By Gerhard Gschwandtner
After Elay Cohen was named Senior Vice President of Sales Productivity at Salesforce, he pulled off an amazing feat: He accelerated growth and turned a $500 million enterprise into a $3+ billion enterprise.
That’s why we invited Cohen to speak at the Sales 3.0 Conference in Philadelphia on June 19. In his session, “Crack the Code to Sales Growth with a Winning Sales Enablement Strategy,” he will reveal the hyper-growth sales strategies that made Salesforce the global industry leader.
If you register now to attend the conference, you’ll learn how Elay’s sales enablement best practices and adaptive processes create an unstoppable sales force. As Elay has revealed to me in an interview, a success mantra was part of his proven blueprint to successful sales enablement.
Here’s a summary of Elay’s success mantra:
S – “Seed and grow.” They ultimately believed that, if they could win a customer, a division, or a team, they would be able to seed the success of Salesforce into that business.
U – “Users sell for you.” They believed that, if they could get their customers to share their stories, the customers would do the selling for them.
C – “Customize the demos.” They always tailored the demo to the customer’s business and used the customer’s vernacular.
C – “Connect the dots.” They figured the chances were high that they already knew someone with a connection in the prospect’s company. To use those relationships, they connected the dots.
E – “Experience events.” Think about Dreamforce. Each year, thousands of customers come to the event, get energized, and get connected to other customers. This creates value.
S – “Show them the money.” They used a classic value-based selling approach to build political maps and understand the customer’s business processes.
Elay firmly believes one of the most critical elements of success was the tight partnership between him, the enablement organization, and the frontline sales managers. (His book, SalesHood: How Winning Sales Managers Inspire Sales Teams to Succeed, takes the best of enablement and teaches managers how to bring it to their teams.) And Salesforce founder Marc Benioff agreed: He told Elay he wanted every single salesperson on message, sharing the same stories, and selling the same way. Elay’s team knew their corporate pitches and the playbooks. As Elay told me: “We always had support and expectations that we were going to deliver excellent sales enablement.”
You can hear more from Elay in the video above, and you can also register now to join us at the Sales 3.0 Conference in Philadelphia on June 19.