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Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.
Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.
Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others.
A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications.
Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.
She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.
A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.
Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.
Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.
Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.
Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.
Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
Ravish Kamath is VP of Products at Regalix, and Sharedemos is one of his pet products. Ravish also confesses to being a serial entrepreneur. He was instrumental in building MetricStream’s ComplianceOnline.com, the world’s largest online GRC community that bagged the 2009 Forrester Groundswell award for Best Social Marketing Program in the B2B Spreading category. “I am passionate about building winning products, working with kick-ass teams and developing sustainable business models,” says Ravish. Here’s a recent chat with him about Sales Enablement (SE) tools.
Interviewed by S. Sahu
"[SE is] a strategic, cross functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and front-line sales managers along the entire customer’s buying journey, powered by technology.”
There are quite a few SE tools/platforms/solutions in the market today. Most of them cater to the technology (hardware/software), healthcare (life sciences) and financial services verticals. There may be a few verticals, such as automotive and manufacturing, that are possibly underserved, as of today.
The objective of SE is quite simple – to provide resources to salespeople that enable them to sell effectively. So companies that roll out an SE solution generally see an uptick in selling efficiency, shorter sales cycles and higher closure rates per rep.
Another benefit of rolling out a SE solution is content consolidation, wherein the number of pieces of content is greatly reduced.
And yet another is better alignment between marketing and sales teams, as marketing teams now have a home where they can define and explain the processes and programs used to generate leads.
A sales playbook is the source of truth for all potential customer interactions. It should contain everything your team needs to thrive in the fast-paced world of business: knowledge of your competitors, your own value proposition, best sales practices, and more. Above all, the playbook should be a living document whose contents should never be static. Companies that use playbooks have a far more aligned sales organization and are able to instrument and make changes in a shorter timeframe than others.
As a general rule, an SE platform that allows easy structuring of content and creation of bite-sized content can be an enabler for authoring playbooks.
However, there are a few SE solutions that are emerging, which provide out-of-the-box templates for easy content creation. Such solutions can go a long way in improving authoring time and also help authors think of content topics they may not have thought of earlier, for example, a chapter on objection handling, another on value-prompting conversations, and so on.
Absolutely. Authoring is not a one-time activity. Content, more often than not, has a life cycle and needs frequent tweaks. This is the nature of agile marketing and sales organizations today. Imagine an experience that requires you to jump through hoops to publish a single update. You might do it once or twice. But would you bother the third time? Considering this, it is of paramount importance that authoring experiences are designed well and are drop-dead simple to use on a daily basis. It doesn’t end there. Being able to collaborate with multiple authors, isolate changes and revert to previous versions of content are all critical in the overall authoring journey.
Web CMSs today are morphing rapidly. They are attempting to throw off their shackles and become more agile. This is, overall, a big plus for the industry. However, their content architectures are still woven or based on philosophies that treat content more at a page level. Contrast this with SE solutions, where SE content is treated more as first-class objects and not an afterthought. Bite-sized content, the ability to restructure content, re-use content, leverage apps that are native to the platform, rather than custom-built – all of these make an SE solution a much better bet in starting a company’s SE journey. Add to this the ability of SE solutions to provide you with real-time reports on content consumption and visitors – this means you are able to react and make changes in real time.
CRM first. A good CRM is something that allows sales reps to do work in the least number of steps, has an intuitive UI and does not add cognitive load in a sales person’s daily journey. In many ways, these embody a philosophy of user experience design that has been gaining momentum in the past few years.
The SE solution comes next. Companies that have had some success in SE often dedicate a significant portion of their SE content to CRM workflows, CRM usage, a day in the life of a sales rep and similar CRM use case models.
SE solutions that integrate with a CRM solution and are able to surface relevant content recommendations for a given opportunity have a major competitive advantage.
To answer this question, I would like to quote some industry facts:
Looking at these facts, a few things emerge:
State of Sales Enablement 2017: Report Summary
Only a little over half the number of organizations with a sales enablement function had a sales playbook as part.
Sales Enablement provides better lead flow
Sayee Bhuvaneswari, Senior Vice President, Sales & Solutions, Hitachi Solutions India
Understanding the customer’s buying behavior is critical to the success of a sales enablement tool
Soumendu Ganguly, Marketing Head, Sulekha.com
Preventing burnout through sales enablement
Sales enablement has largely been equated to a set of tools, aimed at improving salesperson effectiveness.
The marketing to sales handoff - a digital approach
The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst.
Sales Enablement brings predictability
Sanjeev Sukumaran, Founder and Head of Marketing, ForceFulcrum
Sales Enablement helps you have more meaningful conversations with your customers
Lee Levitt, Managing Director and Founder, Acelera Group
While sales enablement is an overall goal, CRM is a tool
Vibhav Vankayala, Product Marketing Manager, Zoho CRM
Why businesses need to embrace sales enablement
Data, analytics, insights and timely content should equip client-facing teams.
To ensure technology adoption, it’s crucial to keep the learning process simple
Arvind Saxena, Group Marketing Head, Sify Technologies