hitting the mark. Is there one thing that we have to return and revisit? There’s one thing lacking or one thing that was mistaken in there.

And so from an enablement standpoint, not solely is it a automobile for us to get that content material in entrance of our customers, however it’s additionally a mechanism for us to make sure that we’re offering the highest quality that we will to these people who find themselves taking our enablement content material. 

SS: Completely. I wish to shift gears just a little bit as a result of I do know that to ensure that enablement to achieve success, you actually need to have efficient partnerships with key stakeholders throughout the group.

I do know for you as nicely, that one of many issues that was vital was transitioning enablement from being an order taker to actually a consultative accomplice for the important thing stakeholders throughout the group. How have you ever constructed efficient partnerships along with your stakeholders as you’ve carried out these studying applications?

TB: That’s an amazing query. One, as an enablement chief, I struggled with for a very long time, is attempting to get away from that order-taker mentality the place folks simply come and say, we want coaching on this, go and create this coaching for us, to being that true consultative accomplice, the place we’re working hand in hand, with totally different departments to grasp their wants after which to offer our suggestions for a way we might help them to realize these targets and wishes that they’ve.

And after I got here into OneSpan, we have been actually order takers. It was simply folks telling the enablement workforce, to go and make these trainings. And what we’ve needed to do is we’ve needed to transition in three principal areas. One is that we’ve got to show our worth. We now have to point out that we’re true professionals in our craft and that we all know what we’re doing.

Second, we’ve got to construct belief, and that signifies that we’ve got to be working arm-in-arm with these leaders in different departments. We now have to be there offering enter, and we’ve got to be listening to them as they’re telling us about their wants. And third, and maybe a very powerful one, and that is one which I’ve actually been specializing in the final a number of years, is that we’ve got to grow to be the communication hub.

There’s quite a lot of siloed data in each firm, and that data is vital for the success of the corporate. We now have to get it in entrance of the go-to-market groups. And so I see my function as a gross sales enablement skilled right here to seek out that data within the silos after which to share it out. And what that does is it permits us to get higher visibility into what’s taking place within the group.

It permits us to ferret out the place these downside areas are and to get the totally different departments working nearer collectively. as nicely. And all of it comes from that communication hub mentality. 

SS: Completely. I like that strategy for gaining stakeholder buy-in and belief. , I do know you talked rather a lot about how vital type of having that information and analytics set is alongside the best way. In what methods do information and analytics additionally show you how to to boost your steady studying and reinforcements along with your workforce? 

TB: So I’d say there are two principal components right here. One is leveraging a mannequin that offers us extra data than simply the smiley sheets on the finish of coaching. We’re implementing the Kirkpatrick mannequin of evaluations.

It’s a four-level mannequin. And, you realize, actually fast, you realize, the concept right here is that at stage one, you will have your fundamental reactions, these smiley sheets, and folks just like the coaching. And often, it’s, did they just like the coach slightly than the coaching? The second stage Is did they really study one thing? And that is the place you possibly can have quizzes that may decide this, or you can begin taking a look at confidence and you can begin doing issues like earlier than and after surveys.

And so you possibly can see if there was a rise in confidence. in attendees’ confidence in a selected topic. It is a subjective measure, however not less than you can begin entering into the minds of these individuals who have been taking your coaching to see, did it made an impression. The third stage then is behavioral change.

Did they take that data that they realized about within the coaching and have they taken it again on the job? Are they really doing the issues that they realized about? After which lastly, the final one is driving enterprise outcomes. So the individuals who went by means of the coaching, who’ve seen this confidence change, who’re implementing it on the job, are they now performing higher than those that haven’t gone by means of this coaching?

And is it making a cloth impression on the enterprise? Is it bringing extra money in? Are they making extra gross sales? And so, Leveraging a mannequin like this that will get away from that, did you want your coach smiley sheet and begins entering into the minds and actions of the sellers is completely vital. The second is the system Highspot is permits us to dig in-depth and get an evaluation on what’s working, and who’s succeeding, and permits us then to create a mannequin for others to emulate in order that they will then have the identical success as those that have gone by means of and at the moment are offering that materials enterprise impression.

SS: Now you stated the phrase impression a couple of instances. I might like to study from you. What impression have your studying applications had in your workforce thus far? And do you will have any wins you possibly can share? 

TB: Yeah, we’ve in all probability had possibly three key impacts. After I first got here into OneSpan, we have been rolling out a brand new first name deck that our sellers use once they get with clients for the primary time.

And we did a First name deck certification program the place we constructed out not solely self-study across the first name deck however then had periods to truly do function performs with our sellers and work with them on key eventualities and key buyer profiles in order that they might then truly do a certification function play with their managers.

And undergo that. And the sellers by far have been extra ready and engaged than they’ve ever been in any deck certification coaching. And we received each vendor by means of. All of them handed with an 80 p.c certification or greater in that program. A second one which we’ve had, we name it our one spark, a gross sales kickoff.

At first of 2023, we had a change in CEO and we have been presupposed to have A in-person gross sales kickoff, however with that change in CEO and quite a lot of modifications that have been taking place across the firm, they determined to cancel the in-person gross sales kickoff, however our workforce along side our enterprise unit leaders determined it’s nonetheless vital for us to create a program to start out getting folks the knowledge they should On the targets and trajectory of the corporate for this yr, 2024. So we, the enablement workforce, created per week lengthy digital gross sales kickoff program, and we did this inside one month time period, and we have been in a position to leverage the know-how. Not solely the content material that we had, however then our techniques like Highspot to assist us get this data out to our sellers, held a number of webinars, and it was by far one of the profitable kickoffs that we’ve had, despite the fact that it was digital.

The ultimate one, I do know I might ramble about this for days and days, however was our revamped onboarding and actually taking this old style onboarding program that was actually an advert hoc for each single particular person as they got here in onboarding to a constant program that’s the flipped classroom program that permits extra interplay time with SMEs, with the trainer, offers the brand new hires a possibility to role-play in that protected setting and offers them alternatives then to use their information outdoors of the classroom as nicely.

SS: These are some wonderful wins, Tom. Proceed to maneuver ahead and optimize every little thing that you’re doing. What can be your major focus areas for persevering with to boost One Span’s studying applications? 

TB: I’ve to say, I’m going to stay with the quantity three. I’ll offer you three of them that we’ve got. One is microlearning. Need to proceed with the microlearning strategy. I don’t see us going again to week-long, two-week-long, month-long coaching programs. There are conditions the place that could be useful, however working in a worldwide firm with a worldwide go-to-market gross sales pressure, we’ve got to leverage the know-how that we’ve got.

And microlearning is a key side for us. The second factor that I actually wish to begin specializing in is user-generated content material. We’re a small enablement workforce, and we don’t have time to deal with each single factor that we’d love to do. And we’re not the specialists as a result of we’re not in entrance of the client each single day on some issues.

And so, getting Customers to truly generate some content material that then may be leveraged inside our applications. Not solely assist us to create broader applications and, ones which might be, are more practical, however it additionally offers just a little bit extra credence to it as a result of it’s sellers sharing with sellers. And it helps different sellers to see that that is one thing that’s vital.

And so user-generated content material is one thing that I’m trying to actually begin engaged on in 2025. And at last, communications. I do know I’ve talked rather a lot about communications already, however that’s one key space that basically needs to be targeted on. I, early in my profession, used to inform folks, I used to be not a marketeer. I don’t do advertising, however you will have to have the ability to successfully inform folks what’s taking place, what is accessible, why it’s vital, and get that in entrance of them on a steady foundation.

SS: Tom, final query for you. For organizations aiming to create efficient studying applications for groups throughout the income engine, what’s possibly one piece of recommendation you’ll give them to set them up for fulfillment? 

TB: I’m going again to speak. It’s a must to use all channels which might be accessible. I check with it as guerrilla advertising.

You might have to have the ability to inform folks not solely what you might be doing, however the impact it has and the advantages of it. And discover new and distinctive methods of getting data in entrance of individuals. Begin making a microlearning sequence. We simply began one referred to as Behind the Curtain that takes a take a look at particular buyer profiles and the way they’re leveraging our merchandise.

We’re additionally doing one on cyber safety consciousness this month, and we’re getting issues out each different day to our sellers, key points that they could possibly be speaking to their clients about. However the communication side, folks might not know all the good work that enablement groups are doing. Until they’re advised about it, you need to let folks know. So talk. 

SS: I like that recommendation. Thanks once more, Tom, a lot for becoming a member of us and sharing your recommendation by means of this podcast. I actually respect it. 

TB: Thanks for having me. 

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.