The Science of Selling: How Corporate Visions Boosted Buyer Engagement by 64%

Building a Frictionless Enablement Tech Stack

Like so many organizations today, Corporate Visions has felt the pressure of heightened buyer expectations, increasingly complex selling scenarios, and expanding buyer committees. “We’re focused on selling to enterprise companies,” explained Eric Nitschke, vice president of commercial enablement at Corporate Visions. “It’s gotten much harder. We need to make sure our sellers can focus on the business value for all the different decision-makers and economic buyers across the organization.” To support this effort, Corporate Visions began to scrutinize its current state and improve what it could control: the internal platforms and processes it relied on to ready sellers for these challenging moments. 

As Corporate Visions looked to streamline its workflows and ease sellers’ day-to-day, its enablement tech stack quickly became a priority. “What motivated us to re-evaluate and change our sales enablement tech stack is the idea that sellers need to be able to execute their motions in a simpler way,” began Jay Livingston, head of global sales enablement at Corporate Visions. To streamline seller workflows and reduce swivel chairing, a unified, natively built platform was a must-have. The potential was incredible — if it could simplify sellers’ workflows and reduce friction wherever possible, it would be easier to build readiness and, from there, drive more successful go-to-market execution. “Sales is very hard,” added Livingston. “The more barriers and potential obstacles you put in the way, the more difficult you make it to execute.  As much as we can, how can we consolidate into a single platform?”

Corporate Visions’ search for a new solution was timely: As part of its recent partnership, it had introduced a new offering, one that integrated its Great 8 — data-backed, proven-to-work selling skills — into Highspot. If it were to empower sellers to sell simply and successfully, these skills would be essential, as would a platform that could equip, train, and coach sellers to successfully use them. In Highspot, it found both. 

Infusing the Science of Selling Into Rep Workflows

In Highspot, Corporate Visions found a unified platform, one dynamic enough to support reps during every phase of the selling process. “The biggest change was gaining full integration as opposed to a content management platform,” clarified Nitschke. “With a content management system, you know where content is. That’s different from knowing where it is, what to do with it, and how to act on it immediately — that’s the biggest value from our switch to Highspot.” 

The right partner now in hand, Corporate Visions kickstarted an effort to reinforce go-to-market readiness for some of the most challenging conversations ahead. “When we launched Highspot, one of the very first initiatives we launched was our new enterprise message,” supplied Livingston. “We created an Enterprise Message Spot, loaded up all of the learning assets a salesperson would need, and created this environment where we gave sellers the opportunity to learn.” A single source of truth lent these resources new visibility and drove incredible traction: Content usability increased by 74%, and training completion rose dramatically. “We experienced 100% verbal fluency with the new enterprise message Certification,” enthused Livingston. 

While training engagement far exceeded that of its previous solution, the impact didn’t end there. By infusing the Great 8 into every content item, Corporate Visions’ new source of truth reinforces the desired behaviors everywhere reps work. “The Great 8 skills are what I focus most on when I create content,” explained Nitschke. “The content we develop is aligned with where the buyer is and what they need to hear to make a decision.” This new approach to enablement extends across a range of sales channels. “We have several different partnership layers, including an affiliate program and a number of alliance partners and marketing partners,” shared Nitschke. “We make our content available to our partners through Highspot so those partners can do business as if we were selling ourselves.” Across its channels, Corporate Visions sellers are ready to land its message in increasingly complex scenarios. Evidence-based selling strategies and a unified platform powering them — it’s an unstoppable combination.

Making Selling Simple — and Successful

For Corporate Visions, switching to Highspot was a natural conclusion. The recent partnership only bolstered its motivation to make the switch and strengthened its ability to introduce new, evidence-based strategies into its internal processes. When implementing the new platform, Corporate Visions approached the change with confidence, certain the platform would streamline workflows and erase painful obstacles. Immediately, that confidence paid off. “The bet was: [With Highspot], we’re going to make it simpler for sales folks to do their jobs,” enthused Livingston. “What’s been shown so far is absolutely the case.”

In Highspot, Corporate Visions found a partner that could prepare its internal and partner sellers for success in the enterprise arena. Now, its reps have access to capabilities that simplify their days and ease their go-to-market efforts — an improvement that has led to a 64% increase in buyer engagement. More than that, they have developed the necessary skills to pursue every opportunity with scientifically proven rigor. It’s a win-win, all powered by a unified platform. “Having learning, content, and the ability to take those messages to market through Digital Rooms, all in one place is incredibly helpful,” concluded Nitschke. “Highspot is everything in one platform for all purposes. It’s just amazing.”