{"id":10469,"date":"2024-03-07T10:40:11","date_gmt":"2024-03-07T15:40:11","guid":{"rendered":"https:\/\/www.orchestratesales.com\/?p=10469"},"modified":"2024-04-16T18:37:59","modified_gmt":"2024-04-16T22:37:59","slug":"ises3ep9","status":"publish","type":"post","link":"https:\/\/www.orchestratesales.com\/ise-podcast\/ises3ep9\/","title":{"rendered":"ISEs3 Ep9 &#8211; Dr. Brian Lambert, Part 1"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10469\" class=\"elementor elementor-10469\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65bfde2e e-flex e-con-boxed e-con e-parent\" data-id=\"65bfde2e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd9df elementor-widget elementor-widget-text-editor\" data-id=\"cd9df\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Episode 9 of the ISEs3 Podcast arrives! Part one of welcoming Dr. <a id=\"ember905\" class=\"ember-view\" href=\"https:\/\/www.linkedin.com\/in\/brianlambert\/\" target=\"_blank\" rel=\"noopener\">Brian Lambert<\/a>, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two, back into the <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/company\/orchestrate-sales\/\" target=\"_self\" data-test-app-aware-link=\"\" rel=\"noopener\">Orchestrate Sales<\/a> Studios!\u00a0A treat to have the epitome of past, present, and future enablement (AND OS.c!) back on property.<\/p><p>And yes, of course he was there with <a id=\"ember906\" class=\"ember-view\" href=\"https:\/\/www.linkedin.com\/in\/scottsantucci\/\" target=\"_blank\" rel=\"noopener\">Scott Santucci<\/a> at the original Sales \/ <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/company\/revenueenablementsociety\/\" target=\"_self\" data-test-app-aware-link=\"\" rel=\"noopener\">Revenue Enablement Society<\/a> founding as one of the ~hundred fore-founders I&#8217;m on a mission to interview over time.<\/p><p>And BOY has SE grown! Brian&#8217;s Google search on <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=salesenablement&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7171866309079584771\" data-test-app-aware-link=\"\" target=\"_blank\" rel=\"noopener\"><span aria-hidden=\"true\">#<\/span>SalesEnablement<\/a> back in 2008 landed only a hundred hits. He did it again in the pre show and &#8230;how about six million!<\/p><p>Brian architected an early &#8220;PhD in Sales&#8221; building on an organizational behavior degree with an emphasis on sales in his dissertation, and multiple publications in academic journals.\u00a0Having also been cited over 200 times he may just be on <a id=\"ember907\" class=\"ember-view\" href=\"https:\/\/www.linkedin.com\/in\/drrobertpeterson\/\" target=\"_blank\" rel=\"noopener\">Robert M. Peterson, Ph.D.<\/a> and <a id=\"ember908\" class=\"ember-view\" href=\"https:\/\/www.linkedin.com\/in\/howarddover\/\" target=\"_blank\" rel=\"noopener\">Dr. Howard Dover<\/a>&#8216;s heels.<\/p><p>He&#8217;s been a salesperson with a quota. He&#8217;s been a sales manager with a team. He&#8217;s been a sales enablement manager with a team of ~20. And most recently he took on the role of Big Data Value Architect at <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/company\/elastic-co\/\" target=\"_self\" data-test-app-aware-link=\"\" rel=\"noopener\">Elastic<\/a>, where he is in a marketing messaging role, messaging enablement.<\/p><p>Highlights from the first part of our interview:<\/p><p>PAST&#8230; <br \/>\u231b\ufe0f Brian&#8217;s reaction when he first heard the word &#8220;Enablement.&#8221; (hint: it wasn&#8217;t positive)<br \/>\u231b\ufe0f Brian first crossed paths with Scott at a conference an heard him speak about his blueprint. That&#8217;s where he originally heard Scott share the vision of value architects, communicating value and being orchestrators.<br \/>\u231b\ufe0f Working with Scott at <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/company\/forrester-research\/\" target=\"_self\" data-test-app-aware-link=\"\" rel=\"noopener\">Forrester<\/a> to sell &#8220;this Enablement thing.&#8221; That people *were* confronting the status quo. Breaking down the silo walls among sales training, marketing, ops, and other functions.<\/p><p>PRESENT<br \/>\u231b\ufe0f Since corporate silos were born of the industrial revolution, why are they still such a massive challenge in a hyper connected digital world where technically silos shouldn&#8217;t matter?<br \/>\u231b\ufe0f What does it mean to be an <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=orchestrator&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7171866309079584771\" data-test-app-aware-link=\"\" target=\"_blank\" rel=\"noopener\"><span aria-hidden=\"true\">#<\/span>Orchestrator<\/a>? Why is it important?<br \/>\u231b\ufe0f What if Enablement is not the right home for orchestration?<br \/>\u231b\ufe0f Of the &#8220;flavors of Enablement&#8221; penned at the SES founding, what % of each flavor would most who identify as Sales \/ Revenue enablement be&#8230;<br \/>\ud83d\udcb0Pipeline Enablement?<br \/>\ud83d\udcdd Message Enablement?<br \/>\ud83d\udc65 Organizational Enablement?<br \/>\ud83c\udf93 Talent Enablement?<\/p><p>FUTURE<br \/>\u231b\ufe0f Will Sales Enablement will ever become the vision that the SES founders had of a cross-functional strategic function?<br \/>\u231b\ufe0f Accountability is not prevalent in most Enablement, or marketing, or operations. Salespeople are the ones that get fired.\u00a0When will there be more accountability for the support team?<br \/>\u231b\ufe0f Was the opportunity Covid presented by accelerating a move to digital economy one that has been missed or is there still a hero&#8217;s call to adventure for enablement?<\/p><p>Please click \ud83d\udc47\ud83c\udffb, subscribe \ud83d\udcf2, listen \ud83c\udfa7 &#8230;and \ud83c\udf99\ufe0f join the conversation!<\/p><p>ORCHESTRATE Sales!<\/p><p>Erich<br \/><a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=revenueengine&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7171866309079584771\" data-test-app-aware-link=\"\" target=\"_blank\" rel=\"noopener\"><span aria-hidden=\"true\">#<\/span>RevenueEngine<\/a> <a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=digitaltransformation&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7171866309079584771\" data-test-app-aware-link=\"\" target=\"_blank\" rel=\"noopener\"><span aria-hidden=\"true\">#<\/span>DigitalTransformation<\/a><br \/><a class=\"app-aware-link \" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=revenueenablement&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7171866309079584771\" data-test-app-aware-link=\"\" target=\"_blank\" rel=\"noopener\"><span aria-hidden=\"true\">#<\/span>RevenueEnablement<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Episode 9 of the ISEs3 Podcast arrives! Part one of welcoming Dr. Brian Lambert, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons&hellip;<\/p>\n","protected":false},"author":96,"featured_media":10204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[442],"tags":[],"_links":{"self":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/posts\/10469"}],"collection":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/types\/post"}],"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=10469"}],"version-history":[{"count":10,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/posts\/10469\/revisions"}],"predecessor-version":[{"id":10484,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/posts\/10469\/revisions\/10484"}],"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=10469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/categories?post=10469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.orchestratesales.com\/wp-json\/wp\/v2\/tags?post=10469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}