Mastering Sales Execution: Cory Bray on Sales Enablement, AI, and Strategy Alignment

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In this insightful episode of "The Gap," we talk to Cory Bray, a renowned expert in sales enablement, to dive into the critical distinctions between sales strategy and execution. The conversation covers the challenges faced by sales and enablement teams, the role of leadership, and the impact of AI on sales performance. Cory brings his no-nonsense approach to unraveling what it really takes to close the gap between strategy and effective sales execution.

Takeways

• Understanding Strategy vs. Tactics: Cory starts by breaking down the difference between goals, strategies, and tactics, emphasizing that strategy is often misunderstood or misused, particularly in middle management. True strategy is set at the executive level and involves the overarching goals of the company. Tactics are the actionable steps that support these strategies, and it's crucial for sales teams to focus on executing these tactics effectively.
• The Tactical Role of Sales Enablement: Cory challenges the common notion that sales enablement teams should be creating strategies. Instead, he argues that enablement's primary role is to execute the strategies laid out by leadership. Sales enablement should be about organizing and deploying tactics that align with the company's goals, ensuring that these tactics are executed with precision and impact.
• Challenges in Sales Execution: The conversation moves on to highlight several common issues that hinder effective sales execution, such as poor project management, misalignment between teams, and a lack of critical thinking in deal management. Whether it's a flawed product or weak execution, both can severely impact sales performance. It's essential to address these issues head-on by focusing on mastering the fundamentals like understanding target markets, preparing for objections, and aligning on goals.
• The Double-Edged Sword of AI in Sales: Cory discusses the benefits and drawbacks of AI in sales enablement. While AI
can provide valuable insights and automate routine tasks, there’s a risk that it could undermine critical thinking and lead
to over-reliance.

"AI makes people smarter and dumber at the same time."

AI should be used as a tool to enhance, not replace, the salesperson's judgment. Sales teams must maintain their critical thinking skills to navigate complex sales scenarios effectively.

• Leadership and Alignment: Cory emphasizes that successful sales enablement requires strong leadership to align the
entire organization around common goals. Leaders must set clear expectations and support enablement teams in their
execution efforts.

"You can't raise 18 children in one year, just like you can't implement massive change overnight."

Patience and alignment are key to driving long-term success. Leadership must ensure that sales enablement efforts are focused and aligned with the company's strategic objectives.

 

TL;DR

• Sales Enablement is Tactical: Focus on executing the strategies set by leadership. Sales enablement’s value lies in effectively deploying and managing the tactics that drive these strategies.
• Master the Fundamentals: Sales teams need to be rock-solid on the basics, from i