How Arm Saved Sellers 5 Hours Per Week

Disconnected Technology Slows Time to Education

For over 30 years, Arm has developed a go-to-market motion capable of supporting its complex network of products, tools, and software. During this time, it has amassed a wealth of content. “But an abundance of information doesn’t necessarily guarantee the relevance or value of each piece of that information,” shared Ben Taft, vice president of global sales operations at Arm. “A well-thought-out enablement stack changes that. You have the ability to isolate what sellers need at that particular point in time.” Without the guardrails of a consolidated enablement tech stack in the past, sellers struggled to identify and surface quality content. “Historically, the teams would need to search one SharePoint folder with a surplus of 2,000 files that were not managed nor organized,” added Myles Carter, BPO services lead at Arm. 

Over time, Arm’s enablement team noticed that sellers’ time to education was gradually going up. To address increasing ramp times, Arm needed to revamp its strategy — but it wasn’t sure how to start. “If we can improve that time to education, that allows people to use information with a lot more veracity and velocity,” noted Taft. “But, if it ends up taking us months and months to go through review cycles, if it gets put out in a way that’s static and dormant, or if it doesn’t come across in a rich, engaging fashion, it’s like you never put it out there to begin with.”

To address these painful gaps, Arm aimed to create an environment in which sellers could use — and personalize — quality content. “That starts with user experience,” Taft insisted. “Does that tool think the way my salespeople think? Is it set up in an intuitive fashion that is driven by how I would search, how I’d want to use this information, and how I’d want to present it back to customers?” As it evaluated options for an enablement platform, Arm chose Highspot, seeing it as key to building interest with sellers and, in doing so, shortening their time to both education and execution.

Enablement Ecosystem Empowers Independent Execution  

After implementing Highspot, Arm began to identify incredible development opportunities for its teams. With new governance policies organizing content, sellers could more quickly surface the assets they needed. “Highspot has transformed the way our sales colleagues find content,” shared Carter. “It has enabled us to adhere to strict version control where the content that comes in is now organized, owned, and easy to find. Sellers have gone from spending hours finding and validating content to finding it in minutes.” Improved governance quickly boosted seller engagement, driving a 83% recurring usage rate. 

Soon, sellers began to leverage improved content findability — and the time savings it provided — to create more tailored and personalized materials for customers. This newfound agency to move the needle on deal velocity helped them take back control and progress opportunities closer to the finish line. “In the last miles of a deal, many times it’s people trying to stitch together some information,” continued Taft. “Enablement stacks allow reps to get back to doing what they want: putting together a really rich set of value propositions that they can go back to their customers with. Then, it provides all of the analytics to understand how it is being consumed and if they used the right thing.” 

Engagement capabilities such as Digital Rooms only increased this impact. “Digital Rooms actually allow groups to really get customized and tailored to be really bespoke in terms of how they set engagements up,” added Taft. “They’re still operating within the confines of what we’ve provided, but it allows them to get even deeper into those engagements with their customers.” With a unified experience, Arm has equipped its sellers to find quality content and tailor it to suit buyers’ needs. As buyer engagement increased by 97%, the team is confident that the impact on sales performance will only continue to climb. 

Consolidated Tech Stack Powers Present and Future Growth

Arm’s newly consolidated tech stack is restoring ramp times and simplifying workflows across its global workforce — an impact that will only evolve as the enablement industry does. “Enablement technology has changed the way people think about sales,” noted Taft. “It has become table stakes in terms of how sellers expect to have information available and expect to be able to quickly put together what their customers want in a very personable fashion.” Plus, with restored governance and simplified content personalization, sellers are saving five hours a week on average, allowing them to operate more effectively and efficiently.  

The team sees their work as an ongoing effort and is looking excitedly ahead at new opportunities to instill increased velocity and veracity into every rep. “We recently introduced the Instant Answer feature to our users,” shared Carter. “We hope that this and future AI features will continue to make our teams’ lives easier when it comes to searching, viewing, and maintaining content.” With new technology and upcoming innovation on their side, the team is empowering sellers across the world to operate at a pace they never thought possible.