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

Add Change Management to Your Modern Sales Toolkit

The phrase “change management” carries a lot of baggage. The negative connotations come quickly: painful, likely to fail, waste of time, expensive,...

Cracking the Sales Content Code

The goal was right: bridge the divide between marketing and sales. Equip sellers with content that will help them sell.

Hey Marketing, Just Stop.

Several weeks ago, we sat in a client meeting with the company’s sales and marketing leaders. It went something like this:

Recession Proof Your Sales Teams Now

This June marked the 10th anniversary of the U.S. economic expansion that began in June 2009. That’s quite a run.

But practically, it also means it’s...

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...