"We have to continually make sure that we're updating and redoing those enablement sessions for those tools so that there is adoption."

From Episode 8: Becoming a Sales Tech Stack Champ with Zoom's Brendan Short

Clip Transcript:

One of the things I hear from a lot of people is that they're adding all of these tools. I mean, it's not uncommon for companies to pay seven hundred eight hundred a thousand dollars or more per month per seat that they have of salespeople in the tools that they're using. And yet oftentimes sales professionals aren't utilizing that like 20% of what the tools can actually do. So how do we get the salespeople to understand how to use the tools?

Yeah, totally. Adoption is crucial. I would say one of the things that we've done and I inherited this, so I can't take credit for it, but it's been really good for us is we have what we call champ roles internally at Zoom. And so we probably have maybe a dozen tools that BDRs use. And we have a champ, "champ role" for that. So it's a BDRs who owns, for instance, Sales Navigator, LinkedIn Sales Navigator. So that person is kind of the expert for that tool.

They might do a monthly or quarterly 30 minute enablement conversation around that and own kind of the playbook's component of that. And that seemed to work out really well to drive adoption. So we had kind of a push a few months ago to do more videos. Right? So we're a video first communication platform. We want to get in front of our prospects with our own platform and do that through video. So we worked with one mob who we use for video to kind of revamp that tool, because especially with hiring so many people, we promoted a ton of the BDRs in the past 12 months.

So when we did that initial training, whatever it was 9 months ago, 50% or more of the team is gone anyway. So we have to continually make sure that we're updating and redoing those enablement sessions for those tools so that there is adoption.