How to stay ahead of the curve: Mastering the enablement maturity curve

This article comes from Liz Jurewicz, Director of Revenue Enablement at SpyCloud’s talk, ‘Moving through the enablement maturity curve’, at our Sales Enablement Summit Austin 2023, check out the full talk here.

In the fast-paced world of sales enablement, effectively managing the enablement maturity curve is crucial for success and sustainable growth.

With over a decade of experience and, I’d like to think, a unique perspective gained from working across industries, with companies of various sizes, I’ve witnessed firsthand the highs and lows of enablement strategies.

So today, I want to take you on a journey through some key insights, hopefully providing you with practical tools and ideas to enhance your organization's enablement efforts and help you navigate the enablement maturity curve.

In my career, I've had the privilege of working with remarkable companies like Rackspace, IBM, and startups, where I played a pivotal role in shaping enablement as a strategic function. From building social advocacy programs to designing comprehensive training initiatives, I've seen it all. And let me tell you, it's been quite a ride!

During this article, I’d like to focus on two primary goals, firstly, I want to equip you with a diagnostic tool that you can implement within your organizations to manage enablement maturity effectively, regardless of where you currently stand on the curve.

Secondly, I’m aiming to plant some seeds of thought regarding your own professional development. As high achievers, as I’m sure you are, it's crucial to invest in building your skills and creating a personalized development plan.

So, let’s dive in and help you unleash your enablement superpowers! 🔮

Understanding the enablement maturity curve
The impact of change on enablement maturity
Diagnostic framework for enablement success
Incorporating fun and joy into enablement
Final thoughts

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Understanding the enablement maturity curve

Let's shed some light on the fascinating world of the enablement maturity curve, hopefully, I can provide you with a fresh perspective on how it shapes the journey of enablement.

Here’s a helpful chart that shows how the enablement maturity curve is broken up into five distinct stages.

Ad hoc

We’ll start with the ad hoc phase, where it often feels like your pants are on fire. As an enablement professional, you're often a lone wolf, attempting to manage all the needs and expectations without a proper content management system or up-to-date onboarding processes. It can be a lot!

Reactive

But fear not, as we progress to the reactive phase, things start to change. It's like walking into a familiar bar where everybody knows your name. There's a sense of camaraderie and connection.

However, finding the resources and information you need becomes a game of "who you know." It's a maze of information scattered across various channels. As an enabler, you might hear about things second or third-hand, but you're not quite invited to the meeting yet. It can be frustrating, to say the least.

Managed

Now, let's fast forward to the managed phase—cue the high-five emoji 🖐️! This is where the pieces start falling into place. You have a set of tools at your disposal, and it's music to our enablement ears.

Finally, you can start seeing the impact of your programs on revenue and reducing ramp time. The gears are turning, and the results are starting to trickle in. It's a beautiful phase to be in!

Data-driven

But wait, there's more! We then venture into the data-driven phase. This is where enablement truly becomes a powerhouse. You have a sales process meticulously mapped out, and you're measuring conversion metrics like a pro.

You're armed with data and insights that empower you to make data-driven decisions.

It's like having a superpower, driving your programs towards success. This is the phase where you become a true strategic partner, with a seat at the table. You actively contribute to territory planning, capacity planning, and revenue strategy. You're no longer on the sidelines; you're at the forefront of driving growth 📈.

Optimized

And finally, we reach the pinnacle—the optimized phase. It's the Goldstar level of enablement. In this stage, every aspect of the sales cycle is optimized and measured to perfection.

You know exactly when and how your content works, and you're a master at maximizing its impact. You've become a strategic partner in the truest sense, playing a crucial role in territory planning, capacity planning, and revenue strategy. It's a place where everyone wins!

But here's the intriguing part: enablement maturity is not a linear journey. It's not as simple as starting as a startup and automatically evolving into a well-oiled machine ⚙️.

In reality, growth does not always equate to maturity. An organization can be anywhere on the enablement maturity curve at any given time. It's a dynamic and ever-changing landscape.

The impact of change on enablement maturity

Let's talk about change. It's a force that can knock even the most established organizations off their feet on the enablement maturity journey.

Trust me, size and well-developed programs don't make you immune to its effects. From mergers and acquisitions to leadership shake-ups and strategic shifts, change can turn everything upside down in the world of enablement.

We live in a dynamic business landscape where change is the norm. Market dynamics shift, competition intensifies, and internal dynamics evolve. It's a wild ride, and we need to be prepared.

That's why regular assessments are crucial. They help us gauge where we stand on the enablement maturity curve and anticipate potential changes lurking around the corner.

When change strikes, it can hit hard.

New leaders bring new priorities, strategies, and expectations that can upend our existing enablement initiatives. Mergers and acquisitions bring together different cultures, processes, and ways of doing things, demanding a delicate balancing act in enablement.

We must adapt our strategies, realign our priorities, and recalibrate our initiatives to stay in sync with the overall organizational direction.

By conducting regular assessments, embracing foresight, and adopting a proactive mindset, we can combat it, gain valuable insights, identify vulnerabilities, and chart a course that keeps our enablement efforts agile and resilient.

Diagnostic framework for enablement success

Alright, my fellow enablers, let's dive into a powerful tool that will help us navigate the twists and turns of the enablement maturity curve. I present to you the diagnostic framework—a roadmap to enablement success.

This framework consists of four essential components that, when aligned, can propel your organization forward: vision, upskilling, incentives, and action plan.

Vision

First and foremost, we need a clear vision—a destination to strive for on our enablement journey. This vision defines the specific criteria that indicate success at each stage of the maturity curve.

It's like setting milestones that let us know we're on the right track. By having a well-defined vision, we can chart our course, measure progress, and celebrate milestones along the way.

Upskilling

Now, let's talk about upskilling—the process of acquiring new skills and knowledge to match the demands of each stage on the enablement maturity curve. Assessing the readiness for upskilling is crucial. You need to evaluate whether your organization is prepared for the skills development required to progress.

It could be training programs, certifications, or even hiring new talent. By identifying the gaps and investing in upskilling initiatives, you ensure that your enablement team has the right tools and expertise to excel at each stage.

Incentives

Incentives play a vital role in driving enablement progress. It's not just about monetary rewards—it's about understanding the benefits your organization gains by investing in enablement.

What are the tangible and intangible incentives that make enablement a strategic priority? Is it increased revenue, reduced ramp-up time, or enhanced customer satisfaction? By aligning incentives with your organization's goals, you create a compelling case for investing resources in enablement.

Action plan

Now, let's get down to action—the tangible steps you need to take to move your organization forward on the enablement maturity curve. It's all about creating a realistic action plan, a step-by-step approach that outlines the necessary initiatives, resources, and timelines.

Break it down into manageable chunks, identify the key milestones, and establish accountability. Remember, enablement maturity won't happen overnight. But with a well-crafted action plan, you'll make steady progress toward your vision.

Here's the beauty of this diagnostic framework—it's flexible. You might not have all the boxes checked right from the start, and that's okay. The diagnostic tool comes into play when you or your stakeholders experience emotions like frustration, resistance, or anxiety.

It helps you quickly diagnose which areas of the framework need your attention. Are you lacking a clear vision? Do you need to invest more in upskilling? Are the incentives properly aligned? Or is it time to fine-tune your action plan?

Let me share an example from my own experience:

At a company I worked with, they were somewhere between the ad hoc and reactive stages on the enablement maturity curve. Despite this, some key stakeholders were eager to build an elaborate certification program.

Using the diagnostic framework, I was able to sit them down and guide them through the process.

Together, we realized that focusing on improving the onboarding program would be a more effective use of resources at their current stage.

We aligned our vision, assessed the upskilling needs, clarified the incentives, and created a realistic action plan. It was a strategic decision that propelled their enablement efforts forward.

Incorporating fun and joy into enablement

Let's take a moment to acknowledge the challenges we face as enablement professionals. Our roles can be demanding, managing without direct authority and dealing with reps at various stages of maturity.

But amidst the hustle and bustle, it's crucial to find moments of joy. Trust me, it can make all the difference.

So, here's the secret —fun! Yes, you heard me right. Injecting fun into our enablement efforts can have a tremendous impact on morale, engagement, and ultimately, success.

Let me share some examples of how we can incorporate fun at different stages of the enablement maturity curve.

In the ad hoc phase, where things might feel a bit chaotic and overwhelming, celebrating small wins becomes crucial. Every little victory should be acknowledged and celebrated, no matter how minor it may seem.

At Rackspace, where I started my enablement journey, we made it a point to celebrate weekly wins as we built our program from the ground up.

And you know what? That contagious spirit of celebration soon turned into a monthly departmental celebration and even a quarterly global celebration for the entire marketing department.

It created momentum and a sense of accomplishment, fueling our drive to push forward ➡️.

Now, when we reach the managed phase, where things are humming along, it's still important to incorporate elements of fun. I remember our biannual multi-day events at a previous organization. They tended to be content-heavy and conducted over Zoom due to remote work.

To keep spirits high and engagement strong, we made sure to include moments of fun in the agenda. It could be team-building activities or even virtual games, these enjoyable experiences added an extra layer of excitement and camaraderie, making the events more impactful.

Finally, in the data-driven stage, where we have robust metrics and insights at our fingertips, we can leverage that data to create fun and memorable experiences.

At my current organization, we have a series called "Recipes for Success." We congratulate individuals who achieved notable sales milestones, discuss the content and assets used in their successful sales, and explore the lessons they learned along the way 🎉.

It's a fantastic way to celebrate accomplishments, share best practices, and infuse enjoyment into a fairly data-driven world.

Final thoughts

We've explored the enablement maturity curve, the impact of change, a diagnostic framework for success, and the importance of incorporating fun and joy in our enablement efforts. I hope you've found these insights valuable and empowering.

As enablers, we have the opportunity to make a significant impact on our organizations' growth and success. By understanding where we are on the enablement maturity curve, we can chart a course for advancement and develop the necessary skills to navigate the challenges along the way.

As I wrap this up, I want to remind you that enablement is an ever-evolving field. Embrace continuous learning and professional development, align your skills with your organization's needs, and stay adaptable in the face of change.

Now, go out there and enable greatness!