Imagine this scenario: your customer base is rapidly expanding, your product is constantly evolving and, within the same year, you raise a $240 million Series E and scale your team from 300 to more than 500+ employees.
It’s exciting but comes with undeniable growing pains. One challenge is that, while you have an incredible product and are experiencing all-around growth, your sales methodology isn’t set to scale at the same pace, keeping your company and employees from maximizing efficiency.
That’s the position the team at OwnBackup found themselves in. We sat down with Shira Osdoba, Sales Enablement Content Manager at OwnBackup, to discuss this very topic and learn how their team uses Spekit to scale.
Driving the adoption of changes through reinforcement
OwnBackup didn’t roll out the new sales methodology overnight. It took time. They had to update their sales process and make updates in Salesforce to match. They leveraged an LMS to host their demand training for new hires, (including the methodology overview and general principles), but there was still in-person training and hands-on training that Shira’s enablement team needed to conduct before fully rolling it out to the sales team.
“You can have all of that — the technical updates, the live training, and the [LMS] — which is awesome, but then we needed to do some sort of reinforcement of the sales methodology, to remove a lot of that friction and make it as easy as possible. And, because we’d invested so much time, we wanted to make it as easy as possible for people to adopt the methodology. And that’s why we started looking at Spekit.”
Implementing a sales methodology will only be effective if your sales reps use it the way you intended. For Shira, she needed reinforcement to ensure total adoption.
Pairing Spekit with existing training solutions
“You can have an LMS which is great and that helps with the initial principles, overview and methodology. But from a change management and a day-to-day workflow perspective, it’s hard to go back into the LMS and find the question and the answer that you need right away.”
OwnBackup uses Winning by Design’s “SPICED” framework, which stands for Situation, Pain, Impact, Critical Event, and Decision. But imagine you’re in the opportunity process and get to the “P” of the SPICED framework and you don’t know what it stands for. You’re trying to follow it properly but just can’t remember what it is.
On one hand, you could go back into the LMS and watch the whole video module again, trying to find exactly where it is — these videos could range between 30 minutes to an hour — or, instead, you could have this content inside of Spekit, where you can easily search within any browser window for the SPICED framework and find it. Or, you could hover over the Spekit icon that appears within Salesforce or any app you’re in. Or, go inside of Slack and instantly find the answers you need there. Wherever you are – the answers are there.
“It makes it so easy on an everyday basis to find whatever you need, whenever you need it. And it’s a really functional product that’s not only helping OwnBackup’s new hires but also our existing reps find what they need faster.”
The challenge OwnBackup was running into in this case is a really important piece, which is: sales enablement can create a ton of great content, but if it only lives in your LMS, and your sales reps have to watch an entire onboarding training module to find that one critical piece of information, how much value are they getting from it and how much potential value are you missing out on?
OwnBackup was able to solve this issue by pairing their LMS, which handles their reps’ initial onboarding, with Spekit as their just-in-time, in-app learning solution that fits right into the day-to-day workflow.
Building a winning onboarding program with Spekit
OwnBackup’s onboarding program kicks off with the following:
- A week-long boot camp, hosted once per month.
- A 30/60/90 day ramp-up guide for SDRs and AEs that identifies specific activities they need to perform.
- An LMS that hosts courses to introduce the product and sales methodologies.
“After they’ve taken all of this onboarding content, they need to digest it. It’s really hard if you’re a new hire and you don’t remember a specific question or persona and have to ask somebody on the phone for answers each time. Or, you have an issue where you don’t remember how to create an opportunity or a lead view within a tool. We don’t expect you to remember this stuff if you’ve just started with the company. So, Spekit comes in to help employees on a day-to-day basis. We show you how to use the product and the overviews during bootcamp but Spekit reinforces that training after the fact to serve quick answers right when and where questions come up.”
“Spekit comes in to help employees on a day-to-day basis. We show you how to use the product and the overviews during bootcamp but Spekit reinforces that training after the fact to serve quick answers right when and where questions come up.”
Expanding beyond rolling out sale methodologies
“It started with using Spekit as the reinforcement for our sales process, sales methodology and sales playbooks. Your team was great! We had three different playbooks. One for the business development team, one for account executives and one for the customer success team. These are about 100 pages each. Your team helped copy all of that content into Spekit. And, then we have this 95 page document on tech and tools. For example, how to create a discovery call, an opportunity, tasks in Salesforce, DealDesk content and more which your team helped to migrate over.”
“And, while it started as a solution for the sales team, now everyone wants to use Spekit. Alliances, product, everyone is messaging me asking how they can get content inside of Spekit for their teams. So yes, it was helpful for rolling out our new sales methodology but it’s since expanded company-wide.”
“As a result, I’ve seen so much more standardization. I’ve seen a reduced ramp and onboarding time. And, as we’re trying to scale so rapidly, it’s been helping managers and me to have that reinforcement and every day content easily accessible for new hires.”
Measuring the effectiveness of Spekit’s digital enablement platform
While the perfect science of measuring a digital enablement solution or a just-in-time in-app learning solution has yet to be developed, there are a number of metrics that companies like OwnBackup have chosen to measure the effectiveness of Spekit.
“Since implementing Spekit, we’ve had roughly 10,000 views on individual Speks, which is really high! Now, what I have as a task to look into is, “what specifically are people looking at?” But, from an ROI number, I look at the reps who are actively engaging with this content. For example, I saw a new hire who had 300 views on Speks (pieces of content) and they started only three months ago. So, what I can see is that new hires are viewing the content, they’re engaging with it and using it every day.”
For OwnBackup’s support team, they’ve put the entire support playbook into Spekit, allowing new hires to be onboarding faster but also, making it incredibly easy for reps to answer support questions with prospects and customers by having the answers they need at their fingertips.
Taking the steps to empowered employees
It’s undeniable that the topic of sales enablement is complicated, and selecting and implementing an entirely new sales methodology, supporting a team during hypergrowth and putting the right foundation in place takes the right strategy, the right tools and, more importantly, the right team.
But there are steps companies can take to help scale their enablement and onboarding programs. As the team at OwnBackup shared with us, the best way to start is by making sure you’re solving problems with the right questions in mind, aligning with leadership and putting the processes and tools in place to drive the retention of knowledge to help employees go from novice to master, faster.