{"id":10485,"date":"2024-03-19T17:00:00","date_gmt":"2024-03-19T21:00:00","guid":{"rendered":"https:\/\/www.orchestratesales.com\/captivate-podcast\/ises3ep10\/"},"modified":"2024-04-18T13:53:55","modified_gmt":"2024-04-18T17:53:55","slug":"ises3ep10","status":"publish","type":"captivate_podcast","link":"https:\/\/www.orchestratesales.com\/captivate-podcast\/ises3ep10\/","title":{"rendered":"ISEs3 Ep10: Dr. Brian Lambert Pt 2 \u2013 Co-Founder, Orchestrator, and Value Architect"},"content":{"rendered":"<div class=\"cfm-player-iframe\" style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow:hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless allow=\"autoplay\" src=\"https:\/\/player.captivate.fm\/episode\/a939b647-9632-4e68-aa8a-e8fc9d3e9089\"><\/iframe><\/div><p>In Episode 10 Dr. Brian Lambert is back in the <a href=\"https:\/\/www.linkedin.com\/company\/orchestrate-sales\/\" rel=\"noopener noreferrer\" target=\"_blank\">Orchestrate Sales<\/a> Studios with Erich Starrett, for part two of a two-part interview.&nbsp; Dr. Lambert is a Digital Value Architect at <a href=\"https:\/\/www.linkedin.com\/company\/elastic-co\/\" rel=\"noopener noreferrer\" target=\"_blank\">Elastic<\/a>, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two.<\/p>\n<p>In this segment we pivot from past to present and future, with an emphasis on the impact of AI and the new data = fuel paradigm. Highlights from the second part of our interview:<\/p>\n<p><strong>PAST<\/strong><\/p>\n<p>\u231b\ufe0f What is Brian&#8217;s take on the recent move by primary research companies to shift from &#8220;Sales&#8221; to &#8220;Revenue&#8221; and the Sales Enablement Society following suit to <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7176538732055928834\/?actorCompanyId=35667855#\" rel=\"noopener noreferrer\" target=\"_blank\">Revenue Enablement Society<\/a>?<\/p>\n<p><strong>PRESENT<\/strong><\/p>\n<p>\u231b\ufe0f Now that Brian has moved into the Marketing organization, what is his experience like compared to the Sales or Ops or Talent Enablement functions?<\/p>\n<p>\u231b\ufe0f How does data collection compare among the functions?<\/p>\n<p>\u231b\ufe0f What would it mean to truly be Revenue Enablement?<\/p>\n<p>\u231b\ufe0f In line with recent interactions with @Hilary Headlee, Erich suggests the best first step towards true Revenue Enablement may be for Enablement leaders to engage with #RevOps and Brian reacts to the suggestion.<\/p>\n<p><strong>FUTURE<\/strong><\/p>\n<p>\u231b\ufe0f Brian talks about the shift in focus from company to employee to customer &#8230;and now we are shifting towards a data focus. A data centric view. One for which individuals, functions, and entire companies are ill prepared to pivot towards and fully embrace and benefit.<\/p>\n<p>\u231b\ufe0f A potential new paradigm of looking at data less as a byproduct of doing work and more as a fuel for the digital economy. <\/p>\n<p>\u231b\ufe0f The promise and potential hurdles of AI for Enablement.&nbsp; <\/p>\n<p>&gt;&gt;&gt; Understanding, embracing, and tapping into a hybrid human + artificial &#8220;collective intelligence.&#8221; &nbsp; <\/p>\n<p>&gt;&gt;&gt; Using AI to generate structured inputs that we as humans synthesize vs. outputs that leave the creativity to an unknown artificial third party.&nbsp;  <\/p>\n<p>\u231b\ufe0f A &#8220;future of work&#8221; vision where we understand how data becomes information, how that information becomes knowledge, how that knowledge becomes insight, how that insight gets leveraged to make decisions and then how to effectively put AI on top of that to fully leverage what makes the company unique.&nbsp; <\/p>\n<p>\u231b\ufe0f There are a series of continuums:<\/p>\n<p>&gt;&gt;&gt; Data awareness: From data aware to data led.<\/p>\n<p>&gt;&gt;&gt; Organizational: From data &#8220;laying everywhere&#8221; to organized digital mastery.<\/p>\n<p>&gt;&gt;&gt; Enablement: From being an Analyzer to an Orchestrator removing silos and creating the organizational structure of tomorrow<\/p>\n<p>&#8220;You have to be a synthesizer of all this information and AI can help you, but if you cannot synthesize this stuff across marketing operations, training, sales, customers, let&#8217;s not forget, then you&#8217;re not going to be an Orchestrator.&#8221;<\/p>\n<p>Please click \ud83d\udc47\ud83c\udffb, subscribe \ud83d\udcf2, listen \ud83c\udfa7 &#8230;and \ud83c\udf99\ufe0f join the conversation!&nbsp;<\/p>\n<p><\/p>\n<p>ORCHESTRATE Sales!<\/p>\n<p><\/p>\n<p>Erich<\/p>\n<p>#RevenueEngine #DigitalTransformation<\/p>\n<p>#AICuriousHumanEnthusiast<\/p>\n<p>#RevenueEnablement<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"cfm-player-iframe\" style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow:hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless allow=\"autoplay\" src=\"https:\/\/player.captivate.fm\/episode\/a939b647-9632-4e68-aa8a-e8fc9d3e9089\"><\/iframe><\/div><p>In Episode 10 Dr. Brian Lambert is back in the Orchestrate Sales Studios with Erich Starrett, for part two of a two-part interview.&nbsp; Dr. Lambert&hellip;<\/p>\n","protected":false},"author":96,"featured_media":10204,"comment_status":"open","ping_status":"open","template":"","meta":[],"captivate_category":[],"captivate_tag":[],"_links":{"self":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_podcast\/10485"}],"collection":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_podcast"}],"about":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/types\/captivate_podcast"}],"author":[{"embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/users\/96"}],"replies":[{"embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/comments?post=10485"}],"version-history":[{"count":1,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_podcast\/10485\/revisions"}],"predecessor-version":[{"id":10486,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_podcast\/10485\/revisions\/10486"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/media\/10204"}],"wp:attachment":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/media?parent=10485"}],"wp:term":[{"taxonomy":"captivate_category","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_category?post=10485"},{"taxonomy":"captivate_tag","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_tag?post=10485"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}