Software Pulse

Business Strategy for Software Executives

August 18, 2009

Michael Cannon

Better Training = Better Sales

Solving the six biggest business-to-business sales training problems will improve the enthusiasm, confidence and commitment of your sales team.

By Michael Cannon, Silver Bullet Group

How would you answer the following question: “What is the goal of training developed by Marketing and delivered to Sales?”

Most B-to-B product management/marketing professionals who develop sales training would answer this question with some version of: “Our training should teach Sales what it needs to know in order to effectively sell the product.”

Wrong! That goal is one of the main reasons why most training developed by Marketing is loathed by Sales.

First, let’s agree conceptually that Sales (inside/outside and channel) does indeed “need to know what it needs to know in order to effectively sell the product,” and that from a sales support perspective, Marketing’s job is to help Sales win more business by enabling Sales to sell the value of the company’s products and services. But let’s take a closer look at the problems that most commonly derail training programs when the focus is on that one overall goal and then explore some time-tested, actionable solutions to those problems.


Expanding SaaS Thought Leadership

Need a one-stop destination for SaaS insight? Access all of’s opeds, blog posts and news on our SaaS “Topic Pages.” Click “Topics” on the top navigation bar on and you’ll receive a drop-down menu of all our current Topics Pages, including open source and M&A.

Enterprise Applications 2.0: Back to Basics

Tim Minahan The first wave of business software focused on modeling complex business processes within the four walls of the enterprise. Tim Minahan of Ariba explains why the next wave will simplify business processes, embed intelligence, and enable inter-enterprise or network-based collaboration in this post to the Blog on Enterprise 2.0.

Novell: Welcome to the Party?

Jake SorofmanJake Sorofman of rPath welcomes Novell to the virtual appliance party – however late they arrive. Read more in this post to the blog on software marketing best practices.

Publish Your Perspective! wants your opinions. Send your thoughts on the enterprise software industry to editor, Maryann Jones Thompson ( and have your opinions published on our site.

Is China Recession Proof?

A panel of leading Chinese economists explains how the world’s fastest-growing economy keeps expanding despite the global downturn. Read more in this article from The McKinsey Quarterly.

The Week in Review: The Battle Heats Up

Former rivals team up; plus, VCs not betting on the cloud, LiMo and WinMo beckon, and RockMelt threatens. Read the Week in Review and get all the news stories that shaped the software industry over the past week.

Poll: Better Training = Better Sales?

Can better training really improve sales?
Take our Pulse Poll >>

Last week, readers voted on which of today’s software CEOs qualify as “Organizational Champions.”
Give us your opinion and see the results >>

More at

Five recession-era strategies for software vendors.
Read the most important enterprise software industry news of the week >>

Venture capitalists head to Washington.
Monitor the latest software venture capital deals >>

SAP rumored to be interested in TIBCO?
Size up last week’s software M&A deals >>

Fishbowl, Inc. named Andrew McCasker as CTO.
See who’s made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the site.

Parting Thought

“One of the lessons of history is that nothing is often a good thing to do and always a clever thing to say.”
— Will Durant

Courtesy of Malcolm Kusher, The Kushner Group


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