Kathryn Hughes is the Director of Global Sales Enablement for Axway, a large, global integration organization. They do enablement integration, digital integration, and digital enablement.
How are you working with SPI?
We’ve been an SPI client for the last 2-2.5 years, roughly.
With SPI, we’ve done quite a bit. We engaged with SPI early on and created curricula specific to our sales process and our sales methodology, adopting strategies in-house, as well as the best principles through SPI. We’ve created an eLearning module that we’ve deployed internally as part of our onboarding program for all of our new hires to go through. We’ve also done workshops globally, many of those for new hire onboarding, for management and management coaching, and for our ongoing employee development. We have gone through with myself, actually, being the person doing the certification. We’ve gone through a full certification process in the methodology and principles, and we have that in place internally to help guide our strategies.
Why did Axway choose SPI’s Solution Selling®?
We engaged with SPI within Axway, at the direction and guidance of a new head of our global sales organization. He, along with several other members of our team, had used SPI at a former company, embraced that sales methodology, and had seen success. With Axway, we needed to set up a new process that we could apply on a global basis. We’d seen the proven success previously, so that’s the technology we embraced, and the principle that we then brought in and tailored to fit an Axway-personalized methodology and process.
What benefits have you realized from working with SPI?
Some of the benefits that we’ve seen from working with SPI is more consistency in how we manage our accounts, in how we report, and in how we track pipeline. Reps have the ability to more rapidly identify where they are within an opportunity, and if it’s an opportunity worth pursuing or not. It just brought a different dimension to our organization. We’re really looking forward to the adoption increases and as we get further along in the process, to being able to track longer and do better predictions over our annual growth from year to year.
What is it like working with SPI?
For me, SPI is like working with an extension of our own team – almost an extension of family, if you will. It’s a group of people who work together with you for a common goal, who are willing to personalize, bring their expertise, and help mold it to fit the needs that you have within your own organization, or that we had within ours. I can’t speak highly enough of the SPI staff. They’re all phenomenal to work with, very sharp, know what they’re talking about, and yet, malleable and adaptive enough to apply it to a specific organization.
What advice would you have for others similar to you?
Speaking from being two years into a sales transformation, or in the process, what I can say and share with you is try things, adapt, be persistent, be strong. It’s not going to happen overnight, but it will happen. Provide, reinforce, encourage, and be the champion and the cheerleader for your organization.
Engage heavily with your executive management and the management team for their support in driving throughout the sales organization, but also within the marketing organization, the executive staff throughout the entire organization for the best success.