In Episode 10 Dr. Brian Lambert is back in the Orchestrate Sales Studios with Erich Starrett, for part two of a two-part interview. Dr. Lambert is a Digital Value Architect at Elastic, co-founder of OSC, SES, and co-host of Inside Sales Enablement seasons one and two.
In this segment we pivot from past to present and future, with an emphasis on the impact of AI and the new data = fuel paradigm. Highlights from the second part of our interview:
PAST
⌛️ What is Brian's take on the recent move by primary research companies to shift from "Sales" to "Revenue" and the Sales Enablement Society following suit to Revenue Enablement Society?
PRESENT
⌛️ Now that Brian has moved into the Marketing organization, what is his experience like compared to the Sales or Ops or Talent Enablement functions?
⌛️ How does data collection compare among the functions?
⌛️ What would it mean to truly be Revenue Enablement?
⌛️ In line with recent interactions with @Hilary Headlee, Erich suggests the best first step towards true Revenue Enablement may be for Enablement leaders to engage with #RevOps and Brian reacts to the suggestion.
FUTURE
⌛️ Brian talks about the shift in focus from company to employee to customer ...and now we are shifting towards a data focus. A data centric view. One for which individuals, functions, and entire companies are ill prepared to pivot towards and fully embrace and benefit.
⌛️ A potential new paradigm of looking at data less as a byproduct of doing work and more as a fuel for the digital economy.
⌛️ The promise and potential hurdles of AI for Enablement.
>>> Understanding, embracing, and tapping into a hybrid human + artificial "collective intelligence."
>>> Using AI to generate structured inputs that we as humans synthesize vs. outputs that leave the creativity to an unknown artificial third party.
⌛️ A "future of work" vision where we understand how data becomes information, how that information becomes knowledge, how that knowledge becomes insight, how that insight gets leveraged to make decisions and then how to effectively put AI on top of that to fully leverage what makes the company unique.
⌛️ There are a series of continuums:
>>> Data awareness: From data aware to data led.
>>> Organizational: From data "laying everywhere" to organized digital mastery.
>>> Enablement: From being an Analyzer to an Orchestrator removing silos and creating the organizational structure of tomorrow
"You have to be a synthesizer of all this information and AI can help you, but if you cannot synthesize this stuff across marketing operations, training, sales, customers, let's not forget, then you're not going to be an Orchestrator."
Please click 👇🏻, subscribe 📲, listen 🎧 ...and 🎙️ join the conversation!
ORCHESTRATE Sales!
Erich
#RevenueEngine #DigitalTransformation
#AICuriousHumanEnthusiast
#RevenueEnablement
Mentioned in this episode:
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ISEs3 PROMO CODE for Emblaze DigitalNow Revenue Summit 2024 in Chicago
Hit salesenablement.captivate.fm/diginow24 and it will plug in promo code OSCISE automatically -- for $745 off of the Emblaze DigitalNow Revenue Summit 2024 registration fee! Hope to see many Enablement Insider Nation smiling faces soon in Chicago. Or, more specifically, *just* outside of the Second City ...on April 2nd!
Emblaze DigitalNow Revenue Summit 2024
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ISEs3 Ep15: Danny Wasserman - Gong! Tableau and Databricks
ISEs3 Ep14: Todd Caponi - Sales History Nerd + Transparency Evangelist @ Sales Melon
ISEs3 Ep13: Meganne Brezina CCMP™ - Seismic
ISEs3 Ep12: Dr. Shawn Fowler - RevenueReady
ISEs3 Ep11: Bob Perkins, Founder - AAISP (now Emblaze)
ISEs3 Ep9: Dr. Brian Lambert Pt 1 - Co-Founder, Orchestrator, and Value Architect
ISEs3 Ep8: Bob Kelly - Sales Management Association
ISEs3 Ep7: Tim Riesterer - Chief Strategy Officer, Corporate Visions + Chief Visionary, Emblaze
ISEs3 Ep6: Christopher Kingman - SES Fore-founder, RES + Emblaze Exec Board Member
ISEs3 Ep5: Craig Nelson - SES Fore-founder and Entrepreneur
ISEs3 Ep4: Gail Behun – President, Revenue Enablement Society (2024)
ISEs3 Ep3: Paul Butterfield - President, Revenue Enablement Society (2023)
ISEs3 Ep2: Scott Santucci Pt2 - The Birth of the Sales Enablement Society
ISEs3 Ep1: Scott Santucci Pt1 - Before the Sales Enablement Society
Ep63 Helping Salespeople Communicate Value with Jen Burns
Ep62 Leading the SE Function To Achieve Impact with Brian King
Ep61 Quantifying SE Contribution with Erik Host-Steen
Ep60 Creating Shared Experience for the SES with Bill Ball
EP59 Gaining Executive Buy-in to your SE Charter with Tamara Schenk
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