Smarter Sales Enablement

Insights that Accelerate Your Sales Performance

Brian Williams, PhD

Researcher, consultant, and sales leader, Brian uses a data-driven approach to drive sales effectiveness. His clients include leading sales organizations in financial services, technology, healthcare, and professional services. Using insight from academics and change management, Brian helps senior leaders and sales enablement teams understand and succeed in today’s more demanding market. His research has been published in Harvard Business Review and other outlets.
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Recent Posts

Flanking: How to Win Against Larger Competitors

In military strategy, flanking is attacking the opponent from the side. It’s effective because the enemy’s strength is usually concentrated at the...

Why Aren’t Your Reps Making Their Number?

Modern buying has impacted nearly all aspects of sales. And many sales organizations have stepped up to fill the gaps – mostly. Every day we work with...

Drive Focus to Drive Results

In a blink of an eye the first half of 2019 will be behind us. For some sales leaders, it’s been a great year. For others, strong headwinds have...

Help Me Make My Number

The pace of sales organizations hasn’t let up in the first five months of 2019. Every CRO, sales ops leader, and sales enablement function we know is...

Buyer Enablement: Helping Your Customers Buy from You

In every sale, there’s likely someone with the potential to be your coach or champion. If this individual also has the budget authority, it can be an...

Avoiding Sales Enablement Growing Pains

Sales enablement teams continue to make themselves essential to winning sales organizations. But with that success comes ever-increasing demands from...

Problem Defined, Problem Half Sold

Talk to any rep and ask: “How often do your customers misdiagnose their pain points?” The typical response will be something along the lines of… “All...

More Isn’t Always More: Avoiding the Pitfalls of Team Selling

Paul, a rep for an alternative energy company we work with, recently won the largest deal of his career. In fact, it was the largest deal ever for the...

4 Ways Sales Enablement Can Make A Difference Next Year

Several weeks ago, on the eve of the new year, we polled several dozen senior sales leaders about sales enablement. The key takeaway: next year will be...

Putting a Bow on 2018: The Good, the Bad, and the Ugly

Congratulations - you made it to year-end! For most of us, year-end brings both stress and relief. But it's also one of the only times of the when...