Emily Garza is the AVP of Customer Success at Fastly.  She sat down with The Collaborator to explore her experiences in sales, enablement, and customer success and how Enablement can best support customer success, and therefore your customers, in their journey.

Key tips include:

1️⃣The importance of partnering with, and leveraging the support of leaders in the customer facing teams.

2️⃣How to leverage your current efforts to provide training and content to sales, to repurpose it for customer success.

3️⃣How Enablement at Fastly is structuring to not simply enable the internal teams at Fastly, but also Partners and Customers directly.

And, as always, much more.

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hey everybody it’s john the collaborator

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and i’m here today

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with emily emily how are you today

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i’m good how are you doing good now

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i should have said emily garza because

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obviously everybody doesn’t know who you

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are

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but i’m still working on getting uh up

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to one name

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that’s not quite that status yet i was

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trying to introduce it for you here

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but i don’t know i heard a lot of

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silence

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and people going who’s emily so tell us

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who you are emily

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yeah so emily garza i’m the avp of

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customer success

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at fastly that’s so cool

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now you know what does fastly do just

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real quick

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yeah so fastly works to support our

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digital businesses globally to keep pace

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with customer innovation

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and help them deliver fast scalable

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online experiences

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nice i think that’s the fastest company

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overview i’ve ever heard

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which simply means you’re not a

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salesperson which is yes

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tell us a little bit you know i know

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you run customer success at fastly

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are you responsible for the upsell the

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cross sell the retention and all those

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uh various aspects that that we

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sometimes talk about customer success

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owning and sometimes they don’t

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yeah customer success is uh tricky

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because it’s defined differently in you

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know every different company

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and you know people kind of take and

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choose i think a little bit in kind of

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defining what works best for them

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um at fastly we do own the renewals and

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upsells

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and it’s actually something that i feel

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really passionate about

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um i think in most worlds like the

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customer success manager is doing all of

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the pieces

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to lead up to the renewal and upsell

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anyway like take the credit

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do do that last little piece um because

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you’re doing all the good stuff to leave

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there

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i love that now i’m going to take you

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i’m going to challenge you a little bit

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because i go back and forth on it i’ve

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always gone back and forth on

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should customer success owned that and

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risk crossing over from sort of being

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the consultant

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you know i’m helping you be successful

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to the person exchanging the money

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why does it work so well at least at

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least where you are emily

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yeah i think as an overview like our

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main goal is to help our customers grow

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um

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and if that means that you know we grow

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additional revenue because of it like

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that’s wonderful

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but we’re really kind of focused on um

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enabling our customers to be most

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successful and so i feel like if

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if you’re doing that right you’re

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understanding their business objectives

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and you’re tying you know the right

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solutions to what they need at the time

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like

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those upsells and those renewals tend to

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come a little bit more naturally

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um you know we don’t have kind of that

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monthly quota so it’s not that push at

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the end of the month to

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try and get it done and you know maybe

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things aren’t quite as aligned as they

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need to be

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we can take a little bit more of a

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long-term view um and make sure we’re

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doing things in the best interest of the

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customer

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i love that i love that tell me a little

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tell us a little bit about this

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everybody’s been impacted by covid of

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economic slowdowns

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how has it impacted specifically your

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role in customer success

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if at all yeah so we

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uh got the opportunity to take over the

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renewal and upsell component

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at the beginning of this year so that

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was a change for us internally

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um which ended up being uh exciting but

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a little bit of a challenge

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with uh covet hitting and we had a lot

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of customers come

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to us and say my business is changing or

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you know i’m

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i’m just trying to stay in business um

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you know you think about it

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right now yeah yeah if you think about

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some of those

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industries that were you know hit really

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hard right that travel and hospitality

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that

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like no no one’s traveling right now

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like you can’t even if you wanted to

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um and so you know being able to have um

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really direct conversations with our

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customers and say you know here’s

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what we can support here’s what we can’t

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support and um

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you know some of the things we had to

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say no to because we have to stay in

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business as well to support them

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but i was really excited because i think

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the team stepped up to the challenge and

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we were able to find really mutually

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successful

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um agreements of how to move forward i

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love that

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let me ask you this emily and it’s a

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little bit off track so i apologize and

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you can say john no fair cheating

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how do you navigate you i believe

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that there is a very different journey

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that a buyer is on

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first time prospect buyer then the

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customer journey

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and how you navigate that from a

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retention upsell across sell

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varies do you do you see it similarly

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and if so how does

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how do you manage that journey

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specifically from a customer success

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role

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yeah so i think that it’s both right

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there’s definitely elements of the

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pre-sales motion that you need to

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bring in and um you know some of that

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might be

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um you know they’ve you’re expanding to

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a new business unit or

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uh your main champion is left you

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actually have to resell that value

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um so a lot of that is kind of back to

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the basics right it’s the education

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piece and everything else

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but i think that happens regularly i

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mean champions

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people move on from job to job and don’t

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always tell us beforehand

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exactly how rude call us up

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i know it’d be really nice if you know

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here’s i’m leaving here’s my backup

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here’s the plan

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you don’t always get that but i think

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from the

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kind of looking at it from the customer

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success point of view it’s

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um it’s really tied to those business

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objectives right and

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i think sometimes one of the challenges

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of getting that

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that first sale like breaking in from

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prospect to customer is

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is building that level of trust so that

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that um customer will actually tell you

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what they’re trying to solve

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right a lot of the times maybe you get

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something high level you don’t get to

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drill down

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uh but i think that once you’ve gotten

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that chance to kind of earn the

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customer’s business

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um there’s a little bit more of that

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level of trust it’s hey now we’re in

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this together like

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i need you to help me be successful and

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so it’s making sure that you’re really

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aligned to

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understanding what those goals are how

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you can deliver against them

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it’s got to be i mean it’s a lot easier

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once you’re an existing customer because

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hopefully if things are moving along

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the right direction you have a more open

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relationship or at least some level of

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conversation

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have you have you found yourself better

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able to

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and i apologize only because i go all

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over the place

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well that’s great my mind works is it

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do you find it easier for you also to

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dive deeper into the organization

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both vertically and horizontally you

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know based upon hey we’re doing such a

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great job in this division um do they

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almost bring you in

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to the to the next place and the next

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place throughout the company

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is does it get easier in your opinion

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i think it gets easier um it’s still i

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think case-by-case basis right you

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you run into those um

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sometimes decision makers sometimes kind

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of like project owners that

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like this is their baby and they don’t

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really want to share

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yeah yeah and so you do still need to

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navigate that sometimes and

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you know sometimes it’s presenting it as

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how do i make you look better internally

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right like let’s work on something get

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some great results and showcase it to

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your boss

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um or hey you’ve done so well like

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shouldn’t

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you get the credit of bringing it to

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another business unit um

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you know to help them look better so

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some of it you have to

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figure out how to best position in order

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to get kind of that buy-in but

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yeah i think for the most part um you

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know if you’re seeing success people

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want to

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to be responsible for that and then also

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sharing it across the company

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yeah no i agree now you have you have a

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great background

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in enablement that

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has to have had impact on how you think

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about

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success and how you think about some of

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the things that we’ve already spoken

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about emily

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how has it impacted your view of

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customer success

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and how does customer success more

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broadly

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help you now i mean how does enablement

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now help you

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in the customer success role see i told

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you i would fluff up

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at least 37 times

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oh too funny um yeah so i uh actually

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started the customer success or

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see there i go uh you’ve got me yeah i

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don’t i talked about crack though that’s

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my

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mulligan too i started the

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enablement function um at fastly about

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five and a half years ago and

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um i think going through that has

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given me number one like so much

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appreciation for that role

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uh i think that you just um

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a lot of times you’re swimming upstream

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because you’re trying to get um

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sales and whatever other revenue

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organizations

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um like onto the path and like change is

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hard

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right and so you trying to you know

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improve process increase efficiency even

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if it makes them better like

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it’s the short-term change that is hard

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um so tons of appreciation

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for people in that role and um but i

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think that having

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having that experience has also helped

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as i started the customer success team

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of knowing kind of what’s critical

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coming out of

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um the block right i knew that it was

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going to be

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hiring people so i needed a really

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strong onboarding

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um and not just the like here’s a throw

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up of

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47 hours of video um talk to me when

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you’re done right it’s

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thinking about that just in time right

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do you really need to know

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like how to price and do a renewal in

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week one probably not you’re not even

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going to

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talk to customers for five weeks um so

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kind of thinking through like how do you

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break that

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out um and then as we’ve you know as our

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enablement um team has grown it fastly

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and people have

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um had different focuses really working

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with that team of

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understanding you know i think sales is

0:10:16.800,0:10:20.320
typically the

0:10:18.160,0:10:22.000
the first point um where they think of

0:10:20.320,0:10:23.839
right so hey we’re building this let’s

0:10:22.000,0:10:25.440
look at it from a sales perspective

0:10:23.839,0:10:27.440
um and then being able to go back and

0:10:25.440,0:10:27.920
say okay and how do we shift it a little

0:10:27.440,0:10:30.240
bit

0:10:27.920,0:10:32.160
for the customer success world um

0:10:30.240,0:10:33.120
oftentimes you can use the sales piece

0:10:32.160,0:10:36.079
as a base

0:10:33.120,0:10:36.480
uh but it’s kind of manipulating it for

0:10:36.079,0:10:38.079
um

0:10:36.480,0:10:39.680
kind of those post-sale conversations to

0:10:38.079,0:10:42.399
make sure it’s relevant

0:10:39.680,0:10:44.800
it’s interesting because you know in

0:10:42.399,0:10:46.800
many businesses where there’s a

0:10:44.800,0:10:47.920
many sas businesses subscription

0:10:46.800,0:10:51.440
businesses

0:10:47.920,0:10:52.399
our retention is 75 80 percent of the

0:10:51.440,0:10:55.680
business revenue

0:10:52.399,0:10:56.880
every single year but we still do start

0:10:55.680,0:11:01.440
with sales

0:10:56.880,0:11:03.600
which almost feels backwards how have

0:11:01.440,0:11:05.680
you based on what you’ve learned i mean

0:11:03.600,0:11:08.160
like you said you started enablement

0:11:05.680,0:11:10.480
uh you’ve gone over the customer success

0:11:08.160,0:11:13.200
side of the world which to me

0:11:10.480,0:11:14.160
is a lot like enablement they’re both

0:11:13.200,0:11:16.880
really driven on

0:11:14.160,0:11:18.880
driving change getting the adoption

0:11:16.880,0:11:21.279
understanding the impact

0:11:18.880,0:11:22.399
how have you taken sort of your dual

0:11:21.279,0:11:25.440
understanding

0:11:22.399,0:11:29.040
and helping the enablement team help you

0:11:25.440,0:11:31.920
help customers successive fastly

0:11:29.040,0:11:33.920
yeah it’s a lot of um providing the

0:11:31.920,0:11:36.399
feedback in context

0:11:33.920,0:11:38.560
so i think because so many people in

0:11:36.399,0:11:40.079
sales enablement

0:11:38.560,0:11:42.640
have really kind of done that first

0:11:40.079,0:11:44.959
focus on sales or maybe come from

0:11:42.640,0:11:46.640
a sales background which i think is

0:11:44.959,0:11:47.920
always really helpful to kind of have

0:11:46.640,0:11:49.120
been in the shoes of someone you’re

0:11:47.920,0:11:52.079
supporting

0:11:49.120,0:11:53.680
um sometimes they don’t have that uh

0:11:52.079,0:11:55.200
account management or customer success

0:11:53.680,0:11:57.279
type background and so

0:11:55.200,0:11:59.920
um helping share kind of what those

0:11:57.279,0:12:02.240
nuances are so what i do with our

0:11:59.920,0:12:03.200
enablement team is you know as we say

0:12:02.240,0:12:05.920
like okay we’re gonna

0:12:03.200,0:12:07.839
roll out like a negotiation training or

0:12:05.920,0:12:11.200
uh we recently built um a bunch of

0:12:07.839,0:12:12.800
playbooks for our sales organization and

0:12:11.200,0:12:14.639
saying okay that was iteration one for

0:12:12.800,0:12:17.200
sales now how do we

0:12:14.639,0:12:19.279
plan kind of iteration two specifically

0:12:17.200,0:12:21.920
for the customer success team and

0:12:19.279,0:12:23.920
um you know some of it is as simple as

0:12:21.920,0:12:25.120
let’s use these examples because it will

0:12:23.920,0:12:26.880
resonate more

0:12:25.120,0:12:28.959
um you know let’s not talk about the

0:12:26.880,0:12:30.959
example of hey you’re trying to get a

0:12:28.959,0:12:32.480
meeting with a prospect let’s talk about

0:12:30.959,0:12:34.480
hey they’re paying us money but they

0:12:32.480,0:12:35.839
still won’t meet with us like

0:12:34.480,0:12:37.519
that that’s going to hit someone’s

0:12:35.839,0:12:38.000
customer success and be like oh yeah

0:12:37.519,0:12:40.959
i’ve been

0:12:38.000,0:12:41.760
there and that happens it’s crazy that

0:12:40.959,0:12:43.600
happens

0:12:41.760,0:12:45.200
and it’s not always an indication that

0:12:43.600,0:12:47.920
they’re unhappy with you

0:12:45.200,0:12:49.519
sometimes they’re just so busy that they

0:12:47.920,0:12:52.240
don’t pay attention

0:12:49.519,0:12:53.040
yep exactly yeah that that’s really

0:12:52.240,0:12:55.279
interesting

0:12:53.040,0:12:57.360
how have you when you started the

0:12:55.279,0:12:59.519
enablement function let me ask you this

0:12:57.360,0:13:01.360
how did you initially start thinking

0:12:59.519,0:13:04.560
about how to measure

0:13:01.360,0:13:08.880
if you were being successful from an

0:13:04.560,0:13:11.519
enablement side uh great question

0:13:08.880,0:13:12.399
and probably not something i did very

0:13:11.519,0:13:14.800
well

0:13:12.399,0:13:16.160
uh everybody’s struggling with that i

0:13:14.800,0:13:19.360
mean anybody does

0:13:16.160,0:13:21.440
anybody nailed it lion

0:13:19.360,0:13:22.959
well it it’s hard right and especially

0:13:21.440,0:13:24.560
when you’re starting it from scratch you

0:13:22.959,0:13:26.000
don’t

0:13:24.560,0:13:28.000
you don’t have anything to compare

0:13:26.000,0:13:29.040
against right so in some ways you’re

0:13:28.000,0:13:30.480
just kind of building and you’re like

0:13:29.040,0:13:31.680
we’ll see what works and then start to

0:13:30.480,0:13:34.560
measure so we can see

0:13:31.680,0:13:36.399
um iterative progress um i feel like one

0:13:34.560,0:13:37.200
of the things that i was really focused

0:13:36.399,0:13:40.800
on

0:13:37.200,0:13:43.839
um in the role is we rolled out um a

0:13:40.800,0:13:46.399
sales methodology uh and so

0:13:43.839,0:13:47.360
you know we had uh we typically hire

0:13:46.399,0:13:50.720
people who

0:13:47.360,0:13:52.560
have prior experience which is great but

0:13:50.720,0:13:54.000
also challenging because you have people

0:13:52.560,0:13:56.880
come in with

0:13:54.000,0:13:58.000
different vernaculars and ways of uh

0:13:56.880,0:13:59.600
describing

0:13:58.000,0:14:01.519
where something is in the deal pipeline

0:13:59.600,0:14:03.360
or you know anything like that

0:14:01.519,0:14:05.199
and so getting everyone kind of onto a

0:14:03.360,0:14:06.320
common framework so that was one really

0:14:05.199,0:14:08.720
big initiative

0:14:06.320,0:14:09.440
um and so seeing you know adoption for

0:14:08.720,0:14:12.320
the trainings

0:14:09.440,0:14:14.240
and then actually how that was impacting

0:14:12.320,0:14:17.600
uh customer conversations

0:14:14.240,0:14:21.199
um was was really neat i i remember one

0:14:17.600,0:14:23.199
seller uh who up front was

0:14:21.199,0:14:25.199
you know came out of the training i was

0:14:23.199,0:14:27.920
like i’ve been through all the different

0:14:25.199,0:14:29.360
sales trainings like you know they’re

0:14:27.920,0:14:31.279
they stay here for a month and then we

0:14:29.360,0:14:31.760
move on right like the kind of typical

0:14:31.279,0:14:35.760
like

0:14:31.760,0:14:38.720
initial seller resistance um and then

0:14:35.760,0:14:40.480
you know someone who just really like

0:14:38.720,0:14:42.240
ended up diving in and saying great i’m

0:14:40.480,0:14:43.360
i’m gonna give this one a try like

0:14:42.240,0:14:45.680
i’ve been through them all before but

0:14:43.360,0:14:46.639
i’ll give this one a try and six months

0:14:45.680,0:14:49.600
later

0:14:46.639,0:14:51.279
um being able to close this deal but

0:14:49.600,0:14:54.079
close it with

0:14:51.279,0:14:55.199
um just so much more high quality

0:14:54.079,0:14:58.399
information

0:14:55.199,0:15:00.160
on why and being able to really speak to

0:14:58.399,0:15:02.079
that roi back to the customer it was

0:15:00.160,0:15:03.600
that was a really cool moment did they

0:15:02.079,0:15:06.880
come back to you at that point and go

0:15:03.600,0:15:07.279
geez emily uh that was good yeah yeah it

0:15:06.880,0:15:10.720
was

0:15:07.279,0:15:12.959
uh pretty amazing to see when you rolled

0:15:10.720,0:15:15.360
out things like a new sales methodology

0:15:12.959,0:15:16.720
i mean at the time uh you weren’t in

0:15:15.360,0:15:17.519
customer success obviously you weren’t

0:15:16.720,0:15:18.959
enablement

0:15:17.519,0:15:21.120
but is it something that you rolled out

0:15:18.959,0:15:23.279
to all customer facing roles at once or

0:15:21.120,0:15:25.839
was it just for the sales team

0:15:23.279,0:15:27.360
and you know you guys need to live this

0:15:25.839,0:15:29.199
so we’re not going to talk to the rest

0:15:27.360,0:15:31.279
of the business about it or how did that

0:15:29.199,0:15:33.920
go

0:15:31.279,0:15:35.600
yeah so sales was definitely the primary

0:15:33.920,0:15:36.639
target in where we spent most of the

0:15:35.600,0:15:39.759
time

0:15:36.639,0:15:41.279
but really tried to get

0:15:39.759,0:15:43.360
the rest of the company to at least

0:15:41.279,0:15:45.360
understand uh

0:15:43.360,0:15:47.279
not only like hey sales is going on this

0:15:45.360,0:15:49.759
journey so be supportive

0:15:47.279,0:15:50.720
but also to kind of help hold us

0:15:49.759,0:15:54.079
accountable

0:15:50.720,0:15:56.000
right hey if we’re inviting um

0:15:54.079,0:15:57.519
you you know head of product to a

0:15:56.000,0:15:59.839
meeting with us like

0:15:57.519,0:16:01.120
ask us about this thing like like see if

0:15:59.839,0:16:02.480
we’ve got it prepped because we’re

0:16:01.120,0:16:04.880
supposed to be doing that right that’s

0:16:02.480,0:16:06.480
that’s what we’ve built in um so trying

0:16:04.880,0:16:08.000
to get uh kind of that alignment and

0:16:06.480,0:16:09.839
support across the company

0:16:08.000,0:16:11.920
i think that’s so important though

0:16:09.839,0:16:13.839
because you mentioned

0:16:11.920,0:16:15.040
that the person said oh this will be

0:16:13.839,0:16:17.279
gone in a month

0:16:15.040,0:16:18.959
so often if we don’t focus on driving

0:16:17.279,0:16:21.360
that adoption by getting the whole

0:16:18.959,0:16:23.519
system all the people aware of it

0:16:21.360,0:16:24.880
it does just sort of fade away so kudos

0:16:23.519,0:16:26.320
to you and everybody

0:16:24.880,0:16:28.560
for making sure that didn’t happen

0:16:26.320,0:16:30.800
that’s amazing thank you

0:16:28.560,0:16:32.079
did you focus on coaching too and how

0:16:30.800,0:16:33.839
did you approach it

0:16:32.079,0:16:35.360
from an enablement side and the reason

0:16:33.839,0:16:37.279
i’m asking emily

0:16:35.360,0:16:39.279
um just to give you a sneak preview into

0:16:37.279,0:16:40.800
my to my sick mind

0:16:39.279,0:16:43.040
is i’m wondering how that applies to

0:16:40.800,0:16:45.040
what you’re doing customer success today

0:16:43.040,0:16:46.480
you know does enablement help coach you

0:16:45.040,0:16:47.600
in the current world but maybe we can

0:16:46.480,0:16:50.880
start with sales

0:16:47.600,0:16:51.839
and then talk about today too yeah so

0:16:50.880,0:16:54.000
that was

0:16:51.839,0:16:55.600
probably one of my favorite parts about

0:16:54.000,0:16:58.800
the enablement role

0:16:55.600,0:17:01.279
um and it was

0:16:58.800,0:17:02.959
so i’ll say one of the reasons that i

0:17:01.279,0:17:04.799
left the enablement role is because i

0:17:02.959,0:17:07.439
missed the customer interaction

0:17:04.799,0:17:08.640
um and so part of why i really liked

0:17:07.439,0:17:11.280
this coaching

0:17:08.640,0:17:12.799
um was because we got to talk about

0:17:11.280,0:17:13.439
customer stuff right we were talking

0:17:12.799,0:17:15.199
about an

0:17:13.439,0:17:17.039
upcoming meeting or a deal or things

0:17:15.199,0:17:18.559
like that and it was

0:17:17.039,0:17:20.319
seeing the growth and development of the

0:17:18.559,0:17:22.559
sales team so um

0:17:20.319,0:17:24.480
i was given kind of a handful of sellers

0:17:22.559,0:17:26.720
to work with of

0:17:24.480,0:17:28.079
you know hey like they need a little bit

0:17:26.720,0:17:31.280
of extra hand holding

0:17:28.079,0:17:34.240
um the manager might be stretch thin um

0:17:31.280,0:17:36.799
and so i got to do you know things like

0:17:34.240,0:17:40.080
deal reviews account strategy planning

0:17:36.799,0:17:41.039
uh meeting prep with them um and it gave

0:17:40.080,0:17:43.200
me kind of that

0:17:41.039,0:17:45.200
that sneak peek into you know what

0:17:43.200,0:17:47.280
management might feel like or

0:17:45.200,0:17:49.679
being able to coach and develop people

0:17:47.280,0:17:51.280
yeah that’s awesome did you um

0:17:49.679,0:17:53.440
did you ever think yourself geez i want

0:17:51.280,0:17:56.000
to go down the track of sales manager

0:17:53.440,0:17:59.200
after doing that a little bit

0:17:56.000,0:18:02.400
um sales manager is just so tough

0:17:59.200,0:18:03.600
uh you know our job and anyone in the

0:18:02.400,0:18:05.440
sales world it’s

0:18:03.600,0:18:07.600
um you know it’s what have you done for

0:18:05.440,0:18:10.000
me lately um

0:18:07.600,0:18:11.600
and you know i i’ve i’ve done that i’ve

0:18:10.000,0:18:14.799
i’ve carried the bag but

0:18:11.600,0:18:16.960
i really love the the long-term growing

0:18:14.799,0:18:18.320
customer relationships and you know

0:18:16.960,0:18:19.919
being able to see

0:18:18.320,0:18:21.919
you know three years later oh you’re

0:18:19.919,0:18:23.520
still with us and you know now you have

0:18:21.919,0:18:25.440
two more kids and

0:18:23.520,0:18:27.520
uh your business has grown and all this

0:18:25.440,0:18:30.080
stuff i i think being able to see

0:18:27.520,0:18:31.039
kind of that longevity is is really what

0:18:30.080,0:18:33.760
drives me

0:18:31.039,0:18:35.679
i love that does does enablement provide

0:18:33.760,0:18:38.240
any type of coaching for cs

0:18:35.679,0:18:41.840
these days or is that just one of the

0:18:38.240,0:18:44.559
functions or services that isn’t

0:18:41.840,0:18:45.600
uh we’re not doing that specifically

0:18:44.559,0:18:48.160
today

0:18:45.600,0:18:50.000
um on a one-on-one basis so some of the

0:18:48.160,0:18:53.120
programs that the enablement team

0:18:50.000,0:18:54.880
um has rolled out is um we do have some

0:18:53.120,0:18:56.480
consultants so you know having

0:18:54.880,0:18:57.919
the ability to sit down with them or

0:18:56.480,0:19:00.799
have like a

0:18:57.919,0:19:01.840
team sort of training around that but

0:19:00.799,0:19:04.640
yeah a lot of that

0:19:01.840,0:19:05.600
has still fallen to my team and my

0:19:04.640,0:19:07.600
managers and

0:19:05.600,0:19:08.799
i think some of it is just the function

0:19:07.600,0:19:11.039
of size and scale

0:19:08.799,0:19:12.559
uh you know there’s too many things to

0:19:11.039,0:19:15.760
do and not enough hours in the day

0:19:12.559,0:19:17.440
no it’s crazy how big is if i can ask

0:19:15.760,0:19:19.360
how big is your enablement team and how

0:19:17.440,0:19:23.679
many people are they supporting

0:19:19.360,0:19:27.120
overall uh our enablement team

0:19:23.679,0:19:30.400
is now i believe five people

0:19:27.120,0:19:31.280
um which is uh pretty amazing uh growth

0:19:30.400,0:19:35.919
over the last

0:19:31.280,0:19:38.240
handful of years um and then supporting

0:19:35.919,0:19:39.520
i should probably know this uh i’d say

0:19:38.240,0:19:42.880
like

0:19:39.520,0:19:45.440
40 to 50 sellers and we have um

0:19:42.880,0:19:46.240
about 30 people on the customer success

0:19:45.440,0:19:48.559
team

0:19:46.240,0:19:50.240
that’s wonderful it’s wonderful that you

0:19:48.559,0:19:51.120
have that many customer success people

0:19:50.240,0:19:52.559
first off

0:19:51.120,0:19:55.120
your customers have to be getting white

0:19:52.559,0:19:56.960
glove service every day which is amazing

0:19:55.120,0:19:59.440
or at least feeling pretty good about

0:19:56.960,0:20:02.000
the services

0:19:59.440,0:20:03.200
um how do you how do you measure the

0:20:02.000,0:20:05.200
success now or how

0:20:03.200,0:20:06.720
let me ask you this if you know how does

0:20:05.200,0:20:11.679
enablement

0:20:06.720,0:20:11.679
measure their success in supporting you

0:20:12.400,0:20:17.200
yeah so given that the enablement team

0:20:14.799,0:20:18.720
has grown so much they’ve been able to

0:20:17.200,0:20:20.640
become a lot more focused and

0:20:18.720,0:20:24.000
specialized yeah um

0:20:20.640,0:20:24.799
so we have uh one person really focused

0:20:24.000,0:20:26.960
on

0:20:24.799,0:20:28.320
what i’ll call kind of that traditional

0:20:26.960,0:20:30.320
uh

0:20:28.320,0:20:31.360
sales training right so it’s the

0:20:30.320,0:20:35.760
onboarding piece

0:20:31.360,0:20:37.360
it’s the methodology piece all of that

0:20:35.760,0:20:39.039
then we’ve got someone who’s really

0:20:37.360,0:20:42.080
focused more on events

0:20:39.039,0:20:44.799
so that could be you know our

0:20:42.080,0:20:46.400
annual kickoff we have like leadership

0:20:44.799,0:20:48.720
off sites

0:20:46.400,0:20:50.720
when we were able to travel and go to

0:20:48.720,0:20:52.880
conferences in person

0:20:50.720,0:20:53.840
um you know doing doing things like a

0:20:52.880,0:20:55.679
customer event

0:20:53.840,0:20:57.200
um at a type of conference things like

0:20:55.679,0:20:59.679
that um

0:20:57.200,0:21:02.320
we actually have a partner enablement um

0:20:59.679,0:21:02.720
so starting to focus more on kind of how

0:21:02.320,0:21:05.200
do we

0:21:02.720,0:21:06.559
empower the channel to do that which is

0:21:05.200,0:21:09.679
really important

0:21:06.559,0:21:10.880
um and then we’ve got a new role which

0:21:09.679,0:21:13.840
is actually

0:21:10.880,0:21:14.559
uh more on the kind of training side so

0:21:13.840,0:21:16.640
that’s

0:21:14.559,0:21:18.480
not only how do we train our internal

0:21:16.640,0:21:20.480
people but now how do we

0:21:18.480,0:21:21.520
go and provide that enablement for our

0:21:20.480,0:21:24.480
customers

0:21:21.520,0:21:26.400
um and being able to yeah being able to

0:21:24.480,0:21:28.480
do it in a scalable way

0:21:26.400,0:21:30.799
so it’s not just oh this customer needs

0:21:28.480,0:21:31.120
the 101 oh this customer needs the 101

0:21:30.799,0:21:32.240
and

0:21:31.120,0:21:34.400
you know it’s like okay well why don’t

0:21:32.240,0:21:36.080
we make a101

0:21:34.400,0:21:37.440
maybe we deliver it live maybe we do

0:21:36.080,0:21:39.120
webinar like i think there’s a lot of

0:21:37.440,0:21:41.039
ways you can do it but not having to

0:21:39.120,0:21:44.159
start from scratch each time

0:21:41.039,0:21:47.200
um is going to be i think just

0:21:44.159,0:21:49.120
just so helpful um i’ve seen our own

0:21:47.200,0:21:50.880
customer success team

0:21:49.120,0:21:52.799
um i’m overstating the word when i say

0:21:50.880,0:21:53.600
struggle but it’s the same thing you

0:21:52.799,0:21:56.400
mentioned

0:21:53.600,0:21:59.360
or at least how i interpreted it emily

0:21:56.400,0:22:01.120
this person is creating their 101

0:21:59.360,0:22:02.960
because they did it slightly different

0:22:01.120,0:22:05.520
and and because everybody’s moving so

0:22:02.960,0:22:08.320
fast you don’t necessarily stop

0:22:05.520,0:22:10.559
and do it once and and expand out from

0:22:08.320,0:22:12.799
there so it’s nice to see you guys

0:22:10.559,0:22:14.000
taking that kind of step too that’s

0:22:12.799,0:22:15.760
really nice

0:22:14.000,0:22:17.360
yeah and then you can start to see like

0:22:15.760,0:22:19.360
all right what what have we already

0:22:17.360,0:22:20.400
shared and like how do we build on that

0:22:19.360,0:22:22.559
right it’s not

0:22:20.400,0:22:23.840
you at the end of the day like you don’t

0:22:22.559,0:22:27.200
want to waste customers time

0:22:23.840,0:22:29.760
so if we’ve already covered you know abc

0:22:27.200,0:22:30.559
let’s start at d but if we someone went

0:22:29.760,0:22:32.080
abd

0:22:30.559,0:22:33.760
like oh let’s go back and make sure

0:22:32.080,0:22:35.280
we’ve we’ve got c in there so

0:22:33.760,0:22:37.360
i think having kind of that that

0:22:35.280,0:22:38.720
structure of like all right now

0:22:37.360,0:22:40.240
everyone’s kind of going about it the

0:22:38.720,0:22:42.400
same way

0:22:40.240,0:22:44.159
should both help enable our customers

0:22:42.400,0:22:47.280
and make sure we’re not

0:22:44.159,0:22:48.159
uh duplicating efforts internally that’s

0:22:47.280,0:22:50.720
awesome

0:22:48.159,0:22:53.360
let me ask you this and it’s going to be

0:22:50.720,0:22:56.240
two questions for the price of one

0:22:53.360,0:22:57.760
if you were in a brand new business

0:22:56.240,0:22:59.919
let’s say you run a business your size

0:22:57.760,0:23:02.000
you were just coming to fastly or a

0:22:59.919,0:23:04.000
similar business

0:23:02.000,0:23:06.080
and starting up customer success which

0:23:04.000,0:23:08.320
would be insane but but for a second

0:23:06.080,0:23:09.280
what would you want the team to be doing

0:23:08.320,0:23:10.880
to support you what

0:23:09.280,0:23:13.440
and what i mean by that is how would you

0:23:10.880,0:23:15.840
want enablement to be set up to support

0:23:13.440,0:23:17.360
you and what would you focus on from a

0:23:15.840,0:23:21.280
success site as well

0:23:17.360,0:23:24.400
so sort of intertwined and related there

0:23:21.280,0:23:25.919
yeah i think one of the big pieces is

0:23:24.400,0:23:27.919
just making sure

0:23:25.919,0:23:29.679
that the difference between sales and

0:23:27.919,0:23:31.120
customer success is known right what are

0:23:29.679,0:23:34.000
those nuances

0:23:31.120,0:23:36.000
um and i think when you look at um

0:23:34.000,0:23:38.240
specific for customer success

0:23:36.000,0:23:40.320
there are kind of those key skills

0:23:38.240,0:23:42.080
similar to how there are in sales

0:23:40.320,0:23:44.159
um and some of them might be the same

0:23:42.080,0:23:46.000
right like we talked about negotiation

0:23:44.159,0:23:48.480
um it’s just kind of what is that nuance

0:23:46.000,0:23:51.679
and situation that we need to tie it to

0:23:48.480,0:23:53.279
uh but i think the other piece that um

0:23:51.679,0:23:55.679
maybe doesn’t get talked about as much

0:23:53.279,0:23:58.000
or um kind of thought about is

0:23:55.679,0:23:59.520
uh creating the efficiency on the

0:23:58.000,0:24:02.000
customer success side

0:23:59.520,0:24:02.880
right so you think about in sales you’ve

0:24:02.000,0:24:06.159
got

0:24:02.880,0:24:07.520
um maybe like a document hub where it’s

0:24:06.159,0:24:08.880
like oh all your sales

0:24:07.520,0:24:10.320
stuff is in here right because you want

0:24:08.880,0:24:11.760
to make it efficient you want sell

0:24:10.320,0:24:13.440
sellers to go to one spot

0:24:11.760,0:24:16.320
get everything that they need get the

0:24:13.440,0:24:19.200
white papers out and move on

0:24:16.320,0:24:21.039
but for customer success we can do some

0:24:19.200,0:24:23.039
of that similar stuff so

0:24:21.039,0:24:24.799
you know maybe it’s using like the same

0:24:23.039,0:24:26.720
hub but it also might be

0:24:24.799,0:24:27.919
hey we have you know we do quarterly

0:24:26.720,0:24:30.960
business reviews

0:24:27.919,0:24:33.120
um so how can we get slides that

0:24:30.960,0:24:34.799
are kind of a streamlined template that

0:24:33.120,0:24:36.640
everyone can use or how do we start to

0:24:34.799,0:24:39.279
build in feedback where

0:24:36.640,0:24:40.559
like oh this one worked how do we like

0:24:39.279,0:24:42.159
extrapolate that to

0:24:40.559,0:24:43.919
other industries or things like that and

0:24:42.159,0:24:45.039
that’s where i think sales enablement

0:24:43.919,0:24:48.799
can start to lend

0:24:45.039,0:24:50.320
that understanding of the customer and

0:24:48.799,0:24:52.080
kind of the partnership with how the

0:24:50.320,0:24:53.600
company works to

0:24:52.080,0:24:55.840
really create some of those efficiency

0:24:53.600,0:24:56.880
opportunities that’s brand advice that

0:24:55.840,0:24:58.960
really is emily

0:24:56.880,0:25:00.640
i know for us we use document automation

0:24:58.960,0:25:02.880
to create those qbrs

0:25:00.640,0:25:04.559
to your point to try to make it scalable

0:25:02.880,0:25:04.880
and getting that feedback and all that

0:25:04.559,0:25:06.720
so

0:25:04.880,0:25:08.480
really really spot on because i don’t

0:25:06.720,0:25:10.480
see a lot of businesses

0:25:08.480,0:25:11.760
i don’t see as many businesses doing

0:25:10.480,0:25:14.240
that yet

0:25:11.760,0:25:16.159
so that is certainly an area for

0:25:14.240,0:25:17.279
improvement in many customer success

0:25:16.159,0:25:19.679
enablement

0:25:17.279,0:25:21.120
you know relationships let me let me ask

0:25:19.679,0:25:22.480
you similar if you were starting a new

0:25:21.120,0:25:26.640
enablement practice

0:25:22.480,0:25:28.640
where would you focus right off the bat

0:25:26.640,0:25:30.240
number one answer is aligning with the

0:25:28.640,0:25:32.400
sales team um

0:25:30.240,0:25:33.440
if you don’t have sales leadership

0:25:32.400,0:25:36.480
support

0:25:33.440,0:25:38.159
uh you will go nowhere um and i

0:25:36.480,0:25:39.600
i struggled with that a little bit in

0:25:38.159,0:25:41.120
the beginning because it was like all

0:25:39.600,0:25:42.480
right here’s the program we’re gonna go

0:25:41.120,0:25:45.039
do it and

0:25:42.480,0:25:46.799
you know sales people have have their

0:25:45.039,0:25:47.279
focus they just want to get stuff done

0:25:46.799,0:25:49.440
and

0:25:47.279,0:25:51.039
so if you aren’t really aligning with

0:25:49.440,0:25:54.320
the leaders to

0:25:51.039,0:25:56.320
help them coach their team um it’s not

0:25:54.320,0:25:59.039
going to work right and

0:25:56.320,0:26:00.640
i think a lot of enablement is targeted

0:25:59.039,0:26:01.600
at the individual sellers which is

0:26:00.640,0:26:04.240
critical

0:26:01.600,0:26:05.000
but you also have to enable the leaders

0:26:04.240,0:26:08.000
because

0:26:05.000,0:26:09.840
oftentimes

0:26:08.000,0:26:11.440
you might have someone who’s become a

0:26:09.840,0:26:14.880
sales manager because they were

0:26:11.440,0:26:17.120
an amazing seller um and so they’ve got

0:26:14.880,0:26:18.720
they’ve got that great skill set but

0:26:17.120,0:26:20.320
they’ve never actually

0:26:18.720,0:26:21.840
been coached on how to coach other

0:26:20.320,0:26:23.279
people um

0:26:21.840,0:26:24.880
and so that has to be part of the

0:26:23.279,0:26:26.799
enablement process

0:26:24.880,0:26:29.120
absolutely number one tip there emily

0:26:26.799,0:26:32.400
really good really an important tip

0:26:29.120,0:26:33.120
yeah yeah if you’re a you know single or

0:26:32.400,0:26:35.279
even small

0:26:33.120,0:26:36.400
enablement team like you can’t do it all

0:26:35.279,0:26:39.600
you’ve got to rely

0:26:36.400,0:26:41.200
on the sales leadership for support

0:26:39.600,0:26:42.960
i mean i’m certainly seeing when you

0:26:41.200,0:26:44.880
talk about certainly

0:26:42.960,0:26:46.080
even at the enterprise level it gets to

0:26:44.880,0:26:49.039
a point where

0:26:46.080,0:26:50.480
you don’t want to have a team of 500

0:26:49.039,0:26:52.400
enablement people

0:26:50.480,0:26:53.679
so you still have to work through the

0:26:52.400,0:26:55.919
sales leaders

0:26:53.679,0:26:57.200
as much to drive the change as to get

0:26:55.919,0:27:00.240
their buy-in and support

0:26:57.200,0:27:04.400
and be fellow enablers with you so

0:27:00.240,0:27:06.080
really love that bit of advice we’re 229

0:27:04.400,0:27:09.679
so we’re i’d like to keep these close to

0:27:06.080,0:27:11.520
30 minutes i want to ask you

0:27:09.679,0:27:13.520
i’m going to skip ahead what should we

0:27:11.520,0:27:15.200
have spoken about is there any tips or

0:27:13.520,0:27:17.440
any advice here like jesus john

0:27:15.200,0:27:18.799
i wanted to share this and you didn’t

0:27:17.440,0:27:20.320
give me a chance to

0:27:18.799,0:27:21.840
well what would you like to share at the

0:27:20.320,0:27:23.600
end emily

0:27:21.840,0:27:24.960
yeah i think you know the we talked

0:27:23.600,0:27:26.080
about getting the buy-in i think that’s

0:27:24.960,0:27:28.960
super critical

0:27:26.080,0:27:30.880
um and the other piece i would share um

0:27:28.960,0:27:33.600
and now having been kind of on

0:27:30.880,0:27:35.679
on both sides of sales enablement and

0:27:33.600,0:27:37.919
now back to customer success

0:27:35.679,0:27:38.960
is really taking in that perspective of

0:27:37.919,0:27:40.480
time

0:27:38.960,0:27:42.000
i think it’s really easy when you’re in

0:27:40.480,0:27:44.720
the enablement role

0:27:42.000,0:27:46.559
um that’s your world right so you’re

0:27:44.720,0:27:48.080
you’re surrounded by this idea of

0:27:46.559,0:27:49.679
training and here’s the benefit people

0:27:48.080,0:27:51.360
are going to get out of it

0:27:49.679,0:27:53.039
but you’ve got to kind of look on the

0:27:51.360,0:27:55.760
other side

0:27:53.039,0:27:57.600
and understand how your sellers or

0:27:55.760,0:27:58.159
customer success professionals are going

0:27:57.600,0:28:01.039
to

0:27:58.159,0:28:01.600
kind of absorb that i just the other

0:28:01.039,0:28:04.640
week

0:28:01.600,0:28:06.880
we i had someone on my team who

0:28:04.640,0:28:08.559
ended up being in a four-hour enablement

0:28:06.880,0:28:09.760
session and the feedback was like oh

0:28:08.559,0:28:12.240
that was way too long

0:28:09.760,0:28:13.600
like it really interrupts my day i might

0:28:12.240,0:28:15.520
already have

0:28:13.600,0:28:17.760
established customer meetings and things

0:28:15.520,0:28:19.200
like that um so i think it’s just it’s

0:28:17.760,0:28:21.360
sitting in the other

0:28:19.200,0:28:22.320
pair of shoes to make sure like while

0:28:21.360,0:28:24.399
there is

0:28:22.320,0:28:25.840
so much opportunity for training and

0:28:24.399,0:28:27.600
kind of the goodness that comes out of

0:28:25.840,0:28:29.760
that you’ve got to do it

0:28:27.600,0:28:30.799
in a way that will best support the

0:28:29.760,0:28:32.320
sales team and

0:28:30.799,0:28:33.919
often that means don’t schedule

0:28:32.320,0:28:35.360
trainings like the last few days of the

0:28:33.919,0:28:37.520
month

0:28:35.360,0:28:38.559
you know that is such that’s also really

0:28:37.520,0:28:41.360
good advice and

0:28:38.559,0:28:42.480
i’ll admit i try to be cognizant of that

0:28:41.360,0:28:45.120
in my own

0:28:42.480,0:28:46.080
life but sometimes you fail and the

0:28:45.120,0:28:47.760
reality is

0:28:46.080,0:28:49.360
you need to remember you’re you’re doing

0:28:47.760,0:28:50.320
this training or this content or

0:28:49.360,0:28:53.520
whatever

0:28:50.320,0:28:55.919
for their value for their benefit

0:28:53.520,0:28:57.919
and if the timing isn’t right or you’re

0:28:55.919,0:28:59.440
not giving the value that they needed

0:28:57.919,0:29:01.039
either way it’s a swing and a miss and

0:28:59.440,0:29:02.080
we all we all swing a myth sometimes

0:29:01.039,0:29:04.480
that’s okay

0:29:02.080,0:29:06.480
but try to really putting yourself into

0:29:04.480,0:29:07.679
their shoes is also really spot-on i

0:29:06.480,0:29:11.279
love that emily

0:29:07.679,0:29:13.200
love them now i’m going to say the

0:29:11.279,0:29:14.960
following this was fantastic and it went

0:29:13.200,0:29:17.039
by way too fast

0:29:14.960,0:29:18.399
thank you emily that was wonderful and

0:29:17.039,0:29:21.279
thank you for having me

0:29:18.399,0:29:21.760
oh absolutely and do me a favor when

0:29:21.279,0:29:25.039
you’re

0:29:21.760,0:29:27.600
running fastly as the new ceo in about

0:29:25.039,0:29:29.360
five years or whenever that happens

0:29:27.600,0:29:30.799
come back on the show and tell us about

0:29:29.360,0:29:33.120
how you transformed

0:29:30.799,0:29:34.720
the company even further that sounds

0:29:33.120,0:29:36.080
great all right awesome

0:29:34.720,0:29:41.200
hey thank you emily and thank you

0:29:36.080,0:29:41.200
everybody for listening bye


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