Sales Enablement for Social Selling Success with Dr. Brian Lambert - Ep. 102

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Sales Enablement is more than just content and training

Dr. Brian Lambert is the Founder of the Sales Enablement Society and Managing Director at Oxygen Learning in Washington D.C. Dr. Lambert has spent his career helping salespeople become better at their job through the creation of the Compendium of Sales and his work at Oxygen Training. In this episode of the Social Selling Podcast by Linking into Sales, we will talk with Dr. Lambert about sales enablement and how it’s critical to #socialselling success.

In this episode we start by asking Dr. Lambert to explain what sales enablement is. He sees sales enablement as a set of skills that address four business functions:

  • HR and Learning connection to sales (talent/ training/ learning)
  • Administration piece - admin workload is high on a sales professional, how can they be freed up?
  • Marketing and sales intersection with content
  • Operational view - forecasting, pipeline demand, etc

We also ask Dr. Lambert how does sales enablement relate to social selling? He pointed out that sales enablement should be the ones to build a service to help sellers get in front of an executive and look at it end to end. They must ask Sales what do they need to know and do to get in front of the CXO. They need to help sales understand empathy. This comes from a variety of inputs including social. Once a sales person has access, sales enablement can help by recommending what to say to prospects. Content is critical as well. Sales enablement must also track to know what worked and if the salesperson was able to get in front of executives.

Dr. Lambert mentioned the formation of the Sales Enablement Society. On November 18, 2020 they will be holding their first conference in West Palm Beach, FL. To learn more, please visit

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Thank you to our Sponsor

The Social Selling Podcast by Linking into Sales is sponsored in kind by North Carolina State University - Technology Training Solutions. Please be sure to visit to learn more about their professional continuing education opportunities so you too can sharpen your technology skills and remain competitive in your industry.

Audio Run-time: 56:38

The Social Selling Podcast by Linking into Sales is a professional development podcast geared towards sales and marketing professionals that use social media tools and networks to support sales and buying cycles and help them become more proficient in social selling.

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