How ICIS Boosted External Sharing by 13%

Building a Successful Tech Stack to Support Growth 

Before adopting the Highspot platform, ICIS had no enablement technology in place. Without a single source of truth, sellers had to search for resources across multiple locations and platforms. “Time is such a hot commodity for a seller, and they do not have a lot of it,” explained Annabel Hosking, digital content manager at ICIS. “There is so much for an individual to do day-to-day. If I tell a seller that they have to go to different platforms to get multiple pieces of information to understand their customers and help their conversations, I know instantly that the first piece of feedback I’m going to get is that there’s just too much.” Ultimately, ICIS’s enablement team knew collating all their resources — from marketing collateral to enablement-built content and training — into one platform was vital to their success. To boost rep engagement with resources, they needed to limit the time it took sellers to locate information, as well as streamline the content creation process. Across other teams, there was uncertainty about how to communicate with sales and about where essential content should — and did — live. Without a consistent process, ICIS’s go-to-market organization struggled to ensure reps realized the maximum value of its content investments.

Another priority was establishing straightforward, self-directed learning and development paths. Before leveraging Highspot, sellers continually returned to the enablement team to inquire about available resources and where they were located. This reliance on enablement guidance made it challenging for reps to be self-sufficient and truly take ownership of their own development. To build autonomy and boost rep ownership over their own development, the team also sought to create on-demand learning materials and pathways to empower sellers and help them better connect with customers.  

Just-in-Time Enablement Powers Rep Development 

Even as they worked to bring existing content into the unified enablement platform, ICIS’ enablement team was actively reaching out to sellers — and drawing on Highspot Analytics — to understand the gaps in their content and resources that needed to be filled. With a robust picture of the gaps within their current strategy, the team took steps to fill them, creating a one-stop-shop for all the support sellers might need. “Being able to bring everything together into one platform ensures reps get the right information, right when they need it,” shared Annabel Hosking, digital content manager at ICIS. The transition from no enablement technology to a consolidated platform was huge for ICIS. Quickly, reps saw the advantage of the platform, resulting in an 81% recurring usage rate.

Now that reps knew where to turn for support, the team felt confident that reps could find and use the resources they produced, boosting both their usage — and their impact. “By using Sales Plays, training, success stories, and videos, we’re able to give sellers at-their-fingertips information in one platform,” noted Hosking. Enablement activities of every kind were now easily accessible, allowing reps to revisit essential learning and guidance in the moments that mattered. 

Regular access to just-in-time enablement also meant that reps were more tightly aligned with enablement and marketing materials, an improvement that resonated in buyer engagements. “How do I help reps facilitate those valuable conversations that reps are having with customers?” asked Hosking. “That’s where Highspot really comes in. It ensures that when reps are speaking to customers, they can act as subject matter experts on whatever the customer wants to talk about, whatever individual problems a customer might have, or the objections that they might face in the field.” Using Highspot, the team has empowered sellers with the support to continually learn and grow — creating a culture of rep-led development that is driving impact on key outcomes.

End-to-End Enablement Drives Behavior Change

Since consolidating its tech stack with Highspot, ICIS has used the platform to power significant shifts in seller behavior and performance. Now, reps know where and how to engage, helping the enablement team boost organic adoption of enablement resources. “We’ve seen a change in seller behavior with that on-demand development and learning,” explained Hosking. But the ability to self-serve resources is benefiting more than just adoption rates: Now that reps can — and do — facilitate their own development, ICIS is seeing more and more reps upskilling themselves to deliver relevant, value-first experiences, leading to more and better conversations, with external sharing increasing by 13%. “Our sellers actually understand where the customer is focusing and what their interests are,” shared Hosking. “We’re just having better customer conversations.” 

As rep engagement grows, so too does the impact of enablement on key metrics. “The adoption on our platform has increased 80% year-over-year, both in terms of views and clicks,” enthused Hosking. “We’ve also seen really strong revenue generated over the last year when it comes to influenced revenue and influenced opportunities, which is one of our big drivers where we can see that Highspot is working.”