{"id":10955,"date":"2024-04-20T10:00:00","date_gmt":"2024-04-20T10:00:00","guid":{"rendered":"https:\/\/www.orchestratesales.com\/captivate-podcast\/ises3ep14\/"},"modified":"2024-04-20T10:00:00","modified_gmt":"2024-04-20T10:00:00","slug":"ises3ep14","status":"publish","type":"captivate_podcast","link":"https:\/\/www.orchestratesales.com\/captivate-podcast\/ises3ep14\/","title":{"rendered":"ISEs3 Ep14: Todd Caponi &#8211; Sales History Nerd + Transparency Evangelist @ Sales Melon"},"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\/4b9b6883-9a8e-40ba-aa39-7ed6d09390c7\"><\/iframe><\/div><p>Welcome to <a href=\"https:\/\/orchestratesales.com\/\" rel=\"noopener noreferrer\" target=\"_blank\"><u>OrchestrateSales.com<\/u><\/a>\u2018s Inside Sales Enablement Season 3 Enablement History. <em>Where we hop in the Enablement Time machine and explore the past, present, and future of the elevation of a profession.<\/em><\/p>\n<p>Mark Twain &#8211; the PIONEER of Sales Enablement who empowered a LITERAL customer facing frontline of 10,000!?!!!<\/p>\n<p>On ISEs3 Episode 14, Erich Starrett is out-history-nerded ENTIRELY when he is joined in the <a href=\"https:\/\/www.linkedin.com\/company\/orchestrate-sales\/\" rel=\"noopener noreferrer\" target=\"_blank\">Orchestrate Sales<\/a> studios by Sales Melon&#8217;s Todd Caponi. Todd is not only an aficionado (and collector!) of SALES history, he is a man on a mission to further a movement towards sales TRANSPARENCY.&nbsp; This includes authoring a 3x award-winning book (\ud835\ude1b\ud835\ude29\ud835\ude26 \ud835\ude1b\ud835\ude33\ud835\ude22\ud835\ude2f\ud835\ude34\ud835\ude31\ud835\ude22\ud835\ude33\ud835\ude26\ud835\ude2f\ud835\ude24\ud835\ude3a \ud835\ude1a\ud835\ude22\ud835\ude2d\ud835\ude26) and \ud835\ude1b\ud835\ude29\ud835\ude26 \ud835\ude1b\ud835\ude33\ud835\ude22\ud835\ude2f\ud835\ude34\ud835\ude31\ud835\ude22\ud835\ude33\ud835\ude26\ud835\ude2f\ud835\ude35 \ud835\ude1a\ud835\ude22\ud835\ude2d\ud835\ude26\ud835\ude34 \ud835\ude13\ud835\ude26\ud835\ude22\ud835\ude25\ud835\ude26\ud835\ude33 that just won its second award recently. <\/p>\n<p>Highlights from the episode include&#8230;<\/p>\n<p><strong>PAST<\/strong>:<\/p>\n<p> \ud83d\udcac &#8220;If the truth won&#8217;t sell it, don&#8217;t sell it.&#8221; \ud83d\udcac Arthur Dunn, 1921<\/p>\n<p>\u231b\ufe0f&nbsp;Todd&#8217;s first Sales Enablement experience at Exact Target (now Salesforce) began when COO @Andy Kofoid sent him to their NEST &#8211; New Employee Sales Training as part of his sales management onboarding. It was so ineffective, he left.&nbsp; A few months later they asked him to rebuild enablement. He had to Google the word.<\/p>\n<p>\u231b\ufe0f&nbsp;His search led him to Scott Santucci who had a Forrester event coming up in San Francisco. He attended and sat next to Jill Rowley. <\/p>\n<p>\u231b\ufe0f&nbsp;He also came across (Dr. Ohio) and flew out to do a few day deep dive with him on adult learning.  He brought the combined knowledge back and built a successful, scalable Enablement program for Exact Target. <\/p>\n<p>\u231b\ufe0f&nbsp;Post $3B acquisition by Salesforce his team used the sale e-learning modules, and recorded role plays (back in 2012!) they had built for their internal team to train all of Salesforce on Exact Target. He was given a shoutout by Mark Beinoff himself.<\/p>\n<p>\u231b\ufe0f&nbsp;Todd&#8217;s three core Enablement responsibilities: <\/p>\n<p>    1\ufe0f\u20e3 Amalgamate: identify and align top 5 CxO priorities<\/p>\n<p>    2\ufe0f\u20e3 Orchestrate: optimize resources, identify the optimal path to enable the revenue organization to drive the five. <\/p>\n<p>    3\ufe0f\u20e3 Evaluate: Provide feedback and close the loop. <\/p>\n<p>&nbsp;&nbsp; \ud83d\udcac &#8220;(As a CRO) I always felt my Enablement team had a closer eye into the successes, the failures, the struggles, the strengths, the weaknesses of my team before any of us did. \ud83d\udcac <\/p>\n<p>\u231b\ufe0f Todd&#8217;s application of transparency enabled PowerReviews to became Chicago&#8217;s fastest growing tech company from 2014 to 2017.<\/p>\n<p><strong>PRESENT:<\/strong><\/p>\n<p>\ud83d\udcbc As the economy gets tight, as it gets harder to sell,&nbsp; you need two things: better sales leadership and better sales enablement. However, the knee jerk reaction &#8211; which is happening now &#8211; is to train leaders less and downsize enablement because &#8220;it&#8217;s overhead.&#8221;<\/p>\n<p>&nbsp;&nbsp; \ud83d\udcac &#8220;As things get tougher, those investments need to go up, but ironically, they&#8217;ve gone down historically over and over again.&#8221; \ud83d\udcac <\/p>\n<p>\ud83d\udcbc Today, the &#8220;as a service&#8221; economy means that closing the deal is no longer the peak. It&#8217;s the beginning.&nbsp; You need to create long term value for these customers. And that&#8217;s that long game helps you win the short game too. Simliar approach to Jacco&#8217;s Revenue Architecture Bowtie at Winning By Design. <\/p>\n<p>\ud83d\udcbc The shift from growth at all costs to long term recurring value is history repeating itself. 1914 to 1923. It was the forgotten depression of the early 1920s.<\/p>\n<p><strong>FUTURE:<\/strong><\/p>\n<p>\ud83e\udd16 The future of sales is two things. <\/p>\n<p>    1\ufe0f\u20e3 Going back to a service oriented mindset.  &#8220;Salesmanship is the science of service.&#8221; &#8211; Arthur Sheldon (1911)<\/p>\n<p>    2\ufe0f\u20e3 Providing better homework for the buyer. &#8220;Buyers know more nowadays&#8221; &#8211; Thomas Herbert Russell (1912)<\/p>\n<p>\ud83e\udd16 History reveals the risk of &#8220;ruining&#8221; technology. From the phone, to email, to video, and now #AI. <\/p>\n<p>\ud83e\udd16 Enablement will be needed in the future as long as we embrace a service \/ value oriented mindset. <\/p>\n<p>&nbsp;&nbsp; \ud83d\udcac Don&#8217;t be worried about technology. Just keep doing the right things. Control what you can control. There&#8217;s always going to be a place for you. And I think it&#8217;s going to be highly valuable and maybe even more valuable into the future.&#8221; \ud83d\udcac<\/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>ORCHESTRATE Sales!<\/p>\n<p>Erich<\/p>\n<p>#RevenueEngine #DigitalTransformation #ChangeManagement<\/p>\n<p>#RevenueEnablement #Sales Enablement<\/p>\n<p>#AiCuriousHumanEnthusiast <\/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\/4b9b6883-9a8e-40ba-aa39-7ed6d09390c7\"><\/iframe><\/div><p>Welcome to OrchestrateSales.com\u2018s Inside Sales Enablement Season 3 Enablement History. Where we hop in the Enablement Time machine and explore the past, present, and future&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\/10955"}],"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=10955"}],"version-history":[{"count":0,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_podcast\/10955\/revisions"}],"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=10955"}],"wp:term":[{"taxonomy":"captivate_category","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_category?post=10955"},{"taxonomy":"captivate_tag","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/captivate_tag?post=10955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}