Corporate Sales Strategy and Partner Programme

The corporate sales function needed a new strategy and a partner programme designed to extend reach into segments the direct organisation could not cover economically. The existing partner motion was disconnected from the direct go-to-market, with overlapping accounts, unclear economics, and inconsistent value propositions.

What was done

· Designed the corporate sales strategy. Segmentation, coverage, channel mix.
· Designed and operationalised the partner programme. Tiering, enablement, deal registration, partner business plans, economics.
· Aligned partner and direct motions to remove conflict and create complementary coverage.
· Led the rhythm of business and reporting that gave leadership confidence in partner-sourced and partner-influenced revenue.

Outcome

Coherent partner programme operating in market with clear economics. Partner-sourced and partner-influenced revenue evidenced through structured reporting. Direct and indirect motions complementary rather than competing.

Transforming enablement to unlock new pipeline

Enablement had lost identity and strategic focus. It lacked alignment to the field, and had become mostly known for running events. Mandated by the Chief Revenue Officer, a new strategically aligned commercial enablement function had to be designed and built from the ground up, covering plays, academy, content, engagement, and the platform that runs them. The bar was set high. It had to be measurable, evidenced, and connected to revenue outcomes, not a content library.

What was done

Designed and led the full commercial enablement function as the accountable VP. Owned the operating model and all four Centres of Excellence (Plays and Pipeline Creation, Academy, Content, Engagement), team redesign including hiring new talent, building a strong performance culture and alignment to the field.

Built the three-tier sales play system from Anchor Value Story through Core Value Propositions to Tactical Plays, with bill of materials and activation. Built the Pipeline Creation engine. Cadenced prospecting, marketing-sales-product-inside-sales interlock, pipeline coverage as the managed outcome.

Built the Academy across Foundations (Ready to Sell), Skills by role, and the Leadership Academy with a proprietary hiring framework. Launched new programmes across the globe, on essential selling skills, account management, role excellence and value selling

Relaunched the internal enablement platform, Highspot, with a new structure, design and simplified for the seller. Architected the content discipline (hero/L1/L2/L3 tiering, governance, decay management), whilst archiving over 5000 content peices to deliver true value add content to sellers only

Redesigned the end-to-end commercial and sales events model, focusing on being true to the commercial strategy, implementing new standards for the event management and logistics and placing significant focus on content (sales, leaders and partners). Led events across EMEA, APAC, Americas from 100 people to 1650 people.

Selected and led implementation of the enablement platform. Designed the engagement model (manager rhythms, deal coaching, flagship events) with a single voice across all of it.

Outcome

Internal Innovation Award for the function and approach.

External award for Enablement Innovation of the Year.

Architected and executed a global sales kick-off event spanning 1,650 people.

Architected a revamp to a regional Partner Enablement roadshow, increasing footprint by 40%

Material improvement in onboarding-to-productivity time.

Improvements in cross-sell, net-new pipeline and overall sales performance.

Play adoption and content engagement evidenced at function level.

A manager layer enabled to coach deals rather than chase forecasts.

This project was completed whilst in an full-time executive leadership role.

Corporate Sales Strategy and Partner Programme

Building a global sales operation from the ground up

Bringing two sales teams together after a merger

Global go-to-market strategy and operating model

Contact details

Transforming enablement to unlock new pipeline