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out of sync: building better business operations.

Picture of Derek MacDonald

you’re understandably frustrated.

You ordered 45 minutes ago. 

People at the surrounding tables got there after you and are now eating the very thing you ordered. 

What gives? 

Now 55 minutes since taking your order, your server comes by to inform you that the kitchen is out of the entrée you’d been expecting to have arrived by now.

This is the same server who talked up the tasty dish and strongly suggested you get it — yes, the add-ons are a must ...“thank me later”, they’d said.

You can’t help but note your annoyance with a sideways glance to the remnants of what could have been your dinner.

Turns out, your server’s been blindly selling incorrect items all night. Something about “the new POS” and “if it’s eighty-sixed, take it out of the f****** computer”.

If that were you, you’d probably leave, right?

Sure you would.

And while you’re pulling on your coat, you can’t help thinking you could do their job better than them.

Maybe.

But not so fast, hotshot. 

Didn’t that “sure thing” go cold last week after your Round 2 meeting at the new office?

You know, when you sent them 3 versions of outdated solution flyers? Your contact posted on LinkedIn that they went with another vendor, right?

I know, I know, I know…it’s not your fault, you tried searching your company’s repository and it’s all you could find.

“No one can find anything”, after-all.

 

Here’s the thing: the search-based system of finding files within an organization has a wrinkle that most don’t realize — user permissions restrict the search results.

The search bar of a company’s intranet will only surface information that an employee is allowed to see, edit, or download based on their department, role, or job function. 

 

That’s typically a good thing; except, it means the search results are only as good as the metadata, labels, and tagging of the files available to search.

And permissions are different depending who owns the library. More fun, still, if the file you’re looking for lives in someone’s personal drive.

Yep, you bet they’re on vacation.

 

 

we can do better.

Whether you use AI or not, there’s a growing reliance on the infrastructure that supports search-based navigation.

 

The problem is that most businesses are built on a method of categorizing folders and subfolders to make information accessible through a series of menus and drop-downs.

 

For decades, employees have relied on point-and-click navigation to find information within their company's intranet and file systems.

The divide between users and systems is growing. Its impact is felt most by teams in b2b organizations tasked with creating and sharing resources.

Whose job is it to audit the content repositories of each department?

Who decides what system of organization and tagging labels will be used for files across the business?

 

the evolution of enablement teams.

Enablement teams have emerged as key players in navigating this evolving landscape.

In the world of b2b business operations, a well-structured enablement team is essential for creating marketing content, supporting sales effectiveness, streamlining operational efficiency, and contextualizing learning and development resources.

Revenue is pretty important for keeping the lights on — regardless of your product or solution, if sales teams can’t find the right content, you run the risk of losing new and existing business.

 

By focusing on developing efficient search-based systems, establishing robust file permissions and governance, and maintaining version control, enablement teams help organizations achieve scalable and sustainable operations.

 

 

the role of enablement at a glance.

Historically, sales enablement refers to content, tools, knowledge, and information provided to the sales team so they can effectively sell products or services.
 

Shifting business landscapes and evolving organizational ecosystems have led to the rise of enhanced enablement teams that connect the dots between marketing, sales, operations, IT, and learning & development teams. 

Modern enablement teams are responsible for effective content distribution and utilization across the organization. This involves creating, curating, and maintaining a repository of brand-approved and subject-matter-expert-verified resources.

A critical function of the team remains rooted in providing the tools, resources, and training needed for sales to engage effectively with prospects and to close deals. 

Operational efficiency requires actionable processes that connect systems to outcomes.

An enablement team ensures that business operations are well-executed, from project management to content distribution. Things like: implementing sales strategies, designing processes across integrated systems, leveraging technology to support the sales cycle, developing training programs, and creating sales collateral.

This helps overall productivity and leads to more sales with shorter sales cycles.

 

building the foundation for functional file sharing.

The development of search-based folder structures play a pivotal role in facilitating the transition from point-and-click to search-based navigation for b2b businesses.

Enablement teams need to work closely with IT departments to design systems that support efficient search functionality. Proper categorization and organization are essential to ensure that the search results are accessible, accurate, and relevant.

Notably, this includes creating metadata tags and keywords that make files easily searchable.

 

developing search-based folder-structures.

  • file permissions and governance.

    • Enablement teams must establish clear guidelines for who can access, edit, and share files. This not only ensures data security but also maintains the accuracy of the information.

    • Regular audits are necessary to keep the system up-to-date.

  • file version control.

    • In a search-based environment, maintaining version control is crucial to avoid confusion and errors. 

    • Enablement teams need to implement systems that track changes and updates to files, ensuring that employees always have access to the most current information. This can be achieved using software, user permissions, and documented best practices.

 

more tools for enablement success.

  •  content management systems (CMS): a robust CMS is essential for managing and distributing marketing content.

    • This system should allow for easy, but governed, access to resources.

  • customer relationship management (CRM) systems: a CRM system helps in managing customer interactions and tracking sales activities.

    • This is your holy grail and should be integrated with other tools in your tech stack to provide a holistic view of customer engagement and sales performance.

  • project management tools: tools like Smartsheet, Clickup, Asana, Trello, or Monday.com help in managing tasks, tracking progress, and ensuring that projects are completed on time.

    • These tools provide visibility into project timelines and help in coordinating status across teams and departments.

  • learning management systems (LMS): an LMS is essential for delivering and tracking training programs.

    • This system should allow for easy creation and distribution of training materials, as well as the ability to track progress and performance of team members.

 

example enablement team roles.

enablement manager.
Enablement Managers oversee the entire enablement function, ensuring alignment with the company's strategic goals and objectives. This role involves coordinating with various departments, managing the team, and driving the overall enablement strategy.

content strategist.

Content Strategists are responsible for creating and curating content that supports marketing and sales initiatives. This includes developing solution flyers, pitch decks, case studies, white papers, and other collateral.

training specialist.

Training Specialists design and deliver training programs that equip team members with the necessary skills and knowledge to succeed in their role. This involves conducting training sessions, developing training materials, and evaluating the effectiveness of learning and development programs.

operations coordinator.

Operations Coordinators ensure adherence to the teams’ systems and processes. This role involves managing project timelines, coordinating with stakeholders across departments, and implementing updates to processes.

systems administrator.

Systems Administrators are responsible for managing the technical tools and systems used by the enablement team. This includes implementing and maintaining project management systems, content management systems, and other technology solutions that support the team.

 

better operations unlock business growth.

Building a successful enablement team requires an understanding of your company’s current pain points. To be effective, you need the right strategy, roles, systems, and processes.

By creating marketing content, supporting sales effectiveness, streamlining operational efficiency, and contextualizing learning and development, b2b organizations can elevate enablement teams that drive their businesses forward through shifting tech landscapes.

So, could you do a better job than your server?

Would your tables be waiting for food that never arrived?

Time to find out.

onward.

-dm