With more than 50% of customers saying they would switch to a competitor after one bad experience, the stakes are high for giving customers the best experience possible. That statistic is troubling when paired with the fact that just 34% of buyers believe their sales reps are genuinely helpful during the buying process, according to Mindtickle’s “2023 State of Sales Productivity Report.”

Many factors contribute to the challenge of providing an optimal CX, but the most notable may be the lack of personalized and effective training for sellers. During training, too many new sales representatives receive generic programs that fail to prepare them with the nuanced skills required to react to diverse customer situations successfully. This deficiency becomes apparent to the buyer in more highly competitive situations where the ability to pivot strategically is critical and, therefore, requires a more comprehensive training strategy that ensures the customer experience is top of mind.

Navigating Customer Interactions

Customer expectations are continually evolving with their day-to-day business needs, creating an environment where being prepared to pivot quickly is needed. Sales teams must be trained on how to shift seamlessly and be knowledgeable enough about customers and their potential needs to react in the moment during calls. This underscores the critical necessity for sales professionals and businesses to reevaluate their strategies, align with evolving buyer expectations and ultimately enhance the overall CX.

One training exercise that shouldn’t be overlooked when cultivating customer-focused habits is active listening. It was found that in the most successful sales calls, customers talk 57% of the time, according to the Mindtickle report. By gleaning insights from call intelligence tools, companies and their sales representatives can better analyze and interpret customer interactions, such as themes covered, deal risks and whether the customer spoke more during the call.

Critical sales enablement and training programs equip sales representatives with the necessary skills to secure deals and create long-lasting customer relationships. In a volatile market landscape where customers may be quick to leave, representatives must give them a reason to stay. Navigating through high-risk deal interactions with poise and maintaining the customer relationship is difficult for even the best reps. Recognizing the impact of preparedness on CX, businesses are prompting more internal audits where training is a system pillar instead of a “when you have time” task.

Personalized Sales Training Through Data

Another difficult part of tying sales training to CX is the overall approach of the courses, discussions and industries. With specific products, vastly different customer needs and varying skill sets, there is no correct way to train generally, which is where a distinctly tailored approach is needed. This is done through personalized training, which addresses the diverse challenges faced by sales professionals, cultivates a sense of empowerment and confidence and allows seller to contribute uniquely to the overall CX.

To scale that across large sales teams, you can leverage your company’s data on seller behaviors. Sales managers can leverage sales tools to analyze calls to better understand the best strategies for interacting with customers and areas of improvement for each team member. They can also share insights with their team to learn from each other’s experiences, creating a dynamic learning culture that continuously evolves and adapts.

Sales managers can also build programs on skills proven to win deals, such as learning which keywords to use, appropriate speech pace, how to limit filler words and more. Reps can then practice their skills with engaging, bite-sized exercises that showcase winning behaviors through real-life examples and gamify the learning experience with leaderboards, challenges and quizzes.

Personalization to improve sales training and CX is needed, and your customers will be helpful in your success. According to Redpoint, 66% of consumers will share personal data about themselves if they think it will elevate their CX. Active listening, adaptability and strategic preparedness are pivotal components of a successful sales approach in the quest for a perfect customer experience interaction.

Parth Mukherjee is the Global VP of Product Marketing and GTM Strategy at Mindtickle, a sales enablement and revenue productivity platform.

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The latest release follows the launch of Mindtickle Copilot, a generative AI assistantdesigned to help revenue organizations analyze team performance quickly and efficiently while creating practice and reinforcement mechanisms for go-to-market teams. Serving as a complementary offering to Copilot, the new features include:

• AI-powered “just-in-time” enablement, which seeks to deliver relevant and real-time answers to frequently asked questions around topics like pricing or product features;
• AI search, which generates search results across the Mindtickle platform based on a deeper understanding of language and search terms;
• Role-based home pages that serve up content and training based on admin and user goals and the competencies needed to achieve them;
• CHAMP and MEDDPICC scores for calls based on adherence to deal qualification frameworks to identify opportunities for coaching and training;
• AI-based Guided program creation for enablement programs; and
• Enhanced integrations with the Microsoft Suite that help users build content experiences for admins and users.

“AI and automation have greatly minimized the time and effort spent finding information or mining data for insight, while simultaneously maximizing human creativity and strategic thinking,” said Nishant Mungali, Co-founder and Chief Product Officer of Mindtickle, in a statement. “In the world of revenue productivity, this means revenue-generating roles can focus their time and energy on delivering exceptional customer and buying experiences. Mindtickle’s approach, which combines enablement, content management, conversation and revenue intelligence in one platform, means teams can operate with more context and improve faster and more sustainably than ever.”

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Copilot seeks to assist managers with surfacing deal risks and delivering targeted coaching to their reps while helping sellers prep and follow up after prospect conversations with call reviews and insights. The generative AI-based solution can create assessments or quizzes based on a company’s learning content to quickly test rep knowledge.

“We have only scratched the surface of what is possible with this exciting new technology,” said Krishna Depura, CEO at Mindtickle, in a statement. “We are taking a human-centric, privacy-oriented approach to applying it. The goal is to help teams be more efficient with their time so they can focus on their high-value tasks with critical insights on a path to execution, while Copilot takes on more of the busy work, like analyzing program performance and simplifying call reviews.”

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• Mindtickle acquired Digital Sales Room provider Enable Us.
• Digital Sales Rooms are designed to provide buyers with a singular link that’s filled with relevant content.
• Through the acquisition, sellers can now access content from Mindtickle’s Asset Hub and sales content management system to include in their Digital Sales Room.

Mindtickle, a data-driven sales enablement and readiness platform, acquired Enable Us, a Digital Sales Room and buyer enablement solution provider, to help sales reps collaborate digitally with buyers using personalized content experiences.

The Digital Sales Room provides a singular link that buyers can access at any point in their prospect or customer journey. There, sales team members can curate and share relevant content throughout the sales process. Through the acquisition, sellers can now access marketing and enablement-sanctioned content from Mindtickle’s Asset Hub and Sales Content Management system, as well as post call recordings.

“This acquisition represents the perfect combination of the respective leaders in sales enablement and buyer enablement coming together,” said Krishna Depura, CEO and Co-founder of Mindtickle, in a statement. “Through our partnership with Enable Us, we saw joint customers increase their content use by nearly 200%. Also, deals where reps used mutual action plans with champions had 3X higher win rates than deals where they were not used. Enable Us’ buyer enablement solutions ensure that behaviors learned and the content utilized get applied in real-world buyer interactions. In that spirit, the addition of Enable Us into our comprehensive portfolio of revenue productivity solutions will provide a ‘better together’ value proposition for both Mindtickle and Enable Us customers alike.”

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Specifically, the new releases include:

• Digital sales rooms, which provide shared portals that consolidate all content, communications and action items in one digital space that tracks buyer engagement;
• Programs and templates created by industry experts to help leaders pivot quickly and get sellers ready faster;
• “Plays” for guided learning and selling, which includecustom user experiences that combine content with context to guide users toward optimal behaviors and field-based outcomes;
• Content and program overview pages that seek to providerich landing page experiences;
• Timely and relevant insights on deal health and seller performance based on real sales conversations, automatically delivered to sellers, managers and coaches; and
• More robust and out-of-the-box collaboration with RevTech and enterprise software, including Salesforce, Snowflake, Webex, Zoom and more.

“The worlds of sales training and sales content management are converging, opening the door to new, more meaningful experiences for buyers and sellers,” said Khrisna Depura, Co-founder and CEO of Mindtickle, in a statement. “These releases position our customers at the forefront of this market evolution in two ways. First, they can now pull reps in with engaging, contextualized experiences that support their motions in the field. Second, their reps can share the same type of craveable experiences with their buyers, overcoming friction to accelerate deals.”

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“We started working more on ABM because we knew the content hub would be more of a long-term play in terms of generating demand, while developing ABM pages would almost immediately influence SQA and pipeline,” said Gerber. “We decided to focus on ABM while we built out a plan for the rest of the experiences around content.”

The Challenge: Shifting From A Lead-Focused Mindset To ABM-Centric

Mindtickle had a lead-focused (MQL) mindset, so Gerber had to flip the script and shift the teams over to an account-based model where leads still mattered, but in a completely different context. Identifying and targeting in-market accounts, engaging them with unique and personalized experiences and handing off a marketing qualified “account” (MQA) to sales was very new to the organization.

As Gerber shifted the focus of the Hushly implementation delivering account-based experiences. She had to scale a 1:1 ABM approach and a 1:Many approach, which meant dynamically creating experiences for any in-market accounts at a particular buying stage. Sales reps were split on the new system: While some account executives loved the automation features, others were uncomfortable with stage-based ABM on their behalf without them knowing.

“We were trying to shift the organization’s perception of what it means to work in an account-based model and programs,” said Gerber. “We really wanted the team to understand the accounts to pick, leverage the predictive and intent models we built out with 6sense and build off of it to move accounts through the buying stages and engage with sales.”

The Solution: Leveraging Hushly’s ABM Platform To Build Stage-Based Models & Custom LPs

Utilizing Hushly’s ABM platform, Mindtickle built a stage-based model that dynamically put web visitors into personalized experiences with relevant content based on what stage of the buying journey (awareness, consideration, decision, purchase) that company was in. Gerber explained that she was transparent with the sales teams and opened lines of communication so she could understand their likes and dislikes with the new processes and systems. After a lot of “negotiations and give-and-takes,” Gerber ultimately united the team with a “we can do this” mindset by listening to their concerns and working to address them.

“With Hushly operationalizing those predicative and intent signals, my time was now spent focused on the message and refining the look and feel of the experiences,” said Gerber. “I was not worried about whether the technology worked.”

On the account experience side, Hushly enabled the Mindtickle team to present the unique account experience for their 1:1 target accounts and Hushly solved the problem of scaling to thousands of in-market accounts with automation.

“We built a template in Hushly with the target accounts and told our account reps, ‘Here are your accounts; we’re going to give you personalized account links — you need to put whatever headline and description message you want that account to see,’” said Gerber. “Obviously sales reps aren’t the strongest writers, so we had our copy editor go through and ‘massage’ the copy to clean it up. And then we uploaded them all into the system so they could preview it.”

The account-based landing pages customized by the sales reps featured the usual header and description, but also included a section with a video message customized to the account. The page was loaded with relevant content that was aligned to different stages of the account’s journey.

“On an account’s initial visit, the landing page served them more top-of-funnel content such as targeted reports, blog posts and thought leadership videos,” said Gerber. “Once they returned to the page, the content automatically swapped for more targeted content, such as product videos, buyer’s guides and data sheets.”    

Along with that, if a visitor showed up from a late-stage account for the first time, the Hushly platform would detect that and change the entire experience from the graphics, all the way down to the content in real-time.

“It’s sort of like a traffic cop saying, ‘This is who you are, here’s what stage you’re in — here’s not only your page, but here’s your content that has multiple dimensions based on the signal we saw,’” Gerber explained. “While we were previously able to do that, we created a better experience with the pages by dropping someone in and out of different pages and experiences, and swapping graphics, texts and imagery based on who the account was and what stage they were in.”

The Results: More Than $2.2M Generated In Pipeline In Under 8 Weeks

Gerber successfully leveraged Hushly to “blow out” Mindtickle’s ABM project. Mindtickle didn’t forget about its content hub, either, as the organization plans on leveraging Hushly’s AI recommendations to serve the right content to visitors while they browse. In fact, the company launched a new website that features embedded content on every solution page to direct visitors and accounts to the appropriate content.

“There were a ton of learnings,” said Gerber. “We learned how clean data has to be to run an account-based model, and that made us realize we had internal data issues. We learned the best ways to track within Hushly when intent insights came from each of the different channels and how we needed to report it to the sales team. We realized that we could make our content better in the long run by analyzing the account and visitor-level activities on the pages at different stages.”

Specific results include:

• An average of two assets consumed per page, with an average page viewing time of 90 seconds to two minutes;
• Out of 100 accounts, sales reps booked 34 meetings, which generated 25 opportunities and more than $2.2 million in pipeline in just under eight weeks; and
• 25% conversion rate with 100 accounts.

“You can only do so much with technology — it can help you build and scale, but you also need to take the time to engage and personalize because technology can’t fully take that off your plate,” said Gerber. “Our Hushly program was successful as a pilot so now we have a model to work off. We have so much more tech; we have chatbots now and Alyce gifting. We took the time and went through the growing pains to figure out what the best way to leverage this technology is.”

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The partnership will position MindTickle to apply Sandler’s sales training expertise to its sales readiness technology, delivering the content directly to sales organizations using MindTickle’s platform. Users can use Sandler Training’s skill development and coaching content to develop their sales team’s skills through data-driven approaches.

“With companies worldwide requiring employees to work from home, but also stay engaged and effective, the need for systematic alignment of methodology — including manager observation and intervention as well as disciplined seller execution — has never been more important,” said Gopkiran Rao, Chief Strategy and Marketing Officer at MindTickle, in a statement. “MindTickle and Sandler can support these sales teams with a proven standard and a playbook of best practices, content and training that is accessible anytime and anywhere, in the context of a buyer interaction.”

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As part of the agreement, Scott Beechuk, Partner at Norwest Venture Partners and former SVP of Product Management at Salesforce Service Cloud, will join MindTickle’s Board of Directors. The news comes shortly after the company appointed Jeff Santelices as its Chief Revenue Officer.

“Sales and service organizations are facing a perfect storm on many fronts and company representatives that are not equipped to handle complex buyer needs and competitive challenges are being left behind,” said Krishna Depura, Co-Founder and CEO of MindTickle, in a statement. “MindTickle is empowering companies to grow revenue and build their brand value by transforming customer-facing teams and preparing them to be on message and on task every time they engage with a prospect or customer. Our Series C funding will fuel our strategic, long-term growth plans while supporting on-going investment in our expanding products and services.”

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