What are the latest trends in the Sales Enablement world? A recap of the Showtime18 Conference

Sales Performance International (SPI) was thrilled to attend Showtime 2018, Europe’s largest Sales Enablement Conference, last week! The two-day event organized by Showpad, was held at Ghelamco Arena in Gent, Belgium, and was dedicated to uncovering the latest sales enablement research, trends, and best practices to empower today’s sales and marketing leaders to sell the way buyers want to buy.

The first day of the event addressed Marketing, Sales and Sales Enablement Leaders. Jürgen Heyman, Chief Executive Officer of SPI, offered an inspiring presentation on the decline of the Salesperson. Jürgen analyzed the rapid change in the B2B buying environment, its gradual transformation to a buyer-driven area and the need of the salesperson to adapt to this change: the traditional role of the sales rep is expected to decline, and only a few of them, the ones who will be able to develop agile learning and collaborative skills, will manage to outperform in the future.

Together with Jürgen, a dozen industry thought leaders shared their stories, among them, Professor Eddie Obeng, top 10 TED talk presenter and pioneer in digital transformation, design thinking and organizational agility. In his session, Eddie provided an overview about how traditional rules of doing business no longer apply, as well as providing  guidance on reaching new heights in fast-changing business environments. His suggestion for companies that seek innovation: understand that salespeople need engagement skills that are beyond simply transactional. “It’s not about you. It’s about you engaging, relaxing, and listening to them, getting them to laugh, giving them a great experience, and then delivering.”

Michael Hoy, Head Enablement of Pendo.io, closed the first day by sharing how he built a case that won him the money he needed to invest in a sales enablement program that works. In his session, Michael provided the audience with best-practices on how to tie sales enablement activities to results and justify the right budget for programs. He concluded by highlighting the importance of seeking the right resources, in order to train sales teams to be consultants that drive value.

The second day of the event, tailored for Showpad’s customers and partners, gave precious insight into how to optimize content and drive customer adoption. Speakers focused on how sales training and coaching technology can prepare your sales teams to face any informed buyer with the aid of Showpad; who presented their new innovative features to be launched this fall, into 2019.

Sales Performance International left Showtime 2018 with many new connections and a wealth of knowledge. Knowledge that we hope grows this November at Transform18,  Showpad’s first conference in Chicago, United States, where SPI is excited to attend.


Contact us for more information on sales enablement and the trends to expect in the future.

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